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Könyv Qualitative Consumer and Marketing Research Krittinee Nuttavuthisit

Qualitative Consumer and Marketing Research

The Asian Perspectives and Practices

Szerző: Krittinee Nuttavuthisit
Nyelv: Angol
Kötés: Puha kötésű
Kiadó: Springer Verlag, Singapore
Elérhetőség: Beszállítói készleten
Küldés 5-8 napon belül
30 961 Ft
This book presents both theoretical research methods and practical uses of qualitative consumer and...

Információk a könyvről

Szerző
Krittinee Nuttavuthisit
Nyelv
Angol
Kötés
Könyv - Puha kötésű
Kiadva
2019
oldal
315
EAN
9789811361418
Enbook ID
21076317
Kiadó
Springer Verlag, Singapore
Súly
498
Méretek
235 x 155 x 23

Teljes leírás

This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies.

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