Qualitative Marketing Research, Understanding Consumer Behaviour (PDF) is an ideal guide to understanding the core concepts of qualitative market research. It provides qualitative market research in the wider context of marketing and supervisory choices, consumer psychology and modern understanding about unconscious and automated procedures. Different kinds of qualitative market research techniques are analyzed, from the timeless focus group interview (FGI) and private in-depth interview (IDI), to more cutting-edge techniques such as ethnography or bulletin board system, which allow marketing scientists to find and comprehend genuine consumer inspirations, worths, requirements, and mindsets.
With many worldwide case research studies, consisting of Unilever, PepsiCo, Nestle, Danone, Aviva and Citibank, the ebook is distinctively useful in its method. It is essential reading for sophisticated undergraduate and postgraduate trainees of market research, consumer behaviour and consumer psychology.