Qualitative Consumer and Marketing Research The Asian Perspectives and Practices /

• Κύριος συγγραφέας: Nuttavuthisit, Krittinee (Συγγραφέας, http://id.loc.gov/vocabulary/relators/aut)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Singapore : Springer Singapore : Imprint: Springer, 2019.
• Έκδοση: 1st ed. 2019.
• Θέματα: Marketing.; Globalization.; Markets.; Sociology-Research.; Emerging Markets/Globalization.; Research Methodology.

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 o...

Πίνακας περιεχομένων:

• 1. Introduction to Qualitative Consumer and Marketing Research
• 2. Asian Consumption and Marketing
• 3. The Asian Market as Research Context
• 4. Research Design
• 5. Interview
• 6. Focus Group Interview
• 7. Ethnography
• 8. Netnography
• 9. Alternative Techniques
• 10. Data Analysis and Interpretation
• 11. Dissemination of Research
• 12. Conclusion.