Qualitative Consumer and Marketing Research The Asian Perspectives and Practices /

• Main Author: Nuttavuthisit, Krittinee (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer Singapore : Imprint: Springer, 2019.
• Edition: 1st ed. 2019.
• Subjects: 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...

Table of Contents:

• 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.