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Qualitative Marketing Research : Understanding Consumer Behaviour.

Author: Dominika Maison
Publisher: Milton : Routledge, 2018.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Maison, Dominika.
Qualitative Marketing Research : Understanding Consumer Behaviour.
Milton : Routledge, ©2018
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Dominika Maison
ISBN: 9780429883392 0429883390 9780429883385 0429883382 9780429883378 0429883374 9780429467028 0429467028
OCLC Number: 1057678124
Notes: Good moderation: a skill or a gift?
Description: 1 online resource (247 pages)
Contents: Qualitative Marketing Research- Front Cover; Qualitative Marketing Research; Title Page; Copyright Page; Contents; Introduction; Chapter 1: Why we need qualitative research methods: the role of research in marketing; Data-based marketing decisions; Qualitative vs. quantitative: choosing the right methodology; How qualitative research can help to answer marketing questions; Chapter 2: From consciousness to unconsciousness: evolution in understanding consumers and its consequences for qualitative marketing research practice. Traditional way of understanding the consumer: a rational being aware of own attitudes and needsNew approach to the consumer: an emotional being not fully aware of own attitudes, needs, and motives; Discovering the unconscious mind and its implications for qualitative marketing research; Marketing evidence for the existence of unconscious and automatic processes; Evolution of qualitative research: from collecting information to the search for understanding; Chapter 3: Qualitative methods: the different tools in the hands of a marketing researcher. Classic qualitative marketing research methods: focus group interviews and individual in-depth interviewsShorter, longer, differently: variations around focus groups; Interactive methods: confrontational and creativity groups; Closer to the real experience: ethnographic research and observation in the marketing research context; Exploring new technologies: qualitative online research; Chapter 4: Projective and enabling techniques: a way to go beyond declarations; What are projective techniques?; When projective and enabling techniques can and should be used in marketing research. Types of projective techniques: individual vs. group, verbal vs. non-verbal, relational vs. non-relational, etcKey success factor: appropriate selection of interview stimuli; Projective and enabling techniques most commonly used in marketing research; Examples of enabling techniques; Analysis and interpretation of projective and enabling techniques; Chapter 5: Step 1: defining the research questions and research schemata; Beyond moderation: different stages of qualitative research; Defining the research area: from marketing questions to research questions. Designing research schemata: quantitative thinking in qualitative researchAdditional rules for selecting respondents; Number and type of interviews: final design of research schemata; Most common mistakes in planning research schemata; Chapter 6: Step 2: discussion guide --
the art of asking the right questions; Elementary rules for a good discussion guide; Question type rules; Question and topic sequence rules; Pilot interview: the last check of the discussion guide; Chapter 7: Step 3: conducting an interview --
the difference between good and bad moderators.

Abstract:

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.

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