Qualitative Methods for Consumer Research

Autori

• Thomas Bjorner

Parametri

• Commercio e vendita
• Comportamento dei consumatori
• Economia e affari

Maggiori informazioni sul libro

Qualitative Methods for Consumer Research presents a range of essential topics for validly and reliably using qualitative methods, with a focus on consumer research. Consumer research should not be understood in a narrow marketing context, but more broadly to include time consumption, societal questions, and potential consumers (e.g. within product innovation/development). It provides guidelines on how to properly conduct interviews, make observations, and use document data. Furthermore, it outlines specific procedures for analyzing textual, visual, and electronic information.

Lingua: Inglese

Pubblicato: 2015

(In brossura)