Qualitative Marketing Research
Understanding How Behavioral Complexities Drive Marketing Strategies
About the Book
This book discusses qualitative research modeling and new approaches to qualitative data collection, interpretation of results, reporting, and deriving managerial implications.
Qualitative research manages the fundamental challenge in interpreting the complexities associated with consumer behavior, particularly in the large diversified marketplace, and guides managers towards understanding consumers. This book discusses qualitative research modeling and new approaches to qualitative data collection, interpretation of results, reporting, and deriving managerial implications.
Discussions in the book present new insights on conducting and applying qualitative market research and emphasize the application of qualitative research in consumer-centric companies. The book argues that companies need to consider a broader perspective of marketing research to support marketing decisions derived from understanding consumer behavior using qualitative research methodology.
Business Expert Press
Since 2008, Business Expert Press has been providing business students and professionals with precise, business information written by experts in their fields. Available in both print and eBook formats, our books can be obtained by consumers through a variety of sources including direct purchase on our website and major online bookstores. Business librarians can purchase our entire Digital Library, published and updated annually, in total, or in various configurations such as topical e-collections or custom bundles, through perpetual access or subscription.
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