Qualitative Marketing Research: Understanding How Behavioral Complexities Drive Marketing Strategies

✍ Scribed by Rajagopal (author)

• Publisher: Business Expert Press
• Year: 2019
• Tongue: English
• Leaves: 198
• Category: Library

✦ Synopsis

This book discusses qualitative research modeling and new approaches of 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 large diversified marketplace and guides managers towards understanding consumers. This book discusses qualitative research modeling and new approaches of 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 emphasizes on 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 by understanding consumer behavior using qualitative research methodology.

✦ Table of Contents

Cover
Contents
Preface
Acknowledgments
Chapter 1: Introduction to Qualitative Research
Chapter 2: Qualitative Research Design
Chapter 3: Information Management in Qualitative Research
Chapter 4: Evidence-Based Research
Chapter 5: Mixed Methods and Qualitative Software
About the Author
Index
Adpage
Backcover