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Qualitative Consumer and Marketing Research

The Asian Perspectives and Practices
沿って Krittinee Nuttavuthisit - により販売されています Dodax EU
コンディション: 新品
¥8,556
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Krittinee Nuttavuthisit Qualitative Consumer and Marketing Research
Krittinee Nuttavuthisit - Qualitative Consumer and Marketing Research

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配達: 2020-12-07 ~ 2020-12-09 の間
販売と配送: Dodax EU

詳細

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 of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies.

共演者・アシスタント

著者 Krittinee Nuttavuthisit

商品詳細

DUIN 1O7NHHG7S7A

GTIN 9789811361418

発売日 21.02.2019

言語 英語

ページ数 315

Product type 文庫本

寸法 235 x 156 x 155  mm

製品重量 498 g

¥8,556
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