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Qualitative Marketing Research: Understanding How Behavioral Complexities Drive Marketing Strategies
Rajagopal, PaperbackOriginal price was: $26.99.$22.94Current price is: $22.94.
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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.
Description
Binding Type: Paperback
Author: Rajagopal
Published: 01/31/2019
Publisher: Business Expert Press
ISBN: 9781949991017
Pages: 198
Weight: 0.60lbs
Size: 9.00h x 6.00w x 0.42d
Additional information
Weight | 0.6 lbs |
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Dimensions | 9 × 6 × 0.42 in |
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