LAUTECH

Qualitative marketing research : (Record no. 41159)

MARC details
000 -LEADER
fixed length control field 02355nam a22001938i 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 260108s2026 enk ob 001 0 eng
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9781138607743
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9781138607767
100 1# - MAIN ENTRY--AUTHOR
Author Maison, Dominika
245 10 - TITLE STATEMENT
Title Qualitative marketing research :
Remainder of title understanding consumer behaviour /
Statement of responsibility, etc Dominika Maison.
250 ## - EDITION STATEMENT
Edition statement Second edition.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication New York
Name of publisher Routledge Taylor $Francis Group
Date of publication 2019
300 ## - PHYSICAL DESCRIPTION
Pagination 1 online resource
520 ## - SUMMARY, ETC.
Summary, etc "This new edition of Qualitative Marketing Research seamlessly integrates theoretical foundations with practical applications in qualitative marketing research, positioning methodologies within the broader landscape of marketing strategy, managerial decision-making, and contemporary consumer psychology. The book offers an extensive examination of qualitative research approaches, beginning with established techniques like focus group interviews (FGI) and individual in-depth interviews (IDI), before exploring innovative ethnographic methods that reveal authentic consumer motivations, needs, values, and attitudes. Readers will gain profound insights into the psychological underpinnings of consumer behaviour, including cutting-edge understanding of unconscious and automatic cognitive processes that drive purchasing decisions. This thoroughly revised 2nd edition features an expanded chapter dedicated to digital research methodologies, covering online and video-based focus groups, social media analytics, mobile ethnography, and the revolutionary integration of artificial intelligence in consumer research. Distinguished by its practical orientation, the text incorporates diverse international case studies from market-leading organizations including PepsiCo, Unilever, Danone, Nestlé, Aviva, and Citibank, demonstrating how theoretical concepts translate into actionable insights across various industries and cultural contexts. This definitive work serves as indispensable reading for advanced undergraduate and postgraduate students specializing in marketing research, consumer behaviour, and consumer psychology. This book offers complementary online resources including comprehensive chapter-by-chapter PowerPoint presentations"-- Provided by publisher.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term Marketing research
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term Qualitative research
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Item type Books
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5415.2
Item number .M35 2019
Holdings
Source of classification or shelving scheme Not for loan Collection code Home library Current library Shelving location Date acquired Mode of acquisition Full call number Accen. No. Copy number Koha item type
Library of Congress Classification   Non-fiction OLUSEGUN OKE LIBRARY LAUTECH OLUSEGUN OKE LIBRARY LAUTECH Olusegun Oke Library West Reading Room 19/02/2026 Purchased HF5415.2 .M35 2019 00052636 1 Books