02301nam a22001698i 4500008004100000020001800041020001800059100002100077245009100098250002000189260005200209300002200261520177600283650002302059650002502082050002402107260108s2026    enk     ob    001 0 eng    a9781138607743  a97811386077671 aMaison, Dominika10aQualitative marketing research :bunderstanding consumer behaviour /cDominika Maison.  aSecond edition.  aNew YorkbRoutledge Taylor $Francis Groupc2019  a1 online resource  a"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. 0aMarketing research 0aQualitative research00aHF5415.2b.M35 2019