Qualitative Marketing Research: Understanding How Behavioral Complexities Drive Marketing Strategies
“Qualitative research is followed today beyond ethnography in marketing, management, and health sciences. This book blends contemporary approaches with the qualitative research epistemologies and encapsulates the systematic process of conducting research. It is a valuable contribution for management students, corporate managers, and researchers…” —Lou Chitkushev, PhD, Associate Dean of Academic Affairs, Metropolitan College, Boston University, Boston MA
“An excellent reference for researchers in the areas of social and management sciences. To understand the world from the people’s point of view, the qualitative research has been an age-old asset. This book guides researchers to schematically explore experiences of the subjects by walking in their shoes and understanding their behavior.” —Arturo Molina, PhD, Vice-Rector (Research & Technology Transfer), Tecnologico de Monterrey, Mexico
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.