Qualitative Consumer and Marketing Research

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Sprache: Englisch

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Beschreibung

First book to explain the Asian perspectives and practices of qualitative consumer and marketing research

Assists the readers plan and conduct qualitative consumer and marketing research in Asia

Appeals to both academics and practitioners interested in the growing Asian market

Supports development of distinctive marketing programs in Asia

First book to explain the Asian perspectives and practices of qualitative consumer and marketing research

Assists the readers plan and conduct qualitative consumer and marketing research in Asia

Appeals to both academics and practitioners interested in the growing Asian market

Supports development of distinctive marketing programs in Asia

Über den Autor

Krittinee Nuttavuthisit is a full-time faculty member who teaches courses in consumption and marketing (MBA and Executive MBA) and qualitative consumer and marketing research (Ph.D.). A scholar of the King Anandamahidol Foundation in Thailand, she received her Ph.D. in Marketing from the Kellogg School of Management, Northwestern University. Dr. Krittinee's research interests include consumer experience, consumer well-being, transformative consumer research, and social marketing, and her work has been published in several leading journals, such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, Business Horizon, and Journal of Contemporary Ethnography. She has also authored the book, Consumption and Marketing: The Asian Perspectives and Practices, and has been a weekly columnist for the leading business newspaper in Thailand, Krungthepturakij, since 2005. Her articles have been compiled intothe four business books in Thai: Marketing Spectacles, Marketing Magnitude, Marketing Panorama, and Merry Marketing.

Zusammenfassung

First book to explain the Asian perspectives and practices of qualitative consumer and marketing research

Assists the readers plan and conduct qualitative consumer and marketing research in Asia

Appeals to both academics and practitioners interested in the growing Asian market

Supports development of distinctive marketing programs in Asia

Inhaltsverzeichnis

1. Introduction to Qualitative Consumer and Marketing Research.- 2. Asian Consumption and Marketing.- 3. The Asian Market as Research Context.- 4. Research Design.- 5. Interview.- 6. Focus Group Interview.- 7. Ethnography.- 8. Netnography.- 9. Alternative Techniques.- 10. Data Analysis and Interpretation.- 11. Dissemination of Research.- 12. Conclusion.

Details

Erscheinungsjahr:	2019
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	viii 315 S. 5 s/w Illustr. 1 farbige Illustr. 315 p. 6 illus. 1 illus. in color.
ISBN-13:	9789811361418
ISBN-10:	981136141X
Sprache:	Englisch
Herstellernummer:	978-981-13-6141-8
Einband:	Kartoniert / Broschiert
Autor:	Nuttavuthisit, Krittinee
Hersteller:	Springer Springer Singapore
Verantwortliche Person für die EU:	Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	235 x 155 x 18 mm
Von/Mit:	Krittinee Nuttavuthisit
Erscheinungsdatum:	21.02.2019
Gewicht:	0,493 kg