کتاب دانلود کتب لاتین علوم انسانیتجارت، اقتصاد، و بانکداری
تحقیقات کیفی مصرف کننده و بازاریابی - دیدگاه ها و روش های آسیایی
تحقیقات کیفی مصرف کننده و بازاریابی - دیدگاه ها و روش های آسیایی

Qualitative Consumer and Marketing Research - The Asian Perspectives and Practices
نویسنده: Krittinee Nuttavuthisit
سال انتشار: 2019
تعداد صفحات: 316
زبان فایل: انگلیسی
فرمت فایل: pdf
حجم فایل: 3MB
قیمت: 100,000ريال

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Publisher : Springer

ISBN-10 : 981136141X

ISBN-13 : 978-9811361418

ASIN : B07NRK3VBS

This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies.