Qualitative market research : understanding how behavioral complexities can drive marketing strategies / Rajagopal.

Format:

Book

Author/Creator:

Rajagopal, 1957- author.

Series:

Marketing collection.

Marketing collection

Language:

English

Subjects (All):

Marketing research.

Qualitative research.

Physical Description:

1 online volume

Edition:

1st ed.

Place of Publication:

New York, NY : Business Expert Press, 2019.

Summary:

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.

Contents:

Cover

Contents

Preface

Acknowledgments

Chapter 1: Introduction to Qualitative Research

Chapter 2: Qualitative Research Design

Chapter 3: Information Management in Qualitative Research

Chapter 4: Evidence-Based Research

Chapter 5: Mixed Methods and Qualitative Software

About the Author

Index

Adpage

Backcover.

Notes:

Description based on print version record.

Other Format:

print version :

ISBN:

9781949991024

1949991024

OCLC:

1085216037