Fr. 57.50

Individual interviews and group meetings - Practical guide

English · Paperback / Softback

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Description

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Individual interviews and focus groups are two of the most common qualitative market research tools used by marketing practitioners and researchers. This guide provides a comprehensive presentation of their methodological processes. The boxes and examples make it easy to understand and master the fundamentals of conducting these tools.Thanks to its innovative approach, this guide will allow students and practitioners to discover these two approaches and to learn how to apply them to the study of various problems related to consumer behavior.

About the author










Salima JAZI hat an der IAE Dijon in Marketing promoviert. Sie ist heute Forschungslehrerin und Leiterin des Studiengangs Marketing und Commercial Action an der Ecole Nationale de Commerce et de Gestion de Settat, Université Hassan Premier, Marokko. Ihre Forschungsschwerpunkte sind das Verbraucherverhalten und das Marketing im Einzelhandel.

Product details

Authors Salima Jazi
Publisher Our Knowledge Publishing
 
Languages English
Product format Paperback / Softback
Released 24.11.2022
 
EAN 9786205275221
ISBN 9786205275221
No. of pages 52
Subject Social sciences, law, business > Business > Advertising, marketing

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