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Uniquely practical in its approach, this book is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.
List of contents
Chapter 1. Why do we need qualitative research methods - the role of research in marketing C
hapter 2. From consciousness to unconsciousness - Evolution in understanding consumers and its consequences for qualitative marketing research
Chapter 3. Qualitative methods - a range of tools for the marketing researcher
Chapter 4. Projective and enabling techniques - a way to go beyond declarations
Chapter 5. Step 1 - Defining the research questions and research schemata
Chapter 6. Step 2
- Discussion guide - the art of asking the right question
Chapter 7. Step 3
- Conducting an interview - the difference between a good and bad moderator
Chapter 8. Step 4 - Analysing and interpreting qualitative data
Chapter 9. Concluding chapter - future developments in the qualitative research
About the author
Dominika Maison is owner of Maison&Partners, a market research company specializing in strategic marketing research, and Dean of the Faculty of Psychology, University of Warsaw, Poland. She was the President of The Polish Society for Opinion and Marketing Research (PTBRiO) between 2003 and 2008, and from 2012 to 2016 was a European Society for Opinion and Marketing Research (ESOMAR) representative for Poland - the largest international organization dealing with opinion and marketing research. She has also authored numerous articles and books.
Summary
Uniquely practical in its approach, this book is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.
