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portada Qualitative Marketing Research: Understanding how Behavioral Complexities Drive Marketing Strategies
Type
Physical Book
Publisher
Author
Year
2019
Language
English
Pages
198
Format
Paperback
ISBN13
9781949991017
Categories

Qualitative Marketing Research: Understanding how Behavioral Complexities Drive Marketing Strategies

Rajagopal (Author) · Business Expert Press · Paperback

Qualitative Marketing Research: Understanding how Behavioral Complexities Drive Marketing Strategies - Rajagopal

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Synopsis "Qualitative Marketing Research: Understanding how Behavioral Complexities Drive Marketing Strategies"

This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications. 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.

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