Page 1
Page 1
Qualitative consumer and marketing research : The Asian perspectives and practices
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.
Formative research in social marketing : Innovative methods to gain consumer insights
Brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. This book will help social marketing to move beyond surveys and focus groups.The book addresses the needs of social marketing academics and practitioners alike by providing a robust and critical academic discussion of cutting-edge research methods, while demonstrating at the same time how each respective method can help us arrive at a deeper understanding of the issues that social marketing interventions are seeking to remedy. Each chapter includes a scholarly discussion of key formative research methods.
