Qualitative methods for consumer research the value of the qualitative approach in theory and practice
Qualitative Methods for Consumer Research presents a range of essential topics for validly and reliably using qualitative methods, with a focus on consumer research. Consumer research should not be understood in a narrow marketing context, but more broadly to include time consumption, societal quest...
| Formato: | Libro |
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| Idioma: | Inglés |
| Publicado: |
[S.l.] :
Hans Reitzels forlag
2015
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| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991006504079708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
| Sumario: | Qualitative Methods for Consumer Research presents a range of essential topics for validly and reliably using qualitative methods, with a focus on consumer research. Consumer research should not be understood in a narrow marketing context, but more broadly to include time consumption, societal questions, and potential consumers (e.g. within product innovation/development) |
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| Descripción Física: | 300 p. : il. ; 25 cm |
| ISBN: | 9788741258539 |
