Qualitative consumer and marketing research : the Asian perspectives and practices /

Qualitative consumer and marketing research : the Asian perspectives and practices / Krittinee Nuttavuthisit.

This book 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 o...

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Bibliographic Details
Online Access: Full Text (via Springer)
Main Author: Krittinee Nuttavuthisit (Author)
Format: eBook
Language:English
Published: Singapore : Springer, [2019]
Subjects:
Marketing research > Asia.
Consumers > Research > Asia.
Qualitative research > Asia.
Consumers > Research.
Marketing research.
Qualitative research.
Asia.
Table of Contents:
  • 1. Introduction to Qualitative Consumer and Marketing Research
  • 2. Asian Consumption and Marketing
  • 3. The Asian Market as Research Context
  • 4. Research Design
  • 5. Interview
  • 6. Focus Group Interview
  • 7. Ethnography
  • 8. Netnography
  • 9. Alternative Techniques
  • 10. Data Analysis and Interpretation
  • 11. Dissemination of Research
  • 12. Conclusion.

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