Qualitative Methods for Consumer Research: The Value of the Qualitative Approach in Theory and Practice
- ISBN-10
- 8741258533
- ISBN-13
- 9788741258539
- Category
- Business & Economics
- Pages
- 272
- Language
- English
- Published
- 2016-01-01
- Author
- Thomas Bjorner
Description
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). It provides guidelines on how to properly conduct interviews, make observations, and use document data. Furthermore, it outlines specific procedures for analyzing textual, visual, and electronic information.
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