EAN: 9789811361418

QUALITATIVE CONSUMER AND MARKETING RESEARCH - K...

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 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. These include design of research setting (samples and sampling
strategy  context  time) and research procedures (from entry to access and completion of the
research project) with resources planning. In addition  the book also addresses data analysis
and interpretation as well as presentation  dissemination  and sharing of research results
through both academic and practical courses. Lastly  it derives key concepts by reviewing
classic research traditions and methods together with academic and practical studies.

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