Qualitative Marketing Research

Understanding How Behavioral Complexities Drive Marketing Strategies

By:

Rajagopal

Format:

Paperback / softback

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Description

Qualitative research manages the fundamental challenge in interpreting the complexities associated with consumer behavior, particularly in large diversified marketplace and guides managers towards understanding consumers. This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications. Discussions in the book present new insights on conducting and applying qualitative market research and emphasizes on the application of qualitative research in consumer-centric companies. The book argues that companies need to consider a broader perspective of marketing research to support marketing decisions derived by understanding consumer behavior using qualitative research methodology.

Author Biography:

Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. Dr. Rajagopal is Visiting Professor at Boston University, Boston, Massachusetts. He has been listed with biography in various international directories. He is serving also as Visiting Professor at University of Fraser Valley, British Columbia, Canada-India Campus.

Release date Australia

January 30th, 2019

Author

Rajagopal

Audience

Professional & Vocational

Pages

196

Dimensions

152x229x11

ISBN-13

9781949991017

Product ID

29194548

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