While consumer research is founded on traditional quantitative approaches, the insight produced through qualitative research methods within consumer settings ha

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What impact can various research methods have on consumer psychology? How can they help us understand the workings of the consumer mind? And how can the field o

This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to researc

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader contex