XWe have detected your location as outside the U.S/Canada, if you think this is wrong, you can choose your location.

Macmillan Higher Education

Cart

Continue Shopping
All prices are shown including VAT
The submitted promocode is invalid
* Applied promocode: ×

Important information on your ebook order

Qualitative Consumer and Marketing Research

The Asian Perspectives and Practices

Author(s):
Publisher:

Springer

Pages: 315
Further Actions:

Recommend to library

AVAILABLE FORMATS

Paperback - 9789811361418

13 February 2019

€69.54

Free Shipping

Not yet published

All prices are shown including VAT

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...

Show More

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. 

Show Less

First book to explain the Asian perspectives and practices of qualitative consumer and marketing research

Assists the readers plan and conduct qualitative consumer and marketing research in Asia

Appeals to both academics and practitioners interested in the growing Asian market

Supports development of distinctive marketing programs in Asia

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.
Add a review

Krittinee Nuttavuthisit is a full-time faculty member who teaches courses in consumption and marketing (MBA and Executive MBA) and qualitative consumer and marketing research (Ph.D.). A scholar of the King Anandamahidol Foundation in Thailand, she received her Ph.D. in Marketing from the Kellogg School of Management, Northwestern University. Dr. Krittinee’s research interests include consumer experience, consumer well-being, transformative consumer research, and social marketing, and her work has been published in several leading journals, such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, Business Horizon, and Journal of Contemporary Ethnography. She has also...

Show More

Krittinee Nuttavuthisit is a full-time faculty member who teaches courses in consumption and marketing (MBA and Executive MBA) and qualitative consumer and marketing research (Ph.D.). A scholar of the King Anandamahidol Foundation in Thailand, she received her Ph.D. in Marketing from the Kellogg School of Management, Northwestern University. Dr. Krittinee’s research interests include consumer experience, consumer well-being, transformative consumer research, and social marketing, and her work has been published in several leading journals, such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, Business Horizon, and Journal of Contemporary Ethnography. She has also authored the book, Consumption and Marketing: The Asian Perspectives and Practices, and has been a weekly columnist for the leading business newspaper in Thailand, Krungthepturakij, since 2005. Her articles have been compiled into the four business books in Thai: Marketing Spectacles, Marketing Magnitude, Marketing Panorama, and Merry Marketing.


Show Less

New Publications 

Best Sellers