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Qualitative Consumer Research, Hardcover by Belk, Russell W. (EDT), Like New ...

Description: Qualitative Consumer Research, Hardcover by Belk, Russell W. (EDT), ISBN 1787144925, ISBN-13 9781787144927, Like New Used, Free P&P in the UK In spite of, and because of, the attention recently paid to “big data” and the huge amount quantitative data available from online and point of sale transactions, qualitative and conceptual research is in greater demand than ever. Rather than the correlational and superficial view provided from the overflow of numerical data, qualitative and conceptual data help to make sense of what is really going on among consumers. Numerical approaches are a useful first cut at detecting changes in market patterns, but they fail to help understand the underlying and deeper meanings of these data among individual consumers, families, and consumption communities. By gathering data from observation (first hand and automated), depth interviews, projective measures, netnography, videography, qualitative marketing and consumer research help put flesh on the bones of often sterile quantitative data. This volume provides a good illustration of the sorts of insights that qualitative and conceptual analysis can provide. Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, how skiers consume a ski resort, and how small retailers can combat the practice of “showrooming” by consumers comparing online prices with mobile devices to the nature of consumer “presence, rethinking the meanings of prices, and buying counterfeit luxuries with friends. These and other practices provide eye-opening insights of their own. But they also spark the imagination by demonstrating what qualitative research can do and why it is an increasingly popular set of techniques.

Price: 100.88 GBP

Location: Castle Donington

End Time: 2024-12-27T11:38:48.000Z

Shipping Cost: 20.02 GBP

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Qualitative Consumer Research, Hardcover by Belk, Russell W. (EDT), Like New ...

Item Specifics

Return postage will be paid by: Buyer

Returns Accepted: Returns Accepted

After receiving the item, your buyer should cancel the purchase within: 30 days

Book Title: Qualitative Consumer Research

Number of Pages: 296 Pages

Publication Name: Qualitative Consumer Research

Language: English

Publisher: Emerald Publishing The Limited

Item Height: 229 mm

Subject: Management

Publication Year: 2017

Type: Textbook

Author: Russell W. Belk

Item Width: 152 mm

Series: Review of Marketing Research

Format: Hardcover

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