001399506 000__ 04239cam\a2200541\i\4500
001399506 001__ 1399506
001399506 003__ OCoLC
001399506 005__ 20230306153057.0
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001399506 007__ cr\cn\nnnunnun
001399506 008__ 190304s2019\\\\si\\\\\\o\\\\\000\0\eng\d
001399506 019__ $$a1197537623$$a1229943648
001399506 020__ $$a9811361428$$q(electronic book)
001399506 020__ $$a9789811361425$$q(electronic book)
001399506 020__ $$z981136141X
001399506 020__ $$z9789811361418
001399506 0247_ $$a10.1007/978-981-13-6142-5$$2doi
001399506 035__ $$aSP(OCoLC)1089004227
001399506 040__ $$aYDX$$beng$$erda$$cYDX$$dYDXIT$$dUKMGB$$dOCLCF$$dCULIB$$dESU$$dSFB$$dOCLCQ$$dN$T$$dOCLCO
001399506 043__ $$aa------
001399506 049__ $$aISEA
001399506 050_4 $$aHF5415.2$$b.K75 2019
001399506 08204 $$a658.8/3095$$223
001399506 1000_ $$aKrittinee Nuttavuthisit,$$eauthor.
001399506 24510 $$aQualitative consumer and marketing research :$$bthe Asian perspectives and practices /$$cKrittinee Nuttavuthisit.
001399506 264_1 $$aSingapore :$$bSpringer,$$c[2019]
001399506 300__ $$a1 online resource
001399506 336__ $$atext$$btxt$$2rdacontent
001399506 337__ $$acomputer$$bc$$2rdamedia
001399506 338__ $$aonline resource$$bcr$$2rdacarrier
001399506 5050_ $$a1. Introduction to Qualitative Consumer and Marketing Research -- 2. Asian Consumption and Marketing -- 3. The Asian Market as Research Context -- 4. Research Design -- 5. Interview -- 6. Focus Group Interview -- 7. Ethnography -- 8. Netnography -- 9. Alternative Techniques -- 10. Data Analysis and Interpretation -- 11. Dissemination of Research -- 12. Conclusion.
001399506 506__ $$aAccess limited to authorized users.
001399506 520__ $$aThis 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. 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 sev.
001399506 588__ $$aOnline resource; title from digital title page (viewed on March 26, 2019).
001399506 650_0 $$aMarketing research$$zAsia.
001399506 650_0 $$aConsumers$$xResearch$$zAsia.
001399506 650_0 $$aQualitative research$$zAsia.
001399506 650_6 $$aMarketing$$xRecherche$$zAsie.
001399506 650_6 $$aConsommateurs$$xRecherche$$zAsie.
001399506 650_6 $$aRecherche qualitative$$zAsie.
001399506 655_0 $$aElectronic books.
001399506 77608 $$iPrint version:$$z981136141X$$z9789811361418$$w(OCoLC)1080247514
001399506 852__ $$bebk
001399506 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-981-13-6142-5$$zOnline Access$$91397441.1
001399506 909CO $$ooai:library.usi.edu:1399506$$pGLOBAL_SET
001399506 980__ $$aBIB
001399506 980__ $$aEBOOK
001399506 982__ $$aEbook
001399506 983__ $$aOnline
001399506 994__ $$a92$$bISE