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Qualitative consumer and marketing research : the Asian perspectives and practices / Krittinee Nuttavuthisit.

9811361428 (electronic book)
9789811361425 (electronic book)
981136141X
9789811361418

Singapore : Springer, [2019]

English

1 online resource

10.1007/978-981-13-6142-5 doi

HF5415.2 .K75 2019

658.8/3095

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. 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.

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Online resource; title from digital title page (viewed on March 26, 2019).

Print version: 9789811361418

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