Qualitative Consumer and Marketing Research: The Asian Perspectives and Practices

This book provides an introduction to qualitative consumer and marketing research in Asia, covering research design, data collection techniques, data analysis, and presentation. It also discusses research ethics, practical applications, and key concepts derived from classic research traditions and methods.

Format: Paperback / softback
Length: 315 pages
Publication date: 21 February 2019
Publisher: Springer Verlag, Singapore

This comprehensive book offers a comprehensive exploration of qualitative consumer and marketing research in Asia, encompassing both theoretical frameworks and practical applications. It delves into diverse research methodologies, including interpretive research perspectives and key qualitative research traditions, while also providing insights into research design, data collection techniques, data analysis, and presentation. The book discusses various data-collection methods such as interviews, focus groups, observation, ethnography, online observation, and netnography, along with alternative tools like projective techniques, autodriving, and diaries. It also covers essential aspects of research design, including sampling strategy, context, and time, as well as research procedures from entry to access and completion. Additionally, the book addresses data analysis and interpretation, presenting various approaches and techniques to extract meaningful insights from the collected data. Furthermore, it discusses the presentation, dissemination, and sharing of research results through both academic and practical courses. By reviewing classic research traditions and methods alongside academic and practical studies, the book derives key concepts and provides valuable guidance for researchers and practitioners in the field.
This comprehensive book offers a comprehensive exploration of qualitative consumer and marketing research in Asia, encompassing both theoretical frameworks and practical applications. It delves into diverse research methodologies, including interpretive research perspectives and key qualitative research traditions, while also providing insights into research design, data collection techniques, data analysis, and presentation. The book discusses various data-collection methods such as interviews, focus groups, observation, ethnography, online observation, and netnography, along with alternative tools like projective techniques, autodriving, and diaries. It also covers essential aspects of research design, including sampling strategy, context, and time, as well as research procedures from entry to access and completion. Additionally, the book addresses data analysis and interpretation, presenting various approaches and techniques to extract meaningful insights from the collected data. Furthermore, it discusses the presentation, dissemination, and sharing of research results through both academic and practical courses. By reviewing classic research traditions and methods alongside academic and practical studies, the book derives key concepts and provides valuable guidance for researchers and practitioners in the field.

This comprehensive book offers a comprehensive exploration of qualitative consumer and marketing research in Asia, encompassing both theoretical frameworks and practical applications. It delves into diverse research methodologies, including interpretive research perspectives and key qualitative research traditions, while also providing insights into research design, data collection techniques, data analysis, and presentation. The book discusses various data-collection methods such as interviews, focus groups, observation, ethnography, online observation, and netnography, along with alternative tools like projective techniques, autodriving, and diaries. It also covers essential aspects of research design, including sampling strategy, context, and time, as well as research procedures from entry to access and completion. Additionally, the book addresses data analysis and interpretation, presenting various approaches and techniques to extract meaningful insights from the collected data. Furthermore, it discusses the presentation, dissemination, and sharing of research results through both academic and practical courses. By reviewing classic research traditions and methods alongside academic and practical studies, the book derives key concepts and provides valuable guidance for researchers and practitioners in the field.

Weight: 504g
Dimension: 155 x 235 x 23 (mm)
ISBN-13: 9789811361418
Edition number: 1st ed. 2019