Qualitative marketing research : understanding how behavioral complexities drive marketing strategies / Rajagopal.

By:

Rajagopal, 1957- []

Material type: Text

TextSeries: Marketing collectionPublisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, [(c)2019.]Edition: First editionDescription: 1 online resource (xviii, 173 pages) : illustrationsContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781949991024

Subject(s):

Genre/Form:

[genre]

Additional physical formats: Print version:: No titleLOC classification:

HF5415.2

Online resources:

Click here to access online

Available additional physical forms:

Contents:

1. Introduction to qualitative research -- 2. Qualitative research design -- 3. Information management in qualitative research -- 4. Evidence-based research -- 5. Mixed methods and qualitative software -- About the author -- Index.

Abstract: Qualitative research contributions have enhanced scope in business management alongside the growth of consumer-centric marketing strategies, which is increasingly getting complex and multidimensional. Qualitative research helps understanding contextual interrelationships in business and cognitive human factors in decision making in business and management. Qualitative research has high value as explorative research tool for moderating intangible information. This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications. Qualitative research manages the fundamental challenge in interpreting the complexities associated with consumer behavior, particularly in large diversified marketplace and guides managers. This book presents new insights on conducting qualitative market research. It emphasizes on the application of qualitative research in consumer-centric companies of various categories ranging from multinational companies to niche business organizations. It helps business researchers in drawing contemporary interpretations to the behavioral complexities of consumers. Discussions in the book argue that companies need to consider a broader perspective of marketing research to support marketing decisions derived by understanding consumer behavior using qualitative research methodology.

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Holdings
Item type	Current library	Collection	Call number	URL	Status	Date due	Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library ONLINE		HF5415.2 (Browse shelf(Opens below))	Link to resource	Available		BEP9781949991024
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library	Non-fiction	HF5415.2 (Browse shelf(Opens below))	Link to resource	Available		9781949991024

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Previous	HF5415.153 Profiting from services and solutions : what product-centric firms need to know /	HF5415.157 Managing and improving quality : integrating quality, statistical methods and process control /	HF5415.2 Market sensing today /	HF5415.2 Qualitative marketing research : understanding how behavioral complexities drive marketing strategies /	HF5415.2 Sales and market forecasting for entrepreneurs /	HF5415.32 Consumer behavior theories : convergence of divergent perspectives with applications to marketing and management /	HF5415.32 Consumer cosmopolitanism in the age of globalization /	Next

Includes bibliographies and index.

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Qualitative research contributions have enhanced scope in business management alongside the growth of consumer-centric marketing strategies, which is increasingly getting complex and multidimensional. Qualitative research helps understanding contextual interrelationships in business and cognitive human factors in decision making in business and management. Qualitative research has high value as explorative research tool for moderating intangible information. This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications. Qualitative research manages the fundamental challenge in interpreting the complexities associated with consumer behavior, particularly in large diversified marketplace and guides managers. This book presents new insights on conducting qualitative market research. It emphasizes on the application of qualitative research in consumer-centric companies of various categories ranging from multinational companies to niche business organizations. It helps business researchers in drawing contemporary interpretations to the behavioral complexities of consumers. Discussions in the book argue that companies need to consider a broader perspective of marketing research to support marketing decisions derived by understanding consumer behavior using qualitative research methodology.

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