This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology ...

"Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making them, the consumers they are trying to influence, and the society in which these attempts occur. We ...

This book explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful ...