rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Qualitative consumer research
  name:
    name part: Belk, Russell W.
    role:
      role term: editor.
  type of resource: text
  genre: sborníky
  genre: elektronické knihy
  genre: papers of several authors
  genre: electronic books
  origin info:
    place:
      place term: enk
    date issued: 2017
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online zdroj (270 stran).
  abstract: In spite of, and because of, the attention recently paid to big data and the huge amount quantitative data available from online and point of sale transactions, qualitative and conceptual research is in greater demand than ever. Rather than the correlational and superficial view provided from the overflow of numerical data, qualitative and conceptual data help to make sense of what is really going on among consumers. Numerical approaches are a useful first cut at detecting changes in market patterns, but they fail to help understand the underlying and deeper meanings of these data among individual consumers, families, and consumption communities. By gathering data from observation (first hand and automated), depth interviews, projective measures, netnography, videography, qualitative marketing and consumer research help put flesh on the bones of often sterile quantitative data. This volume provides a good illustration of the sorts of insights that qualitative and conceptual analysis can provide. Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, how skiers consume a ski resort, and how small retailers can combat the practice of showrooming by consumers comparing online prices with mobile devices to the nature of consumer presence, rethinking the meanings of prices, and buying counterfeit luxuries with friends. These and other practices provide eye-opening insights of their own. But they also spark the imagination by demonstrating what qualitative research can do and why it is an increasingly popular set of techniques.- Resumé vydavatel
  target audience: specialized
  note: edited by Russell W. Belk.
  note: Obsahuje index.
  note: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity
  note: Obsahuje bibliografické odkazy.
  subject:
    topic: spotřebitelé
  subject:
    topic: kvalitativní výzkum
  subject:
    topic: marketing
  subject:
    topic: consumers
  subject:
    topic: qualitative research
  subject:
    topic: marketing
  classification: 366-05
  classification: 303.022
  classification: 339.138
  classification: (082)
  classification: (0.034.2:08)
  identifier: 9781787144910
  identifier: https://proxy.k.utb.cz/login
  access condition: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity
  record info:
    record content source: UtOrBLW
    record creation date: 170815
    record change date: 20251008101020.0
    record identifier: 91428
    language of cataloging:
      language term: eng