Qualitative consumer research

• Other Authors: Belk, Russell W., (Editor)
• Format: eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2017.
• Series: Review of marketing research, v. 14
• Subjects: Consumers > Research.; Marketing.; Business & Economics > Marketing > Research.; Sales & marketing.; elektronické knihy; electronic books
• ISBN: 9781787144910; 9781787149465
• Physical Description: 1 online resource (270 pages).

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 o...