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Qualitative consumer and marketing research: the asian perspectives and practices

By:

Nuttavuthisit, krittinee

Material type: Text

TextPublication details: Singapore Springer 2019Description: viii, 315 pISBN:

9789811361418

Subject(s):

DDC classification:

658.83 NUT

Summary: This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies (https://link.springer.com/book/10.1007/978-981-13-6142-5)

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks		1	Available		009144

Table of contents:
Front Matter
Pages i-viii
Download chapter PDF
Introduction to Qualitative Consumer and Marketing Research
Krittinee Nuttavuthisit
Pages 1-21
Asian Consumption and Marketing
Krittinee Nuttavuthisit
Pages 23-49
The Asian Market as Research Context
Krittinee Nuttavuthisit
Pages 51-82
Research Design
Krittinee Nuttavuthisit
Pages 83-107
Interview
Krittinee Nuttavuthisit
Pages 109-139
Focus Group Interview
Krittinee Nuttavuthisit
Pages 141-164
Ethnography
Krittinee Nuttavuthisit
Pages 165-187
Netnography
Krittinee Nuttavuthisit
Pages 189-209
Alternative Techniques
Krittinee Nuttavuthisit
Pages 211-237
Data Analysis and Interpretation
Krittinee Nuttavuthisit
Pages 239-262
Dissemination of Research
Krittinee Nuttavuthisit
Pages 263-286
Conclusion
Krittinee Nuttavuthisit
Pages 287-315

[https://link.springer.com/book/10.1007/978-981-13-6142-5]

This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies

(https://link.springer.com/book/10.1007/978-981-13-6142-5)

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