【预订】Qualitative Consumer and Marketing Research 978981136141
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/ 2019-02-21
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Product Details 基本信息 ISBN-13 书号 9789811361418 Author 作者 Krittinee Nuttavuthisit Format 版本 平装-胶订 Pages Number 页数 315页 Publication Date 出版日期 2019-02-21 Language 语种 英语 Book Contents 内容简介 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 go
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