作者：Maison, Dominika.

出版社：Abingdon, Oxon :Routledge, 2019.

內容簡介：

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 and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes.

館藏地：澳門城市大學圖書館/主書庫

索書號：HF5415.32 .M35 2019a