Qualitative Marketing Research

This book discusses qualitative research modeling and new approaches to qualitative data collection, interpretation of results, reporting, and deriving managerial implications.

Qualitative research manages the fundamental challenge in interpreting the complexities associated with consumer behavior, particularly in the large diversified marketplace, and guides managers towards understanding consumers. This book discusses qualitative research modeling and new approaches to qualitative data collection, interpretation of results, reporting, and deriving managerial implications.

Discussions in the book present new insights on conducting and applying qualitative market research and emphasize the application of qualitative research in consumer-centric companies. The book argues that companies need to consider a broader perspective of marketing research to support marketing decisions derived from understanding consumer behavior using qualitative research methodology.