Consumer Research Methods

Name: Consumer Research Methods
Brand: SAGE Publications Ltd
SKU: 9781446208502
Price: 799.7 EUR
Availability: InStock

Autor: James Fitchett, Andrea Davies

Jazyk:

Väzba: Pevná

Vydavateľ: SAGE Publications Ltd

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799.70 €

Ever since its conception some 40 years ago, consumer research has been the channel through which in...

Informácie o knihe

Autor

James Fitchett, Andrea Davies

Jazyk

Angličtina

Väzba

Kniha - Pevná

Vydalo

2013

Stránok

1680

EAN

9781446208502

ISBN

1446208508

Enbook ID

01261218

Vydavateľ

SAGE Publications Ltd

Hmotnosť

3224

Rozmery

249 x 173 x 159

Kompletný popis

Ever since its conception some 40 years ago, consumer research has been the channel through which innovations in social science, social and cultural theory and the arts have entered the marketing discipline. With each transformation and interjection of new ideas, discourses and approaches, consumer research has also translated a whole tradition and variety of method into marketing theory and research practice. This collection offers a comprehensive and illuminating overview of the main methods used in consumer research and outlines the main theoretical, conceptual and historical debates that are relevant to the area. It highlights the full range of methodological considerations, from questionnaire design through to analyzing qualitative data, as well as discussing the progression and development of the field from its initial conception as a relatively coherent and unified sub-discipline through to the diverse community of methods today.

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