2nd Edition
Qualitative Marketing Research Understanding Consumer Behaviour
1. Why we need qualitative research methods: The role of research in marketing 2. From consciousness to unconsciousness: Evolution in understanding consumers and its consequences for qualitative marketing research practice 3. What does a marketer want to know?: Classic domains of qualitative marketing research 4. What else would a marketer like to know?: New areas where qualitative research can be used 5. Diversity in qualitative methods: A range of tools for the marketing researcher 6. Projective and enabling techniques: A way to go beyond declarations 7. Step 1: Defining the research questions and research schemata 8. Step 2: Discussion guide: The art of asking the right questions 9. Step 3: Conducting an interview: The difference between good and bad moderators 10. Step 4: Analysing and interpreting qualitative data 11. Future of qualitative research: Does AI replace qualitative research and researchers?
Biography
Dominika Maison, PhD, is Full Professor at the University of Warsaw, Head of the Department of Business Psychology and Social Innovations, and a marketing research practitioner.
