Consumer Research Methods

Name: Consumer Research Methods
Brand: SAGE Publications Ltd
SKU: 9781446208502
Price: 4185.67 RON
Availability: InStock

Autor: James Fitchett, Andrea Davies

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Legare: Copertă tare

Editura: SAGE Publications Ltd

Disponibilitate: În depozitul extern

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

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Autor

James Fitchett, Andrea Davies

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2013

Pagini

1680

EAN

9781446208502

ISBN

1446208508

Enbook ID

01261218

Editura

SAGE Publications Ltd

Greutate

3224

Dimensiuni

249 x 173 x 159

Descriere completă

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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