Qualitative Marketing Research: Understanding Consumer Behaviour

This new edition of Qualitative Marketing Research seamlessly integrates theoretical foundations with practical applications in qualitative marketing research, positioning methodologies within the broader landscape of marketing strategy, managerial decision-making, and contemporary consumer psychology. The book offers an extensive examination of qualitative research approaches, beginning with established techniques like focus group interviews (FGI) and individual in-depth interviews (IDI), before exploring innovative ethnographic methods that reveal authentic consumer motivations, needs, values, and attitudes.Readers will gain profound insights into the psychological underpinnings of consumer behaviour, including cutting-edge understanding of unconscious and automatic cognitive processes that drive purchasing decisions.This thoroughly revised second edition features an expanded chapter dedicated to digital research methodologies, covering online and video-based focus groups, social med