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Consumer Research Methods by James Fitchett, Andrea Davies

Consumer Research Methods

by James Fitchett , Andrea Davies
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Book cover type: Hardcover
  • ISBN13: 9781446208502
  • Binding: Hardcover
  • Subject: Hindi Literature
  • Publisher: Sage Publications
  • Publisher Imprint: Sage Publications
  • Publication Date:
  • Pages: 1680
  • Original Price: GBP 710.0
  • Language: English
  • Edition: N/A
  • Item Weight: 3216 grams
  • BISAC Subject(s): Marketing / Research

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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