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Qualitative Marketing Research: Understanding How Behavioral Complexities Drive Marketing Strategies by Rajagopal

Qualitative Marketing Research: Understanding How Behavioral Complexities Drive Marketing Strategies

by Rajagopal
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Book cover type: Paperback
  • ISBN13: 9781949991017
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Business Expert Press
  • Publisher Imprint: Business Expert Press
  • Publication Date:
  • Pages: 198
  • Original Price: USD 26.99
  • Language: English
  • Edition: N/A
  • Item Weight: 273 grams
  • BISAC Subject(s): Marketing / Research, Decision-Making & Problem Solving, and Consumer Behavior

This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications.

Qualitative research manages the fundamental challenge in interpreting the complexities associated with consumer behavior, particularly in large diversified marketplace and guides managers towards understanding consumers. This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications.

Discussions in the book present new insights on conducting and applying qualitative market research and emphasizes on the application of qualitative research in consumer-centric companies. The book argues that companies need to consider a broader perspective of marketing research to support marketing decisions derived by understanding consumer behavior using qualitative research methodology.

Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. Dr. Rajagopal is Visiting Professor at Boston University, Boston, Massachusetts. He has been listed with biography in various international directories. He is serving also as Visiting Professor at University of Fraser Valley, British Columbia, Canada-India Campus.

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