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Consumer Research Methods
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Consumer Research Methods

Book Details

Format Multiple-Item Product
Book Series Sage Benchmarks in Social Research Methods
ISBN-10 1446208508
ISBN-13 9781446208502
Publisher Sage Publications Ltd
Imprint Sage Publications Ltd
Country of Manufacture GB
Country of Publication GB
Publication Date Apr 15th, 2013
Print length 1680 Pages
Weight 3,224 grams
Dimensions 17.30 x 24.90 x 15.90 cms
Product Classification: ConsumerismSocial research & statisticsMarket research
Ksh 127,800.00
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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.
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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