Qualitative Marketing Research Understanding Consumer Behaviour

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes.

With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.

Chapter 1. Why do we need qualitative research methods – the role of research in marketing Chapter 2. From consciousness to unconsciousness – Evolution in understanding consumers and its consequences for qualitative marketing research Chapter 3. Qualitative methods – a range of tools for the marketing researcher Chapter 4. Projective and enabling techniques – a way to go beyond declarations Chapter 5. Step 1 – Defining the research questions and research schemata Chapter 6. Step 2 – Discussion guide – the art of asking the right question Chapter 7. Step 3 – Conducting an interview – the difference between a good and bad moderator Chapter 8. Step 4 – Analysing and interpreting qualitative data Chapter 9. Concluding chapter – future developments in the qualitative research

Dominika Maison is owner of Maison&Partners, a market research company specializing in strategic marketing research, and Dean of the Faculty of Psychology, University of Warsaw, Poland. She was the President of The Polish Society for Opinion and Marketing Research (PTBRiO) between 2003 and 2008, and from 2012 to 2016 was a European Society for Opinion and Marketing Research (ESOMAR) representative for Poland - the largest international organization dealing with opinion and marketing research. She has also authored numerous articles and books.