QUALITATIVE METHODS OF MARKETING RESEARCH DOMINIKA MAISON

Discover the secrets of effective marketing research with the book by Dominika Maison! Learn a modern approach to analyzing consumers and making strategic decisions. This book is an invaluable source of knowledge for students, lecturers, and practitioners in the fields of marketing, management, psychology, and sociology. Gain a competitive advantage by exploring innovative methods of qualitative research.

• Modern approach to consumer research
• Practical examples taken from authentic studies
• Competencies of an academic psychologist combined with the experience of a market researcher
• Honest and reliable discussion about the strengths and weaknesses of qualitative research
• Invitation to think and discuss
• Addressed to students, lecturers, and practitioners
• First book presenting a modern approach to qualitative research

Qualitative research plays a key role in making marketing decisions, but is often conducted intuitively. The author argues that modern psychology makes it possible to rethink the traditional view of the consumer, which should be taken into account at every stage of research. The book offers practical advice on creating research schemes, interview scripts, and analyzing and interpreting results that go beyond the statements of respondents.

The publication is addressed to both students and lecturers in the fields of marketing, management, economics, psychology, and sociology. It is also a valuable source of knowledge for employees of companies conducting marketing research, as well as marketing departments commissioning this research. Dominika Maison combines the competencies of an academic psychologist with the experience of a market researcher, which makes scientific ideas useful and marketing research cognitively interesting. Examples taken from authentic studies are particularly valuable.

This book is an invitation to think and discuss, showing the benefits of good qualitative research, but also its weaknesses. It emphasizes the element of subjective interpretation contained therein, which is an added value for anyone who wants to delve into this topic. The author shares her knowledge with passion and commitment, making this reading extremely inspiring and valuable.

Publisher: Wydawnictwo Naukowe PWN

Year of publication: 2010

Binding: paperback

Number of pages: 288

Format: 238x173 mm

The book by Dominika Maison is a must-read for anyone who wants to explore the secrets of effective marketing research. Thanks to it, you will gain practical knowledge and skills that will allow you to make better business decisions and achieve success in your professional career. Don't wait, reach for this book and discover a new dimension of qualitative research!