Qualitative Marketing Research: An Interactive Approach

An outstanding textbook for both undergraduate and graduate business courses. This is a training text in the use of discussion and observation to understand consumer needs, perceptions, and decision making. This text is geared for courses using qualitative research, including market research, corporate strategy, product innovation, general marketing, and consumer behavior. This textbook fills the urgent need for hands-on practical application of consumer research. The book offers unique exercises and techniques that add to the student’s marketing skills.