Qualitative methods of marketing research

Although, qualitative research for many years play an important role in making marketing decisions, they are conducted and used rather intuitively. The author argues that in light of achievements of modern psychology is necessary to revise the traditional view of the consumer and marketing research. This knowledge should be taken into account at every stage of qualitative research, starting from creating the research design, interview scenario, decisions about what to ask respondents directly, and what should be obtained in an indirect way and ending at the analysis and interpretation of test results, which should go beyond the declaration of the respondents. The publication is meant for students and teachers of marketing, management, economics, psychology, sociology. It is also an important source of information for practitioners - employees of companies carrying out marketing research and marketing specialists who commission these studies.

Implicit consumer behavior

For many years scientists have tried to prove that humans are fully rational beings. However, reports from studies show that not everything about people is conscious. This regularity also applies to consumer attitudes. The book raises a very interesting issue of implicit attitudes, their characteristics, origins, and their relation with behavior. The author discusses the IAT method (Implicit Association Test) and describes the possibilities of its use in studies of consumer attitudes.

Focus group interviews

The book presents one of the most popular methods used in marketing research - focus group interviews (FGI). This is a qualitative method which is seemingly simple, requires high qualifications from people conducting interviews - the moderators. Among other things, we learn how to step by step plan and successfully carry out a study as well as what mistakes to avoid. A purely practical reading!

Marketing research. From theory to practice.

This book is the result of work and great commitment. It is also proof that the marketing research community has great potential, which is based on knowledge, experience and willingness to constantly take on new challenges. This publication was created by people from various research firms, thereby demonstrating that this initiative goes far beyond business competition. (from the introduction, Dominika Maison, Artur Noga-Bogomilski)