Qualitative marketing research : understanding consumer behaviour

Qualitative Marketing Research- Front Cover -- Qualitative Marketing Research -- Title Page -- Copyright Page -- Contents -- Introduction -- Chapter 1: Why we need qualitative research methods: the role of research in marketing -- Data-based marketing decisions -- Qualitative vs. quantitative: choosing the right methodology -- How qualitative research can help to answer marketing questions -- Chapter 2: From consciousness to unconsciousness: evolution in understanding consumers and its consequences for qualitative marketing research practice -- Traditional way of understanding the consumer: a rational being aware of own attitudes and needs -- New approach to the consumer: an emotional being not fully aware of own attitudes, needs, and motives -- Discovering the unconscious mind and its implications for qualitative marketing research -- Marketing evidence for the existence of unconscious and automatic processes -- Evolution of qualitative research: from collecting information to the search for understanding -- Chapter 3: Qualitative methods: the different tools in the hands of a marketing researcher -- Classic qualitative marketing research methods: focus group interviews and individual in-depth interviews -- Shorter, longer, differently: variations around focus groups -- Interactive methods: confrontational and creativity groups -- Closer to the real experience: ethnographic research and observation in the marketing research context -- Exploring new technologies: qualitative online research -- Chapter 4: Projective and enabling techniques: a way to go beyond declarations -- What are projective techniques? -- When projective and enabling techniques can and should be used in marketing research -- Types of projective techniques: individual vs. group, verbal vs. non-verbal, relational vs. non-relational, etc.