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Description
Individual interviews and focus groups are two of the most common qualitative market research tools used by marketing practitioners and researchers. This guide provides a comprehensive presentation of their methodological processes. The boxes and examples make it easy to understand and master the fundamentals of conducting these tools.Thanks to its innovative approach, this guide will allow students and practitioners to discover these two approaches and to learn how to apply them to the study of various problems related to consumer behavior.
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Product Details
- Nov 24, 2022 Pub Date:
- 9786205275221 ISBN-13:
- 6205275228 ISBN-10:
- 52.0 pages Paperback
- English Language
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