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portada Qualitative Methods, Part I: Interpretive Approaches
Type
Physical Book
Publisher
Author
Language
English
Pages
512
Format
Hardcover
Dimensions
22.9 x 15.2 x 2.9 cm
ISBN13
9781636515441

Qualitative Methods, Part I: Interpretive Approaches

Holbrook, Morris B.; Publishers (Author) · Vibrant Publishers · Hardcover

Qualitative Methods, Part I: Interpretive Approaches - Holbrook, Morris B.; Publishers

New Book Imported to New Zealand
Delivery: 18 Aug - 25 Aug Shipping: 4 to 5 business days.
NZ$ 243.99
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NZ$ 243.99

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Synopsis "Qualitative Methods, Part I: Interpretive Approaches"

Qualitative Methods, Part I: Interpretive Approaches by Morris B. Holbrook explores the power of interpretive research in understanding consumer behavior. This book introduces readers to qualitative research techniques that delve into the subjective experiences, emotions, and meanings consumers attach to products, brands, and services. Holbrook's approach emphasizes the importance of context, culture, and personal narratives in shaping consumer perceptions.Through detailed discussions of interpretive methodologies, this book offers a comprehensive overview of techniques like in-depth interviews, ethnography, and case studies, which provide deep insights into consumer behavior that quantitative methods often miss. Holbrook's expertise guides both researchers and marketers in uncovering the complex, emotional, and often unconscious factors that influence consumer decisions.Ideal for academics, researchers, and marketing professionals, this book serves as an essential resource for anyone looking to apply qualitative methods in consumer research. Holbrook's clear explanations make this volume an invaluable tool for those seeking to understand the human side of marketing and consumer behavior.

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