國立虎尾科技大學 |

Qualitative Consumer and Marketing Research = The Asian Perspectives and Practices /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Qualitative Consumer and Marketing Research/ by Krittinee Nuttavuthisit.
其他題名:	The Asian Perspectives and Practices /
作者:	Nuttavuthisit, Krittinee.
面頁冊數:	VIII, 315 p. 6 illus., 1 illus. in color.online resource. :
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-981-13-6142-5
ISBN:	9789811361425

Qualitative Consumer and Marketing Research = The Asian Perspectives and Practices /
Nuttavuthisit, Krittinee.

Qualitative Consumer and Marketing ResearchThe Asian Perspectives and Practices /[electronic resource] :by Krittinee Nuttavuthisit. - 1st ed. 2019. - VIII, 315 p. 6 illus., 1 illus. in color.online resource.

1. Introduction to Qualitative Consumer and Marketing Research -- 2. Asian Consumption and Marketing -- 3. The Asian Market as Research Context -- 4. Research Design -- 5. Interview -- 6. Focus Group Interview -- 7. Ethnography -- 8. Netnography -- 9. Alternative Techniques -- 10. Data Analysis and Interpretation -- 11. Dissemination of Research -- 12. Conclusion.

This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies. Krittinee Nuttavuthisit is a full-time faculty member who teaches courses in consumption and marketing (MBA and Executive MBA) and qualitative consumer and marketing research (Ph.D.). A scholar of the King Anandamahidol Foundation in Thailand, she received her Ph.D. in Marketing from the Kellogg School of Management, Northwestern University. Dr. Krittinee’s research interests include consumer experience, consumer well-being, transformative consumer research, and social marketing, and her work has been published in several leading journals, such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, Business Horizon, and Journal of Contemporary Ethnography. She has also authored the book, Consumption and Marketing: The Asian Perspectives and Practices, and has been a weekly columnist for the leading business newspaper in Thailand, Krungthepturakij, since 2005. Her articles have been compiled into the four business books in Thai: Marketing Spectacles, Marketing Magnitude, Marketing Panorama, and Merry Marketing.

ISBN: 9789811361425

Standard No.: 10.1007/978-981-13-6142-5doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Qualitative Consumer and Marketing Research = The Asian Perspectives and Practices /
LDR:04261nam a22003975i 4500 001 1008208
003 DE-He213
005 20200705165538.0
007 cr nn 008mamaa
008 210106s2019 si | s |||| 0|eng d
020 $a 9789811361425 $9 978-981-13-6142-5
024 7 $a 10.1007/978-981-13-6142-5 $2 doi
035 $a 978-981-13-6142-5
050 4 $a HF5410-5417.5
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJS $2 thema
072 7 $a KJSM $2 thema
082 0 4 $a 658.8 $2 23
100 1 $a Nuttavuthisit, Krittinee. $e author. $4 aut $4 http://id.loc.gov/vocabulary/relators/aut $3 1302006
245 1 0 $a Qualitative Consumer and Marketing Research $h [electronic resource] : $b The Asian Perspectives and Practices / $c by Krittinee Nuttavuthisit.
250 $a 1st ed. 2019.
264 1 $a Singapore : $b Springer Singapore : $b Imprint: Springer, $c 2019.
300 $a VIII, 315 p. 6 illus., 1 illus. in color. $b online resource.
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
347 $a text file $b PDF $2 rda
505 0 $a 1. Introduction to Qualitative Consumer and Marketing Research -- 2. Asian Consumption and Marketing -- 3. The Asian Market as Research Context -- 4. Research Design -- 5. Interview -- 6. Focus Group Interview -- 7. Ethnography -- 8. Netnography -- 9. Alternative Techniques -- 10. Data Analysis and Interpretation -- 11. Dissemination of Research -- 12. Conclusion.
520 $a This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies. Krittinee Nuttavuthisit is a full-time faculty member who teaches courses in consumption and marketing (MBA and Executive MBA) and qualitative consumer and marketing research (Ph.D.). A scholar of the King Anandamahidol Foundation in Thailand, she received her Ph.D. in Marketing from the Kellogg School of Management, Northwestern University. Dr. Krittinee’s research interests include consumer experience, consumer well-being, transformative consumer research, and social marketing, and her work has been published in several leading journals, such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, Business Horizon, and Journal of Contemporary Ethnography. She has also authored the book, Consumption and Marketing: The Asian Perspectives and Practices, and has been a weekly columnist for the leading business newspaper in Thailand, Krungthepturakij, since 2005. Her articles have been compiled into the four business books in Thai: Marketing Spectacles, Marketing Magnitude, Marketing Panorama, and Merry Marketing.
650 0 $a Marketing. $3 557931
650 0 $a Globalization. $3 554884
650 0 $a Markets. $3 575391
650 0 $a Sociology—Research. $3 1266698
650 2 4 $a Emerging Markets/Globalization. $3 881676
650 2 4 $a Research Methodology. $3 1106280
710 2 $a SpringerLink (Online service) $3 593884
773 0 $t Springer Nature eBook
776 0 8 $i Printed edition: $z 9789811361418
776 0 8 $i Printed edition: $z 9789811361432
856 4 0 $u https://doi.org/10.1007/978-981-13-6142-5
912 $a ZDB-2-BUM
912 $a ZDB-2-SXBM
950 $a Business and Management (SpringerNature-41169)
950 $a Business and Management (R0) (SpringerNature-43719)