Qualitative Methods, Part I: Interpretive Approaches - Brossura

Holbrook, Morris B.; Publishers, Vibrant

Brossura

ISBN 10: 1636515436 ISBN 13: 9781636515434

Casa editrice: Vibrant Publishers, 2025

Riassunto

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.

Dettagli dell'edizione

• Editore: Vibrant Publishers
• Data di pubblicazione: 2025
• Lingua: Inglese
• ISBN 10: 1636515436
• ISBN 13: 9781636515434
• Rilegatura: Copertina flessibile
• Numero di pagine: 510
• Contatto del produttore: Manufactured by Amazon on behalf of the author; https://www.amazon.it/hz/contact-us; ; c/o Amazon Media EU S.à.r.l., 38 Avenue John F. Kennedy; Luxembourg; L-1855; Lussemburgo