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Consumer Research Methods (Sage Benchmarks in Social Research Methods)

By: Andrea Davies (Edited by) , James Fitchett (Edited by)

Out of stock

Ksh 177,600.00

Format: Multiple-Item Product

ISBN-10: 1446208508

ISBN-13: 9781446208502

Collection / Series: Sage Benchmarks in Social Research Methods

Collection Type: Publisher collection

Publisher: Sage Publications Ltd

Imprint: Sage Publications Ltd

Country of Manufacture: GB

Country of Publication: GB

Publication Date: Apr 15th, 2013

Publication Status: Active

Product extent: 1680 Pages

Weight: 3224.00 grams

Dimensions (height x width x thickness): 17.30 x 24.90 x 15.90 cms

Product Classification / Subject(s): Consumerism
Social research & statistics
Market research

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This collection offers a comprehensive and illuminating overview of the main methods used in consumer research and outlines the main theoretical, conceptual and historical debates that are relevant to the area.
Ever since its conception some 40 years ago, consumer research has been the channel through which innovations in social science, social and cultural theory and the arts have entered the marketing discipline. With each transformation and interjection of new ideas, discourses and approaches, consumer research has also translated a whole tradition and variety of method into marketing theory and research practice.

This collection offers a comprehensive and illuminating overview of the main methods used in consumer research and outlines the main theoretical, conceptual and historical debates that are relevant to the area. It highlights the full range of methodological considerations, from questionnaire design through to analyzing qualitative data, as well as discussing the progression and development of the field from its initial conception as a relatively coherent and unified sub-discipline through to the diverse community of methods today.

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