Qualitative Marketing Research : Understanding Consumer Behaviour (Paperback, 2 ed)

1. Why We Need Qualitative Research Methods ? The Role of Research in Marketing ??2. From Consciousness to Unconsciousness ? Evolution in Understanding Consumers and its Consequences for Qualitative Marketing Research Practice? 3. What Does a Marketer Want to Know? ? Classic Domains of Qualitative Marketing Research? 4. What Else Would a Marketer Like to Know? ? New Areas Where Qualitative Research Can Be Used ?5. Diversity in Qualitative Methods ? A Range of Tools for the Marketing Researcher? 6. Projective and Enabling Techniques ? A Way to Go Beyond Declarations? 7. Step 1: Defining the Research Questions and Research Schemata? 8. Step 2: Discussion Guide ? The Art of Asking the Right Questions? 9. Step 3: Conducting an Interview ? The Difference Between Good and Bad Moderators? 10. Step 4: Analysing and Interpreting Qualitative Data? 11. Future of Qualitative Research ? Does AI Replace Qualitative Research and Researchers?