Dominika Maison – författare

This new edition of Qualitative Marketing Research seamlessly integrates theoretical foundations with practical applications in qualitative marketing research, positioning methodologies within the broader landscape of marketing strategy, managerial decision-making, and contemporary consumer psychology.The book offers an extensive examination of qualitative research approaches, beginning with established techniques like focus group interviews (FGI) and individual in-depth interviews (IDI), before exploring innovative ethnographic methods that reveal authentic consumer motivations, needs, values, and attitudes. Readers will gain profound insights into the psychological underpinnings of consumer behaviour, including cutting-edge understanding of unconscious and automatic cognitive processes that drive purchasing decisions. This thoroughly revised second edition features an expanded chapter dedicated to digital research methodologies, covering online and video-based focus groups, social media analytics, mobile ethnography, and the revolutionary integration of artificial intelligence in consumer research. Distinguished by its practical orientation, the text incorporates diverse international case studies from market-leading organisations including PepsiCo, Unilever, Danone, Nestle, Aviva, and Citibank, demonstrating how theoretical concepts translate into actionable insights across various industries and cultural contexts.This definitive work serves as indispensable reading for advanced undergraduate and postgraduate students specialising in marketing research, consumer behaviour, and consumer psychology.This book offers complementary online resources including comprehensive chapter-by-chapter PowerPoint presentations.

This new edition of Qualitative Marketing Research seamlessly integrates theoretical foundations with practical applications in qualitative marketing research, positioning methodologies within the broader landscape of marketing strategy, managerial decision-making, and contemporary consumer psychology.The book offers an extensive examination of qualitative research approaches, beginning with established techniques like focus group interviews (FGI) and individual in-depth interviews (IDI), before exploring innovative ethnographic methods that reveal authentic consumer motivations, needs, values, and attitudes. Readers will gain profound insights into the psychological underpinnings of consumer behaviour, including cutting-edge understanding of unconscious and automatic cognitive processes that drive purchasing decisions. This thoroughly revised second edition features an expanded chapter dedicated to digital research methodologies, covering online and video-based focus groups, social media analytics, mobile ethnography, and the revolutionary integration of artificial intelligence in consumer research. Distinguished by its practical orientation, the text incorporates diverse international case studies from market-leading organisations including PepsiCo, Unilever, Danone, Nestle, Aviva, and Citibank, demonstrating how theoretical concepts translate into actionable insights across various industries and cultural contexts.This definitive work serves as indispensable reading for advanced undergraduate and postgraduate students specialising in marketing research, consumer behaviour, and consumer psychology.This book offers complementary online resources including comprehensive chapter-by-chapter PowerPoint presentations.

This new edition of Qualitative Marketing Research seamlessly integrates theoretical foundations with practical applications in qualitative marketing research, positioning methodologies within the broader landscape of marketing strategy, managerial decision-making, and contemporary consumer psychology.The book offers an extensive examination of qualitative research approaches, beginning with established techniques like focus group interviews (FGI) and individual in-depth interviews (IDI), before exploring innovative ethnographic methods that reveal authentic consumer motivations, needs, values, and attitudes. Readers will gain profound insights into the psychological underpinnings of consumer behaviour, including cutting-edge understanding of unconscious and automatic cognitive processes that drive purchasing decisions. This thoroughly revised second edition features an expanded chapter dedicated to digital research methodologies, covering online and video-based focus groups, social media analytics, mobile ethnography, and the revolutionary integration of artificial intelligence in consumer research. Distinguished by its practical orientation, the text incorporates diverse international case studies from market-leading organisations including PepsiCo, Unilever, Danone, Nestlé, Aviva, and Citibank, demonstrating how theoretical concepts translate into actionable insights across various industries and cultural contexts.This definitive work serves as indispensable reading for advanced undergraduate and postgraduate students specialising in marketing research, consumer behaviour, and consumer psychology.This book offers complementary online resources including comprehensive chapter-by-chapter PowerPoint presentations.

This new edition of Qualitative Marketing Research seamlessly integrates theoretical foundations with practical applications in qualitative marketing research, positioning methodologies within the broader landscape of marketing strategy, managerial decision-making, and contemporary consumer psychology.The book offers an extensive examination of qualitative research approaches, beginning with established techniques like focus group interviews (FGI) and individual in-depth interviews (IDI), before exploring innovative ethnographic methods that reveal authentic consumer motivations, needs, values, and attitudes. Readers will gain profound insights into the psychological underpinnings of consumer behaviour, including cutting-edge understanding of unconscious and automatic cognitive processes that drive purchasing decisions. This thoroughly revised second edition features an expanded chapter dedicated to digital research methodologies, covering online and video-based focus groups, social media analytics, mobile ethnography, and the revolutionary integration of artificial intelligence in consumer research. Distinguished by its practical orientation, the text incorporates diverse international case studies from market-leading organisations including PepsiCo, Unilever, Danone, Nestlé, Aviva, and Citibank, demonstrating how theoretical concepts translate into actionable insights across various industries and cultural contexts.This definitive work serves as indispensable reading for advanced undergraduate and postgraduate students specialising in marketing research, consumer behaviour, and consumer psychology.This book offers complementary online resources including comprehensive chapter-by-chapter PowerPoint presentations.

This book stresses the psychological perspective in explaining financial behavior. Traditionally, financial behaviors such as saving, spending, and investing have been explained using demographic and economic factors such as income and product pricing. The consequence of this way of thinking is that financial institutions view their clients mostly from the perspective of their income. By taking a psychological approach, this book stresses the perspective of consumers confronted with a quickly changing financial world: the changing of financial offers and products (savings, investments, loans), the changing of payment methods (from cash to cheques, cards and mobile payments), the accessibility and temptation of goods, and the changing of insurance and pension systems.The Psychology of Financial Consumer Behavior provides insight into the thought processes of consumers in a variety of financial topics. Coverage includes perceptions of wealth, the pleasure or pain of spending, cashless transactions, saving and investing, loans, planning for the future, taxes, and financial education. The book holds appeal for researchers, professionals, and students in economics, psychology, economic psychology, marketing and consumer science, or anyone interested in financial behaviors.

This book stresses the psychological perspective in explaining financial behavior. Traditionally, financial behaviors such as saving, spending, and investing have been explained using demographic and economic factors such as income and product pricing. The consequence of this way of thinking is that financial institutions view their clients mostly from the perspective of their income. By taking a psychological approach, this book stresses the perspective of consumers confronted with a quickly changing financial world: the changing of financial offers and products (savings, investments, loans), the changing of payment methods (from cash to cheques, cards and mobile payments), the accessibility and temptation of goods, and the changing of insurance and pension systems.The Psychology of Financial Consumer Behavior provides insight into the thought processes of consumers in a variety of financial topics. Coverage includes perceptions of wealth, the pleasure or pain of spending, cashless transactions, saving and investing, loans, planning for the future, taxes, and financial education. The book holds appeal for researchers, professionals, and students in economics, psychology, economic psychology, marketing and consumer science, or anyone interested in financial behaviors.

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.