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This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications. Qualitative research manages the fundamental challenge in interpreting the complexities associated with consumer behavior, particularly in large diversified marketplace and guides managers towards understanding consumers. This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications. Discussions in the book present new insights on conducting and applying qualitative market research and emphasizes on the application of qualitative research in consumer-centric companies. The book argues that companies need to consider a broader perspective of marketing research to support marketing decisions derived by understanding consumer behavior using qualitative research methodology.
Acerca de Rajagopal
Rajagopal is professor of marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and life fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also visiting professor at Boston University, Boston, Massachusetts. Rajagopal holds the honor of the highest level of National Researcher-SNI Level- III conferred by the National Council of Science and Technology (CONACyT), Government of Mexico.
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