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The Observational Research Handbook

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The Observational Research Handbook explores the burgeoning qualitative marketing researeh technique of ethnography or "deseriptive anthropology," the observation and analysis of how comers respond to a product within their own environments based upon t ral values and relationships. The most the subject, The Observational Researeh Handbook acquaints marketing andadvertising professionals, market researehers, and manufacturers of consumer products with what observational research is, what it can add to a consumer marketing effort, and how an ethnographic marketing study is conducted.The book includes insights priate research method, defining the parameters of a study, ereating interview scripts, applying specifie practices and tips to the actual observations, and then compiling and analyzing the results. A complete case study featuring a real proposal for an observational researeh stucdy as well as an actual seript and analysis of the results-is included in the appendix

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Ketersediaan

59832

658.834 ABR O

Library Lantai 2

Tersedia

Informasi Detil

Judul Seri

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No. Panggil

658.834 ABR O

Penerbit

Chicago : NTC Business Books., 2000

Deskripsi Fisik

277 hlm

Bahasa

English

ISBN/ISSN

0-658-00073-X

Klasifikasi

658.834

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subyek

handbook

Info Detil Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

Komentar

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