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Qualitative Marketing Research: An Interactive Approach, by Barbara Rugen
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An outstanding textbook for both undergraduate and graduate business courses. This is a training text in the use of discussion and observation to understand consumer needs, perceptions, and decision making. This text is geared for courses using qualitative research, including market research, corporate strategy, product innovation, general marketing, and consumer behavior. This textbook fills the urgent need for hands-on practical application of consumer research. The book offers unique exercises and techniques that add to the student’s marketing skills.
- Sales Rank: #1253590 in eBooks
- Published on: 2014-11-06
- Released on: 2014-11-06
- Format: Kindle eBook
Most helpful customer reviews
1 of 1 people found the following review helpful.
Lesson Plan for Successful Qualitiatve Research
By Jean Bystedt
Barbara Rugen offers a comprehensive, practical guide to understanding and implementing Qualitative Research. For each essential element of the process - proposal, screener, discussion guide, moderating, debriefing and report writing - the underlying purpose, illustrative examples and hands-on practice are incorporated. It's written in a smart, experienced, easy to follow style, and pivots on engaging group activities for optimal learning.
I'd highly recommended it for marketing professors and their students in a classroom setting, as well as for marketing professionals wishing to learn more about the role and implementation of qualitative research.
1 of 1 people found the following review helpful.
Book Mirrors The Class And Essential For Students / Marketing Research Professional
By GP Bookmark Kid
This amazing book, Qualitative Marketing Research, is based on a graduate level course taught by Dr. Rugen, herself. Without a doubt, the course was the best marketing course of my academic career and the book is no different. Dr. Rugen is a enthusiastic practitioner and professor with many years of marketing research experience that shows both in the classroom and in her book. Her love for and understanding of the subject matter comes second to none. Like the class, the book is interactive and teaches you proper application of the techniques. As a marketing professional, I have utilized the techniques in this book to the praise and satisfaction of clients and employers. The book is fun, exceptionally well organized, and infused with current information. This book is the best extension of Dr. Rugen and will serve as my "go to" reference in qualitative marketing research for many years to come. It is an essential reference for anyone, particularly marketing research students and professionals. Bravo!
1 of 1 people found the following review helpful.
Practical Resource for Marketers AND Students
By MEG
Rugen is both a practitioner and adjunct professor of qualitative marketing research. The book is fun, interactive and comprehensive; it is obviously based on effective teaching in the classroom. The range and depth of knowledge also makes the book valuable for professional marketers who want to explore how smart marketing research helps make smart marketing. As a professional consultant who teaches and writes marketing concepts, I loved how she used much of what I teach in her research process. It is obvious from her knowledge shared in the book that she has worked extensively with actual clients and isn’t just being theoretical. I believe it is a book you'll periodically reference, so an excellent choice to add to your bookshelf!
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