Titlebook: Qualitative Consumer and Marketing Research; The Asian Perspectiv Krittinee Nuttavuthisit Textbook 2019 Springer Nature Singapore Pte Ltd.

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Introduction to Qualitative Consumer and Marketing Research,Consumer and marketing research has long been a central focus in academic development and market practices due to the need to understand changing consumption behavior and marketing strategies.

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Asian Consumption and Marketing,Globalization has expanded boundaries of development from a dominant focus on the developed to the developing markets and from the generally Western-centric to the other economies such as the Asian market.

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The Asian Market as Research Context,The field of consumption and marketing has been changing dramatically, particularly with the growing ethnic consciousness, the higher emphasis on multiculturalism, and the global diffusion of consumer culture enhanced by the rapid increase of new technologies.

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Research Design,Realizing the need to better understand the development of qualitative consumer and marketing research in the Asian market and equipped with understanding of the Asian market as a research context (explained in the earlier chapter), the next step is designing of the research project.

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Ethnography,Previous chapters have identified the key data collection techniques including individual interview (Chap. .) and focus group interview (Chap. .). This chapter discusses the other important technique, ethnography, using mainly observation combined with other supporting methods such as informal, unstructured interviews and some archival techniques.

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Data Analysis and Interpretation,Data collection techniques (in Chaps. .–.) can lead to a compiled set of data ranging from observation field notes to interview records and transcripts, documents, images, and artifacts. These represent an aggregation of consumer perspectives, activities and other relevant phenomena.

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Krittinee NuttavuthisitFirst book to explain the Asian perspectives and practices of qualitative consumer and marketing research.Assists the readers plan and conduct qualitative consumer and marketing research in Asia.Appea

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978-981-13-6141-8Springer Nature Singapore Pte Ltd. 2019