New Solutions in Online Qualitative Research - Molnár, László;Hajdú, Noémi
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  • Broschiertes Buch

The aim of our book is to provide an insight into the changes in the field of qualitative marketing research, i.e., the continuous growing significance of online methods. In the book, we first present the drivers of change, i.e., the technological trends that have the greatest impact on this process. We also present in detail novel online qualitative research methods that are a response to the technological challenges, as well as tools that are a great help in planning, conducting and analyzing the results of this type of research.

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Produktbeschreibung
The aim of our book is to provide an insight into the changes in the field of qualitative marketing research, i.e., the continuous growing significance of online methods. In the book, we first present the drivers of change, i.e., the technological trends that have the greatest impact on this process. We also present in detail novel online qualitative research methods that are a response to the technological challenges, as well as tools that are a great help in planning, conducting and analyzing the results of this type of research.
Autorenporträt
László Molnár has been teaching marketing research at the University of Miskolc for nearly two decades in different academic programmes.Kata Horváth has been attending her academic studies at the University of Miskolc since 2019 and is author of several neuromarketing publications.