Qualitative marketing research - Farzin, Milad;Fattahi, Majid;Kharkeshi, Fatemeh Yahyayi
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Qualitative research aims to understand why people do something. Projective techniques are derived from clinical psychology, and many remain rooted in this discipline. People don't tend to have a firm understanding of their behaviors, and may not be consciously aware of the reasons behind them. Projective techniques are methods that can be used by skilled researchers to tap into participants' deep motivations and attitudes.

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Produktbeschreibung
Qualitative research aims to understand why people do something. Projective techniques are derived from clinical psychology, and many remain rooted in this discipline. People don't tend to have a firm understanding of their behaviors, and may not be consciously aware of the reasons behind them. Projective techniques are methods that can be used by skilled researchers to tap into participants' deep motivations and attitudes.
Autorenporträt
Dr. Milad Farzin is a Senior Lecturer in Marketing in the Business School at the Islamic Azad University. His principal research interests include consumer behavior in virtual worlds and communication in business networks. His work has been published in the Journal of Advances in Management Research and Review of Business Management.