(Download) "Qualitative Research & Creativity" by Georges Guelfand ~ Book PDF Kindle ePub Free

eBook details

Title: Qualitative Research & Creativity
Author : Georges Guelfand
Release Date : January 06, 2015
Genre: Marketing & Sales,Books,Business & Personal Finance,
Pages : * pages
Size : 2482 KB

Description

How can qualitative studies meet the challenges posed by new communications technologies and changes in consumer behaviour and attitudes? What is the impact of neuroscience research, the internet, social networks, emerging communities - of current and future scientific, technological and societal changes - on our methods?

In an ever changing world, how to analyse and optimize a marketing or publicity project, a product or a brand strategy - how to create new concepts, new insights, and how to complete these tasks, internationally, under tighter deadlines and increasing budget constraints?

This book aims to answer these questions by rethinking the foundations of the qualitative discipline, and by presenting recent developments in its methodology, practices and techniques. More than a mere manual, it offers a practical source of inspiration for qualitative studies and for marketing.