R

Jeff Swystun

A chapter in The Brand Glossary, 2007, pp 101-108 from Palgrave Macmillan

Abstract: Abstract Qualitative research focuses on subjective data that is not easily translated into numbers. It is a method of gathering information on consumer preferences, beliefs, and emotions, and it does so through group interaction and discussion. It investigates perceptions, opinions, brand images, brand personality, and testing of advertisements, and it seeks insights into marketing situations that don’t require statistical accuracy.

Keywords: Brand Image; Target Market; Brand Personality; Corporate Brand; Specific Brand (search for similar items in EconPapers)
Date: 2007
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-62640-9_18

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230626409

DOI: 10.1057/9780230626409_18

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().