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Author:   Dominika Maison (University of Warsaw, Poland)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   2nd edition
Weight:   0.720kg
ISBN:  

9781041031154

ISBN 10:   1041031157
Pages:   290
Publication Date:   24 February 2026
Audience:   College/higher education ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

1. Why We Need Qualitative Research Methods — The Role of Research in Marketing 2. From Consciousness to Unconsciousness — Evolution in Understanding Consumers and its Consequences for Qualitative Marketing Research Practice 3. What Does a Marketer Want to Know? — Classic Domains of Qualitative Marketing Research 4. What Else Would a Marketer Like to Know? — New Areas Where Qualitative Research Can Be Used 5. Diversity in Qualitative Methods — A Range of Tools for the Marketing Researcher 6. Projective and Enabling Techniques — A Way to Go Beyond Declarations 7. Step 1: Defining the Research Questions and Research Schemata 8. Step 2: Discussion Guide — The Art of Asking the Right Questions 9. Step 3: Conducting an Interview — The Difference Between Good and Bad Moderators 10. Step 4: Analysing and Interpreting Qualitative Data 11. Future of Qualitative Research — Does AI Replace Qualitative Research and Researchers?

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Author Information

Dominika Maison, PhD, is Full Professor at the University of Warsaw, Head of the Department of Business Psychology and Social Innovations, and a marketing research practitioner.

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