Qualitative Consumer and Marketing Research

The Asian Perspectives and Practices

  • Krittinee Nuttavuthisit

Table of contents

  1. Front Matter
    Pages i-viii
  2. Krittinee Nuttavuthisit
    Pages 23-49
  3. Krittinee Nuttavuthisit
    Pages 51-82
  4. Krittinee Nuttavuthisit
    Pages 83-107
  5. Krittinee Nuttavuthisit
    Pages 109-139
  6. Krittinee Nuttavuthisit
    Pages 141-164
  7. Krittinee Nuttavuthisit
    Pages 165-187
  8. Krittinee Nuttavuthisit
    Pages 189-209
  9. Krittinee Nuttavuthisit
    Pages 211-237
  10. Krittinee Nuttavuthisit
    Pages 239-262
  11. Krittinee Nuttavuthisit
    Pages 263-286
  12. Krittinee Nuttavuthisit
    Pages 287-315

About this book


This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies. 

Krittinee Nuttavuthisit is a full-time faculty member who teaches courses in consumption and marketing (MBA and Executive MBA) and qualitative consumer and marketing research (Ph.D.). A scholar of the King Anandamahidol Foundation in Thailand, she received her Ph.D. in Marketing from the Kellogg School of Management, Northwestern University. Dr. Krittinee’s research interests include consumer experience, consumer well-being, transformative consumer research, and social marketing, and her work has been published in several leading journals, such as the Journal of Consumer ResearchJournal of Consumer PsychologyJournal of RetailingBusiness Horizon, and Journal of Contemporary Ethnography. She has also authored the book, Consumption and Marketing: The Asian Perspectives and Practices, and has been a weekly columnist for the leading business newspaper in Thailand, Krungthepturakij, since 2005. Her articles have been compiled into the four business books in Thai: Marketing SpectaclesMarketing MagnitudeMarketing Panorama, and Merry Marketing.


Qualitative consumer research in Asia Qualitative research in the Asian market Asian perspectives on qualitative consumer Asian qualitative consumer and marketing research Consumption and marketing in Asia Qualitative marketing research in Asia Asian qualitative consumer and marketing research practices Asian perspectives on marketing research

Authors and affiliations

  • Krittinee Nuttavuthisit
    • 1
  1. 1.Sasin Graduate Institute of Business AdministrationChulalongkorn UniversityBangkokThailand

Bibliographic information