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Introduction to Qualitative Consumer and Marketing Research

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Qualitative Consumer and Marketing Research

Abstract

Consumer and marketing research has long been a central focus in academic development and market practices due to the need to understand changing consumption behavior and marketing strategies.

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Authors and Affiliations

  1. Sasin Graduate Institute of Business Administration, Chulalongkorn University, Bangkok, Thailand

    Krittinee Nuttavuthisit

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  1. Krittinee Nuttavuthisit
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Correspondence to Krittinee Nuttavuthisit .

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Nuttavuthisit, K. (2019). Introduction to Qualitative Consumer and Marketing Research. In: Qualitative Consumer and Marketing Research. Springer, Singapore. https://doi.org/10.1007/978-981-13-6142-5_1

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