• Krittinee NuttavuthisitEmail author


After learning about the overall concept of qualitative consumer and marketing research (Chap.  1) and the characteristics of Asian consumption and marketing (Chap.  2) as well as the Asian market as a research setting (Chap.  3), research design (Chap.  4), data collection techniques (Chap.  5 9), data analysis and interpretation (Chap.  10), and research dissemination (Chap.  11), this final chapter concludes with key learning points from the perspectives and practices in Asia. Then, to broaden understanding, the chapter provides viewpoints about linkage between qualitative and quantitative consumer and marketing research. Finally, the chapter suggests how to develop qualitative consumer and marketing research into the future.


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© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Sasin Graduate Institute of Business AdministrationChulalongkorn UniversityBangkokThailand

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