Introduction to Qualitative Consumer and Marketing Research

  • Krittinee NuttavuthisitEmail author


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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© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Sasin Graduate Institute of Business AdministrationChulalongkorn UniversityBangkokThailand

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