Review paper
Naturalistic group interviewing in China
Volume: 13, Issue: 1, Pages: 36 - 44
Published: Jan 19, 2010
Abstract
Purpose This paper and accompanying film demonstrate the techniques of using scenarios, breaching expectations, and using naturalistic groups as being especially appropriate for conducting qualitative marketing research in China. Design/methodology/approach This study is used to investigate the social construction of brands in China and to demonstrate how to create naturalistic group interviews in China, and why it is beneficial to do so. A film...
Paper Details
Title
Naturalistic group interviewing in China
Published Date
Jan 19, 2010
Volume
13
Issue
1
Pages
36 - 44
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