000			03258nam a2200373Ia 4500
005			20260803094251.0
008			251212s2023 xx 000 0 und d
245	1		_aBehavioural research for marketing : _ba practitioner's handbook / _cJulian Adams.
100			_aAdams, Julian
100			_d _q(Researcher on marketing)|eauthor
260			_aNew York, NY : _bRoutledge, _c2023.
300			_axv, 201 pages:
300			_c23 cm
500			_aIncludes bibliographic references and index
020			_a9780367771331
650			_aMarketing _xResearch.
650			_aMarketing _xPsychological aspects.
650			_aBehaviorism (Psychology) _xSocial aspects.
944			_aREF
050			_a658.8 Ad171 2023
943			_b1 _c0 _d0 _e1 _f0 _g0 _h0 _i0 _j0
944			_b1 _c1 _d0
953			_pHED6846
546			_ain English
953			_cCollege Library
505			_aIntroducing Theory -- How Social Influence Creates and Sustains Behaviour -- How Personality Governs Behavioural Tendencies -- How Motiovational Forces Drive Behaviour -- How Judgments Influence Behaviour -- How to Select Theory
520			_a"This book, the first of its kind, provides market researchers and marketeers with the tools to better understand human behaviour by drawing upon social science theory from different schools of thought, including sociology, psychology and behavioural economics. It has practical examples throughout to help illustrate how to operationalise theory in market research and to underpin the way we understand how people think, behave, decide and make the choices. Each theory is explained in accessible terms to ensure that the content is relevant and useful to commercial market researchers. By considering different theoretical models of human behaviour from the outset, this book will open new avenues of investigation, develop more dynamic and challenging hypotheses to test during the research process, and ultimately result in more insightful outcomes. The book brings together theories that look at how society is shaped and formed, how this impacts on the individual, along with theories that focus on the mind and behaviour of the individual; these perspectives are equally important in market research but not usually considered within the same text. This book is not limited to theory alone, in each chapter, illustrative examples are used to help demonstrate how theory can be applied to real world market research projects. Additionally, throughout there are helpful suggestions in terms of question content to help operationalise theory. This book will appeal to the university graduates that have recently entered the field of market research and are interested in the theoretical underpinnings of human behaviour, undergraduates and post-graduates that are studying marketing, business studies or social science, where a core component of the course requirement is market research and finally those that are users of market research data and want a working knowledge of key theories of human behaviour"--|cProvided by publisher.
591			_a0
336			_atext
337			_aunmediated
338			_avolume
942			_2lcc _cBK _adsolimen _b2025-01-20 14:22:55 _ddsolimen _e2025-01-20 14:22:55
998			_a13209
999			_c13081 _d13081