Julian Adams

Behavioural Research for Marketing

A Practitioner's Handbook

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 202
• Erscheinungstermin: 4. Juli 2022
• Englisch
• Abmessung: 231mm x 153mm x 17mm
• Gewicht: 454g
• ISBN-13: 9780367771317
• ISBN-10: 0367771314
• Artikelnr.: 63658620

Autorenporträt

Julian Adams has worked in the market research industry for over 20 years. He is a Director at Motif, a brand, CX and loyalty insights agency. Prior to this, he was a Partner at Illuminas LLP. Julian is a guest lecturer at Kingston University Business School, where he teaches research theory, method and nonverbal communication.

Inhaltsangabe

Chapter 1: Introducing theory
Chapter 2: How social influence creates and sustains behaviour
Chapter 3: How personality governs behavioural tendencies
Chapter 4: How motivational forces drive behaviour
Chapter 5: How judgements influence behaviour
Chapter 6: How to select theory

---

Chapter 1: Introducing theory, Chapter 2: How social influence creates and sustains behaviour, Chapter 3: How personality governs behavioural tendencies, Chapter 4: How motivational forces drive behaviour, Chapter 5: How judgements influence behaviour, Chapter 6: How to select theory

Rezensionen

"This text provides a thought-provoking and practical approach to behavioural research in marketing. The book is unique in applying research methods to contemporary marketing practice, and provides a useful toolkit for marketers who want to up their game."

- Dr Rita Kottasz, Associate Professor of Marketing, Kingston University London, Kingston Business School

"This book is a must read for any market research and insight professional who wishes to have a strong theoretical underpinning for their understanding of human behaviour. It brings together in an easy to understand one-stop read key social science theory drawn from sociology, psychology and behavioural economics."

- David Smith PhD, Director DVL Smith Limited and Visiting Professor University of Hertfordshire Business School