Behavioural Research for Marketing

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.

Autorentext

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.

Inhalt

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