Ares G., Varela P. (Eds.) Methods in Consumer Research, Volume 1: New Approaches to Classic Methods

Woodhead Publishing, 2018. — 652 p. — (Woodhead Publishing Series in Food Science, Technology and Nutrition). — ISBN: 978-0-08-102089-0.This book brings together world leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of advances in the classical methods of consumer science. The book touches on the latest developments in qualitative techniques, including coverage of both focus groups and social media, while also focusing on liking, a fundamental principle of consumer science, consumer segmentation, and the influence of extrinsic product characteristics, such as packaging and presentation on consumer liking.In conjunction with the second volume, which covers alternative approaches and special applications, this book is an invaluable reference for academics working in the fields of in-sensory and consumer science, psychology, marketing and nutrition. And, with examples of the methodology being applied throughout, it serves as a practical guide to research and development managers in both food and non-food companies.Key Features
Presents a fully comprehensive coverage of the latest developments in the classical methodologies of consumer research
Provides examples of successful application of the methodologies presented
Includes focus groups and social media discussions
Encompasses consumer segmentation, with a focus on psychographics and geneticsReadership
Academics in sensory and consumer science, psychology, marketing, nutrition. R&D managers in food and non-food companies. People working in marketing and consultancy companiesTrue PDF