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Qualitative Consumer and Marketing Research pp 83–107Cite as

Research Design

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Abstract

Realizing the need to better understand the development of qualitative consumer and marketing research in the Asian market and equipped with understanding of the Asian market as a research context (explained in the earlier chapter), the next step is designing of the research project.

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Authors and Affiliations

  1. Sasin Graduate Institute of Business Administration, Chulalongkorn University, Bangkok, Thailand

    Krittinee Nuttavuthisit

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  1. Krittinee Nuttavuthisit
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Correspondence to Krittinee Nuttavuthisit .

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Nuttavuthisit, K. (2019). Research Design. In: Qualitative Consumer and Marketing Research. Springer, Singapore. https://doi.org/10.1007/978-981-13-6142-5_4

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