Behavioural Research for Marketing: A Practitioner's Handbook by Adams PB..

Behavioural Research for MarketingA Practitioner's Handbook\nAuthor(s): Julian Adams\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780367771331, 978-0367771331\nSynopsis\nThis 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 choices. Each theory is explained in accessible terms to ensure that the content is relevant and useful to commercial market researchers. \n\nBy considering different theoretical models of human behaviour from the outset, this book will open new avenues of investigation, help researchers to develop more dynamic and challeng.