Through this book, the author wants to introduce readers to the study of Quantitative research, a distinct approach to study about consumer and marketing.
Author: Nguyen Thi Phi Nga
Publisher: International Journal of Scientific and Engineering Research (IJSER), ISSN 2220-5518
Book size: online
Book cover: online
Published time: June 2020
Page number: 415 pages
Target audience: graduate students
Book structure: 12 chapters
Where to publish: IJSER (USA)
Currently, most researchers in the field of Business Administration pay great attention and appreciation to quantitative research methods. The author/translator is interested in the method of Qualitative research, especially in the Asian market with extremely sophisticated and mysterious customers.
Qualitative research on consumers and marketing is used to analyze and understand the phenomena rather than to verify or conclude - characteristic of quantitative research. With that desire in mind, the author wants to introduce readers to Qualitative Research: Consumers and Marketing, Asian Perspectives and Practices.
About the author:
 | PhD. Nguyen Thi Phi Nga is the senior lecturer of the VNU University of Economics and Business. The author has been a student of the Faculty of Economics, Hanoi University (the predecessor of the current VNU-UEB). She earned her degrees at leading universities in Asia such as Yonsei University, Seoul National University (in Korea), Asian Institute of Management (in Manila, Philippines). The author received a Ph.D. in Business Administration from Seoul National University. She also participated in joint research with international scholars and took part in exchange program in Korea and Taiwan. |