Psychographics is an important and often little understood area of market research. Over the last thirty years interest in personality-based approaches to consumer behaviour - understanding how consumers of particular products can be divided into types or classes - has grown considerably. Better research designs, more appropriate measures and more realistic expectations have led to results that shed new light on consumer choice and are directly applicable in marketing management and research. Based on a comprehensive review of the available literature in psychology and marketing research, this handbook attempts to explain thoroughly the techniques used in psychographics and how they are applied in marketing.
Did you know you can trade in your old books for an Amazon.co.uk Gift Card to spend on the things you want? Visit the Books Trade-In Store for more details. Learn more. |
Book Description
Product details
Would you like to update product info or give feedback on images?
|
More About the Author
Discover books, learn about writers, and more.
Sell a Digital Version of This Book in the Kindle Store
If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store.
Learn more
Customer Reviews
There are no customer reviews yet.
5 star
4 star
3 star
2 star
1 star
Customer Discussions
|
This product's forum
Active discussions in related forums
Search Customer Discussions
|
Related forums
|
Listmania!
Look for similar items by category
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
