Summary
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Tao Chang, Senior Lecturer in Marketing Strategy and MBA Director at the University of Chester Business School, discusses his research on Chinese millennial consumer behavior, including research design, methods, ethical considerations, and recommendations.
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Chapter 1: Tao Chang Shares His Interest in Researching the Chinese Consumer Luxury Brand Experience
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Chapter 2: Tao Chang Discusses the Research Methods Used, Planning Process, and Skill Sets Needed to Study Luxury Brand Experience
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Chapter 3: Tao Chang Discusses Research Collaboration, Participant Recruitment, Ethical Considerations, and Challenges in Studying Consumer Brand Experiences
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Chapter 4: Tao Chang Shares Recommendations for Anyone Considering Similar Research on Consumer Behavior
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