Jill Mosteller, PhD, Associate Professor of Marketing at the University of Tampa, discusses the depth interview approach used for her research on consumers and their companion animals.
- Product: SAGE Research Methods Video: Market Research
- Type of Content: Tutorial
- Title: An Introduction to Depth Interviews for Consumer Behavior
- Publisher: SAGE Publications Ltd.
- Publication year: 2020
- Online pub date:
- Discipline: Business and Management, Marketing
- Methods: In-depth interviews, Research design, Marketing research
- Duration: 00:08:50
- Keywords: childhood, communication skills, consumer behavior, depth interviews, listening skills, marketing research, open-ended study, pets, qualitative data analysis, qualitative data collection, qualitative research, qualitative research methods, thematic analysis, transcription
Academic: Jill MostellerOnline ISBN:9781529731026Copyright: (c) SAGE Publications Ltd., 2020