Video quick keys

Have you created a personal profile? sign in or create a profile so that you can create alerts, save clips, playlists and searches.

Length: 0:00

Researching Sales of Small Business Insurance using Observation & In-Depth Interviews

Video Type: Case Study

Add to list Added to list


Auto scroll

Karen Fernandez, PhD, Associate Professor of Marketing at the University of Auckland Business School in New Zealand, explains how qualitative research is often the best way to investigate people's relationships with objects. She describes her research into the sale of insurance to small business owners as a case study.

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles