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ELECTRONIC RESERVES

Consumer Psychology: A Study Guide to Qualitative Research Methods

• Author
• Paul M. W. Hackett

• Subjects
• Marketing & Advertising

This book provides students with a clear and concise guide to studying undergraduate courses in qualitative consumer research and ethnography. The authors present the major qualitative research approaches used in consumer and marketing research as well as practical procedures and theoretical aspects of research design, report presentation etc. In addition...

Loyalty Schemes in Retailing: A Comparison of Stand-alone and Multi-partner Programs

• Author
• NICOLAS HOFFMANN

• Subjects
• Marketing & Advertising
• Sociology

To expand existing literature on loyalty schemes, the impact of stand-alone vs. multi-partner programs on customer loyalty was evaluated. In addition, the effects of store satisfaction, membership in competing programs, as well as various shopper characteristics were tested. Therefore, interviews were conducted with loyalty executives and a survey was carried...