Methods in Consumer Research, Volume 1

Methods for Consumer Research, Volume One: Theoretical and Practical Aspects, Second Edition brings together world leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of advances in methods in consumer science. The new edition, thoroughly revised and updated, touches on the latest developments in consumer behavior. It includes a detailed description of qualitative techniques, including coverage of focus groups, projective techniques, ethnography and social media. Quantitative new methods are also addressed from both an explicit and implicit perspective. A section specifically delves into physiological measurements, such as eye-tracking, facial reading and fMRI. In conjunction with the second volume, which covers specific applications, this book is an invaluable reference for academics working in the fields of sensory and consumer science, psychology, marketing and nutrition.