Cover Image

Depth interviews and life stories : a narrative approach.

Dr. SMA Moin discusses a method of qualitative research that is very popular in relational approaches to branding research: depth interviews combined with life stories. This type of research helps clarify the relationships consumers have with brands.

Bibliographic Details
Other Authors: Moin, Sma (academic.)
Format: Video
Language:English
Language Notes:Closed-captions in English.
Published: London : SAGE Publications Ltd., 2020.
Subjects:
Narrative inquiry (Research method)
Product management.
Interviews.
Interviewing.
Histoires de vie.
Produits commerciaux > Gestion.
Entretiens.
Interviewing
Interviews
Product management
Online Access:Connect to this streaming video
Description
Summary:Dr. SMA Moin discusses a method of qualitative research that is very popular in relational approaches to branding research: depth interviews combined with life stories. This type of research helps clarify the relationships consumers have with brands.
Physical Description:1 online resource (1 video file (00:23:53)) : sound, colour
Bibliography:Includes bibliographical references and index.
ISBN:9781529722901
152972290X