Rajagopal Rajagopa2023-12-122023-12-122019https://ebookcentral.proquest.com/lib/khonkaen-ebooks/detail.action?docID=5662698https://libebook.kku.ac.th/handle/123456789/256This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications. Qualitative research manages the fundamental challenge in interpreting the complexities associated with consumer behavior, particularly in large diversified marketplace and guides managers towards understanding consumers.