Approaches and Techniques in Marketing and Consumer Behaviour Research

  • November 9, 2019

A one day workshop on Qualitative Methods: Approaches and Techniques in Marketing and Consumer Behaviour Research was organized by VIT-AP School of Business (VSB), VIT-AP University on 9th November 2019 . Faculty members and research scholars from different universities and colleges namely PCMR Engineering and Technology college, Sri Vasavi Engineering College, SRM University, KLU University, Nagarjuna University, Gudlavalleru Engineering College, Santhiram Engineering College, DNR School of Management, Andhra Loyola Institute of Engineering & Technology, Paladugu Parvathi Devi college of engineering and technology college, Aditya institute of technology and management, Koneru lakshmaiah business school, PVP Sidhartha institute of technology, Eswar college of engineering, Narasaraopeta Engineering College(Autonomous) and VIT-AP university participated in the workshop.

Dr. M Romesh Singh, Professor and Head of Department of Anthropology, University of Hyderabad, who is a recipient of University Chancellor award, 2017 was the resource person in the one day workshop. The workshop discussed topics on business anthropology, importance of ethnography in business studies, methods and approaches of qualitative research, Netnograhy and digital ethnography. The workshop highlighted the influence of anthropology in Business studies, especially studying consumer behaviour and market. Dr. Madhulika Sahoo, Assistant Professor, VSB coordinated the workshop.