Methods in Consumer Research, Volume 1: Theoretical and Practical aspects, 2nd
edition, brings together the world’s 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 theoretical overview of consumer behavior, followed by a
detailed description of qualitative techniques, including coverage of focus groups, projective
techniques, ethnography, and social media. Quantitative 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. Through examples of the methodologies being applied
throughout, it serves as a practical guide to practitioners in both the public and private sector.