“There is lots of qualitative research in Asia, but very little focus on how to do research in Asia,” says Sasin Marketing Professor Dr. Krittinee Nuttavuthisit.  “In this new book, I argue that there’s a big difference between Western and Asian consumers and how qualitative research should be done.” Dr. Krittinee Nuttavuthisit’s new book, Qualitative Consumer and Marketing Research: The Asian Perspectives and Practices, contends that because Asian consumer behaviour is so different, traditional Western-based qualitative research techniques need to be adjusted for Asian markets (East and Southeast Asia, and the Middle East). “Asian consumers have some common traits – they tend to adhere to the group, to a collectivist mentality; they are less egalitarian and follow social ranking and status more closely,” she argues. “And while they are open to building relationships with strangers, it usually takes more time and the proper techniques to achieve the necessary trust and bond between researchers and participants than in Western countries.” Recently published by Springer, Qualitative Consumer and Marketing Research; The Asian Perspectives and Practices is the first book to explain these important differences. It was written to help readers plan and conduct qualitative consumer and marketing research in Asia and support the development of distinctive marketing programs in Asia. “My hope is that the book will appeal to both academics and practitioners interested in the growing Asian consumer market,” Dr. Krittinee says. “I’ll be using it in my classes this year, and I think it’ll help students and researchers, both academic and in the private sector, get fresh and different insights into consumer behaviour in Asia.” About the book: First book to explain the Asian perspectives and practices of qualitative consumer and marketing research. Appeals to both academics and practitioners interested in the growing Asian market. Qualitative Consumer and Marketing Research; The Asian Perspectives and Practices is available on the MacMillan International website.   Sasin Marketing Professor Dr. Krittinee Nuttavuthisit’s research interests include consumer experience, consumer well-being, transformative consumer research, and social marketing. Her work has been published in several leading journals.