Qualitative Marketing Research

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Qualitative Marketing Research

David Carson,Audrey Gilmore,Chad Perry,Kjell Gronhaug
Qualitative Marketing Research Book PDF

Author : David Carson,Audrey Gilmore,Chad Perry,Kjell Gronhaug
Publisher : SAGE
Page : 255 pages
File Size : 45,5 Mb
Release : 2001-02-01
Category : Business & Economics
ISBN : 9781446234983

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Qualitative Marketing Research by David Carson,Audrey Gilmore,Chad Perry,Kjell Gronhaug Pdf

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.

Qualitative Marketing Research

Johanna Moisander,Anu Valtonen
Qualitative Marketing Research Book PDF

Author : Johanna Moisander,Anu Valtonen
Publisher : SAGE
Page : 240 pages
File Size : 51,9 Mb
Release : 2006-05-11
Category : Business & Economics
ISBN : 9781446233054

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Qualitative Marketing Research by Johanna Moisander,Anu Valtonen Pdf

Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.

Qualitative Market Research

Hy Mariampolski
Qualitative Market Research Book PDF

Author : Hy Mariampolski
Publisher : SAGE
Page : 330 pages
File Size : 51,8 Mb
Release : 2001-08-21
Category : Business & Economics
ISBN : 0761969454

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Qualitative Market Research by Hy Mariampolski Pdf

This text guides the reader through a research project from the perspective of both user and practitioner. It meets the needs of several audiences by creating common ground in the applied practice of qualitative research.

Qualitative Consumer and Marketing Research

Russell Belk,Eileen Fischer,Robert V Kozinets
Qualitative Consumer and Marketing Research Book PDF

Author : Russell Belk,Eileen Fischer,Robert V Kozinets
Publisher : SAGE
Page : 243 pages
File Size : 52,7 Mb
Release : 2012-12-14
Category : Business & Economics
ISBN : 9781446272060

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Qualitative Consumer and Marketing Research by Russell Belk,Eileen Fischer,Robert V Kozinets Pdf

How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.

Qualitative Marketing Research

Dominika Maison
Qualitative Marketing Research Book PDF

Author : Dominika Maison
Publisher : Routledge
Page : 238 pages
File Size : 46,9 Mb
Release : 2018-09-24
Category : Business & Economics
ISBN : 9780429883385

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Qualitative Marketing Research by Dominika Maison Pdf

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.

Qualitative Marketing Research

Rajagopal
Qualitative Marketing Research Book PDF

Author : Rajagopal
Publisher : Business Expert Press
Page : 196 pages
File Size : 46,8 Mb
Release : 2019-01-31
Category : Business & Economics
ISBN : 9781949991024

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Qualitative Marketing Research by Rajagopal Pdf

This 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. This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications. Discussions in the book present new insights on conducting and applying qualitative market research and emphasizes on the application of qualitative research in consumer-centric companies. The book argues that companies need to consider a broader perspective of marketing research to support marketing decisions derived by understanding consumer behavior using qualitative research methodology.

Marketing Research Methods

Mercedes Esteban-Bravo,Jose M. Vidal-Sanz
Marketing Research Methods Book PDF

Author : Mercedes Esteban-Bravo,Jose M. Vidal-Sanz
Publisher : Cambridge University Press
Page : 883 pages
File Size : 42,5 Mb
Release : 2021-01-28
Category : Business & Economics
ISBN : 9781108834988

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Marketing Research Methods by Mercedes Esteban-Bravo,Jose M. Vidal-Sanz Pdf

Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.

Qualitative Research in Marketing and Management

Chris Hackley
Qualitative Research in Marketing and Management Book PDF

Author : Chris Hackley
Publisher : Routledge
Page : 228 pages
File Size : 53,9 Mb
Release : 2019-12-09
Category : Business & Economics
ISBN : 9780429822797

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Qualitative Research in Marketing and Management by Chris Hackley Pdf

This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing together concepts of qualitative research from ethnography, phenomenology, critical discourse analysis, semiotics, literary analysis, postmodernism and poststructuralism this textbook offers an accessible and comprehensive introduction to the subject. Utilising a uniquely pragmatic approach, it bridges the gap between advanced, specialised books on research traditions with more general introductory business research books. This new edition has been fully updated to include new examples, explorations of the field, and an improved pedagogy with better exposition of key issues and concepts, as well as more schematics and diagrams to aid understanding. The first half of the book considers the practicalities of research and writing a research project, including the craft of academic writing, the critical literature review, the role of the independent research project as part of university courses, suggested projected structures, standards of academic scholarship, and the main techniques for gathering qualitative data. The book’s second half deals with abstract concepts and advanced theory by looking at key theoretical traditions that guide the interpretation of qualitative data. It is perfect for advanced undergraduate and postgraduate students of marketing, management, consumer behaviour and research methods. It will also be useful as a primer for practitioners in qualitative research.

Handbook of Qualitative Research Methods in Marketing

Russell W. Belk
Handbook of Qualitative Research Methods in Marketing Book PDF

Author : Russell W. Belk
Publisher : Edward Elgar Publishing
Page : 609 pages
File Size : 53,9 Mb
Release : 2007
Category : Business & Economics
ISBN : 9781847204127

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Handbook of Qualitative Research Methods in Marketing by Russell W. Belk Pdf

A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.

Qualitative Consumer and Marketing Research

Krittinee Nuttavuthisit
Qualitative Consumer and Marketing Research Book PDF

Author : Krittinee Nuttavuthisit
Publisher : Springer
Page : 315 pages
File Size : 50,8 Mb
Release : 2019-02-13
Category : Business & Economics
ISBN : 9789811361425

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Qualitative Consumer and Marketing Research by Krittinee Nuttavuthisit Pdf

This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies.

Qualitative Marketing Research

Johanna Moisander,Anu Valtonen
Qualitative Marketing Research Book PDF

Author : Johanna Moisander,Anu Valtonen
Publisher : SAGE
Page : 241 pages
File Size : 41,6 Mb
Release : 2006-05-11
Category : Business & Economics
ISBN : 9781847878045

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Qualitative Marketing Research by Johanna Moisander,Anu Valtonen Pdf

Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.

Qualitative Marketing Research

David Carson,Audrey Gilmore,Chad Perry,Kjell Gronhaug
Qualitative Marketing Research Book PDF

Author : David Carson,Audrey Gilmore,Chad Perry,Kjell Gronhaug
Publisher : SAGE
Page : 254 pages
File Size : 55,8 Mb
Release : 2001-02-01
Category : Business & Economics
ISBN : 9781446205358

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Qualitative Marketing Research by David Carson,Audrey Gilmore,Chad Perry,Kjell Gronhaug Pdf

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.

Qualitative Market Research

Wendy Gordon,Roy Langmaid
Qualitative Market Research Book PDF

Author : Wendy Gordon,Roy Langmaid
Publisher : Routledge
Page : 205 pages
File Size : 46,8 Mb
Release : 2022-03-02
Category : Business & Economics
ISBN : 9781351907392

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Qualitative Market Research by Wendy Gordon,Roy Langmaid Pdf

This book opens the black box of qualitative market research and reveals the inner workings of the qualitative process. The influence of group dynamics on the data itself, the significance of body language in the interaction between researcher and respondent and the application of techniques to discover the private world of the individual are all exposed. So too, is the least visible part of all research projects - the interpretation of content given the fact that people often 'don't say what they mean' and 'don't mean what they say'. This book brings together a detailed overview of procedures and techniques in contemporary qualitative market research. These evolving techniques are making qualitative research increasingly influential. A clear understanding of their strengths and weaknesses is therefore vital to anyone involved in research - whether market, industrial, social, governmental or medical.

Market Research Methodologies: Multi-Method and Qualitative Approaches

Takhar-Lail, Amandeep
Market Research Methodologies Multi Method and Qualitative Approaches Book PDF

Author : Takhar-Lail, Amandeep
Publisher : IGI Global
Page : 300 pages
File Size : 50,9 Mb
Release : 2014-08-31
Category : Business & Economics
ISBN : 9781466663725

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Market Research Methodologies: Multi-Method and Qualitative Approaches by Takhar-Lail, Amandeep Pdf

Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress and push us to discover innovative improvements. This drive lends itself to the development of qualitative research. Market Research Methodologies: Multi-Method and Qualitative Approaches brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations. Focusing on vital concepts such as data validity, triangulation, and reliability, this book is a fundamental reference source for PhD students, graduate students, and academics within the business field who wish to understand how these methods can be employed to extract data from particular environments.

Using Qualitative Research in Advertising

Margaret A. Morrison,Eric Haley,Kim Bartel Sheehan,Ronald E. Taylor
Using Qualitative Research in Advertising Book PDF

Author : Margaret A. Morrison,Eric Haley,Kim Bartel Sheehan,Ronald E. Taylor
Publisher : SAGE
Page : 241 pages
File Size : 53,8 Mb
Release : 2011-10-31
Category : Business & Economics
ISBN : 9781412987240

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Using Qualitative Research in Advertising by Margaret A. Morrison,Eric Haley,Kim Bartel Sheehan,Ronald E. Taylor Pdf

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.