Qualitative Research In Intelligence And Marketing

Author : Alf H. Walle
Publisher : Bloomsbury Publishing USA
Page : 262 pages
File Size : 40,9 Mb
Release : 2000-10-30
Category : Business & Economics
ISBN : 9781567509649

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Qualitative Research in Intelligence and Marketing by Alf H. Walle Pdf

Although competitive intelligence and contemporary marketing research evolved from different intellectual traditions, both are indebted to qualitative methods of research and analysis. Walle shows that by merging their strategies in relevant ways, both fields grow even more robust and responsive to the needs of business clients and decision makers. Written by a noted humanist/social scientist with a wide ranging background in competitive intelligence and marketing research, this book can be viewed as a breakthrough. It is the first book to juxtapose, compare, and integrate the qualitative methods of marketing research with those of competitive intelligence. Among its many important features is a discussion of how to conduct a qualitative audit that assesses the degree to which an organization is able to take full advantage of qualitative analytic techniques. Walle reminds us that the qualitative social sciences and humanities have a strong tradition within intelligence, one that dates back to World War II. Although innovations from the qualitative social sciences and humanities were developed 50 years ago, they were allowed to atrophy as the principle researchers of the time re-entered civilian life. Walle updates and revives them, and shows readers how to do it themselves for their own business purposes. The book reintroduces the World War II-era culture at a distance method that applied qualitative social sciences and humanities to intelligence, but updates them in terms of advances that have taken place since then. It also provides useful means to merge competitive intelligence and contemporary marketing research in ways that will result in collaboration and mutual understanding. Finally, Walle provides an appendix that discusses how to recruit and motivate researchers, whose training comes out of the humanities but whose contributions to business will prove of exceptional value. This is an important new resource for marketing practitioners and graduate level students and their teachers.

Author : David Carson,Audrey Gilmore,Chad Perry,Kjell Gronhaug
Publisher : SAGE
Page : 255 pages
File Size : 50,9 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.

Author : Anonim
Publisher : SAGE
Page : 260 pages
File Size : 48,6 Mb
Release : 2001-03-22
Category : Business & Economics
ISBN : 0761963669

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Qualitative Marketing Research by Anonim 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.

Author : Mercedes Esteban-Bravo,Jose M. Vidal-Sanz
Publisher : Cambridge University Press
Page : 883 pages
File Size : 51,6 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.

Author : Martin Callingham
Publisher : Kogan Page Publishers
Page : 238 pages
File Size : 42,8 Mb
Release : 2004
Category : Business & Economics
ISBN : 0749442018

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Market Intelligence by Martin Callingham Pdf

The aim of this title is to examine the client-side perspective of market research and describe the pitfalls and problems when commissioning, briefing and using market research.

Author : Danny N. Bellenger,Kenneth L. Bernhardt,Jac L. Goldstucker
Publisher : Marketing Classics Press
Page : 85 pages
File Size : 53,5 Mb
Release : 2011-09-15
Category : Business & Economics
ISBN : 9781613112151

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Qualitative Research in Marketing by Danny N. Bellenger,Kenneth L. Bernhardt,Jac L. Goldstucker Pdf

Author : Margaret A. Morrison,Eric Haley,Kim Bartel Sheehan,Ronald E. Taylor
Publisher : SAGE
Page : 241 pages
File Size : 41,5 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.

Author : Gill Ereaut,Mike Imms,Martin Callingham
Publisher : SAGE
Page : 196 pages
File Size : 55,5 Mb
Release : 2002-09-17
Category : Business & Economics
ISBN : 0761972722

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Qualitative Market Research by Gill Ereaut,Mike Imms,Martin Callingham Pdf

Qualitative market research exists to fulfil the needs of those that it serves. This text shows practitioners how to deliver the 'product' of qualitative market research.

Author : Russell W Belk,Cele Otnes
Publisher : Unknown
Page : 0 pages
File Size : 54,7 Mb
Release : 2024-09-28
Category : Business & Economics
ISBN : 1035302713

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Handbook of Qualitative Research Methods in Marketing by Russell W Belk,Cele Otnes Pdf

This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements. Distinguished chapter authors bring together current thought and changing practices in marketing academia and industry. Organized to reflect a start-to-finish approach, the chapters investigate best practices for conceptualizing a project, practical theories and issues to consider, new methods for data collection, such as the use of AI and automated text analysis, and key considerations for writing and presenting work. A fundamental text with a strong contemporary scope, HQRMM provides guidelines for novices and experienced researchers alike. Academics applying qualitative methods to their research will find this second edition to be truly groundbreaking. At the same time, students focusing on marketing, business studies and social sciences will additionally benefit from a special section on getting started. Practitioners who wish to become familiar with the latest scholarship on qualitative methods will also find HQRMM to be an invaluable resource.

Author : Per V. Jenster,Klaus Solberg Søilen
Publisher : Copenhagen Business School Press DK
Page : 248 pages
File Size : 47,7 Mb
Release : 2009
Category : Business & Economics
ISBN : 8763002027

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Market Intelligence by Per V. Jenster,Klaus Solberg Søilen Pdf

Market Intelligence provides an overview of the most important tools and concepts relevant to intelligence analysis for strategic decision making. The book's focus is not only on competitors, but also on customers, suppliers, and a range of other stakeholders. It gives the reader tools used to analyze both micro and macro factors in the organization's environment to predict future outcomes better and to improve decision making. The field of competitive intelligence is studied by a diverse research community. Contributions to this field are made to aid States - on a national, regional, and local level - as well as to aid the military, non-profit organizations, and private companies. These contributions are mostly done in isolation, even though all these fields of study have much in common. The authors draw from these various fields and provide the essential insights to aid management thinking.

Author : Russell W. Belk
Publisher : Edward Elgar Publishing
Page : 609 pages
File Size : 52,9 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.

Author : Ezekiel Kimball,Karla I. Loya
Publisher : John Wiley & Sons
Page : 155 pages
File Size : 41,6 Mb
Release : 2017-10-26
Category : Education
ISBN : 9781119474401

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Using Qualitative Research to Promote Organizational Intelligence by Ezekiel Kimball,Karla I. Loya Pdf

Learn how to use qualitative research as a tool for institutional research. Although institutional researchers often employ informal qualitative methods (their experiences and anecdotal observations), this volume argues that true organizational intelligence is facilitated by formalizing the qualitative data collection and analysis process in institutional research. To that end, it presents a systematic approach to qualitative research in institutional research that connects technical and analytical skills with issues awareness and knowledge of context. Topics covered include: Technical/analytical awareness practices Issues awareness Practices that achieve contextual awareness. This is the 174th volume of this Jossey-Bass quarterly report series. Timely and comprehensive, New Directions for Institutional Research provides planners and administrators in all types of academic institutions with guidelines in such areas as resource coordination, information analysis, program evaluation, and institutional management.

Author : Vikas Garg,Shalini Aggarwal,Pooja Tiwari,Prasenjit Chatterjee
Publisher : CRC Press
Page : 272 pages
File Size : 48,8 Mb
Release : 2021-12-23
Category : Science
ISBN : 9781000290417

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Applications of Artificial Intelligence in Business and Finance by Vikas Garg,Shalini Aggarwal,Pooja Tiwari,Prasenjit Chatterjee Pdf

As transactions and other business functions move online and grow more popular every year, the finance and banking industries face increasingly complex data management and identity theft and fraud issues. AI can bring many financial and business functions to the next level, as systems using deep learning technologies are able to analyze patterns and spot suspicious behavior and potential fraud. In this volume, the focus is on the application of artificial intelligence in finance, business, and related areas. The book presents a selection of chapters presenting cutting-edge research on current business practices in finance and management. Topics cover the use of AI in e-commerce systems, financial services, fraud prevention, identifying loan-eligible customers, online business, Facebook social commerce, insurance industry, online marketing, and more.

Author : Christine Daymon,Immy Holloway
Publisher : Routledge
Page : 416 pages
File Size : 54,5 Mb
Release : 2010-09-13
Category : Business & Economics
ISBN : 9781136935022

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Qualitative Research Methods in Public Relations and Marketing Communications by Christine Daymon,Immy Holloway Pdf

The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main approaches and techniques for conducting critical, reflective investigations. This new edition: Identifies the skills and strategies needed to conduct authentic, trustworthy research Highlights specific analytical techniques associated within the main research approaches Provides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.

Author : Takhar-Lail, Amandeep
Publisher : IGI Global
Page : 326 pages
File Size : 50,8 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.