Read more
Klappentext All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies. Zusammenfassung Written for students and marketing practitioners! Shay Sayre provides a thorough introduction to qualitative methods in market research. The author covers all key topics and borrows techniques from a wide variety of fields to present specific examples that illustrate how these techniques are adapted for marketplace research. Inhaltsverzeichnis PART ONE: APPROACHING QUALITATIVE METHODS Why Qualitative Research? Five Models of Qualitative Research Applications of Qualitative Methods for Marketing PART TWO: GETTING READY TO RESEARCH Issues and Concerns Designing a Study and Writing a Proposal PART THREE: CHOOSING A RESEARCH MODEL History, Living Biography and Self-Narrative Using the Case Method Phenomenology and Grounded Theory Using an Ethnographic Approach PART FOUR: DATA COLLECTION TECHNIQUES AND TOOLS Observation and Fieldwork Ways of Knowing Field Interviews Ways of Knowing Structured Interviews Projective Techniques PART FIVE: TEXT ANALYSIS AND REPORTING Analyzing Visual and Material Text Analyzing Verbal Data Writing Field Stories and Narrative Reports
