Qualitative Consumer Research
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| Author | : Russell Belk |
| Publisher | : SAGE |
| Total Pages | : 244 |
| Release | : 2012-12-14 |
| Genre | : Business & Economics |
| ISBN | : 1446290395 |
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.
| Author | : Hy Mariampolski |
| Publisher | : SAGE |
| Total Pages | : 330 |
| Release | : 2001-08-21 |
| Genre | : Business & Economics |
| ISBN | : 9780761969457 |
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.
| Author | : Dominika Maison |
| Publisher | : Routledge |
| Total Pages | : 516 |
| Release | : 2018-09-24 |
| Genre | : Business & Economics |
| ISBN | : 0429883382 |
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.
| Author | : David Carson |
| Publisher | : SAGE |
| Total Pages | : 255 |
| Release | : 2001-02-01 |
| Genre | : Business & Economics |
| ISBN | : 1446234983 |
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 | : Johanna Moisander |
| Publisher | : SAGE |
| Total Pages | : 463 |
| Release | : 2006-05-11 |
| Genre | : Business & Economics |
| ISBN | : 1446233057 |
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.
| Author | : Rajagopal |
| Publisher | : Business Expert Press |
| Total Pages | : 229 |
| Release | : 2019-01-31 |
| Genre | : Business & Economics |
| ISBN | : 1949991024 |
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.
| Author | : Russell W. Belk |
| Publisher | : Edward Elgar Publishing |
| Total Pages | : 609 |
| Release | : 2007 |
| Genre | : Business & Economics |
| ISBN | : 1847204120 |
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 | : Gaston Ares |
| Publisher | : Woodhead Publishing |
| Total Pages | : 652 |
| Release | : 2018-01-02 |
| Genre | : Technology & Engineering |
| ISBN | : 0081012586 |
Methods for Consumer Research, Volume One: New Approaches to Classic Methods brings together world leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of advances in the classical methods of consumer science. The book touches on the latest developments in qualitative techniques, including coverage of both focus groups and social media, while also focusing on liking, a fundamental principle of consumer science, consumer segmentation, and the influence of extrinsic product characteristics, such as packaging and presentation on consumer liking. In conjunction with the second volume, which covers alternative approaches and special applications, this book is an invaluable reference for academics working in the fields of in-sensory and consumer science, psychology, marketing and nutrition. And, with examples of the methodology being applied throughout, it serves as a practical guide to research and development managers in both food and non-food companies. - Presents a fully comprehensive coverage of the latest developments in the classical methodologies of consumer research - Provides examples of successful application of the methodologies presented - Includes focus groups and social media discussions - Encompasses consumer segmentation, with a focus on psychographics and genetics
| Author | : Russell W. Belk |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 290 |
| Release | : 2017-08-18 |
| Genre | : Business & Economics |
| ISBN | : 1787149463 |
Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of “showrooming” by consumers comparing online prices with mobile devices.
| Author | : Krittinee Nuttavuthisit |
| Publisher | : Springer |
| Total Pages | : 316 |
| Release | : 2019-02-13 |
| Genre | : Business & Economics |
| ISBN | : 9811361428 |
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.
