Analysis And Interpretation In Qualitative Market Research
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Analysis And Interpretation In Qualitative Market Research
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Author : Gill Ereaut
language : en
Publisher: SAGE
Release Date : 2002-07-18
Analysis And Interpretation In Qualitative Market Research written by Gill Ereaut and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-07-18 with Social Science categories.
'Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a -must-have-' - Admap 'this is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' - Mick Williamson, Creative Director, TRBI for in Brief magazine 'It will be essential reading for anyone involved with qualitative market research' - David Barr, Director General of the Market Research Society 'An ideal resource for people aiming for a qualitative market research career, for academics interested to know more about an important field of application for qualitative research methods, or for those who are already engaged in the field and who wish to update their skills and reflect on their practice and profession' - Nigel Fielding, University of Surrey Qualitative Market Research is a landmark publishing event. The seven volumes provide, for the first time, complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience. The set fills two important market gaps: it offers commercial practitioners authoritative source texts for training and professional development; and provides students and researchers with an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic. The seven books have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work. Those new to market research will be provided with a complete map of qualitative market research theory and practice (including brands and advertising theory) and the stimulation to discuss and learn more with tutors and practitioners. Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies.
Analysis And Interpretation In Qualitative Market Research
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Author : Mike Imms
language : en
Publisher:
Release Date : 2002
Analysis And Interpretation In Qualitative Market Research written by Mike Imms and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Kvalitative metoder categories.
Qualitative Market Research is a landmark publishing event. The seven volumes provide, for the first time, complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience. The volumes have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work. Those new to market research will be provided with a complete map of qualitative market research theory and practice (including brands and advertising theory) and the stimulation to discuss and learn more with tutors and practitioners. Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies.
The Art And Science Of Interpreting Market Research Evidence
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Author : D. V. L. Smith
language : en
Publisher: John Wiley & Sons
Release Date : 2004-05-14
The Art And Science Of Interpreting Market Research Evidence written by D. V. L. Smith and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-05-14 with Business & Economics categories.
The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering processes, and present an innovative framework integrating quantitative and qualitative approaches for analysing complex data-sets. With its holistic approach to interpretation and its 10-step process for making it work in practice, this book will equip you with a deep understanding of data analysis and ultimately improve your judgment to produce better business decisions. "This is modern commercial research, where the mind of the researcher is finally acknowledged as admissible data. Prior knowledge, pragmatism, experience are all robust grist to the 'holistic' research mill. A must-read for anyone getting to grips with 21st century market research." Virginia Valentine, Semiotic Solutions
Qualitative Research From Start To Finish First Edition
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Author : Robert K. Yin
language : en
Publisher: Guilford Press
Release Date : 2011-09-26
Qualitative Research From Start To Finish First Edition written by Robert K. Yin and has been published by Guilford Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-09-26 with Education categories.
This lively, practical text presents a fresh and comprehensive approach to doing qualitative research. The book offers a unique balance of theory and clear-cut choices for customizing every phase of a qualitative study. A scholarly mix of classic and contemporary studies from multiple disciplines provides compelling, field-based examples of the full range of qualitative approaches. Readers learn about adaptive ways of designing studies, collecting data, analyzing data, and reporting findings. Key aspects of the researcher's craft are addressed, such as fieldwork options, the five phases of data analysis (with and without using computer-based software), and how to incorporate the researcher's “declarative” and “reflective” selves into a final report. Ideal for graduate-level courses, the text includes:* Discussions of ethnography, grounded theory, phenomenology, feminist research, and other approaches.* Instructions for creating a study bank to get a new study started.* End-of-chapter exercises and a semester-long, field-based project.* Quick study boxes, research vignettes, sample studies, and a glossary.* Previews for sections within chapters, and chapter recaps.* Discussion of the place of qualitative research among other social science methods, including mixed methods research.
Qualitative Market Research
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Author :
language : en
Publisher:
Release Date : 2002
Qualitative Market Research written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with categories.
Marketing Research
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Author : Alan Wilson
language : en
Publisher: Bloomsbury Publishing
Release Date : 2018-10-30
Marketing Research written by Alan Wilson and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-30 with Business & Economics categories.
"Macmillan International Higher Education."
Analyzing And Interpreting Qualitative Research
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Author : Charles Vanover
language : en
Publisher: SAGE Publications
Release Date : 2021-04-14
Analyzing And Interpreting Qualitative Research written by Charles Vanover and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-14 with Social Science categories.
This text provides comprehensive coverage of the key methods for analyzing, interpreting, and writing up qualitative research in a single volume, and drawing on the expertise of major names in the field. Covering all the steps in the process of analyzing, interpreting, and presenting findings in qualitative research, the authors utilize a consistent chapter structure that provides novice and seasoned researchers with pragmatic, "how-to" strategies. Each chapter introduces the method; uses one of the authors′ own research projects as a case study of the method described; shows how the specific analytic method can be used in other types of studies; and concludes with questions and activities to prompt class discussion or personal study.
Qualitative Marketing Research
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Author : Johanna Moisander
language : en
Publisher: SAGE
Release Date : 2006-05-11
Qualitative Marketing Research written by Johanna Moisander and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-05-11 with Business & Economics categories.
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
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Author : Dominika Maison
language : en
Publisher: Routledge
Release Date : 2018-09-24
Qualitative Marketing Research written by Dominika Maison and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-24 with Business & Economics categories.
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.
Essentials Of Marketing Research
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Author : Kenneth E. Clow
language : en
Publisher: SAGE
Release Date : 2013-01-09
Essentials Of Marketing Research written by Kenneth E. Clow and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-09 with Business & Economics categories.
Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text. The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing.