Doing Research Projects In Marketing Management And Consumer Research
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Doing Research Projects In Marketing Management And Consumer Research
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Author : Chris Hackley
language : en
Publisher: Routledge
Release Date : 2003-09-02
Doing Research Projects In Marketing Management And Consumer Research written by Chris Hackley and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-09-02 with Business & Economics categories.
As interpretive research perspectives become increasingly influential in the social sciences, so it becomes increasingly important for experienced researchers to familiarize themselves with the philosophical perspectives, data gathering techniques and analytical methods derived from interpretive research. Examining these interpretive traditions, this informative book illustrates how they can be applied to research projects for first-time researchers in the fields of management, marketing and consumer research. Topics covered include: choosing the topic gathering qualitative data for interpretation themes and concepts of interpretive research semiotics, marketing and consumer research. In offering practical examples drawn from existing studies and suggesting new topics for consideration, this book brings together major themes of interpretive research within a valuable practical guide. Suitable both for first time researchers and those with more experience, this is an ideal guide for anyone undertaking research in this area of study.
Doing Research Projects In Marketing Management And Consumer Research
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Author : Chris Hackley
language : en
Publisher: Routledge
Release Date : 2003-09-02
Doing Research Projects In Marketing Management And Consumer Research written by Chris Hackley and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-09-02 with Business & Economics categories.
As interpretive research perspectives become increasingly influential in the social sciences, so it becomes increasingly important for experienced researchers to familiarize themselves with the philosophical perspectives, data gathering techniques and analytical methods derived from interpretive research. Examining these interpretive traditions, this informative book illustrates how they can be applied to research projects for first-time researchers in the fields of management, marketing and consumer research. Topics covered include: choosing the topic gathering qualitative data for interpretation themes and concepts of interpretive research semiotics, marketing and consumer research. In offering practical examples drawn from existing studies and suggesting new topics for consideration, this book brings together major themes of interpretive research within a valuable practical guide. Suitable both for first time researchers and those with more experience, this is an ideal guide for anyone undertaking research in this area of study.
Doing Research Projects In Marketing Management And Consumer Research
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Author : Christopher E. Hackley
language : en
Publisher: Psychology Press
Release Date : 2003
Doing Research Projects In Marketing Management And Consumer Research written by Christopher E. Hackley and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
Illustrates how interpretive approaches can be applied to research projects in the fields of management, marketing and consumer research within a practical guide to researching and writing a research project.
Constructing Consumer Knowledge In Market Research
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Author : Johan Nilsson
language : sv
Publisher: Linköping University Electronic Press
Release Date : 2018-02-01
Constructing Consumer Knowledge In Market Research written by Johan Nilsson and has been published by Linköping University Electronic Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-02-01 with categories.
Market research pervades society. It is an endeavour that connects marketing practice with methods similar to social science. Further, market research results appear as knowledge produced to inform recipients towards making productive business decisions and as a commodity sold to commissioning clients. I suggest that such commissioned knowledge production must be approached taking into account both the making and the marketing of such material. The position of market research between concerns to know through research and to market goods and services, including its own, has been approached differently in academic scholarship. Examples range from criticism against surveillance and manipulation, to calls to defining the benefits of market research techniques for organising markets and societies. Researchers have tried to explain this knowledge making for market research as a construction of objects of knowledge or as a performative phenomenon. This thesis takes an ethnographic and cultural approach to market research work and the researchers that undertake it. Based on fieldwork with Swedish firm Norna (pseudonym) and handbooks from industry organisation ESOMAR, the thesis inquires into the epistemic practices and epistemology of market research, how market researchers consider their work influenced by the relations that they maintain and how ideas and practices in market research inform understanding of commissioned knowledge production. The thesis consists of four articles dealing with the ideas, actors and processes that engage market researchers. The first article assesses market research industry handbooks and discusses the contribution of performativity approaches in light of this local epistemology. The second article studies how market researchers shape their respondents as part of producing consumer knowledge. The third article assesses how the work processes of market research knowledge production rely on the production and distribution of ignorance to successfully keep respondents and clients at the right certainty interval. The fourth article examines client relations and how market researchers produce materials to satisfy clients as well as shape clients’ preferences and understanding. The findings of the thesis point to how market research features its own local epistemics and reflexivity on the part of researchers, but also the tensions and ambiguities involved. Market researchers handle commercial pressures and epistemic quandaries in parallel and overlapping relational practice through the production and deployment of both knowledge and ignorance. Dealing with clients and respondents transcends the distinction between the commercial and the informative. The text informs a further understanding of market research, its techniques by means of engaging with how its researchers view this activity. Further it challenges the social study of knowledge production by showing how in this case it includes concerns that are not simplistically commercial or epistemic. Marknadsundersökningar är en verksamhet i gränslandet mellan marknadsföring och samhällsvetenskapliga forskningsmetoder. Det material som marknadsundersökare tar fram ska både informera kunder och säljas till dem. Denna uppdragsbaserade kunskapsproduktion måste förstås både som kunskaps- och marknadsföringspraktik. Det är en dubbelhet som har hanterats på skilda sätt i tidigare forskning. Kritiker har diskuterat marknadsundersökningar som del av en manipulativ marknadsföringsindustri medan försvarare snarare förordat förbättrande av kunskaper kring människors behov. Skapandet av kunskap i marknadsundersökningar har ömsom setts som en konstruktion och ömsom diskuterats som ett fenomen där beskrivningen formar det som beskrivs. Avhandlingen tar sig an marknadsundersökningar genom en etnografisk studie av marknadsundersökare och deras arbete. Med utgångspunkt i handböcker från branschorganisationen ESOMAR, samt deltagande observation på det svenska marknadsundersökningsföretaget Norna (pseudonym), diskuteras marknadsundersökningar utifrån en rad fokusområden: Utsagor om kunskap såväl som praktiker i kunskapsproduktion, hur marknadsundersökare ser sin verksamhet i relation till kunder och respondenter samt hur undersökningar görs säljbara och användbare för uppdragsgivare. Avhandlingen innehåller fyra delstudier som i form av artiklar studerar olika aspekter av marknadsundersökningsarbete. Den första artikeln studerar handböcker från ESOMAR och undersöker vilket bidrag som kan göras vid analys givet att undersökarna själva formulerar idéer om sin verksamhet. Den andra artikeln handlar om hur marknadsundersökare formar deltagare i undersökningar som del av sin produktion av kunskap om konsumenter. Den tredje artikeln går igenom Nornas arbetsprocess med fokus kring hur kunskapsproduktion också handlar om att generera okunskap för att respondenter och kunder ska kunna förstå och delta. Den fjärde artikeln avhandlar relationen till undersökningens beställare och hur marknadsundersökare formar sitt material för att tillfredsställa kunden, samtidigt som deras preferenser formas för att producera ett gott mottagande av undersökningsresultat. Avhandlingen visar hur marknadsundersökningar karaktäriseras av förutsättningar för kunskapsproduktion och hur marknadsundersökare själva är reflekterande kring sitt arbete. Den ambivalens och de spänningar som kännetecknar marknadsundersökningar som verksamhet diskuteras i termer av hur marknadsundersökare samtidigt hanterar kommersiella såväl som kunskapsteoretiska aspekter av arbetet. Genom att fokusera på hur marknadsundersökningar är en relationell verksamhet visas också hur marknadsundersökare hanterar spänningar mellan vikten av att göra undersökningar som hjälper kunden och att få kunder att köpa undersökningar. Genom att utgå från hur marknadsundersökare själva ser på dessa frågor ger studien en sammanvägd bild av hur uppdragsbaserad kunskapsproduktion handlar om såväl relationsarbete som att skapa kunskap som beskriver marknader och konsumenter.
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.
Marketing Research
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Author : Bonita Kolb
language : en
Publisher: SAGE
Release Date : 2008-04-18
Marketing Research written by Bonita Kolb and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-04-18 with Business & Economics categories.
Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.
New Paths To Thick Descriptions Innovativeness In Data Collection And Interpretation
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Author :
language : en
Publisher: Emerald Group Publishing
Release Date : 2005
New Paths To Thick Descriptions Innovativeness In Data Collection And Interpretation written by and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Consumers categories.
Annotation The papers in this e-book focus on data collection and whilst none can claim to be completely new, all challenge our usual reliance on focus groups or depth interviews and challenge us to think more creatively of how we might get closer to the actual lived experience of consumers and consumption.
Marketing
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Author : Chris Hackley
language : en
Publisher: SAGE
Release Date : 2009-03-19
Marketing written by Chris Hackley and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-03-19 with Business & Economics categories.
`I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all′ - Professor Rob Lawson, University of Otago Does marketing really work for organizations, managers and citizens? How can marketing management be studied and practised critically? This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including: - Historical origins and influences in marketing - Introduction to the concepts of Critical Theory - Marketing ‘orientation’ and the marketing ‘mix’ - Critique of marketing principles - Marketing and strategy - The role of research in marketing - Marketing and managerial ideology - Marketing ethics Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples.
Advertising And Promotion
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Author : Chris Hackley
language : en
Publisher: SAGE
Release Date : 2017-11-25
Advertising And Promotion written by Chris Hackley and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-25 with Business & Economics categories.
Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. Drawing not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology, the authors offer a rounded and critical perspective on the subject to those looking to understand advertising as social phenomenon in addition to its business function and purpose. The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. "Snapshots" bring in aspects of cross-cultural advertising such as Barbie in China. The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, SAGE journal articles, links to further online resources and author Videos. The textbook is also supported by an author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com. Suitable for Advertising, Marketing and Communications modules at undergraduate or postgraduate level.
Qualitative Research In Marketing And Management
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Author : Chris Hackley
language : en
Publisher: Routledge
Release Date : 2019-12-09
Qualitative Research In Marketing And Management written by Chris Hackley and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-12-09 with Business & Economics categories.
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.