Pesquisa Qualitativa Em Marketing
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Pesquisa Qualitativa Em Marketing
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Author : Marcelo de Rezende Pinto
language : pt-BR
Publisher: Sociedade Mineira de Cultura – Editora PUC Minas
Release Date : 2024-05-20
Pesquisa Qualitativa Em Marketing written by Marcelo de Rezende Pinto and has been published by Sociedade Mineira de Cultura – Editora PUC Minas this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-05-20 with Business & Economics categories.
A presente obra representa algo ímpar no mercado editorial relativo à literatura acadêmica sobre procedimentos, métodos e técnicas de pesquisa: ela é a primeira obra publicada no Brasil sobre pesquisa qualitativa em marketing, organizada e escrita por autores brasileiros, todos atuantes no campo de marketing e estudos de consumo. A partir do esforço empreendido por Marcelo de Rezende Pinto e Georgiana Luna Batinga, seus organizadores, este livro expressa a contribuição de uma comunidade vibrante, produtiva e engajada no exercício e na prática de pesquisa qualitativa em marketing e consumo.
A Entrevista Na Pesquisa Qualitativa Mecanismos Para Valida O Dos Resultados
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Author : Maria Virgínia de Figueirdedo P. do Couto Rosa
language : pt-BR
Publisher: Autêntica
Release Date : 2017-06-27
A Entrevista Na Pesquisa Qualitativa Mecanismos Para Valida O Dos Resultados written by Maria Virgínia de Figueirdedo P. do Couto Rosa and has been published by Autêntica this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-06-27 with Business & Economics categories.
Para as autoras, a entrevista é a metodologia indicada como mecanismo de validação de resultados na pesquisa qualitativa. Para essa prática, elas propõem questionamentos como: "quais são os procedimentos viáveis e os que jamais devem ser usados na entrevista?" Se você parou por um instante e se inquietou com essa questão, aprimorar o exercício da pesquisa provavelmente lhe interessa. Para isso deve saber da necessidade de se estabelecer a confiabilidade entre o entrevistador e o entrevistado, entre outras coisas. A proposta desta obra? Quem conta são as autoras: "Propiciar condições aos futuros pesquisadores para que optem consciente e adequadamente por esta técnica (a entrevista) e se inteirem da seqüência lógica dos procedimentos reais a ser seguida, quando criteriosamente enveredarem por caminhos direcionados por esse instrumento de validação, investigação e/ou intervenção, legitimando e tornando científicos os resultados finais". Está aí a justificativa para você ler esta publicação.
Qualitative Marketing Research
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Author : David Carson
language : en
Publisher: SAGE
Release Date : 2001-02-01
Qualitative Marketing Research written by David Carson and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-02-01 with Business & Economics categories.
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.
Qualitative Research In Marketing
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Author : Danny N. Bellenger
language : en
Publisher: Marketing Classics Press
Release Date : 2011-09-15
Qualitative Research In Marketing written by Danny N. Bellenger and has been published by Marketing Classics Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-09-15 with Business & Economics categories.
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.
A Entrevista Na Pesquisa Qualitativa
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Author : Maria Virgínia de Figueiredo Pereira do Couto Rosa
language : pt-BR
Publisher:
Release Date : 2006
A Entrevista Na Pesquisa Qualitativa written by Maria Virgínia de Figueiredo Pereira do Couto Rosa and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with categories.
Para as autoras, a entrevista é a metodologia indicada como mecanismo de validação de resultados na pesquisa qualitativa. PAra essa prática, elas propõem questionamentos como: “quais são os procedimentos viáveis e os que jamais devem ser usados na entrevista?” Se você parou por um instante e se inquietou com essa questão, aprimorar o exercício da pesquisa provavelmente lhe interessa. PAra isso deve saber da necessidade de se estabelecer a confiabilidade entre o entrevistador e o entrevistado, entre outras coisas. A Proposta desta obra? Quem conta são as autoras: “Propiciar condições aos futuros pesquisadores para que optem consciente e adequadamente por esta técnica (a entrevista) e se inteirem da sequência lógica dos procedimentos reais a ser seguida, quando criteriosamente enveredarem por caminhos direcionados por esse instrumento de validação, investigação e/ou intervenção, legitimando e tornando científicos os resultados finais”. EStá aí a justificativa para você ler esta publicação.
Qualitative Research Methods In Public Relations And Marketing Communications
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Author : Christine Daymon
language : en
Publisher: Routledge
Release Date : 2005-06-29
Qualitative Research Methods In Public Relations And Marketing Communications written by Christine Daymon and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-06-29 with Business & Economics categories.
A practical, highly accessible guide for novice researchers conducting qualitative research in public relations and marketing communications, this book guides the reader through all aspects of the research process.
Qualitative Research In Intelligence And Marketing
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Author : Alf H. Walle
language : en
Publisher: Bloomsbury Publishing USA
Release Date : 2000-10-30
Qualitative Research In Intelligence And Marketing written by Alf H. Walle and has been published by Bloomsbury Publishing USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-10-30 with Business & Economics categories.
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.
Using Qualitative Research In Advertising
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Author : Margaret A. Morrison
language : en
Publisher: SAGE
Release Date : 2012
Using Qualitative Research In Advertising written by Margaret A. Morrison and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
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.
Marketing Research
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Author : Riccardo Benzo
language : en
Publisher: SAGE
Release Date : 2017-11-27
Marketing Research written by Riccardo Benzo and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-27 with Business & Economics categories.
Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects. The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research. To aid students in their research project, each chapter features a collection of learning features, such as: Case studies and international real-world examples Ethics boxes – Highlighting ethical implications in research projects Advanced boxes – Signaling more challenging topics students can return to after they have mastered the basics Activity boxes – Encouraging students to understand how what they have learned applies to their own experiences The book is complemented by a range of online resources, including PowerPoint slides, multiple choice questions, free online exercise links, and discussion guides for Case Study & Additional Reading sections. Suitable reading for students who are undertaking a marketing research project.