Qualitative Consumer Research
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Qualitative Consumer And Marketing Research
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Author : Russell Belk
language : en
Publisher: SAGE
Release Date : 2012-12-26
Qualitative Consumer And Marketing Research written by Russell Belk and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-26 with Business & Economics categories.
Written for students, scholars, and marketing research practitioners by three qualitative marketing research pioneers, this book takes readers through the basics to an advanced understanding of the state of the art in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and writing-up research or editing multi-media presentations 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 in creative data collection, analysis, and presentation, using illustrations drawn from the best of recent and classic research.
Qualitative Consumer Research
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Author : Russell W. Belk
language : en
Publisher: Emerald Group Publishing
Release Date : 2017-08-18
Qualitative Consumer Research written by Russell W. Belk 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 2017-08-18 with Business & Economics categories.
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.
Qualitative Consumer And Marketing Research
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Author : Krittinee Nuttavuthisit
language : en
Publisher: Springer
Release Date : 2019-02-13
Qualitative Consumer And Marketing Research written by Krittinee Nuttavuthisit and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02-13 with Business & Economics categories.
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.
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.
Handbook Of Qualitative Research Methods In Marketing
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Author : Russell W. Belk
language : en
Publisher: Edward Elgar Publishing
Release Date : 2007
Handbook Of Qualitative Research Methods In Marketing written by Russell W. Belk and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
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.
An Introduction To Qualitative Market Research
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Author : Mike Imms
language : en
Publisher: SAGE
Release Date : 2002-07-18
An Introduction To Qualitative Market Research written by Mike Imms 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 Business & Economics 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.
Qualitative Methods For Consumer Research
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Author : Thomas Bjorner
language : en
Publisher: Gyldendal Akademisk
Release Date : 2016
Qualitative Methods For Consumer Research written by Thomas Bjorner and has been published by Gyldendal Akademisk this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Business & Economics categories.
Qualitative Methods for Consumer Research presents a range of essential topics for validly and reliably using qualitative methods, with a focus on consumer research. Consumer research should not be understood in a narrow marketing context, but more broadly to include time consumption, societal questions, and potential consumers (e.g. within product innovation/development). It provides guidelines on how to properly conduct interviews, make observations, and use document data. Furthermore, it outlines specific procedures for analyzing textual, visual, and electronic information.
Qualitative Research Methods In Consumer Psychology
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Author : Paul Hackett
language : en
Publisher: Psychology Press
Release Date : 2015-08-20
Qualitative Research Methods In Consumer Psychology written by Paul Hackett and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-08-20 with Psychology categories.
While consumer research is founded on traditional quantitative approaches, the insight produced through qualitative research methods within consumer settings has not gone unnoticed. The culturally situated consumer, who is in intimate dialogue with their physical, virtual and social surroundings, has become integral to understanding the psychology behind consumer choices. This volume presents readers with theoretical and applied approaches to using qualitative research methods in ethnographic studies looking at consumer behavior. It brings together an international group of leading scholars in the field of consumer research, with educational and professional backgrounds in marketing, advertising, business, education, therapy and health. Researchers, teaching faculty, and students in the field of consumer and social psychology will benefit from the applied examples of qualitative and ethnographic consumer research this volume presents.
Consumer Psychology A Study Guide To Qualitative Research Methods
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Author : Paul M.W. Hackett
language : en
Publisher: Verlag Barbara Budrich
Release Date : 2016-04-18
Consumer Psychology A Study Guide To Qualitative Research Methods written by Paul M.W. Hackett and has been published by Verlag Barbara Budrich this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-18 with Business & Economics categories.
This book provides students with a clear and concise guide to studying undergraduate courses in qualitative consumer research and ethnography. The authors present the major qualitative research approaches used in consumer and marketing research as well as practical procedures and theoretical aspects of research design, report presentation etc. In addition to that a weekly study guide, including comprehensive reading lists, completes the book.
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.