Book Description
Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. In this respect, it can be used as both a continuous teaching text and training manual, or individual sections may be consulted to enhance knowledge of `best practices' and improve productivity in any specific research application. Section one begins with an overview of the history and philosophy behind the practice of qualitative research, using qualitative or quantitative approaches, organizing qualitative research (particularly those in `practice' such as research consultants), qualitative research applications (including product development, branding and advertising) and the varieties of qualitative research methods. Section two looks at the management of qualitative research and discusses project management, planning and budgeting issues. Section three looks at group moderation and interviewing techniques, and section four addresses the whole area of collecting and analyzing qualitative data, including discussion of computer-assisted software methods, as well as research reporting. This book meets the needs of several audiences by creating some common ground in the applied practice of qualitative research. It should consequently be invaluable reading to a wide readership, from social research methods students (particularly those in sociology, business, psychology, education, marketing and market research) to worldwide practitioners of qualitative research, both clients and consultants.
". . . a comprehensive survey of the topic . . . a complete resource and a fundamental yet creative cookbook . . . Mariampolski offers detailed suggestions on how to effectively set up each particular type of project with step-by-step guidelines on how to proceed at each stage along the way. . . . It will be very interesting to those who wish to work in marketing, advertising, or research."
--Journal of Advertising Research
Customer Reviews:
FIVE WHYS BEFORE ONE HOW !.......2007-09-09
The break-through Japanese management researcher Ishikawa,What Is Total Quality Control?: The Japanese Way (Business Management) whose work was popular in the West in the 1960's as the 'Fish Bone' Diagramme, had a rule. Before you asked 'how'(you were to do anything) first you exhausted the 'why' (it should be done at all or on a particular project or at a particular time).
We have to disclose up-front that One Big Idea Consulting Limited NZ has been training and educating managements around the globe at board level in the Ishikawa philosophy for two decades... as it applies to marketing research, creative branding and intergrated R&D. We are biased. No doubt about that.Guide to Quality Control Ishikawa has legs into the 21st century !
This Ishikawa focus, highlights the flaw of this otherwise quite decent novice guide to marketing research in its so called 'qualitative' guise. Too much 'how' and not nearly enough 'why'.
Wendy Gordon's Good Thinking: A Guide to Qualitative Research is much more to the point... and much more in line with Ishikawa skepticism. For skeptical researchers with a few hundred projects behind their focus groups, observation windows and discussion panels and open-ended questionnaires, Gordon stands out as a veteran consumer researcher who tackles the really tough 'WHY' issues beyond the run-of-the-mill 'HOW'. Other than that, we have no quarrel with the Miriampolski content such as it is. For the beginners it is an OK starter, before you graduate to Gordon and tough-test your thinking.
The key question is not so much as 'HOW' to apply one other research technique in the tool-box. The really critical issue is 'WHY' should one or other research project be done at all ! Gordon digs much deeper than Miriampolski in trying to answer the 'WHY'.
Thorough, enagaging - useful for new researchers as well as experienced professionals. Great basis for team workshopping........2006-01-16
Hy Mariampolski is an inspiring man - and both generous and energetic in spreading the word about qualitative techniques and ethnography. It is refreshing to read such a well-written guide without having all the self-promotional baggage that litters too many practitioners handbooks.
For a start, I find his history of qualitative techniques a great place to start this volume. As a synopsis of our professional history this is colourful, accurate and useful in contextualising why researchers do what they do.
He then rolls through the big questions - when to use qualitative research, which techniques to choose, the planning of projects (including a thorough section of choosing & screening respondents) and then the juicy section: running interviews or focus groups.
Here, Mariampolski makes us feel right at home. He's instructive without being didactic, and he speaks in a common-sense manner, peppering his advice with pertinent examples and a few illustrations. He includes a very useful chapter on the special considerations of youth research, multicultural research, interviewing business executives and covering particularly sensistive topics.
The final main section is on the analysis of qualitative information, and the presentation of this. Again, Mariampolski speaks directly and usefully.
Overall I'd say the book is pitched mostly at newer researchers, and at those who are contemplating a typically fascinating career in qualitative research, but this shouldn't stop a more senior researcher from going through the easily read 300 pages and making notes: even to check their own techniques and consider new ideas.
The book is current (2001) and would make an excellent basis for a set of in-house training workshops for the research team. It is well worth the purchase. I wish all research texts were this clear.
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Handbook of Qualitative Research Methods in Marketing
Manufacturer: Edward Elgar Publishing
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The SAGE Handbook of Qualitative Research
ASIN: 1845421000 |
Book Description
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.
Book Description
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
Download Description
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.
Customer Reviews:
Excellent text - should be standard issue in market research organisations........2006-01-04
UK researchers Smith & Fletcher write clearly with a fine knack of turning the art and science of research analysis into a logical, well-explained process that incorporates not just hard quantitative evidence, but also qualitative research as well as - and this is what takes the book ahead of the field - the experience and judgment of the researcher as well. In essence they advocate a more holistic approach to incisive market research analysis: don't rely on one source, weigh up the broad spectrum of evidence, allow for imperfect data, apply some of your own knowledge filters (in my company and others these are simply known as BS Detectors)and don't forget to try reframing the data: looking at it from different contexts.
The techniques are all well explained, (including the mathematical techniques, not just the conceptual) and the authors do an admirable job of summarising their main points and making this a user-friendly "how-to" guide. Well done.
You can even go on-line and share with your colleagues an on-line tutorial based on this volume: so this text makes a really effective platform for training new staff and providing a refresher for more experienced researchers who may intuitively do a good job but may be assisted with a spritzer of more holistic thinking as well as with a re-establishment of first principles.
I do have criticisms of this book, and for these I've deducted one star.
My main criticism: the authors quite openly hold back some of their more progressive thinking, so what we get is a great roadmap that takes us to the goldfield, but doesn't quite help us hit paydirt. I found this particularly with their frequent reference to Bayesian thinking - an idea they raise but don't really explore. As such, I feel the book is somewhat "5 years ago" and could easily withstand an updating in the near future.
Having said that; any book that gives analysts and market researchers the state of the art, even of 5 years ago, is still way ahead of most of the volumes on the market. Market researchers are not brilliantly served by the publishing marketplace, and most texts are either too statistically focused (they seem to forget that survey data is pretty lumpy, categorical stuff based on questions that ask humans to somehow quantify their complex feelings)or too far based in marketing without giving us the crunch we need to turn data into hard-core insights. Most are simply too shallow - Research 101 written for marketers but not research practitioners.
Not here. This volume strikes a fine pragmatic, realistic balance in showing us how to use not just the mathematical tools we have available, but also our brains as experienced researchers confronting an array of soft and hard evidence. Art and science.
The authors successfully structure the big picture in a way that helps researchers navigate more clearly through research and analysis challenges.
I've recommended this volume to many colleagues senior and not so senior. If you're in market research you'll find this very useful both for you and your team.
Book Description
Whether you're a looking at using focus groups for the first time, looking for ways to make your projects more productive, or looking to make your facil ity the regional star: if you're involved with qualitative research in any way, lo ok no further. Expert moderator JUDITH LANGER guides you to success step-by-step using real examples from defining your project to writing the report.
Compare the advantages of focus group research over quantitative studies:
Get a checklist that helps you easily determine when to use qualitative research and when to choose quantitative. Learn when to use groups over one-on-one interviews and how to decide on an optimal group size. Plus, the questions to ask to decide if telephone research will suffice.
Here's how it's done
Understand the process and timing for selecting a facility, scheduling groups, screening respondents, re-screening respondents, conducting sessions, and reviewing results. Judith Langer's commonsense approach helps you proceed with absolute confidence.
What makes a facility great
Learn which features and services to look for when selecting a facility. Planning a new facility or renovating an older one? Ms. Langer's book delivers information you'll want to share with your architect, interior designer, and even your banker who wants to understand your business better.
Rogue respondents
Find out what you need to know about cheaters, repeaters, and deceivers. Learn how to deal with know-it-alls, people who talk too much, respondents who are rude, and conversations that stray off the topic at hand how to stay in control.
Dozens of tips for gaining control without losing your own self-control: Actual phrases and signals you can use to keep a group on track how to get the group talking, how to ask questions without biasing responses, how to control group dynamics, when to probe and when to use a firm hand.
Get the most out of sessions
As a client, learn when to speak up and when to let the moderator do her job. As a moderator, learn how to address client concerns and how to deliver the most value to them.
Reporting tips
In a full chapter dedicated to writing useful reports on research, analysis, and implications, Ms. Langer shares such sound advice as "Avoid using numbers when reporting on qualitative studies" wisdom and guidance to sharpen anyone's reporting skills.
Customer Reviews:
Dynamic analysis of consumer motivations.......2007-08-31
The hidden persuaders of marketing have come out of their mazes to explain willingly how they probe people to find out what makes them tick and why they buy one product instead of another. Everybody knows about surveys and nose counting from political polls and other quantitative research. Now Judith Langer covers qualitative research (QR), the established, but often less explained, way to find out what consumers like and dislike on a deeper level. She notes the advantages and disadvantages of focus group set-ups that allow marketers' clients to hide behind big one-way mirrors, and watch and hear representative customers responding to their product. QR's chief drawback and the reason some companies prohibit it, Langer notes, is that some clients find it "vague," and are uncomfortable with its surveillance tactics. We recommend this authoritative look behind the one-way mirror to those who deal with focus group results.
Looking through the one way mirror.......2007-05-13
This text was excellent for those intending to create and facilitate focus groups for the first time. The book adopts practical tips to create the topic guide for the session, along with identifing various techniques to conduct the research and achieve the desired outcomes. Not sure how valuable it would be for an intermediate or advanced market researcher, but for the novice it is definately worth the read.
For all aspiring marketing professionals.......2001-09-12
In The Mirrored Window: Focus Groups From A Moderator's Point Of View, Judith Langer (senior vice president of Langer/Roper Qualitative Research Division) draws upon her more that twenty years of experience and expertise to cogently clearly explain the role and performance of the focus group as an important aspect of the marketing process. With the use of examples drawn from a variety of different industries (including parts of an actual transcript from focus groups for Playboy Enterprises), Langer illustrated the client's role, offers tips for controlling rambunctious groups, and how to energize groups that lag or get distracted from the targeted issue or presentation. The Mirrored Window is essential reading for all aspiring marketing professionals and is a core addition to any Marketing or Business School reference library.
Refreshing Resource.......2001-04-13
This outstanding book has become my preferred resource as I develop in the practice of qualitative research consulting on Judith Langer's side of the mirror after years in the back room. It provides a comprehensive, intelligent and thoughtful approach to qualitative research that I highly recommend for anyone involved in learning more about consumers. I especially enjoyed discovering her process for writing actionable, meaningful moderator reports. The challenge of conducting analysis and developing implications is demystified, thanks to Ms. Langer.
Expert Moderator Tells All!.......2001-03-07
Whether you're looking at using focus groups for the first time, looking for ways to make your projects more productive, or looking to make your facility the regional star, look no further. Expert moderator JUDITH LANGER guides you to success step-by-step, using real examples, from defining your project to writing the report.
o Compare the advantages of focus group research over quantitative studies.
o Understand the process and timing for selecting a facility, scheduling groups, screening respondents, re-screening respondents, conducting sessions, and reviewing results. Learn which features and services to look for when selecting a facility.
o Find out what you need to know about cheaters, repeaters, and deceivers. Learn how to deal with know-it-alls, people who talk too much, respondents who are rude, and conversations that stray off the topic at hand.
o Review dozens of tips, actual phrases and signals you can use to keep a group on track-how to get the group talking, how to ask questions without biasing responses, how to control group dynamics, when to probe and when to use a firm hand.
Get the most out of your sessions and research dollars. As a client, learn when to speak up and when to let the moderator do her job. As a moderator, learn how to address client concerns and how to deliver the most value to them-Every Time!
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- Comprehensive, useful, thoughtful
- Exceptionally clear and accessible
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Qualitative Marketing Research
David J. Carson ,
Audrey Gilmore ,
Chad Perry , and
Kjell Gronhaug
Manufacturer: Sage Publications Ltd
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Binding: Paperback
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Qualitative Market Research: A Comprehensive Guide
ASIN: 0761963669 |
Book Description
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.
Customer Reviews:
Comprehensive, useful, thoughtful.......2005-10-21
Many books look useful but then when you really need guidance they fall apart. This book not only looks useful, it IS a useful guide to know what to do, when, and how. In fact, I found that it was the most useful book in qualitative research available on the market. It's a bit pricy but it's worth it.
Exceptionally clear and accessible.......2004-03-27
A gem of a book - the first section on research philosophies alone makes it worth reading. The authors write with exceptional clarity of subjects that are often difficult to grasp if not already well versed in research philosophy. Excellent advice on methodology as well - for graduate students such as myself, who might be struggling with methodological issues and who might be having difficulty writing the methodology / analysis chapters of their dissertations, I highly recommend seeking out this book.
Book Description
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 behavior.
Book Description
What is the place of emotions in fieldwork? Do emotions hinder research, or do they help the researcher to understand better those they are studying? Qualitative researchers have mixed feelings about emotions and the effects on their research. Consequently, many fieldworkers allow themselves to have particular feelings, such as closeness with participants, and try to deny or get rid of emotions deemed inappropriate within the fieldwork community. The significant costs associated with ignoring feelings are taken up in this volume as Kleinman and Copp explore links between emotions and analysis. The authors examine how fieldworkers' feelings--about their professional identity, their work, and the people they study--inform analyses. The conclusion offers an extended example from one of the author's field studies to highlight how fieldworkers' emotions can add power to qualitative analyses. An appendix demonstrates how to weave emotions into fieldnotes and into preliminary analyses. "Of the many recent methodological contributions, Sherryl Kleinman and Martha Copp's Emotions and Fieldwork offers a unique and important perspective, one that should be taken seriously by quantitative and qualitative researchers alike. No matter what variety of research one conducts, Kleinman and Copp's methodological critique provides an important way of thinking about the research process." --Theory and Methods "Kleinman and Copp move qualitative research into a new domain of discussion by focusing on the role of emotion in fieldwork. . . . Well-written and tightly organized, Emotions and Fieldwork is a groundbreaking contribution to the literature on ethnography and fieldwork." --New Ethnographies "This is a valuable research monograph for practitioners and students of qualitative methods and stands in bold contrast to books that advocate leaving emotions at home when one goes to the field. Kleinman and Copp understand the emotional complexities of fieldwork and the empowerment that may result from exploring feelings thoroughly. Reading this book might ameliorate some of the culture shock that can occur for the novice, who expects it all to work like following recipes in a cookbook." --Qualitative Sociology
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Inside Information : Making Sense of Marketing Data
D. V. L. Smith , and
J. H. Fletcher
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover
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ASIN: 0471495433 |
Book Description
The marketing information available to us doubles every five years. Increasingly, not only will marketing organizations have more access to data, but a lot of this information will be its own internal data, rather than information being supplied by an external market research agency.
In the future the successful marketing executives will be those who can quickly assimilate the plethora of incoming information about their markets and their customers, and from this information see the "big picture" and then take intelligent action. In the new Millennium, those who survive and flourish in marketing will be those who can quickly identify the 'messages' that are often hidden deep in their market and customer information. People who can see 'shapes and patterns' in data will be the ones who will successfully change and improve their organizations. The successful will be those who can quickly reject extraneous information and identify the overarching trends and themes that can be detected from different combinations of marketing evidence. Those who fail will be those who are overwhelmed with the minutia of information and are unable to get on top of what this growing mountain of marketing information is really telling them.
This book provides the way forward for all marketers faced with the above challenges. It highlights the basic principles about information, acknowledging the fact that we are entering a new era that is well away from the old fashioned model of a market research agency supplying survey type data. Increasingly, this process will be replaced with a much more instantaneous process where data from different sources - internal and external - are quickly fired at the marketer, with he/she being expected to make immediate sense of it. Inside Information is one of the first to respond to this new information era for understanding information. The book is a user friendly, very accessible book for the marketing manager who needs to process mountains of marketing information, but who will not have the time, or inclination to read detailed texts.
Customer Reviews:
Shallow.......2001-04-11
In my opinion, the book was somewhat interesting, however, the content was rather general and not presented in depth. For example, one part of the book presented some "rules of thumb" for assessing reliability of information.(For example, ask yourself whether you believe it, ask yourself whether you would invest your own money based on the research, etc.) I thought this section was somewhat interesting, but it did not address issues of reliability in objective measurable terms, it did not address the various sources of information in detail, and it did not give remedies for overcoming difficulties with dubious information or synthesizing information. The treatment of market research specifically was similarly shallow and general. This was somewhat dissapointing considering the cover blurb called the book "profound". On the other hand, although the book was rather general, it was written in an engaging style and the content is certainly worth knowing. So, it may be useful for someone as a first book on how to sort through their e-mail inbox or to get a general idea of what type of research is included in "market research".Overall, the book seemed to address how to get a feel for the reliability of incoming information rather than how to "release the power" of knowledge.
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Applying Qualitative Methods to Marketing Management Research
Manufacturer: Palgrave Macmillan
ProductGroup: Book
Binding: Hardcover
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ASIN: 1403916608 |
Book Description
Qualitative research methodologies are gaining more and more acceptance. This book deals with the application of qualitative methods to marketing management research. It explains different ways of making and analyzing data with qualitative tools, and it describes the generation of results working for researchers as well as for practitioners in marketing management. Teachers and students in marketing and research methodology, as well as researchers and practitioners in marketing management will find useful material on research methods and case study research.
Book Description
This digital document is a journal article from Industrial Marketing Management, published by Elsevier in 2006. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.
Description:
The sponsorship relationship has evolved considerably over the past few years. As a result, the value delivered to both sponsors and the sports entities with which they form relationships needed to be redefined. While some of these partners have made the necessary leap forward, some sponsors have also been confronted with resistance on the part of sport entities to adapt to evolving perceptions of value. Based on a qualitative study aimed at canvassing the views of some of the most prominent experts in the field and spanning 4 years and four continents, we document this evolution of sponsorship value and identify those key competencies that differentiate successful sponsors from less successful ones. Our research provides insights for other inter-firm relationships, particularly those in the service sector.
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- Sell Your Book on Amazon: The Book Marketing COACH Reveals Top-Secret "How-to" Tips Guaranteed to Increase Sales for Print-on-Demand and Self-Publishing Writers
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