Qualitative Research: Good Decision Making Through Understanding People, Cultures and MarketsQualitative Research helps those who have limited experience of qualitative research, to become proficient buyers of research. It will enable buyers to commission QR with confidence; to choose a supplier, agree a methodology with the research agency, understand the process and end up with useful outputs which address the initial research issues. It will help train new practitioners in terms of the basics of qualitative research and it will also develop the knowledge and understanding of more experienced qualitative researchers. Qualitative research explores questions such as what, why and how, rather than how many or how much; it is primarily concerned with meaning rather than measuring. Understanding why individuals and groups think and behave as they do lies at the heart of qualitative research, and market research practitioners and students of market research will all benefit from this title. |
Contents
Introduction | 1 |
the big picture | 3 |
2 How qualitative fits within the wider world of research | 11 |
3 The nature of qualitative research | 18 |
4 The business of qualitative research | 27 |
5 Research issues that call for qualitative methods | 37 |
6 Qualitative research methodologies | 71 |
7 Improving interviewing and other skills | 102 |
10 Consumer input to idea generation and development | 166 |
11 Designing a qualitative research project | 177 |
12 Managing a qualitative research project | 188 |
13 The hidden processes of analysis and interpretation | 203 |
14 Communicating qualitative research outcomes | 230 |
15 Multicountryqualitative studies | 245 |
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257 | |
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Common terms and phrases
advertising development analysis and interpretation approach appropriate areas asked attitudes awareness behaviour body language brand Brand X campaign Chapter client commercial qualitative research conscious consumer context create creative forums cultural customers depth interviews emotional encourage Esomar ethnographic Euro RSCG evaluate example experience explore feel fieldwork group discussions Herbal Essences ideas important individual instance interaction interpretivist involved managers market research Market Research Society meaning Model ART moderator non-verbal organization packaging participant’s particular people’s perspective Pot Noodles potential presentation projective techniques Qualitative Market Research quantitative questions recruitment relationship research agency research issues research methodology research objectives research outcomes research participants research process research project research sample research session research stimuli researcher needs researcher’s responses role Sabena Semiotics sense social specific stage structure target audience Tata Group thinking tion topic uncon understanding verbal viewing facilities visual Weight Watchers whilst