Buch, Englisch, 330 Seiten, Format (B × H): 156 mm x 233 mm, Gewicht: 505 g
Market Sensing
Buch, Englisch, 330 Seiten, Format (B × H): 156 mm x 233 mm, Gewicht: 505 g
ISBN: 978-1-138-84372-1
Verlag: Taylor & Francis Ltd (Sales)
This book, the first text dedicated to the topic, explains market sensing simply and practically and demonstrates how it can benefit researchers. It teaches non-mainstream and alternative research methods which facilitate innovative research design, and achieves deep insights into the mindsets of consumers. The methods explored in this book include:
- emotional scaling;
- discourse analysis;
- consumer ethnography;
- social media networks;
- narrative and story telling;
- gamification.
With a wealth of case studies and pedagogy to aid student learning, as well as online teaching aids including PowerPoint presentations and video content, this ground-breaking textbook is an essential resource for anyone that wants to expand their repertoire of marketing research methods to create a research project that will be original and insightful.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Part I: Theoretical Underpinnings for Market Sensing 1. Market Sensing and Qualitative Research: Context, Philosophy, Approach, and Strategy (David Longbottom) 2. The Qualitative Research Process Part One: Strategy, Planning, And Data Collection (David Longbottom) 3. The Qualitative Research Process Part Two: Data Analysis and Data Presentation (David Longbottom) Part II: Marketing Research Methods for Market Sensing 4. Market Sensing Using Images and Emotional Scaling (Charles Hancock and David Longbottom) 5. Discourse Analysis: Using Talk and Text (Lesley Crane) 6. Consumer Ethnography (Ian Churm) 7. Social Media Networks: On-Line Data Sources (Annmarie Hanlon) 8. Using Narrative and Story Telling in Research (Alison Lawson) 9. Gamification: Using Game Technology for Marketing Research (David Longbottom and Kuldeep Banwait) 10. Understanding Customer Journey Through the Prism of Service Design Methodology (Polina Baranova) Part III: Presenting Your Research and Research Ethics 11. Communicating Your Research (Alison Lawson and Maria Potempski) 12. Research Ethics (Simon Dupernex)