Buch, Englisch, 272 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 399 g
Buch, Englisch, 272 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 399 g
ISBN: 978-0-7619-2270-4
Verlag: Sage Publications, Inc
Qualitative Methods for Marketplace Research is the only text of its kind on the market today. Designed especially for students and practitioners, this book provides marketers, communicators and researchers with the effective data collection and analysis techniques. It explains how to use visual and verbal text as tools for understanding consumers and audiences in their natural environment as well as in controlled situations. Borrowing techniques from anthropology, sociology, psychology and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies. Essential for understanding text-based consumption behavior, this book is a must for anyone who will conduct marketplace research in the 21st century.
Autoren/Hrsg.
Weitere Infos & Material
PART ONE: APPROACHING QUALITATIVE METHODS
Why Qualitative Research?
Five Models of Qualitative Research
Applications of Qualitative Methods for Marketing
PART TWO: GETTING READY TO RESEARCH
Issues and Concerns
Designing a Study and Writing a Proposal
PART THREE: CHOOSING A RESEARCH MODEL
History, Living Biography and Self-Narrative
Using the Case Method
Phenomenology and Grounded Theory
Using an Ethnographic Approach
PART FOUR: DATA COLLECTION TECHNIQUES AND TOOLS
Observation and Fieldwork
Ways of Knowing
Field Interviews
Ways of Knowing
Structured Interviews
Projective Techniques
PART FIVE: TEXT ANALYSIS AND REPORTING
Analyzing Visual and Material Text
Analyzing Verbal Data
Writing Field Stories and Narrative Reports
