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Qualitative Market Research by Hy Mariampolski (2001, Trade Paperback)

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Title: Qualitative Market Research. Language: English. Number of Pages: 328. Weight: 1.01 lbs. Publication Date: 2001-08-21. Publisher: SAGE PUBN.

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Product Information

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.

Product Identifiers

Publisher
SAGE Publications, Incorporated
ISBN-10
0761969454
ISBN-13
9780761969457
eBay Product ID (ePID)
1935592

Product Key Features

Author
Hy Mariampolski
Publication Name
Qualitative Market Research
Format
Trade Paperback
Language
English
Publication Year
2001
Type
Textbook
Number of Pages
328 Pages

Dimensions

Item Length
9in
Item Height
0.5in
Item Width
6in
Item Weight
17 Oz

Additional Product Features

Lc Classification Number
Hf5415.2.M3167 2001
Reviews
It is the ultimate training guide, mixing scholastic rigor with a very readable style, geared to serve as an encyclopedic reference., . . . 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., "It is the ultimate training guide, mixing scholastic rigor with a very readable style, geared to serve as an encyclopedic reference."
Table of Content
IntroductionUnderstanding Qualitative ResearchWhat Is Qualitative ResearchPhilosophical FoundationsQualitative versus QuantitativeOrganizing Qualitative ResearchQualitative Research ApplicationsVarieties of Qualitative ResearchBenefits of Qualitative ResearchReducing Bias and ErrorInappropriate UsesManaging Qualitative ResearchUnderstanding Internal Client NeedsDeveloping a Useful Project BriefDetermining Clear Project ObjectivesProject PlanningProject BudgetingGlobal FieldworkLocating, Comparing and Selecting Research Firms and ModeratorsLocating and Selecting Field FacilitiesConducting Research in Homes and OfficesOther ResourcesRecruitment Issues and ConcernsCreating an Effective and Foolproof ScreenerQuality Management of ScreeningGroup Moderation and Interviewing TechniquesPreparing for an InterviewThe Qualitative Researchers Frame of MindWhat Are We Looking For?Thinking CreativelyCreating and Using Discussion and Observation GuidesGuidelines for Observing Research SessionsThe Stages of a Research InterviewPlaying the Moderator RoleUnderstanding Respondent MotivationsUsing Group Dynamics EffectivelyAsking Questions FairlyProbingInterpreting Body LanguageExercises in the Focus GroupProjective and Elicitation TechniquesProblem Participants and How to Manage ThemKeeping the Discussion FocusedManaging Interview ContingenciesClosing the Interview EffectivelyMaximizing the Usefulness of Creative Barnstorming SessionsMaximizing the Effectiveness of Observational ResearchMaximizing the Effectiveness of Research with Special PopulationsQualitative Analysis, Reporting and Internal CommunicationCollecting DataReportingDeveloping Persuasive PresentationsClosing the EngagementAdvancing the Research Function
Copyright Date
2001
Topic
Research, Marketing / Research
Lccn
2001-004340
Dewey Decimal
658.83
Intended Audience
College Audience
Dewey Edition
23
Genre
Business & Economics, Social Science

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Qualitative Market Research by Hy Mariampolski (2001, Trade Paperback)

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item 1 Qualitative Market Research

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