Qualitative Methods for Marketplace Research / Edition 1

Qualitative Methods for Marketplace Research / Edition 1

by Shay Sayre
     
 

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ISBN-10: 0761922709

ISBN-13: 9780761922704

Pub. Date: 03/16/2001

Publisher: SAGE Publications

All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book

Overview

All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. 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.

Product Details

ISBN-13:
9780761922704
Publisher:
SAGE Publications
Publication date:
03/16/2001
Edition description:
New Edition
Pages:
272
Product dimensions:
6.00(w) x 9.00(h) x (d)

Table of Contents

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

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