Qualitative Methods for Marketplace Research / Edition 1

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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.

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Editorial Reviews

Sidney J. Levy
"Shay Sayre offers a rich and stimulating encounter. Her volume overflows with information, touching on the great array of ideas and methods available for conducting qualitative research. The practicality of her approach translates the most abstruse concepts into accessible actions. She has a distinctive, even laconic voice that cuts through the heart of her material. She gives the reader insight, examples, and the encouragement to experience the illumination that comes with trying out new ideas."
Booknews
In a discipline that has traditionally relied on quantitative tools, this text provides an introduction to the role of qualitative research methods, such as history and self-narrative, case studies, phenomenology, and ethnography. It advocates the use of multiple techniques to answer research questions, presents alternatives to theoretical testing, and provides sources for more information on each technique (rather than serving as a how-to guide). It's aimed primarily at the fields of marketing, advertising, public relations, communications, and entertainment studies. The author directs the advertising program at California State U. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780761922704
  • Publisher: SAGE Publications
  • Publication date: 3/16/2001
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 272
  • Product dimensions: 6.02 (w) x 9.18 (h) x 0.56 (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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