Qualitative Methods for Marketplace Research / Edition 1

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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

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)
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."
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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

Pt. I Approaching Qualitative Methods 1
1 Why Qualitative Research? 3
2 Five Models of Qualitative Research 15
3 Applications of Qualitative Methods for Marketing 25
Pt. II Getting Ready to Research 37
4 Issues and Concerns 39
5 Designing a Study and Writing a Proposal 52
Pt. III Choosing a Research Model 65
6 History, Living Biography, and Self-Narrative 67
7 Using the Case Method 81
8 Phenomenology and Grounded Theory 91
9 Using an Ethnographic Approach 103
Pt. IV Data Collection: Techniques and Tools 117
10 Observation and Fieldwork 119
11 Ways of Knowing: Field Interviews 134
12 Ways of Knowing: Structured Interviews 152
13 Projective Techniques 168
Pt. V Text Analysis and Reporting 187
14 Analyzing Visual and Material Text 189
15 Analyzing Verbal Data 202
16 Writing Field Stories and Narrative Reports 223
Resource A Protocol for a Structured Interview 234
Resource B Protocol for Focus Group Discussion 236
Resource C Additional Text Recommendations by Chapter 239
References 241
Index 248
About the Author 255
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