Qualitative Methods for Marketplace Research

Qualitative Methods for Marketplace Research

by Shay Sayre

ISBN-10: 0761922695

ISBN-13: 9780761922698

Pub. Date: 03/21/2001

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


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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SAGE Publications
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Table of Contents

What It Isxiii
What It Isn'txiii
How It Worksxiii
Readerly Expectationsxiv
Writerly Assumptionsxv
Part IApproaching Qualitative Methods1
1.Why Qualitative Research?3
Qualitative and Quantitative Approaches4
Assumptions About the Market4
Purpose of the Research5
Approaches to Conducting the Research6
The Role of the Researcher6
What Qualitative Research Does and What It Doesn't7
Borrowing From the Social and Human Sciences7
Becoming Humanistic Researchers8
Data Collection Methods and Checks10
Stretching Exercises13
Recommended Readings About the Qualitative-Quantitative Debate13
2.Five Models of Qualitative Research15
Biographical Life History15
Case Study17
Grounded Theory19
Data as Words21
Stretching Exercises23
Recommended Readings About Models of Qualitative Inquiry23
3.Applications of Qualitative Methods for Marketing25
The Exchange Narrative26
The Exchange Culture27
Exchange in a Postmodern Culture28
The Human Component of Consumption29
Consumer Aliases29
Consumers as Audience30
Professional Snoops31
Stretching Exercises34
Recommended Readings About Consumer Culture and Audience Research35
Part IIGetting Ready to Research37
4.Issues and Concerns39
First Concern: Selecting Participants39
Second Concern: Protecting Participants40
Third Concern: Field Locations41
Fourth Concern: Gaining Access42
Fifth Concern: Research Do's and Don'ts43
Final Concern: Ensuring Quality45
Can We Assume the Results Are Typical of All Similar Situations?47
Stretching Exercises48
Recommended Readings About Issues and Concerns48
Case in Point: Triangulating Approaches to Tourism Research48
5.Designing a Study and Writing a Proposal52
Four Steps to Study Design52
Step 1Decide on a Topic or Formulate a Definitive Research Objective52
Step 2Explain the Research Context54
Step 3Select Collection Techniques and Tools55
Step 4Choose Who and Where to Study55
Preparing the Proposal56
Developing Your Argument56
Organizing Your Proposal58
Stretching Exercises59
Recommended Readings for Proposal Design60
Example: Study Proposal Outline60
Part IIIChoosing A Research Model65
6.History, Living Biography, and Self-Narrative67
The Historical View68
Writing a Product History69
Evaluating Documentary Evidence70
Using the Consumer as Researcher72
Stories as Purchase Experiences73
Marketplace Biographies74
Researcher as Consumer75
Stretching Exercises77
Recommended Readings About History-Based Research Methods77
Case in Point: Biographical Life History as Consumer Research77
7.Using the Case Method81
Case Writing as Research Technique81
Preparing to Research82
Collecting Case Data83
Writing the Case: Rainbow Technologies84
Troubleshooting Problems87
Stretching Exercises88
Recommended Readings About the Case Study Model88
Case in Point: Wyland's Whales89
8.Phenomenology and Grounded Theory91
Phenomenological Learning91
Asking for Information92
Deciphering Meanings93
Anticipating Problems93
Grounded Theory94
Building Questions Through Research95
Layers of Understanding96
Using a Hermeneutic Approach97
Circles of Meaning97
Stretching Exercises99
Recommended Readings About Phenomenology and Grounded Theory100
Case in Point: Moviegoers' Interpretations of Brands in Films--A Grounded Theory Investigation100
9.Using an Ethnographic Approach103
Ethnography: A Primer103
Problems and Theories103
Research Design: Fieldwork104
Locating and Questioning Informants105
Going Native105
Field Research and Naturalistic Study in a Fast-Food Culture106
Focus in Ethnographic Research108
Analyzing Field Text108
The Ethnographic Field Narrative110
Studying Corporate Cultures111
Stretching Exercises112
Recommended Readings About Ethnographic Research113
Case in Point: Harley-Davidson as Consumption Subculture113
Part IVData Collection: Techniques and Tools117
10.Observation and Fieldwork119
Participation Is Key120
Categorizing Observational Roles120
Membership and Functional Roles122
Scenes and Fields122
Tips for Beginning Field Observation125
Creating and Analyzing Field Texts126
Semiotics and Fieldwork128
Stretching Exercises130
Recommended Readings About Observation Techniques130
Case in Point: Discount Records130
11.Ways of Knowing: Field Interviews134
Field Interviewing Techniques135
Interviewing Members136
Interviewing Informants138
Interviewing Groups139
Customer Visits140
Active Listening141
Stretching Exercises147
Recommended Readings About Interviewing147
Case in Point: The Sacred and Profane in Consumption148
12.Ways of Knowing: Structured Interviews152
Respondent Interviews152
Probing Techniques153
Probing Problems154
Focus Group Interviews155
Using Focus Groups157
Informal Focus Groups159
Nominal Grouping Sessions160
Structured Cybertools162
Chat Rooms Versus Focus Groups163
Stretching Exercises164
Recommended Readings About Formal Interviewing and Focus Groups164
Case in Point: Tabloid Television and Network News--The Same or Different?165
13.Projective Techniques168
From the Couch to Consumption169
Sensitive Topics and Reluctant Subjects170
Motivation Research for Marketers171
Creative Approaches to Data Gathering171
Winning Combinations176
Stretching Exercises181
Recommended Readings About Projective Techniques and Sensitive Topics181
Case in Point: Using George to Capture Entertainment Spending181
Part VText Analysis and Reporting187
14.Analyzing Visual and Material Text189
Analyzing Documentary Visuals190
Analyzing Descriptive Visuals191
Symbolic Analysis192
Structural Analysis193
Visual Elicitation194
Material Culture195
Analyzing Artifacts195
Object Elicitation196
Stretching Exercises199
Recommended Readings About Visual Analysis and Material Culture199
Case-in-Point: Picturing Consumption199
15.Analyzing Verbal Data202
Approaching Consumption as Text202
Socioeconomic Constructivism203
Interpretive Analysis204
Critical Analysis and Semiotics210
Deconstructing a :60 Commercial210
Thematic Analysis211
Coding Field Text212
Discourse Analysis214
Concept Development Analysis216
Coding Disclosure217
Stretching Exercises219
Recommended Readings About Data Analysis and Report Writing220
Case in Point: Sparkle Dog Food--A Concept Development Analysis220
16.Writing Field Stories and Narrative Reports223
Writerly Roles224
Developing Form and Style225
Organizing and Writing Qualitative Reports226
Narrating the Report226
The IMRD Structure of Qualitative Reports230
Stretching Exercises231
Recommended Readings About Report Writing231
Case-in-Point: Mmm! What a Tan--Presenting Beach Lore to Minnesotans232
Resource AProtocol for a Structured Interview234
Resource BProtocol for Focus Group Discussion236
Resource CAdditional Text Recommendations by Chapter239
About the Author255

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