Qualitative Research: Good Decision Making through Understanding People, Cultures and Markets

Overview

Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has been growing exponentially.

Sheila ...

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Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets

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Overview

Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has been growing exponentially.

Sheila Keegan, psychologist and market research practitioner, outlines the history of qualitative research, its purpose and role, its relationship to quantitative research, ethical issues it provokes, and how to analyze, interpret, and communicate research results.  She presents different theoretical models within which qualitative research operates and uses case studies to show how these frameworks differ between the UK, Europe, the US and other countries.

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Editorial Reviews

From the Publisher

"[A] superb blend of theoretical underpinnings combined with the basics of good practice.... Highly recommended." - Choice

"I wholeheartedly recommend Keegan's Qualitative Research... for anyone wanting to learn the fascinating world of commercial qualitative research." -- The Weekly Qualitative Report

"[D]elivers a thorough, lucid description of the role of qualitative research in business, outlines techniques used to access respondents' psyche, and how data can be tranformed into a coherent insight into the consumer's world." -- supplymanagement.com

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Product Details

  • ISBN-13: 9780749454647
  • Publisher: Kogan Page, Ltd.
  • Publication date: 11/28/2009
  • Series: Market Research in Practice Series
  • Pages: 272
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.90 (d)

Meet the Author


Sheila Keegan is a Founding Partner of Campbell Keegan Ltd, a consulting firm that uses qualitative research methods to help businesses with change management and communication.
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Table of Contents

1.         Market research: the big picture          

2.         How ‘qualitative’ fits within the wider world of research       

3.         The nature of qualitative research       

4.         The business of qualitative research   

5.         Research issues that call for qualitative methods        

6.         Qualitative research methodologies    

7.         Improving interviewing (and other) skills       

8.         Research stimuli         

9.         Projective techniques  

10.       Consumer input to idea generation and development 

11.       Designing a qualitative research project          

12.       Managing a qualitative research project          

13.       The ‘hidden’ processes of analysis and interpretation

14.       Communicating qualitative research outcomes           

15.       Multi-country qualitative studies         

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