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9780761922704 Academic Inspection Copy

Qualitative Methods for Marketplace Research

  • ISBN-13: 9780761922704
  • Publisher: SAGE PUBLICATIONS
    Imprint: SAGE PUBLICATIONS INC
  • By Shay Sayre
  • Price: AUD $369.00
  • Stock: 0 in stock
  • Availability: This book is temporarily out of stock, order will be despatched as soon as fresh stock is received.
  • Local release date: 16/03/2001
  • Format: Paperback (228.00mm X 152.00mm) 272 pages Weight: 370g
  • Categories: Market research [KJSM]
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This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research. 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.
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
"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." -- Sidney J. Levy
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