Qualitative marketing research: understanding consumer behavior

Content: Chapter 1. Why do we need qualitative research methods - the role of research in marketing 1.1. Data-based marketing decisions1.2. Qualitative vs. quantitative - choosing the right methodology1.3. How qualitative research can help to answer marketing questionsChapter 2. From consciousness to unconsciousness - Evolution in understanding consumers and its consequences for qualitative marketing research 2.1. Traditional way of understanding the consumer: a rational being aware of own attitudes and needs2.2. New way of understanding the consumer: an emotional being not fully aware of own attitudes, needs, and motives2.3. Discovering the unconscious mind and its consequences for qualitative marketing research2.4. Marketing evidence for the existence of unconscious and automatic processes 2.5. Evolution in qualitative research: from collecting information to the search for understandingChapter 3. Qualitative methods - a range of tools for the marketing researcher3.1. Classic qualitative research methods - focus groups interviews (FGI) and individual in-depth interviews (IDIs)3.2. Shorter, longer, differently - variations around focus groups3.3. Interactive methods - confrontation and creativity groups3.4. Closer to the real experience - ethnographic research and observation in the marketing research context3.5. Exploring new technologies - qualitative online research (bulletin board and MROC - market research online community)Chapter 4. Projective and enabling techniques - a way to go beyond declarations4.1. What are projective techniques? 4.2. When projective and enabling techniques can and should be used in marketing research?4.3. Types of projective techniques: individual vs. group, verbal vs. nonverbal, relational vs. non-relational, etc.4.4. Key success factors: appropriate selection of stimuli4.5. Projective and enabling techniques most commonly used in marketing research 4.6. Examples of enabling techniques 4.7. Analysis and interpretation of projective and enabling techniquesChapter 5. Step 1 - Defining the research questions and research schemata5.1. Defining the research area: from marketing questions to research questions 5.2. Designing research schemata - quantitative thinking in qualitative research 5.3. Additional rules for selecting respondents 5.4. Number and type of interviews - final design of research schemata5.5. Most common mistakes in planning research schemataChapter 6. Step 2 - Discussion guide - the art of asking the right questions6.1. Elementary rules for a good research guide6.2. Question types rules6.3. Question and topic sequence rules 6.4. Pilot interview - the last check of the discussion guideChapter 7. Step 3 - Conducting an interview - the difference between a good and bad moderator7.1. Good moderator - a skill or a gift?7.2. Choosing a moderator for a particular research project 7.3. Characteristics of a good moderator7.4. Types of skills advisable for group discussion 7.5. Types of skills advisable for ethnographic research 7.6. Additional skills essential in qualitative research7.7. Six major mistakes in moderationChapter 8. Step 4 - Analysing and interpreting qualitative data8.1. Why qualitative data analysis is difficult?8.2. Qualitative data analysis framework 8.3. Types of qualitative marketing research results presentation8.4. Principles of qualitative data analysis8.5. The final reportChapter 9. Concluding chapter - future developments in the qualitative research