Qualitative Research: Good Decision Making through Understanding People, Cultures and Markets (Market Research in Practice)

Copyright\n......Page 5
Acknowledgements......Page 6
Introduction......Page 14
THE PURPOSE OF MARKET RESEARCH......Page 16
THE GROWTH OF MARKETING AND MARKET RESEARCH......Page 18
THE SPREAD OF MARKET RESEARCH TECHNIQUES......Page 19
RESEARCH SPECIALISTS......Page 21
WHAT IS A TYPICAL MARKET RESEARCH PROJECT?......Page 22
MARKET RESEARCH ORGANIZATIONS......Page 23
QUALITATIVE RESEARCH IN RELATION TO QUANTITATIVE RESEARCH......Page 24
THE INTERPLAY OF QUALITATIVE AND QUANTITATIVE METHODOLOGIES......Page 27
A HEALTHY TRUCE......Page 28
IN THE BEGINNING......Page 31
DOING QUALITATIVE RESEARCH......Page 32
QUALITATIVE THEORIES OF PRACTICE......Page 34
DIFFERENT MINDSETS IN PRACTICE......Page 36
A CAMEL WITH TWO HUMPS......Page 40
WHO COMMISSIONS QUALITATIVE RESEARCH?......Page 41
DECIDING ON THE NEED FOR RESEARCH......Page 43
CHOOSING THE AGENCY OR RESEARCHER TO DO THE WORK......Page 44
THE CLIENT BRIEF......Page 45
HORSES FOR COURSES......Page 49
5. Research issues that call for qualitative methods......Page 50
EXPLORATORY STUDIES......Page 51
UNDERSTANDING A SPECIFIC MARKET, BRAND OR SOCIAL ISSUE......Page 54
DEVELOPING CONSUMER TYPOLOGIES......Page 57
NEW PRODUCT OR SERVICE DEVELOPMENT......Page 61
DEVELOPING A COMMUNICATIONS CAMPAIGN......Page 67
ADVERTISING DEVELOPMENT......Page 71
CHANGING ORGANIZATIONAL CULTURE......Page 78
EXPLORING GLOBAL/CULTURAL ISSUES......Page 81
THE CHANGING FACE OF QUALITATIVE RESEARCH......Page 84
THE RANGE OF QUALITATIVE METHODOLOGIES......Page 85
INTERVIEWING AS A RESEARCH METHODOLOGY......Page 86
QUALITATIVE RESEARCH USING DIGITAL MEDIA......Page 98
OBSERVATION AND ETHNOGRAPHIC RESEARCH......Page 102
THE PARTICIPANT-RESEARCHER......Page 106
DELIBERATIVE RESEARCH......Page 109
SEMIOTICS......Page 111
RESEARCHING ACCESSIBLE DATA SOURCES......Page 112
THE FUTURE OF QUALITATIVE RESEARCHMETHODOLOGIES......Page 113
COMMUNICATION: THE ROOT OF ALL QUALITATIVE RESEARCH......Page 115
COMMUNICATION BEFORE THERESEARCH SESSION......Page 119
THE FIRST FIVE MINUTES: ESTABLISHING RAPPORT......Page 120
USING NON-VERBAL COMMUNICATION......Page 122
THE POWER OF WORDS......Page 125
BRINGING IT ALL TOGETHER......Page 131
OVERCOMING COMMUNICATION PROBLEMS......Page 132
GENERALIZING TO OTHER RESEARCH METHODOLOGIES......Page 137
WHAT ARE RESEARCH STIMULI?......Page 138
THE ROLE OF RESEARCH STIMULI......Page 140
THE LIMITATIONS OF RESEARCH STIMULI......Page 144
THE ROLE OF STIMULI IN ADVERTISING DEVELOPMENT......Page 145
THE SKILL OF ADVERTISING DEVELOPMENT RESEARCH......Page 154
THE ROLE OF PROJECTIVE TECHNIQUES......Page 156
CONTRIBUTIONS FROM THE SOCIAL SCIENCES......Page 157
CONTRIBUTIONS FROM NEUROSCIENCE......Page 159
LINKING THEORY WITH PRACTICE......Page 162
PROJECTIVE TECHNIQUES......Page 163
WHEN TO USE PROJECTIVE TECHNIQUES......Page 175
GUIDELINES FOR USING PROJECTIVE TECHNIQUES......Page 176
USING PROJECTIVE MATERIALS IN CLIENT FEEDBACK......Page 178
WHY USE CONSUMERS TO GENERATE NEW THINKING?......Page 179
CREATIVE FORUMS......Page 180
COMMUNICATING OUTCOMES FROM A CREATIVE FORUM......Page 186
ONLINE CREATIVE COMMUNITIES......Page 187
RESPONDING TO THE CLIENT BRIEF......Page 190
STRUCTURING THE PROPOSAL......Page 191
DEALING WITH THE PRACTICALITIES......Page 201
RECRUITMENT......Page 202
RESEARCH VENUES......Page 206
THE IMPORTANCE OF PLANNING......Page 208
MANAGING RELATIONSHIPS......Page 209
ETHICS......Page 215
THE ROLE OF ANALYSIS AND INTERPRETATION......Page 216
DIFFERENT MODELS OF ANALYSIS......Page 217
SPECIFIC STAGES OF ANALYSIS AND INTERPRETATION......Page 222
THEORETICAL FRAMEWORKS......Page 233
SATISFYING THE CLIENT AGENDA......Page 238
COMPUTER-ASSISTED QUALITATIVE DATA ANALYSIS (CAQDAS)......Page 241
14. Communicating qualitative research outcomes......Page 243
CONSTRUCTING THE RESEARCH NARRATIVE......Page 244
DELIVERING THE RESEARCH OUTCOMES......Page 248
PREPARING FOR AND GIVING THE PRESENTATION......Page 249
SOME EXAMPLES OF PRESENTATION CHARTS......Page 254
THE GROWTH OF MULTI-COUNTRY STUDIES......Page 258
COORDINATING MULTI-COUNTRY STUDIES......Page 259
VIEWING FACILITIES......Page 261
TRANSLATION......Page 262
VARIATIONS BETWEEN COUNTRIES......Page 263
References......Page 265
Index......Page 270