Qualitative Market Research

ISBN-10: 0761969454
ISBN-13: 9780761969457
Edition: 2001
Authors: Hy Mariampolski
List price: $105.00 Buy it from $49.04
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Description: Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. In this respect, it can be used as both a continuous teaching text and training manual, or individual sections may be  More...

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Book details

List price: $105.00
Copyright year: 2001
Publisher: SAGE Publications, Incorporated
Publication date: 8/21/2001
Binding: Paperback
Pages: 328
Size: 6.25" wide x 9.50" long x 0.75" tall
Weight: 0.990
Language: English

Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. In this respect, it can be used as both a continuous teaching text and training manual, or individual sections may be consulted to enhance knowledge of `best practices' and improve productivity in any specific research application. Section one begins with an overview of the history and philosophy behind the practice of qualitative research, using qualitative or quantitative approaches, organising qualitative research (particularly those in `practice' such as research consultants), qualitative research applications (including product development, branding and advertising) and the varieties of qualitative research methods. Section two looks at the management of qualitative research and discusses project management, planning and budgeting issues. Section three looks at group moderation and interviewing techniques, and section four addresses the whole area of collecting and analysing qualitative data, including discussion of computer-assisted software methods, as well as research reporting.This book meets the needs of several audiences by creating some common ground in the applied practice of qualitative research. It should consequently be invaluable reading to a wide readership, from social research methods students (particularly those in sociology, business, psychology, education, marketing and market research) to worldwide practitioners of qualitative research, both clients and consultants.`Dr Hy Mariampolski's massive and exemplary guide is just that. It is the ultimate training guide, mixing scholastic rigour with a very readable style, geared to serve as an encyclopaedic reference.... The four sections on understanding qualitative research; managing qualitative research; group moderation and interviewing techniques; and analysis reporting and internal communication are packed with learning, practical advice, specific ways to achieve objectives, organisational tips and a lot of good sense.... It's all there and I wish that I'd had this book to draw on when I first set up my shingle as a qualitative researcher' - Association of Qualitative Research - follow the link below to read the complete review

Hy Mariampolski is Managing Director of QualiData Research Inc. (www.qualidataresearch.com), New York and San Francisco. Hy holds a Ph.D. from Purdue University and has held academic appointments at Indiana University, Kansas State University, Yeshiva University and Hunter College of the City University of New York. He has conducted qualitative market research studies for a wide range of clients such as Hallmark Cards, Citibank, KPMG, The Clorox Company, Avery-Dennison, Colgate-Palmolive, Motorola, Moen, Johnson + Johnson, J. Walter Thomson, Young and Rubicam, Moulinex, Cognac Hennessy and Nissan Motors.

Introduction
Understanding Qualitative Research
What Is Qualitative Research
Philosophical Foundations
Qualitative versus Quantitative
Organizing Qualitative Research
Qualitative Research Applications
Varieties of Qualitative Research
Benefits of Qualitative Research
Reducing Bias and Error
Inappropriate Uses
Managing Qualitative Research
Understanding Internal Client Needs
Developing a Useful Project Brief
Determining Clear Project Objectives
Project Planning
Project Budgeting
Global Fieldwork
Locating, Comparing and Selecting Research Firms and Moderators
Locating and Selecting Field Facilities
Conducting Research in Homes and Offices
Other Resources
Recruitment Issues and Concerns
Creating an Effective and Foolproof Screener
Quality Management of Screening
Group Moderation and Interviewing Techniques
Preparing for an Interview
The Qualitative Researcher's Frame of Mind
What Are We Looking For?
Thinking Creatively
Creating and Using Discussion and Observation Guides
Guidelines for Observing Research Sessions
The Stages of a Research Interview
Playing the Moderator Role
Understanding Respondent Motivations
Using Group Dynamics Effectively
Asking Questions Fairly
Probing
Interpreting Body Language
Exercises in the Focus Group
Projective and Elicitation Techniques
Problem Participants and How to Manage Them
Keeping the Discussion Focused
Managing Interview Contingencies
Closing the Interview Effectively
Maximizing the Usefulness of Creative Barnstorming Sessions
Maximizing the Effectiveness of Observational Research
Maximizing the Effectiveness of Research with Special Populations
Qualitative Analysis, Reporting and Internal Communication
Collecting Data
Reporting
Developing Persuasive Presentations
Closing the Engagement
Advancing the Research Function

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