Qualitative Methods for Marketplace Research

Name: Qualitative Methods for Marketplace Research
Price: 8.21 USD
Availability: InStock
ISBN: 9780761922704

ISBN-10: 0761922709

ISBN-13: 9780761922704

Edition: 2001

Authors: Shay Sayre

List price: $151.00

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Description:

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…

Book details

List price: $151.00
Copyright year: 2001
Publisher: SAGE Publications, Incorporated
Publication date: 3/16/2001
Binding: Paperback
Pages: 272
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 0.814
Language: English




Approaching Qualitative Methods


Why Qualitative Research?


Five Models of Qualitative Research


Applications of Qualitative Methods for Marketing



Getting Ready To Research


Issues and Concerns


Designing a Study and Writing a Proposal



Choosing A Research Model


History, Living Biography and Self-Narrative


Using the Case Method


Phenomenology and Grounded Theory


Using an Ethnographic Approach



Data Collection Techniques and Tools


Observation and Fieldwork


Ways of Knowing


Field Interviews


Ways of Knowing


Structured Interviews


Projective Techniques



Text Analysis and Reporting


Analyzing Visual and Material Text


Analyzing Verbal Data


Writing Field Stories and Narrative Reports