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Qualitative Market Research : Qualitative Research Ser. - Hy Mariampolski

Qualitative Market Research

Qualitative Research Ser.

Hardcover Published: 1st June 2001
ISBN: 9780761969440
Number Of Pages: 328

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Best Practices in Qualitative Research guides the reader through a complete research project from the perspective of both user and practitioner. Hy Mariampolski's practical book meets the needs of several audiences by creating common ground in the applied parctice of qualitative research. Section one begins with an overview of the history and philosophy behind the practice of qualitative research, discussing such figures as Max Weber, Sigmund Freud, Margaret Mead and Erving Goffman. The authors go on to explore: using qualitative versus quantitative approaches; the organization of qualitative research; qualitative research applications (including product development, branding and advertising); 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. Section four addresses the whole area of collecting and analyzing qualitative data, including discussion of computerassisted software methods, as well as research reporting. The book can be used as both a continuous teching text and training manual; or individual sections may be consulted to enhance knowledge of 'best practices' and improve productivity in any specific research application.

Industry Reviews

". . . a comprehensive survey of the topic . . . a complete resource and a fundamental yet creative cookbook . . . Mariampolski offers detailed suggestions on how to effectively set up each particular type of project with step-by-step guidelines on how to proceed at each stage along the way. . . . It will be very interesting to those who wish to work in marketing, advertising, or research." -- Journal of Advertising Research "It is the ultimate training guide, mixing scholastic rigor with a very readable style, geared to serve as an encyclopedic reference." -- Anne Ward

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
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
Developing Persuasive Presentations
Closing the Engagement
Advancing the Research Function
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780761969440
ISBN-10: 0761969446
Series: Qualitative Research Ser.
Audience: Tertiary; University or College
Format: Hardcover
Language: English
Number Of Pages: 328
Published: 1st June 2001
Country of Publication: US
Dimensions (cm): 23.5 x 16.51  x 2.54
Weight (kg): 0.57