Qualitative market research : principle and practice

摘要: VOLUME ONE: AN INTRODUCTION TO QUALITATIVE MARKET RESEARCH Introduction - Mike Imms and Gill Ereaut What Is Qualitative Market Research? Characteristics of Research as a Commercial Practice Do Organizations Get from Does the Industry Look Like? Defining Problem Designing Project How Local International Projects Work Ethics Professional Standards TWO: INTERVIEWING GROUPS AND INDIVIDUALS IN Joanna Chrzanowska The Inside Story Focus Group Nature Interviewing Implicit Explicit Theories about Can Discover That have Influenced Relationship Planning an Interview or Discussion Skills Enhancing with Stimulus Material Projective Techniques 'Informed Eclecticism' Choosing Using Approaches THREE: METHODS BEYOND Philly Desai in Social Observation Ethnography Research, Creativity Future Consultation Public Sector Semiotics Cultural Analysis Internet Conclusions FOUR: ANALYSIS INTERPRETATION PART CONTEXT Status Interpretation Activity Frameworks for Thinking Eclecticism, Pragmatism Theory PROCESSES Experience Processes 'Analysis' 'Interpretation' I Micro-Level II Macro-Level Computer-Assisted Data CAQDAS ISSUES OF QUALITY Quality, Validity Value 'Best Practice' Interpretation? FIVE: DEVELOPING BRANDS WITH Jon Chandler Owen Brands Human Dimension Branding Brand Modelling Why Use to at Branding? Development Process Structure Content Developing through SIX: ADVERTISING Judith Wardle Advertising? Advertising Works Role From Briefing Fieldwork Presentation Representations Politics SEVEN: DELIVERING RESULTS Geraldine Lillis Deliver? Changing Business Environment DELIVERY Roles Constructing Delivering Goods Which Method? Debrief Other Output