Qualitative Research – Good Decision Making Through Understanding People, Cultures and Markets
Autor Sheila Keeganen Limba Engleză Paperback – 3 oct 2009
Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has been growing exponentially.
Sheila Keegan, psychologist and market research practitioner, outlines the history of qualitative research, its purpose and role, its relationship to quantitative research, ethical issues it provokes, and how to analyze, interpret, and communicate research results. She presents different theoretical models within which qualitative research operates and uses case studies to show how these frameworks differ between the UK, Europe, the US and other countries.
Sheila Keegan, psychologist and market research practitioner, outlines the history of qualitative research, its purpose and role, its relationship to quantitative research, ethical issues it provokes, and how to analyze, interpret, and communicate research results. She presents different theoretical models within which qualitative research operates and uses case studies to show how these frameworks differ between the UK, Europe, the US and other countries.
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Specificații
ISBN-13: 9780749454647
ISBN-10: 0749454644
Pagini: 272
Dimensiuni: 156 x 234 x 15 mm
Greutate: 0.51 kg
Editura: Kogan Page
Locul publicării:United Kingdom
ISBN-10: 0749454644
Pagini: 272
Dimensiuni: 156 x 234 x 15 mm
Greutate: 0.51 kg
Editura: Kogan Page
Locul publicării:United Kingdom
Cuprins
1. Market research: the big picture
2. How ‘qualitative’ fits within the wider world of research
3. The nature of qualitative research
4. The business of qualitative research
5. Research issues that call for qualitative methods
6. Qualitative research methodologies
7. Improving interviewing (and other) skills
8. Research stimuli
9. Projective techniques
10. Consumer input to idea generation and development
11. Designing a qualitative research project
12. Managing a qualitative research project
13. The ‘hidden’ processes of analysis and interpretation
14. Communicating qualitative research outcomes
15. Multi-country qualitative studies
2. How ‘qualitative’ fits within the wider world of research
3. The nature of qualitative research
4. The business of qualitative research
5. Research issues that call for qualitative methods
6. Qualitative research methodologies
7. Improving interviewing (and other) skills
8. Research stimuli
9. Projective techniques
10. Consumer input to idea generation and development
11. Designing a qualitative research project
12. Managing a qualitative research project
13. The ‘hidden’ processes of analysis and interpretation
14. Communicating qualitative research outcomes
15. Multi-country qualitative studies
Recenzii
"[D]elivers a thorough, lucid description of the role of qualitative research in business, outlines techniques used to access respondents' psyche, and how data can be tranformed into a coherent insight into the consumer's world." -- supplymanagement.com
Notă biografică
Sheila Keegan is a Founding Partner of Campbell Keegan Ltd, a consulting firm that uses qualitative research methods to help businesses with change management and communication.
Descriere
Keegan, psychologist and market research practitioner, outlines the history of qualitative research; its purpose and role; its relationship to quantitative research; ethical issues it provokes; and explains how to analyze, interpret, and communicate research results.