Qualitative research for marketing: how qualitative research underpins good business decisions

Description

Qualitative Research helps those who have limited experience of qualitative research, to become proficient buyers of research. It will enable buyers to commission QR with confidence; to choose a supplier, agree a methodology with the research agency, understand the process and end up with useful outputs which address the initial research issues. It will help train new practitioners in terms of the basics of qualitative research and it will also develop the knowledge and understanding of more experienced qualitative researchers. Qualitative research explores questions such as what, why and how, rather than how many or how much; it is primarily concerned with meaning rather than measuring. Understanding why individuals and groups think and behave as they do lies at the heart of qualitative research, and market research practitioners and students of market research will all benefit from this title. Chapter - 00: Introduction Chapter - 01: Market research: the big picture Chapter - 02: How 'qualitative' fits within the wider world of research Chapter - 03: The nature of qualitative research Chapter - 04: The business of qualitative research Chapter - 05: Research issues that call for qualitative methods Chapter - 06: Qualitative research methodologies Chapter - 07: Improving interviewing (and other) skills Chapter - 08: Research stimuli Chapter - 09: Projective techniques Chapter - 10: Consumer input to idea generation and development Chapter - 11: Designing a qualitative research project Chapter - 12: Managing a qualitative research project Chapter - 13: The 'hidden' processes of analysis and interpretation Chapter - 14: Communicating qualitative research outcomes Chapter - 15: Multi-country qualitative studies