Qualitative market research: a comprehensive guide
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks [u.a.]
Sage Publications
2001
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. [297]-303) and index |
| Beschreibung: | XIII, 312 p. 24 cm |
| ISBN: | 0761969446 0761969454 |
Internformat
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Datensatz im Suchindex
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| adam_text | CONTENTS LIST OF TABLES XIV INTRODUCTION 1 ACKNOWLEDGEMENTS 2 SECTION 1
- UNDERSTANDING QUALITATIVE RESEARCH 5 1.1 WHAT IS QUALITATIVE RESEARCH
7 SEARCHING FOR A DEFINITION 7 THE IMPORTANCE OF QUALITATIVE METHODS 8
1.2 PHILOSOPHICAL FOUNDATIONS 10 THE HISTORICAL TRADITION 10 THE
PROFESSIONAL CHALLENGE 12 CORE GOALS AND IDEALS 12 ABSORBING AN
INTELLECTUAL HERITAGE 14 MAX WEBER 14 GEORG SIMMEL 15 HUSSERL, SCHUTZ
AND PHENOMENOLOGY 16 FRANZ BOAS, BRONISLAW MALINPWSKI, MARGARET MEAD AND
EDWARD SAPIR 16 FREUD, JUNG AND CLASSICAL PSYCHOANALYSIS 17 SYMBOLIC
INTERACTIONISM 18 ROBERT PARK AND THE CHICAGO SCHOOL 18 ERVING GOJFMAN
19 CARL ROGERS 20 EDWARD T. HALL 20 1.3 QUALITATIVE VS. QUANTITATIVE 22
USING QUALITATIVE OR QUANTITATIVE APPROACHES 22 EXPLORATORY 23
EXPLANATORY 23 QUANTITATIVE 24 1.4 ORGANIZING QUALITATIVE RESEARCH 26
SUBDIVISIONS OF THE FIELD 27 CLIENTS 27 VI CONSULTANTS AND SUPPORT
AGENCIES 28 SUPPLIERS 29 QUALITATIVE RESEARCH AS A CAREER 30
RESPONSIBILITIES OF THE QUALITATIVE RESEARCH CONSULTANT 31 ENTERING THE
FIELD 31 THE PROFESSIONAL AFFILIATIONS OF QUALITATIVE RESEARCHERS 33 1.5
QUALITATIVE RESEARCH APPLICATIONS 35 CONSUMER FAMILIARIZATION AND
CULTURAL ASSESSMENTS 35 IDEA GENERATION 36 NEW PRODUCT DEVELOPMENT
STUDIES 37 POSITIONING STUDIES 39 BRANDING STUDIES 40 ATTITUDE AND USAGE
STUDIES/SATISFACTION STUDIES 40 NAMING AND PACKAGING EVALUATIONS 41
ADVERTISING/COPY AND PROMOTIONAL DEVELOPMENT 42 USABILITY TESTING 43
OTHER USES 44 1.6 VARIETIES OF QUALITATIVE RESEARCH 46 FOCUS GROUPS 46
WHEN TO USE FOCUS GROUPS 48 BENEFITS OF FOCUS GROUPS 48 PROBLEMS
ASSOCIATED WITH FOCUS GROUPS 48 INDIVIDUAL DEPTH INTERVIEWS 49 WHEN TO
USE IDIS 49 FOCUS GROUPS VS. IDIS 49 DYADS AND TRIADS 50 WHEN TO USE 50
CREATIVITY SESSIONS 50 WHEN TO USE 51 PROBLEMS ASSOCIATED WITH
CREATIVITY SESSIONS 51 ETHNOGRAPHIC AND OBSERVATIONAL RESEARCH 51 WHEN
TO USE 52 PROBLEMS ASSOCIATED WITH ETHNOGRAPHIC OBSERVATIONAL STUDIES 52
LIFE HISTORY 53 WHEN TO USE 53 CONTENT OR TEXT ANALYSIS 53 WHEN TO USE
54 1.7 BENEFITS OF QUALITATIVE RESEARCH 55 1.8 REDUCING BIAS AND ERROR
57 1.9 INAPPROPRIATE USES 60 STATISTICAL PROJECTIONS 60 DECISION MAKING
61 VN PRAGMATICS VS. SUBSTANCE 62 SECTION 2 - MANAGING QUALITATIVE
RESEARCH 63 2.1 UNDERSTANDING INTERNAL CLIENT NEEDS 65 QUESTIONS
PRECEDING RESEARCH EXECUTION 66 SHOULD THE RESEARCH BE CONDUCTED 66 WHAT
IS THE MOST APPROPRIATE METHODOLOGY FOR CONDUCTING THE RESEARCH 66 WHAT
TYPE OF AN IN-HOUSE OR OUTSIDE RESEARCH SUPPLIER WOULD BEST HANDLE
RESEARCH EXECUTION 67 2.2 DEVELOPING A USEFUL PROJECT BRIEF 69 2.3
DETERMINING CLEAR PROJECT OBJECTIVES 71 CAUTIONS IN FRAMING OBJECTIVES
71 COMMON RESEARCH OBJECTIVES 72 SITUATION ANALYSIS 72 MARKETING GOALS
73 2.4 PROJECT PLANNING 74 PROJECT MANAGEMENT APPROACH 74 PREFERRED
RESEARCH METHODS AND TECHNIQUES 74 TARGETED RESPONDENTS 75 RESPONDENT
DIFFERENTIATION 76 DEALING WITH DIVERGENT STATUS 77 PREFERRED
RECRUITMENT METHODS 77 GEOGRAPHIC DISTRIBUTION 77 NUMBER OF INTERVIEWS
78 LENGTH OF TIME 78 PRE-TASKING 79 TIME OF DAY 80 RESEARCH ISSUES 80
TIMING 80 DEUVERABLES 81 REPORTS AND PRESENTATIONS 81 DATA COLLECTION 82
INTERNAL DISTRIBUTION 83 STORAGE REQUIREMENTS 83 PROJECT PLANNING
CHECKLIST 83 2.5 PROJECT BUDGETING 85 MODERATOR S FEE 85 FIELD SERVICES
86 TRAVEL 87 CONTINGENCY LIMITS 87 VLLL 2.6 GLOBAL FIELD WORK 90
DETERMINING WHERE TO CONDUCT THE RESEARCH 90 GAINING LOCAL CULTURAL
FAMILIARITY AND BACKGROUND 91 LOCATING LOCAL SUPPLIERS 92 WHO PAYS 92
ESTABLISHING EQUIVALENCE OF PROJECT EXECUTION DETAILS 92
TRANSLATIONS/ADAPTATIONS 94 LOGISTICS, SUPERVISION AND CONTROL 95
ANALYSIS AND REPORTING 97 BUSINESS MATTERS 97 2.7 LOCATING, COMPARING
AND SELECTING RESEARCH FIRMS AND MODERATORS 99 PROPOSALS 99 UNETHICAL
PROPOSAL PRACTICES 101 EVALUATING PROPOSALS 101 DEPTH OF RELATIONSHIP
101 PERSONAL TRAITS 102 QUALIFICATIONS/EXPERIENCE 103 WHERE TO FIND
SUPPLIERS 104 2.8 LOCATING AND SELECTING FIELD FACILITIES 107
RECRUITMENT METHODS 107 PHYSICAL PLANT 108 FACILITY ETIQUETTE 112
SECURITY ISSUES 112 FACILITY SERVICES 113 WORKING OUTSIDE OF
OFFICE-SUITE FIELD SERVICES 113 SOURCES OF INFORMATION 1 14 2.9
CONDUCTING RESEARCH IN HOMES AND OFFICES 117 GET NATURAL 117 DON T BE
INTRUSIVE 118 REMEMBER THE DETAILS ABOUT THE REAL WORLD 118 RESPECT 118
2.10 OTHER RESOURCES 119 REASONS TO USE VIDEOGRAPHY 119 LOCATING SOURCES
119 REASONS TO USE TRANSCRIPTION SERVICES 120 LOCATING SOURCES 120
REASONS TO USE TELEPHONE CONFERENCING SYSTEMS 120 LOCATING SOURCES 120
REASONS TO USE VIDEO CONFERENCING SYSTEMS 121 LOCATING SOURCES 121 IX
REASONS TO USE INTERNET BROADCASTING (WEB-CASTING) 121 LOCATING SOURCES
122 REASONS TO USE ONLINE INTERVIEWING 122 LOCATING SOURCES 122 REASONS
TO USE TECHNOLOGY EVALUATION - USABILITY LABS 122 LOCATING SOURCES 123
REASONS FOR NEEDING LANGUAGE TRANSLATION 123 LOCATING SOURCES 123
REASONS FOR NEEDING QUALITATIVE DATA ANALYSIS PACKAGES 124 LOCATING
SOURCES 124 REASONS FOR NEEDING HAND-HELD OPINION MODULATORS 124
LOCATING SOURCES 124 2.11 RECRUITMENT ISSUES AND CONCERNS 125 WHO IS
DOING THE RECRUITMENT 125 HOW IS THE RECRUITMENT BEING DONE 125 STRICT
ADHERENCE TO SPECIFICATIONS AND SCREENER 126 SETTING THE RESPONDENT
INCENTIVE 127 OVER-RECRUITMENT 129 MINIMUM SHOWS 130 QUALITY MANAGEMENT
OF RECRUITMENT SUPPLIERS 131 2.12 CREATING AN EFFECTIVE AND FOOLPROOF
SCREENER 13 3 RESPONDENT SPECIFICATIONS 133 SCREENER COMPONENTS 134
SCREENING REQUIREMENTS AND QUOTAS 136 PAST PARTICIPATION AND SECURITY
SCREENING 136 GUIDELINES FOR SCREENER DEVELOPMENT 137 SAMPLE QUESTIONS
138 FOOL-PROOFING SCREENERS 140 FOLLOW-UP 141 2.13 QUALITY MANAGEMENT OF
SCREENING 142 RESPONSIBILITIES OF THE RESEARCH MANAGER 142
RESPONSIBILITIES OF THE CONSULTANT 142 RESPONSIBILITIES OF THE FACILITY,
FIELD SERVICE, RECRUITER 143 SIGN-IN SHEETS 143 RE-SCREENING 143 DEALING
WITH LIARS, CHEATERS, REPEATERS AND OTHER PROFESSIONAL RESPONDENTS 144
SECTION 3 - GROUP MODERATION AND INTERVIEWING TECHNIQUES 147 3.1
PREPARING FOR AN INTERVIEW 149 BACKGROUND KNOWLEDGE AND PREPARATION 149
FIELDWORK 150 THE RESPONDENT MIX 150 HOW TO LOOK AND DRESS -
PROFESSIONAL DEMEANOR 151 LEGAL RELEASE AND CONSENT 151 RESEARCH ETHICS
152 FINAL INSPECTION AND BRIEFING 153 3.2 THE QUALITATIVE RESEARCHER S
FRAME OF MIND 157 3.3 WHAT ARE WE LOOKING FOR 159 BEHAVIORS 159 MEANINGS
160 TOOLS 162 3.4 THINKING CREATIVELY 164 3.5 CREATING AND USING
DISCUSSION AND OBSERVATION GUIDES 166 DISCUSSION GUIDES 166 OBSERVATION
GUIDES 167 3.6 GUIDELINES FOR OBSERVING RESEARCH SESSIONS 169 WHO SHOULD
BE INVITED TO OBSERVE 169 OBSERVER SCHEDULE/LOGISTICS MEMO 170 BACKROOM
BRIEFING 171 BAD HABITS 171 GUIDELINES FOR EFFECTIVE LISTENING 173
PASSING NOTES AND COMMUNICATING DURING THE INTERVIEW 174 RESEARCH
ASSOCIATES IN THE VIEWING ROOM 174 3.7 THE STAGES OF A RESEARCH
INTERVIEW 175 3.8 PLAYING THE MODERATOR ROLE 177 ROLE MODELS 178
DEVELOPING RAPPORT WITH RESPONDENTS 179 THE INTRODUCTORY STAGE 180 THE
ROLE TAKING AND RAPPORT BUILDING STAGE 182 3.9 UNDERSTANDING RESPONDENT
MOTIVATIONS 185 INHIBITORS 185 FACILITATORS 186 3.10 USING GROUP
DYNAMICS EFFECTIVELY 188 GETTING THE SENSE OF THE GROUP 188 THE GENERAL
QUESTIONS STAGE 188 XI 3.11 ASKING QUESTIONS FAIRLY 191 NAIVE OUTSIDER
ROLE 191 NATURAL LANGUAGE 192 COMPOSING A QUESTION 192 REACTIONS,
ACKNOWLEDGMENTS AND REINFORCEMENTS 194 ACTIVE LISTENING 194 DATA
VALIDATION 195 THE SPECIFIC QUESTIONS STAGE 195 MODERATOR MOVEMENT 196
3.12 PROBING 197 3.13 INTERPRETING BODY LANGUAGE 199 THE FOUR DIMENSIONS
199 READING NON-VERBAL CUES 200 3.14 EXERCISES IN THE FOCUS GROUP 202
INDIVIDUAL VS. GROUP VS. SUBGROUP 203 CONCEPT EXPOSURE 203 PRODUCT
SAMPLING 204 PRE-TASKING EXERCISES 204 3.15 PROJECTIVE AND ELICITATION
TECHNIQUES 206 IMAGINATIVE EXERCISES 207 CREATIVE EXERCISES 208
INCOMPLETE STIMULI 209 SORTING AND RANKING EXERCISES 211 STIMULATING THE
SENSES 213 MAPPING EXERCISES 214 LADDERING AND BENEFITS CHAINS 216 IDEA
DEVELOPMENT TECHNIQUES 2 1 8 3.16 PROBLEM PARTICIPANTS AND HOW TO MANAGE
THEM 220 3.17 KEEPING THE DISCUSSION FOCUSED 223 3.18 MANAGING INTERVIEW
CONTINGENCIES 225 3.19 CLOSING THE INTERVIEW EFFECTIVELY 226 3.20
MAXIMIZING THE USEFULNESS OF CREATIVE BRAINSTORMING SESSIONS 227 3.21
MAXIMIZING THE EFFECTIVENESS OF OBSERVATIONAL RESEARCH 229 XLL 3.22
MAXIMIZING THE EFFECTIVENESS OF RESEARCH WITH SPECIAL POPULATIONS 231
CHILDREN AND TEENS 231 SENIORS - THE MATURE MARKET 233 WOMEN 234 RACIAL
AND CULTURAL MINORITIES 235 BUSINESS EXECUTIVES 237 PHYSICIANS AND OTHER
PROFESSIONALS 238 SENSITIVE TOPICS 240 SECTION 4 - QUALITATIVE ANALYSIS,
REPORTING AND INTERNAL COMMUNICATION 243 4.1 COLLECTING DATA 245 DEBRIEF
MEETINGS 245 QUALITATIVE DATA 246 NOTE TAKING 247 AUDIOTAPES 248
TRANSCRIPTS 248 EXERCISES AND TOOLS 249 4.2 REPORTING 250 HOW MARKET
RESEARCH REPORTING IS DISTINCTIVE 250 FORMATS 251 COMPONENTS OF A
RESEARCH REPORT 252 ORGANIZATION AND PROCESS 253 ANALYTIC STRATEGIES 254
PROCESS OF ANALYSIS 255 DIGGING BENEATH THE SURFACE 256 MAKING MARKETING
LEAPS 258 THE POLITICS OF REPORTING 259 TACT AND PROFESSIONALISM 260
WRITING SKILLS 261 COMPUTER-ASSISTED QUALITATIVE ANALYSIS 262 4.3
DEVELOPING PERSUASIVE PRESENTATIONS 264 4.4 CLOSING THE ENGAGEMENT 265
SUPPLIER EVALUATION 265 FINAL BUSINESS MATTERS 266 ADJUSTMENTS TO THE
INVOICE 266 4.5 ADVANCING THE RESEARCH FUNCTION 268 APPENDIX 269 SAMPLE
PROJECT BRIEF 271 XLLL SAMPLE SCREENER 272 SAMPLE LEGAL RELEASE FORM 279
SAMPLE CONSENT FORM 280 SAMPLE DISCUSSION GUIDE - HEALTHCARE 281 SAMPLE
OBSERVATION GUIDE 285 SAMPLE INTRODUCTORY DIALOGUE 287 OPENING 287
DISCLOSURES 287 PARTICIPATION GROUND RULES 288 SAMPLE EVALUATION FORM
289 SAMPLE LIMITATIONS STATEMENT 294 ENDNOTES 295 REFERENCES 297 INDEX
305 PPN: 089595181 TITEL: QUALITATIVE MARKET RESEARCH : A COMPREHENSIVE
GUIDE / HY MARIAMPOLSKI. - . - THOUSAND OAKS [U.A.] : SAGE, 2001 ISBN:
0-7619-6944-6; 0-7619-6954-3 BIBLIOGRAPHISCHER DATENSATZ IM SWB-VERBUND
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| id | DE-604.BV014368452 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T19:02:09Z |
| institution | BVB |
| isbn | 0761969446 0761969454 |
| language | English |
| lccn | 2001004340 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009844256 |
| oclc_num | 47623767 |
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| owner | DE-473 DE-BY-UBG DE-N2 DE-634 DE-83 |
| owner_facet | DE-473 DE-BY-UBG DE-N2 DE-634 DE-83 |
| physical | XIII, 312 p. 24 cm |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| publisher | Sage Publications |
| record_format | marc |
| spelling | Mariampolski, Hy Verfasser aut Qualitative market research a comprehensive guide Hy Mariampolski 1. publ. Thousand Oaks [u.a.] Sage Publications 2001 XIII, 312 p. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. [297]-303) and index Kwalitatieve methoden gtt Marktonderzoek gtt Marketing research Qualitative research Qualitative Methode (DE-588)4137346-7 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktforschung (DE-588)4037630-8 s Qualitative Methode (DE-588)4137346-7 s DE-604 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009844256&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Mariampolski, Hy Qualitative market research a comprehensive guide Kwalitatieve methoden gtt Marktonderzoek gtt Marketing research Qualitative research Qualitative Methode (DE-588)4137346-7 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4137346-7 (DE-588)4037630-8 |
| title | Qualitative market research a comprehensive guide |
| title_auth | Qualitative market research a comprehensive guide |
| title_exact_search | Qualitative market research a comprehensive guide |
| title_full | Qualitative market research a comprehensive guide Hy Mariampolski |
| title_fullStr | Qualitative market research a comprehensive guide Hy Mariampolski |
| title_full_unstemmed | Qualitative market research a comprehensive guide Hy Mariampolski |
| title_short | Qualitative market research |
| title_sort | qualitative market research a comprehensive guide |
| title_sub | a comprehensive guide |
| topic | Kwalitatieve methoden gtt Marktonderzoek gtt Marketing research Qualitative research Qualitative Methode (DE-588)4137346-7 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Kwalitatieve methoden Marktonderzoek Marketing research Qualitative research Qualitative Methode Marktforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009844256&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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