Qualitative methods for marketplace research:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Newbury Park ; London ; New Delhi
Sage Publ.
2001
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 255 S. |
| ISBN: | 0761922695 0761922709 |
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Datensatz im Suchindex
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| adam_text | Contents
Foreword xiii
What It Is xiii
What It Isn t xiii
How It Works xiii
Readerly Expectations xiv
Writerly Assumptions xv
Last xv
Acknowledgments xv
¦[Part I
APPROACHING QUALITATIVE METHODS 1
1. Why Qualitative Research? 3
Qualitative and Quantitative Approaches 4
Assumptions About the Market 4
Purpose of the Research 5
Approaches to Conducting the Research 6
The Role of the Researcher 6
What Qualitative Research Does and What It Doesn t 7
Borrowing From the Social and Human Sciences 7
Becoming Humanistic Researchers 8
Roots 9
Data Collection Methods and Checks 10
Summary 12
Stretching Exercises 13
Recommended Readings About the Qualitative-Quantitative
Debate 13
2. Five Models of Qualitative Research 15
Biographical Life History 15
Case Study 17
Phenomenology 18
Grounded Theory 19
Ethnography 20
Data as Words 21
Summary 22
Stretching Exercises 23
Recommended Readings About Models of Qualitative Inquiry 23
3. Applications of Qualitative Methods for Marketing 25
The Exchange Narrative 26
The Exchange Culture 27
Exchange in a Postmodern Culture 28
The Human Component of Consumption 29
Consume r A liases 29
Consumers as Audience 30
Professional Snoops 31
Summary 34
Stretching Exercises 34
Recommended Readings About Consumer Culture
and Audience Research 35
¦i PART II
GETTING READY TO RESEARCH 37
4. Issues and Concerns 39
First Concern: Selecting Participants 39
Second Concern: Protecting Participants 40
Third Concern: Field Locations 41
Fourth Concern: Gaining Access 42
Fifth Concern: Research Do s and Don ts 43
, Final Concern: Ensuring Quality 45
Can We Assume the Results Are Typical of All Similar
Situations? 47
Summary 47
Stretching Exercises 48
Recommended Readings About Issues and Concerns 48
Case in Point: Triangulating Approaches to Tourism Research 48
5. Designing a Study and Writing a Proposal 52
Four Steps to Study Design 52
Step 1: Decide on a Topic or Formulate a Definitive
Research Objective 52
Step 2: Explain the Research Context 54
Step 3: Select Collection Techniques and Tools 55
Step 4: Choose Who and Where to Study 55
Preparing the Proposal 56
Developing Your Argument 56
Organizing Your Proposal 58
Summary 59
Stretching Exercises 59
Recommended Readings for Proposal Design 60
Example: Study Proposal Outline 60
¦i PART III
CHOOSING A RESEARCH MODEL 65
6. History, Living Biography, and Self-Narrative 67
The Historical View 68
Writing a Product History 69
Evaluating Documentary Evidence 70
Using the Consumer as Researcher 72
Stories as Purchase Experiences 73
Marketplace Biographies 74
Researcher as Consumer 75
Summary 76
Stretching Exercises 77
Recommended Readings About History-Based Research
Methods 77
Case in Point: Biographical Life History as Consumer
Research 77
7. Using the Case Method 81
Case Writing as Research Technique 81
Preparing to Research 82
Collecting Case Data 83
Writing the Case: Rainbow Technologies 84
Troubleshooting Problems 87
Last 87
Summary 88
Stretching Exercises 88
Recommended Readings About the Case Study Model 88
Case in Point: Wyland s Whales 89
8. Phenomenology and Grounded Theory 91
Phenomenological Learning 91
Asking for Information 92
Deciphering Meanings 93
Anticipating Problems 93
Grounded Theory 94
Building Questions Through Research 95
Layers of Understanding 96
Using a Hermeneutic Approach 97
Circles of Meaning 97
Summary 99
Stretching Exercises 99
Recommended Readings About Phenomenology and
Grounded Theory 100
Case in Point: Moviegoers Interpretations of Brands
in Films—A Grounded Theory Investigation 100
9. Using an Ethnographic Approach 103
Ethnography: A Primer 103
Problems and Theories 103
Research Design: Fieldwork 104
Locating and Questioning Informants 105
Going Native 105
Field Research and Naturalistic Study in a
Fast-Food Culture 106
Focus in Ethnographic Research 108
Analyzing Field Text 108
The Ethnographic Field Narrative 110
Studying Corporate Cultures 111
Last 111
Summary 112
Stretching Exercises 112
Recommended Readings About Ethnographic
Research 113
Case in Point: Harley-Davidson as Consumption
Subculture 113
M PART IV
DATA COLLECTION: TECHNIQUES AND TOOLS 117
10. Observation and Fieldwork 119
Participation Is Key 120
Categorizing Observational Roles 120
Membership and Functional Roles 122
Scenes and Fields 122
Tips for Beginning Field Observation 125
Creating and Analyzing Field Texts 126
Semiotics and Fieldwork 128
Last 129
Summary 129
Stretching Exercises 130
Recommended Readings About Observation Techniques 130
Case in Point: Discount Records 130
11. Ways of Knowing: Field Interviews 134
Field Interviewing Techniques 135
Interviewing Members 136
Interviewing Informants 138
Interviewing Groups 139
Customer Visits 140
Active Listening 141
Cyberresearch 143
Cyberethnography 143
Cyberspeak 146
Summary 147
Stretching Exercises 147
Recommended Readings About Interviewing 147
Case in Point: The Sacred and Profane in Consumption 148
12. Ways of Knowing: Structured Interviews 152
Respondent Interviews 152
Probing Techniques 153
Probing Problems 154
Focus Group Interviews 155
Using Focus Groups 157
Informal Focus Groups 159
Nominal Grouping Sessions 160
Structured Cybertools 162
Chat Rooms Versus Focus Groups 163
Summary 164
Stretching Exercises 164
Recommended Readings About Formal Interviewing
and Focus Groups 164
Case in Point: Tabloid Television and Network News—
The Same or Different? 165
13. Projective Techniques 168
From the Couch to Consumption 169
Sensitive Topics and Reluctant Subjects 170
Motivation Research for Marketers 171
Creative Approaches to Data Gathering 171
Winning Combinations 176
Summary 180
Stretching Exercises 181
Recommended Readings About Projective Techniques
and Sensitive Topics 181
Case in Point: Using George to Capture Entertainment
Spending 181
¦ party
text analysis and reporting 187
14. Analyzing Visual and Material Text 189
Analyzing Documentary Visuals 190
Analyzing Descriptive Visuals 191
Symbolic Analysis 192
Structural Analysis 193
Visual Elicitation 194
Material Culture 195
Analyzing Artifacts 195
Object Elicitation 196
Last 198
Summary 198
Stretching Exercises 199
Recommended Readings About Visual Analysis and
Material Culture 199
Case-in-Point: Picturing Consumption 199
15. Analyzing Verbal Data 202
Approaching Consumption as Text 202
Socioeconomic Constructivism 203
Subjectivism 203
Interpretivism 204
Interpretive Analysis 204
Hermeneutics 205
Critical Analysis and Semiotics 210
Deconstructing a :60 Commercial 210
Thematic Analysis 211
Coding Field Text 212
Discourse Analysis 214
Concept Development Analysis 216
Coding Disclosure 217
Last 218
Summary 219
Stretching Exercises 219
Recommended Readings About Data Analysis and
Report Writing 220
Case in Point: Sparkle Dog Food—A Concept Develop¬
ment Analysis 220
16. Writing Field Stories and Narrative Reports 223
Writerly Roles 224
Developing Form and Style 225
Organizing and Writing Qualitative Reports 226
Narrating the Report 226
The IMRD Structure of Qualitative Reports 230
Last 231
Summary 231
Stretching Exercises 231
Recommended Readings About Report Writing 231
Case-in-Point: Mmm! What a Tan—Presenting Beach Lore
to Minnesotans 232
Resource A: Protocol for a Structured Interview 234
Resource B: Protocol for Focus Group Discussion 236
Resource C: Additional Text Recommendations
by Chapter 239
References 241
Index 248
About the Author 255
|
| adam_txt |
Contents
Foreword xiii
What It Is xiii
What It Isn't xiii
How It Works xiii
Readerly Expectations xiv
Writerly Assumptions xv
Last xv
Acknowledgments xv
¦[Part I
APPROACHING QUALITATIVE METHODS 1
1. Why Qualitative Research? 3
Qualitative and Quantitative Approaches 4
Assumptions About the Market 4
Purpose of the Research 5
Approaches to Conducting the Research 6
The Role of the Researcher 6
What Qualitative Research Does and What It Doesn't 7
Borrowing From the Social and Human Sciences 7
Becoming Humanistic Researchers 8
Roots 9
Data Collection Methods and Checks 10
Summary 12
Stretching Exercises 13
Recommended Readings About the Qualitative-Quantitative
Debate 13
2. Five Models of Qualitative Research 15
Biographical Life History 15
Case Study 17
Phenomenology 18
Grounded Theory 19
Ethnography 20
Data as Words 21
Summary 22
Stretching Exercises 23
Recommended Readings About Models of Qualitative Inquiry 23
3. Applications of Qualitative Methods for Marketing 25
The Exchange Narrative 26
The Exchange Culture 27
Exchange in a Postmodern Culture 28
The Human Component of Consumption 29
Consume r A liases 29
Consumers as Audience 30
Professional Snoops 31
Summary 34
Stretching Exercises 34
Recommended Readings About Consumer Culture
and Audience Research 35
¦i PART II
GETTING READY TO RESEARCH 37
4. Issues and Concerns 39
First Concern: Selecting Participants 39
Second Concern: Protecting Participants 40
Third Concern: Field Locations 41
Fourth Concern: Gaining Access 42
Fifth Concern: Research Do's and Don'ts 43
\, Final Concern: Ensuring Quality 45
Can We Assume the Results Are Typical of All Similar
Situations? 47
Summary 47
Stretching Exercises 48
Recommended Readings About Issues and Concerns 48
Case in Point: Triangulating Approaches to Tourism Research 48
5. Designing a Study and Writing a Proposal 52
Four Steps to Study Design 52
Step 1: Decide on a Topic or Formulate a Definitive
Research Objective 52
Step 2: Explain the Research Context 54
Step 3: Select Collection Techniques and Tools 55
Step 4: Choose Who and Where to Study 55
Preparing the Proposal 56
Developing Your Argument 56
Organizing Your Proposal 58
Summary 59
Stretching Exercises 59
Recommended Readings for Proposal Design 60
Example: Study Proposal Outline 60
¦i PART III
CHOOSING A RESEARCH MODEL 65
6. History, Living Biography, and Self-Narrative 67
The Historical View 68
Writing a Product History 69
Evaluating Documentary Evidence 70
Using the Consumer as Researcher 72
Stories as Purchase Experiences 73
Marketplace Biographies 74
Researcher as Consumer 75
Summary 76
Stretching Exercises 77
Recommended Readings About History-Based Research
Methods 77
Case in Point: Biographical Life History as Consumer
Research 77
7. Using the Case Method 81
Case Writing as Research Technique 81
Preparing to Research 82
Collecting Case Data 83
Writing the Case: Rainbow Technologies 84
Troubleshooting Problems 87
Last 87
Summary 88
Stretching Exercises 88
Recommended Readings About the Case Study Model 88
Case in Point: Wyland's Whales 89
8. Phenomenology and Grounded Theory 91
Phenomenological Learning 91
Asking for Information 92
Deciphering Meanings 93
Anticipating Problems 93
Grounded Theory 94
Building Questions Through Research 95
Layers of Understanding 96
Using a Hermeneutic Approach 97
Circles of Meaning 97
Summary 99
Stretching Exercises 99
Recommended Readings About Phenomenology and
Grounded Theory 100
Case in Point: Moviegoers' Interpretations of Brands
in Films—A Grounded Theory Investigation 100
9. Using an Ethnographic Approach 103
Ethnography: A Primer 103
Problems and Theories 103
Research Design: Fieldwork 104
Locating and Questioning Informants 105
Going Native 105
Field Research and Naturalistic Study in a
Fast-Food Culture 106
Focus in Ethnographic Research 108
Analyzing Field Text 108
The Ethnographic Field Narrative 110
Studying Corporate Cultures 111
Last 111
Summary 112
Stretching Exercises 112
Recommended Readings About Ethnographic
Research 113
Case in Point: Harley-Davidson as Consumption
Subculture 113
M PART IV
DATA COLLECTION: TECHNIQUES AND TOOLS 117
10. Observation and Fieldwork 119
Participation Is Key 120
Categorizing Observational Roles 120
Membership and Functional Roles 122
Scenes and Fields 122
Tips for Beginning Field Observation 125
Creating and Analyzing Field Texts 126
Semiotics and Fieldwork 128
Last 129
Summary 129
Stretching Exercises 130
Recommended Readings About Observation Techniques 130
Case in Point: Discount Records 130
11. Ways of Knowing: Field Interviews 134
Field Interviewing Techniques 135
Interviewing Members 136
Interviewing Informants 138
Interviewing Groups 139
Customer Visits 140
Active Listening 141
Cyberresearch 143
Cyberethnography 143
Cyberspeak 146
Summary 147
Stretching Exercises 147
Recommended Readings About Interviewing 147
Case in Point: The Sacred and Profane in Consumption 148
12. Ways of Knowing: Structured Interviews 152
Respondent Interviews 152
Probing Techniques 153
Probing Problems 154
Focus Group Interviews 155
Using Focus Groups 157
Informal Focus Groups 159
Nominal Grouping Sessions 160
Structured Cybertools 162
Chat Rooms Versus Focus Groups 163
Summary 164
Stretching Exercises 164
Recommended Readings About Formal Interviewing
and Focus Groups 164
Case in Point: Tabloid Television and Network News—
The Same or Different? 165
13. Projective Techniques 168
From the Couch to Consumption 169
Sensitive Topics and Reluctant Subjects 170
Motivation Research for Marketers 171
Creative Approaches to Data Gathering 171
Winning Combinations 176
Summary 180
Stretching Exercises 181
Recommended Readings About Projective Techniques
and Sensitive Topics 181
Case in Point: Using George to Capture Entertainment
Spending 181
¦ party
text analysis and reporting 187
14. Analyzing Visual and Material Text 189
Analyzing Documentary Visuals 190
Analyzing Descriptive Visuals 191
Symbolic Analysis 192
Structural Analysis 193
Visual Elicitation 194
Material Culture 195
Analyzing Artifacts 195
Object Elicitation 196
Last 198
Summary 198
Stretching Exercises 199
Recommended Readings About Visual Analysis and
Material Culture 199
Case-in-Point: Picturing Consumption 199
15. Analyzing Verbal Data 202
Approaching Consumption as Text 202
Socioeconomic Constructivism 203
Subjectivism 203
Interpretivism 204
Interpretive Analysis 204
Hermeneutics 205
Critical Analysis and Semiotics 210
Deconstructing a :60 Commercial 210
Thematic Analysis 211
Coding Field Text 212
Discourse Analysis 214
Concept Development Analysis 216
Coding Disclosure 217
Last 218
Summary 219
Stretching Exercises 219
Recommended Readings About Data Analysis and
Report Writing 220
Case in Point: Sparkle Dog Food—A Concept Develop¬
ment Analysis 220
16. Writing Field Stories and Narrative Reports 223
Writerly Roles 224
Developing Form and Style 225
Organizing and Writing Qualitative Reports 226
Narrating the Report 226
The IMRD Structure of Qualitative Reports 230
Last 231
Summary 231
Stretching Exercises 231
Recommended Readings About Report Writing 231
Case-in-Point: Mmm! What a Tan—Presenting Beach Lore
to Minnesotans 232
Resource A: Protocol for a Structured Interview 234
Resource B: Protocol for Focus Group Discussion 236
Resource C: Additional Text Recommendations
by Chapter 239
References 241
Index 248
About the Author 255 |
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| id | DE-604.BV023524634 |
| illustrated | Not Illustrated |
| index_date | 2024-07-02T22:33:41Z |
| indexdate | 2024-07-09T21:23:53Z |
| institution | BVB |
| isbn | 0761922695 0761922709 |
| language | English |
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| spelling | Sayre, Shay Verfasser aut Qualitative methods for marketplace research Shay Sayre Newbury Park ; London ; New Delhi Sage Publ. 2001 XV, 255 S. txt rdacontent n rdamedia nc rdacarrier Marketing research -- Methodology Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Qualitative Methode (DE-588)4137346-7 gnd rswk-swf Marktforschung (DE-588)4037630-8 s Qualitative Methode (DE-588)4137346-7 s DE-604 Marketingforschung (DE-588)4200055-5 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016844884&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sayre, Shay Qualitative methods for marketplace research Marketing research -- Methodology Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd Qualitative Methode (DE-588)4137346-7 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4037630-8 (DE-588)4137346-7 |
| title | Qualitative methods for marketplace research |
| title_auth | Qualitative methods for marketplace research |
| title_exact_search | Qualitative methods for marketplace research |
| title_exact_search_txtP | Qualitative methods for marketplace research |
| title_full | Qualitative methods for marketplace research Shay Sayre |
| title_fullStr | Qualitative methods for marketplace research Shay Sayre |
| title_full_unstemmed | Qualitative methods for marketplace research Shay Sayre |
| title_short | Qualitative methods for marketplace research |
| title_sort | qualitative methods for marketplace research |
| topic | Marketing research -- Methodology Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd Qualitative Methode (DE-588)4137346-7 gnd |
| topic_facet | Marketing research -- Methodology Marketingforschung Marktforschung Qualitative Methode |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016844884&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT sayreshay qualitativemethodsformarketplaceresearch |