Verfügbarkeit: Qualitative research

Qualitative research: good decision making through understanding people, cultures and markets

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Bibliographische Detailangaben
1. Verfasser:	Keegan, Sheila (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	London [u.a.] Kogan Page 2009
Schriftenreihe:	Market research in practice series
Schlagworte:	Marketing research Qualitative research Marketingforschung Qualitative Methode Marktforschung Marketing research. Qualitative research.
Online-Zugang:	Inhaltsverzeichnis Contributor biographical information Publisher description Inhaltsverzeichnis Inhaltsverzeichnis
Beschreibung:	Includes bibliographical references and index
Beschreibung:	XII, 260 S. Ill., graph. Darst.
ISBN:	9780749454647

Internformat

MARC


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Datensatz im Suchindex

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adam_text	IMAGE 1 MRS. MARKET RESEARCH IN PRACTICE QUALITATIVE RESEARCH GOOD DECISION MAKING THROUGH UNDERSTANDING PEOPLE, CULTURES AND MARKETS SHEILA KEEGAN KOGAN PAGE LONDON & PHILADELPHIA IMAGE 2 CONTENTS ABOUT MRS VIIITHE EDITORIAL BOARD IXACKNOWLEDGEMENTS XI INTRODUCTION 11. MARKET RESEARCH: THE BIG PICTURE . 3 THE PURPOSE OF MARKET RESEARCH 3; THE GROWTH OF MARKETING AND MARKET RESEARCH 5; THE SPREAD OF MARKET RESEARCH TECHNIQUES 6; USING MARKET RESEARCH TO GENERATE IDEAS 8; RESEARCH SPECIALISTS 8; WHAT IS A TYPICAL MARKET RESEARCH PROJECT? 9; MARKET RESEARCH ORGANIZATIONS 10 2. HOW QUALITATIVE FITS WITHIN THE WIDER WORLD OF RESEARCH 11 QUALITATIVE RESEARCH IN RELATION TO QUANTITATIVE RESEARCH 11; THE INTERPLAY OF QUALITATIVE AND QUANTITATIVE METHODOLOGIES 14; A HEALTHY TRUCE 15 3. THE NATURE OF QUALITATIVE RESEARCH 18 IN THE BEGINNING 18; COMMERCIAL RESEARCH AND ACADEMIC RESEARCH 19; DOING QUALITATIVE RESEARCH 19; QUALITATIVE THEORIES OF PRACTICE 21; DIFFERENT MINDSETS IN PRACTICE 23 4. THE BUSINESS OF QUALITATIVE RESEARCH 27 A CAMEL WITH TWO HUMPS 27; WHO COMMISSIONS QUALITATIVE RESEARCH? 28; DECIDING ON THE NEED FOR RESEARCH 30; CHOOSING THE AGENCY OR RESEARCHER TO DO THE WORK 31; THE CLIENT BRIEF 32; HORSES FOR COURSES 36 IMAGE 3 VI * CONTENTS 5. RESEARCH ISSUES THAT CALL FOR QUALITATIVE METHODS 37 EXPLORATORY STUDIES 38; UNDERSTANDING A SPECIFIC MARKET, BRAND OR SOCIAL ISSUE 41; DEVELOPING CONSUMER TYPOLOGIES 44; NEW PRODUCT OR SERVICE DEVELOPMENT 48; DEVELOPING A COMMUNICATIONS CAMPAIGN 54; ADVERTISING DEVELOPMENT 58; CHANGING ORGANIZATIONAL CULTURE 65; EXPLORING GLOBAL/CULTURAL ISSUES 68 6. QUALITATIVE RESEARCH METHODOLOGIES 71 THE CHANGING FACE OF QUALITATIVE RESEARCH 71; THE RANGE OF QUALITATIVE METHODOLOGIES 72; INTERVIEWING AS A RESEARCH METHODOLOGY 73; QUALITATIVE RESEARCH USING DIGITAL MEDIA 85; OBSERVATION AND ETHNOGRAPHIC RESEARCH 89; THE PARTICIPANT- RESEARCHER 93; DELIBERATIVE RESEARCH 96; SEMIOTICS 98; RESEARCHING ACCESSIBLE DATA SOURCES 99; THE FUTURE OF QUALITATIVE RESEARCH METHODOLOGIES 100 7. IMPROVING INTERVIEWING (AND OTHER) SKILLS 102 COMMUNICATION: THE ROOT OF ALL QUALITATIVE RESEARCH 102; COMMUNICATION BEFORE THE RESEARCH SESSION 106; THE FIRST FIVE MINUTES: ESTABLISHING RAPPORT 107; USING NON-VERBAL COMMUNICATION 109; THE POWER OF WORDS 112; BRINGING IT ALL TOGETHER 118; OVERCOMING COMMUNICATION PROBLEMS 119; GENERALIZING TO OTHER RESEARCH METHODOLOGIES 124 8. RESEARCH STIMULI 125 WHAT ARE RESEARCH STIMULI? 125; THE ROLE OF RESEARCH STIMULI 127; THE LIMITATIONS OF RESEARCH STIMULI 131; THE ROLE OF STIMULI IN ADVERTISING DEVELOPMENT 132; THE SKILL OF ADVERTISING DEVELOPMENT RESEARCH 141 9. PROJECTIVE TECHNIQUES 143 THE ROLE OF PROJECTIVE TECHNIQUES 144; CONTRIBUTIONS FROM THE SOCIAL SCIENCES 144; CONTRIBUTIONS FROM NEUROSDENCE 146; LINKING THEORY WITH PRACTICE 149; PROJECTIVE TECHNIQUES 150; WHEN TO USE PROJECTIVE TECHNIQUES 162; GUIDELINES FOR USING PROJECTIVE TECHNIQUES 163; USING PROJECTIVE MATERIALS IN CLIENT FEEDBACK 165 10. CONSUMER INPUT TO IDEA GENERATION AND DEVELOPMENT 166 WHY USE CONSUMERS TO GENERATE NEW THINKING? 166; CREATIVE FORUMS 167; COMMUNICATING OUTCOMES FROM A CREATIVE FORUM 173; ONLINE CREATIVE COMMUNITIES 174 IMAGE 4 CONTENTS * VII 11. DESIGNING A QUALITATIVE RESEARCH PROJECT 177 RESPONDING TO THE CLIENT BRIEF 177; STRUCTURING THE PROPOSAL 178 12. MANAGING A QUALITATIVE RESEARCH PROJECT 188 GETTING THE PROJECT OFF THE GROUND 188; DEALING WITH THE PRACTICALITIES 188; RECRUITMENT 189; RESEARCH VENUES 193; THE IMPORTANCE OF PLANNING 195; MANAGING RELATIONSHIPS 196; ETHICS 202 13. THE HIDDEN PROCESSES OF ANALYSIS AND INTERPRETATION 203 THE ROLE OF ANALYSIS AND INTERPRETATION 203; DIFFERENT MODELS OF ANALYSIS 204; SPECIFIC STAGES OF ANALYSIS AND INTERPRETATION 209; THEORETICAL FRAMEWORKS 220; SATISFYING THE CLIENT AGENDA 225; COMPUTER-ASSISTED QUALITATIVE DATA ANALYSIS (CAQDAS) 228 14. COMMUNICATING QUALITATIVE RESEARCH OUTCOMES 230 CONSTRUCTING THE RESEARCH NARRATIVE 231; DELIVERING THE RESEARCH OUTCOMES 235; PREPARING FOR AND GIVING THE PRESENTATION 236; SOME EXAMPLES OF PRESENTATION CHARTS 241 15. MULTI-COUNTRY QUALITATIVE STUDIES 245 THE GROWTH OF MULTI-COUNTRY STUDIES 245; LOCAL OR GLOBAL? 246; COORDINATING MULTI-COUNTRY STUDIES 246; ORGANIZING STIMULI 248; VIEWING FACILITIES 248; GROUP MODERATION 249; TRANSLATION 249; ANALYSING AND COLLATING DATA 250; VARIATIONS BETWEEN COUNTRIES 250 V : REFERENCES 252 INDEX 257
any_adam_object	1
author	Keegan, Sheila
author_GND	(DE-588)138481091
author_facet	Keegan, Sheila
author_role	aut
author_sort	Keegan, Sheila
author_variant	s k sk
building	Verbundindex
bvnumber	BV036598642
classification_tum	WIR 803f
ctrlnum	(OCoLC)705715485 (DE-599)GBV600126919
discipline	Wirtschaftswissenschaften
format	Book
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id	DE-604.BV036598642
illustrated	Illustrated
indexdate	2024-07-09T22:43:52Z
institution	BVB
isbn	9780749454647
language	English
lccn	2009019016
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-020519198
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owner_facet	DE-91S DE-BY-TUM DE-188
physical	XII, 260 S. Ill., graph. Darst.
publishDate	2009
publishDateSearch	2009
publishDateSort	2009
publisher	Kogan Page
record_format	marc
series2	Market research in practice series
spelling	Keegan, Sheila Verfasser (DE-588)138481091 aut Qualitative research good decision making through understanding people, cultures and markets Sheila Keegan London [u.a.] Kogan Page 2009 XII, 260 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Market research in practice series Includes bibliographical references and index Marketing research Qualitative research Marketingforschung (DE-588)4200055-5 gnd rswk-swf Qualitative Methode (DE-588)4137346-7 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketing research. Qualitative research. Marktforschung (DE-588)4037630-8 s Qualitative Methode (DE-588)4137346-7 s DE-188 Marketingforschung (DE-588)4200055-5 s DE-601 pdf/application http://www.gbv.de/dms/zbw/600126919.pdf kostenfrei Inhaltsverzeichnis http://www.loc.gov/catdir/enhancements/fy1005/2009019016-b.html Contributor biographical information http://www.loc.gov/catdir/enhancements/fy1005/2009019016-d.html Publisher description http://www.loc.gov/catdir/enhancements/fy1005/2009019016-t.html Inhaltsverzeichnis GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020519198&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Keegan, Sheila Qualitative research good decision making through understanding people, cultures and markets Marketing research Qualitative research Marketingforschung (DE-588)4200055-5 gnd Qualitative Methode (DE-588)4137346-7 gnd Marktforschung (DE-588)4037630-8 gnd
subject_GND	(DE-588)4200055-5 (DE-588)4137346-7 (DE-588)4037630-8
title	Qualitative research good decision making through understanding people, cultures and markets
title_auth	Qualitative research good decision making through understanding people, cultures and markets
title_exact_search	Qualitative research good decision making through understanding people, cultures and markets
title_full	Qualitative research good decision making through understanding people, cultures and markets Sheila Keegan
title_fullStr	Qualitative research good decision making through understanding people, cultures and markets Sheila Keegan
title_full_unstemmed	Qualitative research good decision making through understanding people, cultures and markets Sheila Keegan
title_short	Qualitative research
title_sort	qualitative research good decision making through understanding people cultures and markets
title_sub	good decision making through understanding people, cultures and markets
topic	Marketing research Qualitative research Marketingforschung (DE-588)4200055-5 gnd Qualitative Methode (DE-588)4137346-7 gnd Marktforschung (DE-588)4037630-8 gnd
topic_facet	Marketing research Qualitative research Marketingforschung Qualitative Methode Marktforschung
url	http://www.gbv.de/dms/zbw/600126919.pdf http://www.loc.gov/catdir/enhancements/fy1005/2009019016-b.html http://www.loc.gov/catdir/enhancements/fy1005/2009019016-d.html http://www.loc.gov/catdir/enhancements/fy1005/2009019016-t.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020519198&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT keegansheila qualitativeresearchgooddecisionmakingthroughunderstandingpeopleculturesandmarkets

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