Holdings: Qualitative research

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

Saved in:

Bibliographic Details
Main Author:	Keegan, Sheila (Author)
Format:	Book
Language:	English
Published:	London [u.a.] Kogan Page 2009
Series:	Market research in practice series
Subjects:	Marketing research Qualitative research Marketingforschung Qualitative Methode Marktforschung Marketing research. Qualitative research.
Online Access:	Inhaltsverzeichnis Contributor biographical information Publisher description Inhaltsverzeichnis Inhaltsverzeichnis
Item Description:	Includes bibliographical references and index
Physical Description:	XII, 260 S. Ill., graph. Darst.
ISBN:	9780749454647

Staff View

MARC


LEADER	00000nam a2200000 c 4500
001	BV036598642
003	DE-604
005	20100901
007	t
008	100803s2009 ad\|\| \|\|\|\| 00\|\|\| eng d
010			\|a 2009019016
020			\|a 9780749454647 \|9 978-0-7494-5464-7
035			\|a (OCoLC)705715485
035			\|a (DE-599)GBV600126919
040			\|a DE-604 \|b ger \|e aacr
041	0		\|a eng
049			\|a DE-91S \|a DE-188
084			\|a WIR 803f \|2 stub
100	1		\|a Keegan, Sheila \|e Verfasser \|0 (DE-588)138481091 \|4 aut
245	1	0	\|a Qualitative research \|b good decision making through understanding people, cultures and markets \|c Sheila Keegan
264		1	\|a London [u.a.] \|b Kogan Page \|c 2009
300			\|a XII, 260 S. \|b Ill., graph. Darst.
336			\|b txt \|2 rdacontent
337			\|b n \|2 rdamedia
338			\|b nc \|2 rdacarrier
490	0		\|a Market research in practice series
500			\|a Includes bibliographical references and index
650		0	\|a Marketing research
650		0	\|a Qualitative research
650	0	7	\|a Marketingforschung \|0 (DE-588)4200055-5 \|2 gnd \|9 rswk-swf
650	0	7	\|a Qualitative Methode \|0 (DE-588)4137346-7 \|2 gnd \|9 rswk-swf
650	0	7	\|a Marktforschung \|0 (DE-588)4037630-8 \|2 gnd \|9 rswk-swf
653			\|a Marketing research.
653			\|a Qualitative research.
689	0	0	\|a Marktforschung \|0 (DE-588)4037630-8 \|D s
689	0	1	\|a Qualitative Methode \|0 (DE-588)4137346-7 \|D s
689	0		\|5 DE-188
689	1	0	\|a Marketingforschung \|0 (DE-588)4200055-5 \|D s
689	1	1	\|a Qualitative Methode \|0 (DE-588)4137346-7 \|D s
689	1		\|5 DE-188
856	4		\|m DE-601 \|q pdf/application \|u http://www.gbv.de/dms/zbw/600126919.pdf \|z kostenfrei \|3 Inhaltsverzeichnis
856	4		\|u http://www.loc.gov/catdir/enhancements/fy1005/2009019016-b.html \|3 Contributor biographical information
856	4		\|u http://www.loc.gov/catdir/enhancements/fy1005/2009019016-d.html \|3 Publisher description
856	4		\|u http://www.loc.gov/catdir/enhancements/fy1005/2009019016-t.html \|3 Inhaltsverzeichnis
856	4	2	\|m GBV Datenaustausch \|q application/pdf \|u 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 \|3 Inhaltsverzeichnis
999			\|a oai:aleph.bib-bvb.de:BVB01-020519198

Record in the Search Index

_version_	1804143199134941184
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
fullrecord	<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02273nam a2200517 c 4500</leader><controlfield tag="001">BV036598642</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20100901 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">100803s2009 ad\|\| \|\|\|\| 00\|\|\| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2009019016</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780749454647</subfield><subfield code="9">978-0-7494-5464-7</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)705715485</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)GBV600126919</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-91S</subfield><subfield code="a">DE-188</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">WIR 803f</subfield><subfield code="2">stub</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Keegan, Sheila</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)138481091</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Qualitative research</subfield><subfield code="b">good decision making through understanding people, cultures and markets</subfield><subfield code="c">Sheila Keegan</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London [u.a.]</subfield><subfield code="b">Kogan Page</subfield><subfield code="c">2009</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XII, 260 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Market research in practice series</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Marketing research</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Qualitative research</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingforschung</subfield><subfield code="0">(DE-588)4200055-5</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Qualitative Methode</subfield><subfield code="0">(DE-588)4137346-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marktforschung</subfield><subfield code="0">(DE-588)4037630-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Marketing research.</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Qualitative research.</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marktforschung</subfield><subfield code="0">(DE-588)4037630-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Qualitative Methode</subfield><subfield code="0">(DE-588)4137346-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Marketingforschung</subfield><subfield code="0">(DE-588)4200055-5</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Qualitative Methode</subfield><subfield code="0">(DE-588)4137346-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="m">DE-601</subfield><subfield code="q">pdf/application</subfield><subfield code="u">http://www.gbv.de/dms/zbw/600126919.pdf</subfield><subfield code="z">kostenfrei</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/enhancements/fy1005/2009019016-b.html</subfield><subfield code="3">Contributor biographical information</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/enhancements/fy1005/2009019016-d.html</subfield><subfield code="3">Publisher description</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/enhancements/fy1005/2009019016-t.html</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">GBV Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">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</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-020519198</subfield></datafield></record></collection>
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
oclc_num	705715485
open_access_boolean	1
owner	DE-91S DE-BY-TUM DE-188
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

Holdings

There is no print copy available.

Interlibrary loan Place Request Caution: Not in THWS collection! Indexes
Indexes
Indexes

MARC

Record in the Search Index

There is no print copy available.

Similar Items