Qualitative marketing research: understanding consumers behaviour
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London
Routledge
2019
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | vii, 237 Seiten |
| ISBN: | 9781138607743 9781138607767 |
Staff View
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Record in the Search Index
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| adam_text | Contents
Introduction
1 Why we need qualitative research methods: the role of
research in marketing
Data-based marketing decisions 4
Qualitative vs. quantitative: choosing the right methodology 6
How qualitative research can help to answer
marketing questions 11
2 From consciousness to unconsciousness: evolution in
understanding consumers and its consequences for
qualitative marketing research practice
Traditional way of understanding the consumer: a rational
being aware of own attitudes and needs 23
New approach to the consumer: an emotional being not
fully aware of own attitudes, needs, and motives 26
Discovering the unconscious mind and its implications for
qualitative marketing research 27
Marketing evidence for the existence of unconscious and
automatic processes 34
Evolution of qualitative research: from collecting
information to the search for understanding 36
3 Qualitative methods: the different tools in the hands of
a marketing researcher
Classic qualitative marketing research methods: focus group
interviews and individual in-depth interviews 48
Shorter, longer, differently: variations around focus groups 52
Interactive methods: confrontational and creativity groups 57
Closer to the real experience: ethnographic research and
observation in the marketing research context 60
Exploring new technologies: qualitative online research 65
vi Contents
4 Projective and enabling techniques: a way to go beyond declarations
What are projective techniquesf 72
When projective and enabling techniques can and should
be used in marketing research 74
Types of projective techniques: individual vs. group,
verbal vs. non-verbal, relational vs. non-relational, etc. 77
Key success factor: appropriate selection of interview stimuli 81
Projective and enabling techniques most commonly used
in marketing research 83
Examples of enabling techniques 94
Analysis and interpretation of projective and enabling
techniques 97
5 Step 1: defining the research questions and research schemata
Beyond moderation: different stages of qualitative research 104
Defining the research area: from marketing questions to
research questions 104
Designing research schemata: quantitative thinking in
qualitative research 110
Additional rules for selecting respondents 121
Number and type of interviews: final design of
research schemata 126
Most common mistakes in planning research schemata 130
6 Step 2: discussion guide - the art of asking the right questions
Elementary rules for a good discussion guide 136
Question type rules 145
Question and topic sequence rules 148
Pilot interview: the last check of the discussion guide 153
7 Step 3: conducting an interview - the difference between
good and bad moderators
Good moderation: a skill or a gift? 157
Choosing a moderator for a particular research project 160
Characteristics of a good moderator 162
Types of skills advisable for group discussion 168
Types of skills advisable for ethnographic research 174
Additional skills essential in qualitative research 175
Six major mistakes in moderation 179
8
72
104
136
157
185
Step 4: analysing and interpreting qualitative data
Why qualitative data analysis is difficult 185
Qualitative data analysis framework 187
Contents vii
Types of qualitative marketing research results presentation 193
Principles of qualitative data analysis 197
The final report 200
Concluding chapter: future developments in qualitative
marketing research 209
Why will qualitative research in marketing not disappear? 209
Qualitative research of the future 214
Appendix 1: Example of qualitative research guide prepared
for research on seniors 60+
Appendix 2
Index
218
229
234
|
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| discipline | Wirtschaftswissenschaften |
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| indexdate | 2024-07-10T08:13:14Z |
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| isbn | 9781138607743 9781138607767 |
| language | English |
| lccn | 018025170 |
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| physical | vii, 237 Seiten |
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| publisher | Routledge |
| record_format | marc |
| spelling | Maison, Dominika Verfasser aut Qualitative marketing research understanding consumers behaviour Dominika Maison London Routledge 2019 vii, 237 Seiten txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing research Qualitative research Psychologie (DE-588)4047704-6 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf Verbraucher (DE-588)4062632-5 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Qualitative Methode (DE-588)4137346-7 gnd rswk-swf Marketingforschung (DE-588)4200055-5 s Qualitative Methode (DE-588)4137346-7 s Verbraucherverhalten (DE-588)4062644-1 s Verbraucher (DE-588)4062632-5 s Psychologie (DE-588)4047704-6 s b DE-604 Erscheint auch als Online-Ausgabe 978-0-429-46702-8 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030651442&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Maison, Dominika Qualitative marketing research understanding consumers behaviour Marketing research Qualitative research Psychologie (DE-588)4047704-6 gnd Marketingforschung (DE-588)4200055-5 gnd Verbraucher (DE-588)4062632-5 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Qualitative Methode (DE-588)4137346-7 gnd |
| subject_GND | (DE-588)4047704-6 (DE-588)4200055-5 (DE-588)4062632-5 (DE-588)4062644-1 (DE-588)4137346-7 |
| title | Qualitative marketing research understanding consumers behaviour |
| title_auth | Qualitative marketing research understanding consumers behaviour |
| title_exact_search | Qualitative marketing research understanding consumers behaviour |
| title_full | Qualitative marketing research understanding consumers behaviour Dominika Maison |
| title_fullStr | Qualitative marketing research understanding consumers behaviour Dominika Maison |
| title_full_unstemmed | Qualitative marketing research understanding consumers behaviour Dominika Maison |
| title_short | Qualitative marketing research |
| title_sort | qualitative marketing research understanding consumers behaviour |
| title_sub | understanding consumers behaviour |
| topic | Marketing research Qualitative research Psychologie (DE-588)4047704-6 gnd Marketingforschung (DE-588)4200055-5 gnd Verbraucher (DE-588)4062632-5 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Qualitative Methode (DE-588)4137346-7 gnd |
| topic_facet | Marketing research Qualitative research Psychologie Marketingforschung Verbraucher Verbraucherverhalten Qualitative Methode |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030651442&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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