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Qualitative Market Research
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Qualitative Market Research
Principle & Practice

Seven Volume Set
Edited by:
  • Gill Ereaut - Independent Market Research Consultant
  • Mike Imms - Independent Market Research Consultant
  • Martin Callingham - Independent Market Research Consultant and Birkbeck College, London

September 2002 | 1 112 pages | SAGE Publications Ltd
`Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a "must-have"' - Admap

`This is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' - Mick Williamson, Creative Director, TRBI for In Brief magazine

`It will be essential reading for anyone involved with qualitative market research' - David Barr, Director General of the Market Research Society

`An ideal resource for people aiming for a qualitative market research career, for academics interested to know more about an important field of application for qualitative research methods, or for those who are already engaged in the field and who wish to update their skills and reflect on their practice and profession' - Nigel Fielding, University of Surrey

Qualitative Market Research is a landmark publishing event. The seven volumes provide, for the first time, complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience. The set fills two important market gaps: it offers commercial practitioners authoritative source texts for training and professional development; and provides students and researchers with an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic.

The seven books have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work. Those new to market research will be provided with a complete map of qualitative market research theory and practice (including brands and advertising theory) and the stimulation to discuss and learn more with tutors and practitioners.

Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies.


 
VOLUME ONE: AN INTRODUCTION TO QUALITATIVE MARKET RESEARCH
Mike Imms and Gill Ereaut
Introduction
What Is Qualitative Market Research?

 
 
Characteristics of Qualitative Market Research as a Commercial Practice
 
What Do Organizations Get from Qualitative Market Research?
 
What Does the Qualitative Market Research Industry Look Like?
 
Defining the Problem and Designing the Project
 
How Local and International Qualitative Market Research Projects Work
 
Ethics and Professional Standards
 
VOLUME TWO: INTERVIEWING GROUPS AND INDIVIDUALS IN QUALITATIVE MARKET RESEARCH
Joanna Chrzanowska
Introduction
The Inside Story of a Focus Group

 
 
The Nature of Qualitative Market Research Interviewing
 
Implicit and Explicit Theories about What Qualitative Market Research Can Discover
 
Implicit and Explicit Theories That have Influenced the Practice of Qualitative Market Research
 
The Interviewing Relationship
 
Planning an Interview or Group Discussion
 
Interviewing Skills
 
Enhancing the Interview with Stimulus Material and Projective Techniques
 
`Informed Eclecticism'
Choosing and Using Interview Approaches

 
 
VOLUME THREE: METHODS BEYOND INTERVIEWING IN QUALITATIVE MARKET RESEARCH
Philly Desai
Introduction
The Interview in Social and Market Research

 
 
Observation and Ethnography
 
Research, Creativity and the Future
 
Research and Consultation in the Public Sector
 
Semiotics and Cultural Analysis
 
Qualitative Market Research and the Internet
 
Conclusions
 
VOLUME FOUR: ANALYSIS AND INTERPRETATION IN QUALITATIVE MARKET RESEARCH
Gill Ereaut
PART ONE: CONTEXT
 
Introduction
The Status of Analysis and Interpretation in Qualitative Market Research

 
 
Qualitative Research as a Commercial Activity
 
Frameworks for Thinking
Eclecticism, Pragmatism and Theory

 
 
PART TWO: PROCESSES IN ANALYSIS AND INTERPRETATION
 
The Experience of Analysis and Interpretation in Commercial Qualitative Research
 
Processes of `Analysis'
 
Processes of `Interpretation' I
The Micro-Level

 
 
Processes of `Interpretation' II
The Macro-Level

 
 
Computer-Assisted Qualitative Data Analysis - CAQDAS
 
PART THREE: ISSUES OF QUALITY
 
Quality, Validity and Value in Qualitative Market Research
 
What Is `Best Practice' in Analysis and Interpretation?
 
VOLUME FIVE: DEVELOPING BRANDS WITH QUALITATIVE MARKET RESEARCH
Jon Chandler and Mike Owen
Introduction
 
The Nature of Brands
 
Brands and the Human Dimension
 
Branding and Brand Modelling
 
Why Use Qualitative Research to Look at Brands and Branding?
 
Research and Brand Development Process
 
The Structure of Brand Research
 
The Content of Brand Research
 
Developing Brands through Qualitative Research
 
VOLUME SIX: DEVELOPING ADVERTISING WITH QUALITATIVE MARKET RESEARCH
Judith Wardle
Introduction
Why Qualitative Research?

 
 
What Is Advertising?
 
How Advertising Works
 
The Planning Process and the Role of Research
 
The Research Process
From Briefing to Fieldwork

 
 
The Research Process
From Analysis and Interpretation to Presentation

 
 
Representations of the Advertising
 
The Politics of Advertising Research
 
International Advertising Research
 
VOLUME SEVEN: DELIVERING RESULTS IN QUALITATIVE MARKET RESEARCH
Geraldine Lillis
PART ONE: CONTEXT
 
Introduction
What Does Qualitative Market Research Deliver?

 
 
The Changing Business Environment
 
The Changing Business of Qualitative Market Research
 
PART TWO: DELIVERY
 
Defining Roles and Skills
 
Defining the Problem
 
Constructing the Story
 
Delivering the Goods
Which Method?

 
 
The Debrief or Presentation
 
Other Research Output

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ISBN: 9780761972723
$345.00