An Introduction to Qualitative Market Research by Mike Imms, Gill Ereaut

By Mike Imms, Gill Ereaut

Show description

Read or Download An Introduction to Qualitative Market Research PDF

Best introduction books

The Muqaddimah: An Introduction to History

The Muqaddimah, frequently translated as "Introduction" or "Prolegomenon," is an important Islamic heritage of the premodern international. Written via the good fourteenth-century Arab student Ibn Khaldûn (d. 1406), this enormous paintings laid down the rules of a number of fields of data, together with philosophy of background, sociology, ethnography, and economics.

The Evaluation and Optimization of Trading Strategies

A newly elevated and up-to-date variation of the buying and selling vintage, layout, trying out, and Optimization of buying and selling structures buying and selling platforms specialist Robert Pardo is again, and in The review and Optimization of buying and selling concepts , a completely revised and up-to-date variation of his vintage textual content layout, checking out, and Optimization of buying and selling structures , he unearths how he has perfected the programming and checking out of buying and selling platforms utilizing a winning battery of his personal time-proven concepts.

Additional info for An Introduction to Qualitative Market Research

Sample text

A knowledge perspective: Here we consider the broad organisational need for ‘knowledge’ – and the type of knowledge that qualitative market research represents. In this we have used frameworks provided by the discipline of Knowledge Management to underpin our discussion. • A perspective from organisational cultures: We need to recognise that part of the appeal of qualitative market research is that it meets the needs of certain types of organisational cultures and the way some organisations make decisions.

Relies on principles of statistics and positivist scientific method for its authority. • Qualitative: understanding, meaning and context – focusing on questions of ‘why’ through creating a holistic understanding of the subject’s viewpoint. Relies on quite different sources of authority such as interpretivist, phenomenological or cultural models. It must be stressed here that, at the extremes, certain organisational questions clearly need a qualitative or quantitative approach. For example, it is hard to imagine a reason for trying to collect retail audit data (what was bought, from where and when) qualitatively – it would simply be less accurate and less meaningful.

Each qualitative market research project is a ‘contract’ – and once contracted, the practitioner has limited autonomy over such factors as the scale and nature of the enquiry, timing and fees. Similarly, the scope of the project is specified by the client. • A key characteristic of commercial qualitative market research is that it has been largely ‘systematised’ into a unit of service that can be bought and sold. This unit of service tends to be a unit of fieldwork (groups and depths). ) designed to facilitate interviewbased fieldwork.

Download PDF sample

Rated 4.67 of 5 – based on 29 votes

Author: admin