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Qualitative Marketing Research

Author : David Carson

Publisher : SAGE

Page : 255 pages

File Size : 44,66 MB

Release : 2001-02-01

Category : Business & Economics

ISBN : 1446234983

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Book Description

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.



Qualitative Research in Intelligence and Marketing

Author : Alf H. Walle

Publisher : Bloomsbury Publishing USA

Page : 262 pages

File Size : 13,45 MB

Release : 2000-10-30

Category : Business & Economics

ISBN : 1567509649

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Book Description

Although competitive intelligence and contemporary marketing research evolved from different intellectual traditions, both are indebted to qualitative methods of research and analysis. Walle shows that by merging their strategies in relevant ways, both fields grow even more robust and responsive to the needs of business clients and decision makers. Written by a noted humanist/social scientist with a wide ranging background in competitive intelligence and marketing research, this book can be viewed as a breakthrough. It is the first book to juxtapose, compare, and integrate the qualitative methods of marketing research with those of competitive intelligence. Among its many important features is a discussion of how to conduct a qualitative audit that assesses the degree to which an organization is able to take full advantage of qualitative analytic techniques. Walle reminds us that the qualitative social sciences and humanities have a strong tradition within intelligence, one that dates back to World War II. Although innovations from the qualitative social sciences and humanities were developed 50 years ago, they were allowed to atrophy as the principle researchers of the time re-entered civilian life. Walle updates and revives them, and shows readers how to do it themselves for their own business purposes. The book reintroduces the World War II-era culture at a distance method that applied qualitative social sciences and humanities to intelligence, but updates them in terms of advances that have taken place since then. It also provides useful means to merge competitive intelligence and contemporary marketing research in ways that will result in collaboration and mutual understanding. Finally, Walle provides an appendix that discusses how to recruit and motivate researchers, whose training comes out of the humanities but whose contributions to business will prove of exceptional value. This is an important new resource for marketing practitioners and graduate level students and their teachers.



Marketing Research Methods

Author : Mercedes Esteban-Bravo

Publisher : Cambridge University Press

Page : 883 pages

File Size : 46,81 MB

Release : 2021-01-28

Category : Business & Economics

ISBN : 1108834981

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Book Description

Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.



Market Intelligence

Author : Martin Callingham

Publisher : Kogan Page Publishers

Page : 238 pages

File Size : 22,48 MB

Release : 2004

Category : Business & Economics

ISBN : 9780749442019

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Book Description

The aim of this title is to examine the client-side perspective of market research and describe the pitfalls and problems when commissioning, briefing and using market research.



Qualitative Consumer and Marketing Research

Author : Russell Belk

Publisher : SAGE

Page : 244 pages

File Size : 48,22 MB

Release : 2012-12-14

Category : Business & Economics

ISBN : 1446290395

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Book Description

How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.



Digital Tools for Qualitative Research

Author : Trena Paulus

Publisher : SAGE

Page : 408 pages

File Size : 18,77 MB

Release : 2013-12-30

Category : Social Science

ISBN : 1446292967

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Book Description

Digital Tools for Qualitative Research shows how the research process in its entirety can be supported by technology tools in ways that can save time and add robustness and depth to qualitative work. It addresses the use of a variety of tools (many of which may already be familiar to you) to support every phase of the research process, providing practical case studies taken from real world research. The text shows you how to select and use technology tools to: engage in reflexivity collaborate with other researchers and stakeholders manage your project do your literature review generate and manage your data transcribe and analyse textual, audio and visual data and represent and share your findings. The book also considers important ethical issues surrounding the use of various technologies in each chapter. On the companion website, you′ll find lots of additional resources including video tutorials and activities. Whether you′re a novice or expert social researcher, this book will inspire you to think creatively about how to approach your research project and get the most out of the huge range of tools available to you.



Developing Brands with Qualitative Market Research

Author : Mike Owen

Publisher : SAGE

Page : 157 pages

File Size : 28,75 MB

Release : 2002-07-18

Category : Business & Economics

ISBN : 1847876978

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Book Description

'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.



Intelligence Analysis

Author : National Research Council

Publisher : National Academies Press

Page : 352 pages

File Size : 19,97 MB

Release : 2011-03-08

Category : Social Science

ISBN : 0309210925

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Book Description

The U.S. intelligence community (IC) is a complex human enterprise whose success depends on how well the people in it perform their work. Although often aided by sophisticated technologies, these people ultimately rely on their own intellect to identify, synthesize, and communicate the information on which the nation's security depends. The IC's success depends on having trained, motivated, and thoughtful people working within organizations able to understand, value, and coordinate their capabilities. Intelligence Analysis provides up-to-date scientific guidance for the intelligence community (IC) so that it might improve individual and group judgments, communication between analysts, and analytic processes. The papers in this volume provide the detailed evidentiary base for the National Research Council's report, Intelligence Analysis for Tomorrow: Advances from the Behavioral and Social Sciences. The opening chapter focuses on the structure, missions, operations, and characteristics of the IC while the following 12 papers provide in-depth reviews of key topics in three areas: analytic methods, analysts, and organizations. Informed by the IC's unique missions and constraints, each paper documents the latest advancements of the relevant science and is a stand-alone resource for the IC's leadership and workforce. The collection allows readers to focus on one area of interest (analytic methods, analysts, or organizations) or even one particular aspect of a category. As a collection, the volume provides a broad perspective of the issues involved in making difficult decisions, which is at the heart of intelligence analysis.



Revolutionizing the AI-Digital Landscape

Author : Alex Khang

Publisher : CRC Press

Page : 367 pages

File Size : 22,14 MB

Release : 2024-06-07

Category : Business & Economics

ISBN : 1040038301

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Book Description

This book investigates the growing influence of artificial intelligence in the marketing sphere, providing insights into how AI can be harnessed for developing more effective and efficient marketing strategies. In addition, the book will also offer a comprehensive overview of the various digital marketing tools available to entrepreneurs, discussing their features, benefits, and potential drawbacks. This will help entrepreneurs make well-informed decisions when selecting the tools most suited to their needs and objectives. It is designed to help entrepreneurs develop and implement successful strategies, leveraging the latest tools and technologies to achieve their business goals. As the digital landscape continues to evolve rapidly, this book aims to serve as a valuable resource for entrepreneurs looking to stay ahead of the curve and capitalize on new opportunities. The book's scope encompasses a wide range of topics, including customer experience, content marketing, AI strategy, and digital marketing tools.



Advances in Digital Marketing in the Era of Artificial Intelligence

Author : Moez Ltifi

Publisher : CRC Press

Page : 329 pages

File Size : 20,79 MB

Release : 2024-07-12

Category : Business & Economics

ISBN : 1040031668

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Book Description

This book highlights the technological advances that are transforming the future of digital marketing and covers important areas of research in this field. The book demonstrates advances in digital marketing as well as tools, techniques, methods and strategies based on artificial intelligence. It also identifies gaps in research into effective digital marketing tools, techniques and methods, and it bridges the interaction between digital marketing strategies and organisations’ business plans, on the one hand, and customer relations, on the other, in the age of artificial intelligence. This book presents the concepts and applications of digital marketing in the age of artificial intelligence to readers in a comprehensive manner. The book highlights the major breakthroughs and technologies in digital marketing for effective interaction, analysis, prediction and design to formulate the best strategy for a business by using artificial intelligence solutions. This enables specialists to apply advances in digital marketing in the age of artificial intelligence in the right way to serve customers and solve business problems in this competitive age. Covering the intersection of marketing and artificial intelligence, this book is a first-rate reference and an indispensable resource for business leaders, academics, salespeople, marketing professionals, managers, business owners, researchers, practitioners, instructors, college and university libraries, students, consultants, businesspeople, computer scientists, and customer-focused institutions.