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Qualitative market research : a comprehensive guide / Hy Mariampolski.

By: Material type: TextTextPublisher: London : SAGE, 2001Description: 256pISBN:
  • 0761969454 (pbk.) :
  • 0761969446
Subject(s): DDC classification:
  • 658.83
Contents:
List of Tables -- Introduction -- Acknowledgements -- Sect. 1. Understanding Qualitative Research -- 1.1. What Is Qualitative Research -- 1.2. Philosophical Foundations -- 1.3. Qualitative vs. Quantitative -- 1.4. Organizing Qualitative Research -- 1.5. Qualitative Research Applications -- 1.6. Varieties of Qualitative Research -- 1.7. Benefits of Qualitative Research -- 1.8. Reducing Bias and Error -- 1.9. Inappropriate Uses -- Sect. 2. Managing Qualitative Research -- 2.1. Understanding Internal Client Needs -- 2.2. Developing a Useful Project Brief -- 2.3. Determining Clear Project Objectives -- 2.4. Project Planning -- 2.5. Project Budgeting -- 2.6. Global Fieldwork -- 2.7. Locating, Comparing and Selecting Research Firms and Moderators -- 2.8. Locating and Selecting Field Facilities -- 2.9. Conducting Research in Homes and Offices -- 2.10. Other Resources -- 2.11. Recruitment Issues and Concerns -- 2.12. Creating an Effective and Foolproof Screener -- 2.13. Quality Management of Screening -- Sect. 3. Group Moderation and Interviewing Techniques -- 3.1. Preparing for an Interview -- 3.2. The Qualitative Researcher's Frame of Mind -- 3.3. What Are we Looking for -- 3.4. Thinking Creatively -- 3.5. Creating and Using Discussion and Observation Guides -- 3.6. Guidelines for Observing Research Sessions -- 3.7. The Stages of a Research Interview -- 3.8. Playing the Moderator Role -- 3.9. Understanding Respondent Motivations -- 3.10. Using Group Dynamics Effectively -- 3.11. Asking Questions Fairly -- 3.12. Probing -- 3.13. Interpreting Body Language -- 3.14. Exercises in the Focus Group -- 3.15. Projective and Elicitation Techniques -- 3.16. Problem Participants and How to Manage them -- 3.17. Keeping the Discussion Focused -- 3.18. Managing Interview Contingencies -- 3.19. Closing the Interview Effectively -- 3.20. Maximizing the Usefulness of Creative Brainstorming Sessions -- 3.21. Maximizing the Effectiveness of Observational Research -- 3.22. Maximizing the Effectiveness of Research with Special Populations -- Sect. 4. Qualitative Analysis, Reporting and Internal Communication -- 4.1. Collecting Data -- 4.2. Reporting -- 4.3. Developing Persuasive Presentations -- 4.4. Closing the Engagement -- 4.5. Advancing the Research Function -- Appendix -- Endnotes -- References -- Index.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.83 MAR (Browse shelf(Opens below)) 1 Available A295358B

List of Tables -- Introduction -- Acknowledgements -- Sect. 1. Understanding Qualitative Research -- 1.1. What Is Qualitative Research -- 1.2. Philosophical Foundations -- 1.3. Qualitative vs. Quantitative -- 1.4. Organizing Qualitative Research -- 1.5. Qualitative Research Applications -- 1.6. Varieties of Qualitative Research -- 1.7. Benefits of Qualitative Research -- 1.8. Reducing Bias and Error -- 1.9. Inappropriate Uses -- Sect. 2. Managing Qualitative Research -- 2.1. Understanding Internal Client Needs -- 2.2. Developing a Useful Project Brief -- 2.3. Determining Clear Project Objectives -- 2.4. Project Planning -- 2.5. Project Budgeting -- 2.6. Global Fieldwork -- 2.7. Locating, Comparing and Selecting Research Firms and Moderators -- 2.8. Locating and Selecting Field Facilities -- 2.9. Conducting Research in Homes and Offices -- 2.10. Other Resources -- 2.11. Recruitment Issues and Concerns -- 2.12. Creating an Effective and Foolproof Screener -- 2.13. Quality Management of Screening -- Sect. 3. Group Moderation and Interviewing Techniques -- 3.1. Preparing for an Interview -- 3.2. The Qualitative Researcher's Frame of Mind -- 3.3. What Are we Looking for -- 3.4. Thinking Creatively -- 3.5. Creating and Using Discussion and Observation Guides -- 3.6. Guidelines for Observing Research Sessions -- 3.7. The Stages of a Research Interview -- 3.8. Playing the Moderator Role -- 3.9. Understanding Respondent Motivations -- 3.10. Using Group Dynamics Effectively -- 3.11. Asking Questions Fairly -- 3.12. Probing -- 3.13. Interpreting Body Language -- 3.14. Exercises in the Focus Group -- 3.15. Projective and Elicitation Techniques -- 3.16. Problem Participants and How to Manage them -- 3.17. Keeping the Discussion Focused -- 3.18. Managing Interview Contingencies -- 3.19. Closing the Interview Effectively -- 3.20. Maximizing the Usefulness of Creative Brainstorming Sessions -- 3.21. Maximizing the Effectiveness of Observational Research -- 3.22. Maximizing the Effectiveness of Research with Special Populations -- Sect. 4. Qualitative Analysis, Reporting and Internal Communication -- 4.1. Collecting Data -- 4.2. Reporting -- 4.3. Developing Persuasive Presentations -- 4.4. Closing the Engagement -- 4.5. Advancing the Research Function -- Appendix -- Endnotes -- References -- Index.

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