Qualitative market research : a comprehensive guide /
Hy Mariampolski.
- 256p.
List of Tables -- Introduction -- Acknowledgements -- Understanding Qualitative Research -- What Is Qualitative Research -- Philosophical Foundations -- Qualitative vs. Quantitative -- Organizing Qualitative Research -- Qualitative Research Applications -- Varieties of Qualitative Research -- Benefits of Qualitative Research -- Reducing Bias and Error -- Inappropriate Uses -- Managing Qualitative Research -- Understanding Internal Client Needs -- Developing a Useful Project Brief -- Determining Clear Project Objectives -- Project Planning -- Project Budgeting -- Global Fieldwork -- Locating, Comparing and Selecting Research Firms and Moderators -- Locating and Selecting Field Facilities -- Conducting Research in Homes and Offices -- Other Resources -- Recruitment Issues and Concerns -- Creating an Effective and Foolproof Screener -- Quality Management of Screening -- Group Moderation and Interviewing Techniques -- Preparing for an Interview -- The Qualitative Researcher's Frame of Mind -- What Are we Looking for -- Thinking Creatively -- Creating and Using Discussion and Observation Guides -- Guidelines for Observing Research Sessions -- The Stages of a Research Interview -- Playing the Moderator Role -- Understanding Respondent Motivations -- Using Group Dynamics Effectively -- Asking Questions Fairly -- Probing -- Interpreting Body Language -- Exercises in the Focus Group -- Projective and Elicitation Techniques -- Problem Participants and How to Manage them -- Keeping the Discussion Focused -- Managing Interview Contingencies -- Closing the Interview Effectively -- Maximizing the Usefulness of Creative Brainstorming Sessions -- Maximizing the Effectiveness of Observational Research -- Maximizing the Effectiveness of Research with Special Populations -- Qualitative Analysis, Reporting and Internal Communication -- Collecting Data -- Reporting -- Developing Persuasive Presentations -- Closing the Engagement -- Advancing the Research Function -- Appendix -- Endnotes -- References -- Index. Sect. 1. 1.1. 1.2. 1.3. 1.4. 1.5. 1.6. 1.7. 1.8. 1.9. Sect. 2. 2.1. 2.2. 2.3. 2.4. 2.5. 2.6. 2.7. 2.8. 2.9. 2.10. 2.11. 2.12. 2.13. Sect. 3. 3.1. 3.2. 3.3. 3.4. 3.5. 3.6. 3.7. 3.8. 3.9. 3.10. 3.11. 3.12. 3.13. 3.14. 3.15. 3.16. 3.17. 3.18. 3.19. 3.20. 3.21. 3.22. Sect. 4. 4.1. 4.2. 4.3. 4.4. 4.5.