Qualitative Market Research

Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. In this respect, it can be used as both a continuous teaching text and training manual, or individual sections may be consulted to enhance knowledge of "best practices" and improve productivity in any specific research application. Section one begins with an overview of the history and philosophy behind the practice of qualitative research, using qualitative or quantitative approaches, organizing qualitative research (particularly those in "practice" such as research consultants), qualitative research applications (including product development, branding and advertising) and the varieties of qualitative research methods. Section two looks at the management of qualitative research and discusses project management, planning and budgeting issues. Section three looks at group moderation and interviewing techniques, and section four addresses the whole area of collecting and analyzing qualitative data, including discussion of computer-assisted software methods, as well as research reporting. This book meets the needs of several audiences by creating some common ground in the applied practice of qualitative research. It should consequently be invaluable reading to a wide readership, from social research methods students (particularly those in sociology, business, psychology, education, marketing and market research) to worldwide practitioners of qualitative research, both clients and consultants.

Table of Contents:
Introduction Understanding Qualitative Research What Is Qualitative Research Philosophical Foundations Qualitative versus 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 Barnstorming 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