| Description |
1 online resource (xiii, 312 pages) |
| Contents |
Understanding Qualitative Research -- What is Qualitative Research -- Searching for a Definition -- The Importance of Qualitative Methods -- Philosophical Foundations -- The Historical Tradition -- The Professional Challenge -- Core Goals and Ideals -- Absorbing an Intellectual Heritage -- Max Weber -- Georg Simmel -- Husserl, Schutz and phenomenology -- Franz Boas, Bronislaw Malinowski, Margaret Mead and Edward Sapir -- Freud, Jung and classical psychoanalysis -- Symbolic interactionism -- Robert Park and the Chicago School -- Erving Goffman -- Carl Rogers -- Edward T. Hall -- Qualitative VS. Quantitative -- Exploratory -- Explanatory -- Organizing Qualitative Research -- Subdivisions of the Field -- Clients -- Consultants and Support Agencies -- Suppliers -- Qualitative Research as a Career -- Responsibilities of the Qualitative Research Consultant -- Entering the Field -- The Professional Affiliations of Qualitative Researchers -- Qualitative Research Applications -- Consumer Familiarization and Cultural Assessments -- Idea Generation -- New Product Development Studies -- Positioning Studies -- Branding Studies -- Attitude and Usage Studies/Satisfaction Studies -- Naming and Packaging Evaluations -- Advertising/Copy and Promotional Development -- Usability Testing -- Other Uses -- Varieties of Qualitative Research -- Focus Groups -- When to use focus groups -- Benefits of focus groups -- Problems associated with focus groups -- Individual Depth Interviews -- When to use IDIs -- Focus groups vs. IDIs |
| Summary |
This text guides the reader through a research project from the perspective of both user and practitioner. It meets the needs of several audiences by creating common ground in the applied practice of qualitative research |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Marketing research.
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Qualitative research.
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| Form |
Electronic book
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| ISBN |
0761969446 (c) |
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0761969454 (p) |
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1412985528 (ebook) |
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9780761969440 (c) |
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9780761969457 (p) |
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9781412985529 (ebook) |
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(p) |
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(p) |
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