Developing brands with qualitative market research

著者

• Chandler, Jon
• Owen, Mike

書誌事項

Developing brands with qualitative market research

Jon Chandler and Mike Owen

（Qualitative market research : principle and practice / edited by Gill Ereaut, Mike Imms & Martin Callingham, 5）

Sage Publications, 2002

注記

Includes bibliographical references (p. [131]-136) and index

内容説明・目次

内容説明

`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.

目次

VOLUME ONE: AN INTRODUCTION TO QUALITATIVE MARKET RESEARCH Introduction - Mike Imms and Gill Ereaut What Is Qualitative Market Research? Characteristics of Qualitative Market Research as a Commercial Practice What Do Organizations Get from Qualitative Market Research? What Does the Qualitative Market Research Industry Look Like? Defining the Problem and Designing the Project How Local and International Qualitative Market Research Projects Work Ethics and Professional Standards VOLUME TWO: INTERVIEWING GROUPS AND INDIVIDUALS IN QUALITATIVE MARKET RESEARCH Introduction - Joanna Chrzanowska The Inside Story of a Focus Group The Nature of Qualitative Market Research Interviewing Implicit and Explicit Theories about What Qualitative Market Research Can Discover Implicit and Explicit Theories That have Influenced the Practice of Qualitative Market Research The Interviewing Relationship Planning an Interview or Group Discussion Interviewing Skills Enhancing the Interview with Stimulus Material and Projective Techniques `Informed Eclecticism' Choosing and Using Interview Approaches VOLUME THREE: METHODS BEYOND INTERVIEWING IN QUALITATIVE MARKET RESEARCH Introduction - Philly Desai The Interview in Social and Market Research Observation and Ethnography Research, Creativity and the Future Research and Consultation in the Public Sector Semiotics and Cultural Analysis Qualitative Market Research and the Internet Conclusions VOLUME FOUR: ANALYSIS AND INTERPRETATION IN QUALITATIVE MARKET RESEARCH PART ONE: CONTEXT - Gill Ereaut Introduction The Status of Analysis and Interpretation in Qualitative Market Research Qualitative Research as a Commercial Activity Frameworks for Thinking Eclecticism, Pragmatism and Theory PART TWO: PROCESSES IN ANALYSIS AND INTERPRETATION The Experience of Analysis and Interpretation in Commercial Qualitative Research Processes of `Analysis' Processes of `Interpretation' I The Micro-Level Processes of `Interpretation' II The Macro-Level Computer-Assisted Qualitative Data Analysis - CAQDAS PART THREE: ISSUES OF QUALITY Quality, Validity and Value in Qualitative Market Research What Is `Best Practice' in Analysis and Interpretation? VOLUME FIVE: DEVELOPING BRANDS WITH QUALITATIVE MARKET RESEARCH Introduction - Jon Chandler and Mike Owen The Nature of Brands Brands and the Human Dimension Branding and Brand Modelling Why Use Qualitative Research to Look at Brands and Branding? Research and Brand Development Process The Structure of Brand Research The Content of Brand Research Developing Brands through Qualitative Research VOLUME SIX: DEVELOPING ADVERTISING WITH QUALITATIVE MARKET RESEARCH Introduction - Judith Wardle Why Qualitative Research? What Is Advertising? How Advertising Works The Planning Process and the Role of Research The Research Process From Briefing to Fieldwork The Research Process From Analysis and Interpretation to Presentation Representations of the Advertising The Politics of Advertising Research International Advertising Research VOLUME SEVEN: DELIVERING RESULTS IN QUALITATIVE MARKET RESEARCH PART ONE: CONTEXT - Geraldine Lillis Introduction What Does Qualitative Market Research Deliver? The Changing Business Environment The Changing Business of Qualitative Market Research PART TWO: DELIVERY Defining Roles and Skills Defining the Problem Constructing the Story Delivering the Goods Which Method? The Debrief or Presentation Other Research Output

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詳細情報

• NII書誌ID(NCID): BA58558443
• ISBN:
  • 0761972722
• LCCN: 2002101993
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: London ; Thousand Oaks, Calif.
• ページ数/冊数: xvi, 140 p.
• 大きさ: 24 cm
• 親書誌ID:
  • BA5854674X