Qualitative Research : Good Decision Making Through Understanding People, Cultures and Markets

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  • Format: Paperback
  • Copyright: 2009-11-28
  • Publisher: Kogan Page Ltd
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Sheila Keegan, psychologist and market research practitioner, outlines the history of qualitative research, its purpose and role, its relationship to quantitative research, ethical issues it provokes, and how to analyze, interpret, and communicate research results. She presents different theoretical models within which qualitative research operates and uses case studies to show how these frameworks differ between the UK, Europe, the US and other countries.

Author Biography

Sheila Keegan is a Chartered Psychologist and has a doctorate in Organizational Change. In 1983, she co-founded Campbell Keegan Ltd, a business psychology consultancy working in the private and public sectors. A qualitative researcher for more than 25 years, she helps clients to make better decisions in the areas of business strategy, social policy and organizational change management. She is a Fellow of The Market Research Society and a Fellow of Bath Business School.

Table of Contents

About MRSp. viii
The editorial boardp. ix
Acknowledgementsp. xi
Introductionp. 1
Market research: the big picturep. 3
The purpose of market researchp. 3
The growth of marketing and market researchp. 5
The spread of market research techniquesp. 6
Using market research to generate ideasp. 8
Research specialistsp. 8
What is a typical market research project?p. 9
Market research organizationsp. 10
How 'qualitative' fits within the wider world of researchp. 11
Qualitative research in relation to quantitative researchp. 11
The interplay of qualitative and quantitative methodologiesp. 14
A healthy trucep. 15
The nature of qualitative researchp. 18
In the beginningp. 18
Commercial research and academic researchp. 19
'Doing' qualitative researchp. 19
Qualitative theories of practicep. 21
Different mindsets in practicep. 23
The business of qualitative researchp. 27
A camel with two humpsp. 27
Who commissions qualitative research?p. 28
Deciding on the need for researchp. 30
Choosing the agency or researcher to do the workp. 31
The client briefp. 32
Horses for coursesp. 36
Research issues that call for qualitative methodsp. 37
Exploratory studiesp. 38
Understanding a specific market, brand or social issuep. 41
Developing consumer typologiesp. 44
New product or service developmentp. 48
Developing a communications campaignp. 54
Advertising developmentp. 58
Changing organizational culturep. 65
Exploring global/ cultural issuesp. 68
Qualitative research methodologiesp. 71
The changing face of qualitative researchp. 71
The range of qualitative methodologiesp. 72
Interviewing as a research methodologyp. 73
Qualitative research using digital mediap. 85
Observation and ethnographic researchp. 89
The participant- researcherp. 93
Deliberative researchp. 96
Semioticsp. 98
Researching accessible data sourcesp. 99
The future of qualitative research methodologiesp. 100
Improving interviewing (and other) skillsp. 102
Communication: the root of all qualitative researchp. 102
Communication before the research sessionp. 106
The first five minutes: establishing rapportp. 107
Using non-verbal communicationp. 109
The power of wordsp. 112
Bringing it all togetherp. 118
Overcoming communication problemsp. 119
Generalizing to other research methodologiesp. 124
Research stimulip. 125
What are research stimuli?p. 125
The role of research stimulip. 127
The limitations of research stimulip. 131
The role of stimuli in advertising developmentp. 132
The skill of advertising development researchp. 141
Projective techniquesp. 143
The role of projective techniquesp. 144
Contributions from the social sciencesp. 144
Contributions from neurosciencep. 146
Linking theory with practicep. 149
Projective techniquesp. 150
When to use projective techniquesp. 162
Guidelines for using projective techniquesp. 163
Using projective materials in client feedbackp. 165
Consumer input to idea generation and developmentp. 166
Why use consumers to generate new thinking?p. 166
Creative forumsp. 167
Communicating outcomes from a creative forump. 173
Online creative communitiesp. 174
Designing a qualitative research projectp. 177
Responding to the client briefp. 177
Structuring the proposalp. 178
Managing a qualitative research projectp. 188
Getting the project off the groundp. 188
Dealing with the practicalitiesp. 188
Recruitmentp. 189
Research venuesp. 193
The importance of planningp. 195
Managing relationshipsp. 196
Ethicsp. 202
The 'hidden' processes of analysis and interpretationp. 203
The role of analysis and interpretationp. 203
Different models of analysisp. 204
Specific stages of analysis and interpretationp. 209
Theoretical frameworksp. 220
Satisfying the client agendap. 225
Computer-assisted qualitative data analysis (CAQDAS)p. 228
Communicating qualitative research outcomesp. 230
Constructing the research narrativep. 231
Delivering the research outcomesp. 235
Preparing for and giving the presentationp. 236
Some examples of presentation chartsp. 241
Multi-country qualitative studiesp. 245
The growth of multi-country studiesp. 245
Local or global?p. 246
Coordinating multi-country studiesp. 246
Organizing stimulip. 248
Viewing facilitiesp. 248
Group moderationp. 249
Translationp. 249
Analysing and collating datap. 250
Variations between countriesp. 250
Referencesp. 252
Indexp. 257
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