Qualitative Research

by Keegan, Sheila

• ISBN13: 9780749454647
• ISBN10: 0749454644
• Format: Paperback
• Copyright: 2009-11-28
• Publisher: Kogan Page Ltd

Summary

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 MRS	p. viii
The editorial board	p. ix
Acknowledgements	p. xi
Introduction	p. 1
Market research: the big picture	p. 3
The purpose of market research	p. 3
The growth of marketing and market research	p. 5
The spread of market research techniques	p. 6
Using market research to generate ideas	p. 8
Research specialists	p. 8
What is a typical market research project?	p. 9
Market research organizations	p. 10
How 'qualitative' fits within the wider world of research	p. 11
Qualitative research in relation to quantitative research	p. 11
The interplay of qualitative and quantitative methodologies	p. 14
A healthy truce	p. 15
The nature of qualitative research	p. 18
In the beginning	p. 18
Commercial research and academic research	p. 19
'Doing' qualitative research	p. 19
Qualitative theories of practice	p. 21
Different mindsets in practice	p. 23
The business of qualitative research	p. 27
A camel with two humps	p. 27
Who commissions qualitative research?	p. 28
Deciding on the need for research	p. 30
Choosing the agency or researcher to do the work	p. 31
The client brief	p. 32
Horses for courses	p. 36
Research issues that call for qualitative methods	p. 37
Exploratory studies	p. 38
Understanding a specific market, brand or social issue	p. 41
Developing consumer typologies	p. 44
New product or service development	p. 48
Developing a communications campaign	p. 54
Advertising development	p. 58
Changing organizational culture	p. 65
Exploring global/ cultural issues	p. 68
Qualitative research methodologies	p. 71
The changing face of qualitative research	p. 71
The range of qualitative methodologies	p. 72
Interviewing as a research methodology	p. 73
Qualitative research using digital media	p. 85
Observation and ethnographic research	p. 89
The participant- researcher	p. 93
Deliberative research	p. 96
Semiotics	p. 98
Researching accessible data sources	p. 99
The future of qualitative research methodologies	p. 100
Improving interviewing (and other) skills	p. 102
Communication: the root of all qualitative research	p. 102
Communication before the research session	p. 106
The first five minutes: establishing rapport	p. 107
Using non-verbal communication	p. 109
The power of words	p. 112
Bringing it all together	p. 118
Overcoming communication problems	p. 119
Generalizing to other research methodologies	p. 124
Research stimuli	p. 125
What are research stimuli?	p. 125
The role of research stimuli	p. 127
The limitations of research stimuli	p. 131
The role of stimuli in advertising development	p. 132
The skill of advertising development research	p. 141
Projective techniques	p. 143
The role of projective techniques	p. 144
Contributions from the social sciences	p. 144
Contributions from neuroscience	p. 146
Linking theory with practice	p. 149
Projective techniques	p. 150
When to use projective techniques	p. 162
Guidelines for using projective techniques	p. 163
Using projective materials in client feedback	p. 165
Consumer input to idea generation and development	p. 166
Why use consumers to generate new thinking?	p. 166
Creative forums	p. 167
Communicating outcomes from a creative forum	p. 173
Online creative communities	p. 174
Designing a qualitative research project	p. 177
Responding to the client brief	p. 177
Structuring the proposal	p. 178
Managing a qualitative research project	p. 188
Getting the project off the ground	p. 188
Dealing with the practicalities	p. 188
Recruitment	p. 189
Research venues	p. 193
The importance of planning	p. 195
Managing relationships	p. 196
Ethics	p. 202
The 'hidden' processes of analysis and interpretation	p. 203
The role of analysis and interpretation	p. 203
Different models of analysis	p. 204
Specific stages of analysis and interpretation	p. 209
Theoretical frameworks	p. 220
Satisfying the client agenda	p. 225
Computer-assisted qualitative data analysis (CAQDAS)	p. 228
Communicating qualitative research outcomes	p. 230
Constructing the research narrative	p. 231
Delivering the research outcomes	p. 235
Preparing for and giving the presentation	p. 236
Some examples of presentation charts	p. 241
Multi-country qualitative studies	p. 245
The growth of multi-country studies	p. 245
Local or global?	p. 246
Coordinating multi-country studies	p. 246
Organizing stimuli	p. 248
Viewing facilities	p. 248
Group moderation	p. 249
Translation	p. 249
Analysing and collating data	p. 250
Variations between countries	p. 250
References	p. 252
Index	p. 257
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