This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research.All key topics are covered in Qualitative Methods for Marketplace Research, including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies.

Part V: TEXT ANALYSIS AND REPORTING

Part V: TEXT ANALYSIS AND REPORTING

Once researchers collect reams of observational data and interview transcripts, they must decode it—make sense of it—and then explain it to someone else. Two types of textual data need our attention: visual and verbal. Visual data help researchers ground analysis in a general way, review scenes from the field, and ...

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