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.

History, Living Biography, and Self-Narrative

History, Living Biography, and Self-Narrative

History is not what was but what is.

—William Faulkner

We approach the past in a variety of ways. This chapter offers three ways of understanding products and consumers from a historical vantagepoint. The notion that a problem is only understood within its historical context is illustrated here in a personal anecdote concerning demarketing. While developing a campaign ...

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