Get An Introduction to Qualitative Market Research PDF

By Mike Imms, Gill Ereaut

ISBN-10: 1412906873

ISBN-13: 9781412906876

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Extra resources for An Introduction to Qualitative Market Research

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Having said all this, it is also true that the standard group discussion in particular has actually proved itself to be a flexible, effective and efficient method for answering many of the questions that clients ask. It is sound and economical – and commercial researchers have also developed creative ways of enhancing its usefulness and squeezing the maximum informational value from it. A feature of qualitative market research interviewing, and especially in groups, is the active elicitation of material.

The first is methodological theory, the theory of what we do and how we do it – the implications of assumptions made and epistemological positions taken, or the theory of what we can know and how we can know. Traditionally, commercial researchers in the UK have not been particularly concerned with this aspect of theory, and ‘theory’ per se has consistently been demonstrated to have limited commercial value (Imms 1999). There are some researchers who are more obviously driven by a specific paradigm, but most are eclectic at this level and many are not fully aware of the range of assumptions they make (Catterall 2001).

1 Comparison of Cognitive and Conative Models of Qualitative Market Research Characteristics Cognitive (USA) Conative (Europe) Purpose Sample size Duration Interviewing Questions Techniques Demonstration 10–12 persons 1½ hours Logical sequence Closed Straight questions Questionnaires Hand shows Counting Give answers Moderator To get proof Rarely necessary On-the-spot Pre planning ‘Over-controlling’ Behavioural Confirmatory Evaluating Information Exploration 6–8 persons 1½–4 hours Opportunistic Open Probing Facilitation Projectives Describing Debate issues Researcher To understand Usually full Time-consuming Post fieldwork ‘Formless’ Attitudinal Exploratory Creative Understanding Response required Interviewer Observer’s role Transcripts Analysis Focus of time Accusations of other style Type of problem suited for Output Source: Goodyear, 1996: 109 ‘conative’ inference that is made in this style.

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An Introduction to Qualitative Market Research by Mike Imms, Gill Ereaut


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