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Qualitative Methods for Marketplace Research
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Qualitative Methods for Marketplace Research

  • Shay Sayre - California State University, Fullerton, USA


April 2001 | 272 pages | SAGE Publications, Inc
This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research.

All key topics are covered 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 ONE: APPROACHING QUALITATIVE METHODS
 
Why Qualitative Research?
 
Five Models of Qualitative Research
 
Applications of Qualitative Methods for Marketing
 
PART TWO: GETTING READY TO RESEARCH
 
Issues and Concerns
 
Designing a Study and Writing a Proposal
 
PART THREE: CHOOSING A RESEARCH MODEL
 
History, Living Biography and Self-Narrative
 
Using the Case Method
 
Phenomenology and Grounded Theory
 
Using an Ethnographic Approach
 
PART FOUR: DATA COLLECTION TECHNIQUES AND TOOLS
 
Observation and Fieldwork
 
Ways of Knowing
Field Interviews

 
 
Ways of Knowing
Structured Interviews

 
 
Projective Techniques
 
PART FIVE: TEXT ANALYSIS AND REPORTING
 
Analyzing Visual and Material Text
 
Analyzing Verbal Data
 
Writing Field Stories and Narrative Reports

"Shay Sayre offers a rich and stimulating encounter. Her volume overflows with information, touching on the great array of ideas and methods available for conducting qualitative research. The practicality of her approach translates the most abstruse concepts into accessible actions. She has a distinctive, even laconic voice that cuts through the heart of her material. She gives the reader insight, examples, and the encouragement to experience the illumination that comes with trying out new ideas." 

Sidney J. Levy
University of Arizona

Found this to be a good, solid text that many students will find useful. I have not made it essential reading as the masters module in research methods takes students from a number of courses. It is well-written and clearly structured and appropriate for the students on the module.

Dr Carolyn Downs
Dept of Management Learning & Leadersh, Lancaster University
November 6, 2012

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