Qualitative Market Research
- Hy Mariampolski - QualiData Research Inc., Brooklyn
Marketing Research | Qualitative Research (General)
Section one begins with an overview of the history and philosophy behind the practice of qualitative research, using qualitative or quantitative approaches, organizing qualitative research (particularly those in "practice" such as research consultants), qualitative research applications (including product development, branding and advertising) and the varieties of qualitative research methods. Section two looks at the management of qualitative research and discusses project management, planning and budgeting issues. Section three looks at group moderation and interviewing techniques, and section four addresses the whole area of collecting and analyzing qualitative data, including discussion of computer-assisted software methods, as well as research reporting.
This book meets the needs of several audiences by creating some common ground in the applied practice of qualitative research. It should consequently be invaluable reading to a wide readership, from social research methods students (particularly those in sociology, business, psychology, education, marketing and market research) to worldwide practitioners of qualitative research, both clients and consultants.
"It is the ultimate training guide, mixing scholastic rigor with a very readable style, geared to serve as an encyclopedic reference."
". . . a comprehensive survey of the topic . . . a complete resource and a fundamental yet creative cookbook . . . Mariampolski offers detailed suggestions on how to effectively set up each particular type of project with step-by-step guidelines on how to proceed at each stage along the way. . . . It will be very interesting to those who wish to work in marketing, advertising, or research."
I like that book, as it is more "hands-on" than typical literature. I started teaching a month ago and i learned soon, that many books just offer theory instead of "how to´s" when working practically as a researcher. I would love to see more pictures and tables in the next edition of this book. While its excellent with regards to its contents, it may be helpfull to design it more colourfull to support and ease up learning.
in this book, the whole process of researching qualitative is described. i like that a lot, as most books tend to not give such detailed feedback.
I would consider to add some examples, and to add some summaries, as students tend to read boxes instead of long text-passages