Alison Lawson

Alternative Market Research Methods

Market Sensing

• Broschiertes Buch

Produktbeschreibung

Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market sensing is a new approach that enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This book, the first text dedicated to the topic, explains market sensing simply and practically and demonstrates how it can benefit researchers. It teaches non-mainstream and alternative research methods which facilitate innovative research design, and achieves deep insights into the mindsets of consumers. The methods explored in this book include: emotional scaling ; discourse analysis; consumer ethnography; social media networks; narrative and story telling; gamification. With a wealth of case studies and pedagogy to aid student learning, as well as online teaching aids including PowerPoint presentations and video content, this ground-breaking textbook is an essential resource for anyone that wants to expand their repertoire of marketing research methods to create a research project that will be original and insightful.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 332
• Erscheinungstermin: 15. September 2016
• Englisch
• Abmessung: 234mm x 156mm x 18mm
• Gewicht: 506g
• ISBN-13: 9781138843721
• ISBN-10: 1138843725
• Artikelnr.: 43917284

Autorenporträt

David Longbottom is a Reader in Marketing at the University of Derby, UK. Alison Lawson is a Senior Lecturer in Marketing at the University of Derby, UK.

Inhaltsangabe

Part I: Theoretical Underpinnings for Market Sensing 1. Market Sensing and
Qualitative Research: Context, Philosophy, Approach, and Strategy (David
Longbottom) 2. The Qualitative Research Process Part One: Strategy,
Planning, And Data Collection (David Longbottom) 3. The Qualitative
Research Process Part Two: Data Analysis and Data Presentation (David
Longbottom) Part II: Marketing Research Methods for Market Sensing 4.
Market Sensing Using Images and Emotional Scaling (Charles Hancock and
David Longbottom) 5. Discourse Analysis: Using Talk and Text (Lesley Crane
) 6. Consumer Ethnography (Ian Churm) 7. Social Media Networks: On-Line
Data Sources (Annmarie Hanlon) 8. Using Narrative and Story Telling in
Research (Alison Lawson) 9. Gamification: Using Game Technology for
Marketing Research (David Longbottom and Kuldeep Banwait) 10. Understanding
Customer Journey Through the Prism of Service Design Methodology (Polina
Baranova) Part III: Presenting Your Research and Research Ethics 11.
Communicating Your Research (Alison Lawson and Maria Potempski) 12.
Research Ethics (Simon Dupernex)