Alison Lawson

Alternative Market Research Methods

Market Sensing

• Gebundenes Buch

Produktbeschreibung

Alternative Market Research Methods explains non-mainstream and alternative research methods in market research simply and practically, demonstratinghow they can yield a greater depth of understanding and facilitate innovative research design.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 332
• Erscheinungstermin: 20. September 2016
• Englisch
• Abmessung: 240mm x 161mm x 22mm
• Gewicht: 663g
• ISBN-13: 9781138843714
• ISBN-10: 1138843717
• Artikelnr.: 43917652

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)