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基本説明
実務家・学術研究者双方に有用な定性市場調査の理論と実際を纏めた資料集。
The seven volumes provide complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience.
Full Description
`Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a "must-have"' - Admap
`This is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' - Mick Williamson, Creative Director, TRBI for In Brief magazine
`It will be essential reading for anyone involved with qualitative market research' - David Barr, Director General of the Market Research Society
`An ideal resource for people aiming for a qualitative market research career, for academics interested to know more about an important field of application for qualitative research methods, or for those who are already engaged in the field and who wish to update their skills and reflect on their practice and profession' - Nigel Fielding, University of Surrey
Qualitative Market Research is a landmark publishing event. The seven volumes provide, for the first time, complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience. The set fills two important market gaps: it offers commercial practitioners authoritative source texts for training and professional development; and provides students and researchers with an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic.
The seven books have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work. Those new to market research will be provided with a complete map of qualitative market research theory and practice (including brands and advertising theory) and the stimulation to discuss and learn more with tutors and practitioners.
Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies.
Contents
VOLUME ONE: AN INTRODUCTION TO QUALITATIVE MARKET RESEARCH
Introduction - Mike Imms and Gill Ereaut
What Is Qualitative Market Research?
Characteristics of Qualitative Market Research as a Commercial Practice
What Do Organizations Get from Qualitative Market Research?
What Does the Qualitative Market Research Industry Look Like?
Defining the Problem and Designing the Project
How Local and International Qualitative Market Research Projects Work
Ethics and Professional Standards
VOLUME TWO: INTERVIEWING GROUPS AND INDIVIDUALS IN QUALITATIVE MARKET RESEARCH
Introduction - Joanna Chrzanowska
The Inside Story of a Focus Group
The Nature of Qualitative Market Research Interviewing
Implicit and Explicit Theories about What Qualitative Market Research Can Discover
Implicit and Explicit Theories That have Influenced the Practice of Qualitative Market Research
The Interviewing Relationship
Planning an Interview or Group Discussion
Interviewing Skills
Enhancing the Interview with Stimulus Material and Projective Techniques
`Informed Eclecticism'
Choosing and Using Interview Approaches
VOLUME THREE: METHODS BEYOND INTERVIEWING IN QUALITATIVE MARKET RESEARCH
Introduction - Philly Desai
The Interview in Social and Market Research
Observation and Ethnography
Research, Creativity and the Future
Research and Consultation in the Public Sector
Semiotics and Cultural Analysis
Qualitative Market Research and the Internet
Conclusions
VOLUME FOUR: ANALYSIS AND INTERPRETATION IN QUALITATIVE MARKET RESEARCH
PART ONE: CONTEXT - Gill Ereaut
Introduction
The Status of Analysis and Interpretation in Qualitative Market Research
Qualitative Research as a Commercial Activity
Frameworks for Thinking
Eclecticism, Pragmatism and Theory
PART TWO: PROCESSES IN ANALYSIS AND INTERPRETATION
The Experience of Analysis and Interpretation in Commercial Qualitative Research
Processes of `Analysis'
Processes of `Interpretation' I
The Micro-Level
Processes of `Interpretation' II
The Macro-Level
Computer-Assisted Qualitative Data Analysis - CAQDAS
PART THREE: ISSUES OF QUALITY
Quality, Validity and Value in Qualitative Market Research
What Is `Best Practice' in Analysis and Interpretation?
VOLUME FIVE: DEVELOPING BRANDS WITH QUALITATIVE MARKET RESEARCH
Introduction - Jon Chandler and Mike Owen
The Nature of Brands
Brands and the Human Dimension
Branding and Brand Modelling
Why Use Qualitative Research to Look at Brands and Branding?
Research and Brand Development Process
The Structure of Brand Research
The Content of Brand Research
Developing Brands through Qualitative Research
VOLUME SIX: DEVELOPING ADVERTISING WITH QUALITATIVE MARKET RESEARCH
Introduction - Judith Wardle
Why Qualitative Research?
What Is Advertising?
How Advertising Works
The Planning Process and the Role of Research
The Research Process
From Briefing to Fieldwork
The Research Process
From Analysis and Interpretation to Presentation
Representations of the Advertising
The Politics of Advertising Research
International Advertising Research
VOLUME SEVEN: DELIVERING RESULTS IN QUALITATIVE MARKET RESEARCH
PART ONE: CONTEXT - Geraldine Lillis
Introduction
What Does Qualitative Market Research Deliver?
The Changing Business Environment
The Changing Business of Qualitative Market Research
PART TWO: DELIVERY
Defining Roles and Skills
Defining the Problem
Constructing the Story
Delivering the Goods
Which Method?
The Debrief or Presentation
Other Research Output
