Qualitative market research : a comprehensive guide / Hy Mariampolski.

Format:

Book

Author/Creator:

Mariampolski, Hy.

Language:

English

Subjects (All):

Marketing research.

Qualitative research.

Physical Description:

xiii, 312 pages : illustrations ; 23 cm

Place of Publication:

Thousand Oaks, Calif. : Sage Publications, 2001.

Summary:

Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. Section one begins with an overview of the history and philosophy behind the practice of qualitative research, using qualitative or quantitative approaches, organising 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 collecting and analysing qualitative data, including discussion of computer-assisted software methods, as well as research reporting.

Contents:

Section 1 Understanding Qualitative Research 5

1.1 What is Qualitative Research 7

Searching for a Definition 7

The Importance of Qualitative Methods 8

1.2 Philosophical Foundations 10

The Historical Tradition 10

The Professional Challenge 12

Core Goals and Ideals 12

Absorbing an Intellectual Heritage 14

Max Weber 14

Georg Simmel 15

Husserl, Schutz and phenomenology 16

Franz Boas, Bronislaw Malinowski, Margaret Mead and Edward Sapir 16

Freud, Jung and classical psychoanalysis 17

Symbolic interactionism 18

Robert Park and the Chicago School 18

Erving Goffman 19

Carl Rogers 20

Edward T. Hall 20

1.3 Qualitative VS. Quantitative 22

Exploratory 23

Explanatory 23

1.4 Organizing Qualitative Research 26

Subdivisions of the Field 27

Clients 27

Consultants and Support Agencies 28

Suppliers 29

Qualitative Research as a Career 30

Responsibilities of the Qualitative Research Consultant 31

Entering the Field 31

The Professional Affiliations of Qualitative Researchers 33

1.5 Qualitative Research Applications 35

Consumer Familiarization and Cultural Assessments 35

Idea Generation 36

New Product Development Studies 37

Positioning Studies 39

Branding Studies 40

Attitude and Usage Studies/Satisfaction Studies 40

Naming and Packaging Evaluations 41

Advertising/Copy and Promotional Development 42

Usability Testing 43

Other Uses 44

1.6 Varieties of Qualitative Research 46

Focus Groups 46

When to use focus groups 48

Benefits of focus groups 48

Problems associated with focus groups 48

Individual Depth Interviews 49

When to use IDIs 49

Focus groups vs. IDIs 49

Dyads and Triads 50

When to use 50

Creativity Sessions 50

When to use 51

Problems associated with creativity sessions 51

Ethnographic and Observational Research 51

When to use 52

Problems associated with ethnographic observational studies 52

Life History 53

When to use 53

Content or Text Analysis 53

When to use 54

1.7 Benefits of Qualitative Research 55

1.8 Reducing Bias and Error 57

1.9 Inappropriate Uses 60

Statistical Projections 60

Decision Making 61

Pragmatics Vs. Substance 62

Section 2 Managing Qualitative Research 63

2.1 Understanding Internal Client Needs 65

Questions Preceding Research Execution 66

Should the research be conducted 66

What is the most appropriate methodology for conducting the research 66

What type of an in-house or outside research supplier would best handle research execution 67

2.2 Developing a Useful Project Brief 69

2.3 Determining Clear Project Objectives 71

Cautions in Framing Objectives 71

Common Research Objectives 72

Situation Analysis 72

Marketing Goals 73

2.4 Project Planning 74

Project Management Approach 74

Preferred Research Methods and Techniques 74

Targeted Respondents 75

Respondent Differentiation 76

Dealing with divergent status 77

Preferred Recruitment Methods 77

Geographic Distribution 77

Number of Inter Views 78

Length of Time 78

Pre-Tasking 79

Time of Day 80

Research Issues 80

Timing 80

Deliverables 81

Reports and presentations 81

Data collection 82

Internal Distribution 83

Storage Requirements 83

Project Planning Checklist 83

2.5 Project Budgeting 85

Moderator's Fee 85

Field Services 86

Travel 87

Contingency Limits 87

2.6 Global Fieldwork 90

Determining Where to Conduct the Research 90

Gaining Local Cultural Familiarity and Background 91

Locating Local Suppliers 92

Who pays 92

Establishing Equivalence of Project Execution Details 92

Translations/Adaptations 94

Logistics, Supervision and Control 95

Analysis and Reporting 97

Business Matters 97

2.7 Locating, Comparing and Selecting Research Firms and Moderators 99

Proposals 99

Unethical proposal practices 101

Evaluating Proposals 101

Depth of Relationship 101

Personal Traits 102

Qualifications/Experience 103

Where to Find Suppliers 104

2.8 Locating and Selecting Field Facilities 107

Recruitment Methods 107

Physical Plant 108

Facility Etiquette 112

Security Issues 112

Facility Services 113

Working Outside of Office-Suite Field Services 113

Sources of Information 114

2.9 Conducting Research in Homes and Offices 117

Get Natural 117

Don't Be Intrusive 118

Remember the Details about the Real World 118

Respect 118

Reasons to Use Videography 119

Locating sources 119

Reasons to Use Transcription Services 120

Locating sources 120

Reasons to Use Telephone Conferencing Systems 120

Reasons to Use Video Conferencing Systems 121

Locating sources 121

Reasons to Use Internet Broadcasting (Web-Casting) 121

Locating sources 122

Reasons to Use Online Interviewing 122

Reasons to Use Technology Evaluation

Usability Labs 122

Locating sources 123

Reasons for Needing Language Translation 123

Reasons for Needing Qualitative Data Analysis Packages 124

Locating sources 124

Reasons for Needing Hand-Held Opinion Modulators 124

2.11 Recruitment Issues and Concerns 125

Who Is Doing the Recruitment 125

How Is the Recruitment Being Done 125

Strict Adherence to Specifications and Screener 126

Setting the Respondent Incentive 127

Over-Recruitment 129

Minimum Shows 130

Quality Management of Recruitment Suppliers 131

2.12 Creating an Effective and Foolproof Screener 133

Respondent Specifications 133

Screener Components 134

Screening Requirements and Quotas 136

Past Participation and Security Screening 136

Guidelines for Screener Development 137

Sample questions 138

Fool-proofing screeners 140

Follow-Up 141

2.13 Quality Management of Screening 142

Responsibilities of the Research Manager 142

Responsibilities of the Consultant 142

Responsibilities of the Facility, Field Service, Recruiter 143

Sign-in sheets 143

Re-Screening 143

Dealing with Liars, Cheaters, Repeaters and Other Professional Respondents 144

Section 3 Group Moderation and Interviewing Techniques 147

3.1 Preparing for an Interview 149

Background Knowledge and Preparation 149

Fieldwork 150

The Respondent Mix 150

How to Look and Dress

Professional Demeanor 151

Legal Release and Consent 151

Research Ethics 152

Final Inspection and Briefing 153

3.2 The Qualitative Researcher's Frame of Mind 157

3.3 What Are We Looking for 159

Behaviors 159

Meanings 160

Tools 162

3.4 Thinking Creatively 164

3.5 Creating and Using Discussion and Observation Guides 166

Discussion Guides 166

Observation Guides 167

3.6 Guidelines for Observing Research Sessions 169

Who Should Be Invited to Observe 169

Observer Schedule/Logistics Memo 170

Backroom Briefing 171

Bad Habits 171

Guidelines for Effective Listening 173

Passing Notes and Communicating During the Interview 174

Research Associates in the Viewing Room 174

3.7 The Stages of a Research Interview 175

3.8 Playing the Moderator Role 177

Role Models 178

Developing Rapport with Respondents 179

The Introductory Stage 180

The Role Taking and Rapport Building Stage 182

3.9 Understanding Respondent Motivations 185

Inhibitors 185

Facilitators 186

3.10 Using Group Dynamics Effectively 188

Getting the Sense of the Group 188

The General Questions Stage 188

3.11 Asking Questions Fairly 191

Naive Outsider Role 191

Natural Language 192

Composing a Question 192

Reactions, Acknowledgments and Reinforcements 194

Active Listening 194

Data Validation 195

The Specific Questions Stage 195

Moderator Movement 196

3.12 Probing 197

3.13 Interpreting Body Language 199

The Four Dimensions 199

Reading Non-Verbal Cues 200

3.14 Exercises in the Focus Group 202

Individual Vs. Group Vs. Subgroup 203

Concept Exposure 203

Product Sampling 204

Pre-Tasking Exercises 204

3.15 Projective and Elicitation Techniques 206

Imaginative Exercises 207

Creative Exercises 208

Incomplete Stimuli 209

Sorting and Ranking Exercises 211

Stimulating the Senses 213

Mapping Exercises 214

Laddering and Benefits Chains 216

Idea Development Techniques 218

3.16 Problem Participants and How to Manage Them 220

3.17 Keeping the Discussion Focused 223

3.18 Managing Interview Contingencies 225

3.19 Closing the Interview Effectively 226

3.20 Maximizing the Usefulness of Creative Brainstorming Sessions 227

3.21 Maximizing the Effectiveness of Observational Research 229

3.22 Maximizing the Effectiveness of Research with Special Populations 231

Children and Teens 231

Seniors

the Mature Market 233

Women 234

Racial and Cultural Minorities 235

Business Executives 237

Physicians and Other Professionals 238

Sensitive Topics 240

Section 4 Qualitative Analysis, Reporting and Internal Communication 243

4.1 Collecting Data 245

Debrief Meetings 245

Qualitative Data 246

Note Taking 247

Audiotapes 248

Transcripts 248

Exercises and Tools 249

4.2 Reporting 250

How Market Research Reporting is Distinctive 250

Formats 251

Components of a Research Report 252

Organization and Process 253

Analytic Strategies 254

Process of Analysis 255

Digging Beneath the Surface 256

Making Marketing Leaps 258

The Politics of Reporting 259

Tact and professionalism 260

Writing Skills 261

Computer-Assisted Qualitative Analysis 262

4.3 Developing Persuasive Presentations 264

4.4 Closing the Engagement 265

Supplier Evaluation 265

Final Business Matters 266

Adjustments to the invoice 266

4.5 Advancing the Research Function 268

Sample Project Brief 271

Sample Screener 272

Sample legal Release form 279

Sample Consent form 280

Sample Discussion Guide

Healthcare 281

Sample Observation Guide 285

Sample Introductory Dialogue 287

Opening 287

Disclosures 287

Participation ground rules 288

Sample Evaluation form 289

Sample Limitations Statement 294.

Notes:

Includes bibliographical references (pages [295]-303) and index.

ISBN:

0761969446

0761969454

OCLC:

47623767