Field study handbook / Jan Chipchase ; illustrated by Lee John Phillips.

Format:

Book

Author/Creator:

Chipchase, Jan, author.

Contributor:

Lippincott Library Book Endowment Fund.

Phillips, Lee John, illustrator.

Language:

English

Subjects (All):

Marketing research--Methodology.

Marketing research.

Marketing research--Fieldwork.

Consumer behavior--Research--Methodology.

Consumer behavior.

Consumer behavior--Research--Fieldwork.

Interviews--Methodology.

Interviews.

Methodology.

Consumer behavior--Research.

Physical Description:

505 pages : illustrations ; 28 cm

Place of Publication:

San Francisco : Field Institute, [2017]

Summary:

"The comprehensive how-to, why-to guide to running international field research projects. The Handbook is for anyone that needs to understand users, customers, people across markets, geographies and cultures. The Handbook reveals how to: Build and lead trusted multicultural teams, anywhere in the world; run a field study from pitch to deliverable, initial hypothesis to becoming organisational wisdom; learn how to read contexts, identify patterns of behaviour, decode cultures, and generate insights that inform and inspire product, brand, strategy, policy, and communications; pinpoint the difference between local, regional, and globally relevant solutions; [and] challenge minds, flutter hearts, and make a difference." -- Provided by publisher

Contents:

Introduction

Models of research

The fundamentals

Recruiting participants

Team

Managing risk

Approaches

Interviews

Mapping, logging, & inventorying

Surveys

Rapid calibration techniques

Popup studios

Data collection

Constructs

Dynamics & flow

Sensemaking

Deliverables

Sharing

Impact

Reflecting forward.

Notes:

Includes bibliographical references (pages 491-492) and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the Lippincott Library Book Endowment Fund.

ISBN:

193972709X

9781939727091

9781939727084

1939727081

OCLC:

995285391

Publisher Number:

99980546481