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Search - Qualitative Research in Context

Qualitative Research in Context
Author: Laura Marks

A fresh approach to the subject of qualitative research and its practical application in both commercial and non-commercial worlds. An ever-growing number of industries use discussion groups and other qualitative research techniques to understand their customers. In an increasingly pressurised market, providers of products and services now ha... more »ve to fight for their audience. There is a recognition that it is no longer sufficient simply to provide what an organisation wants to provide; consumer choice and preference must be taken into account. Qualitative research fulfils this need; it is a uniquely useful method of finding out about people, their motivations, and how they think, feel and understand. Qualitative Research in Context explains why industries have had to face up to the need to understand their public, and how qualitative research is being used effectively to move those industries forward. The book shows not only how research can be used in a variety of different ways and applied successfully to numerous situations, but also how users of that research can benefit from a better understanding of consumers. It focuses not on what qualitative research is but on the key question of what it is for. The book covers a broad range of topics, illustrating the enormous potential and applicability of qualitative research. While the book covers specific sectors, the lessons learned and the variety of ways in which it can be used can be easily transferred to many other businesses and activities. Each chapter is written by a leading practitioner in the field and most have a well known consultant author to bring additional examples and insight to the subject. The chapters cover the following areas: · The context in which qualitative research exists · Broadcasting and the impact of qualitative research both on new media and programme development · Advertising and direct marketing research · Media planning from a commercial perspective · Using research in design · Researching specialised services where qualitative research and marketing techniques are not yet the norm- the arts, higher education, politics, social policy and religion · Innovation and international research, illustrating the advanced use of qualitative research associated with future growth in almost all industries and sectors The chapters are divided into three main sections: the consumer context and; the role for qualitative research; and practicalities within the specific field. Each one starts with an introduction from the editor and is concluded with a helpful summary list.

ISBN-13: 9781841160634
ISBN-10: 1841160636
Publication Date: 9/1/2000
Pages: 320
Edition: 1st ed
Rating:

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Publisher: NTC Publications
Book Type: Paperback
Members Wishing: 0
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