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Author: Fatema Kawaf
Publisher: Taylor & Francis
ISBN: 1040050093
Category : Business & Economics
Languages : en
Pages : 238
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Book Description
Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research. This book offers a comprehensive outlook of visual research methods in the field, highlighting their value and offering a practical guide for researchers. Building on the experiences and discussions of both experienced and aspiring visual researchers, the editors present this book as a ‘go‐to’ guide for doing visual research in marketing and consumer research. This book encompasses nine chapters guiding the readers through the ABCs of visual research from philosophy to data collection and analysis, with a dedicated chapter on research dissemination. You can expect detailed discussions on the ontological and epistemological stance of visual research as well as an elaborate yet simple to follow guide of all aspects of data collection for various forms of visuals, be it static images, memes, collages, videos, animations and so on. The purpose of this book is not only to highlight the value of visual methods in consumer research but also to move this work on and offer a ‘go-to hands-on guide’ for novice visual researchers and PhD candidates who wish to conduct rigorous visual research. It will be a valuable resource not only for those particularly across marketing disciplines, including consumer research and behaviour, but also for visual researchers in fields such as sociology and anthropology.
Author: Fatema Kawaf
Publisher: Taylor & Francis
ISBN: 1040050093
Category : Business & Economics
Languages : en
Pages : 238
Get Book Here
Book Description
Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research. This book offers a comprehensive outlook of visual research methods in the field, highlighting their value and offering a practical guide for researchers. Building on the experiences and discussions of both experienced and aspiring visual researchers, the editors present this book as a ‘go‐to’ guide for doing visual research in marketing and consumer research. This book encompasses nine chapters guiding the readers through the ABCs of visual research from philosophy to data collection and analysis, with a dedicated chapter on research dissemination. You can expect detailed discussions on the ontological and epistemological stance of visual research as well as an elaborate yet simple to follow guide of all aspects of data collection for various forms of visuals, be it static images, memes, collages, videos, animations and so on. The purpose of this book is not only to highlight the value of visual methods in consumer research but also to move this work on and offer a ‘go-to hands-on guide’ for novice visual researchers and PhD candidates who wish to conduct rigorous visual research. It will be a valuable resource not only for those particularly across marketing disciplines, including consumer research and behaviour, but also for visual researchers in fields such as sociology and anthropology.
Author: Johanna Moisander
Publisher: SAGE
ISBN: 1446233057
Category : Business & Economics
Languages : en
Pages : 463
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Book Description
Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.
Author: Russell W. Belk
Publisher: Edward Elgar Publishing
ISBN: 1847204120
Category : Business & Economics
Languages : en
Pages : 609
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Book Description
A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
Author: Fatema Kawaf
Publisher: Routledge
ISBN: 9781032316826
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
"Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research. This book offers a comprehensive outlook of visual research methods in the field, highlighting their value and offering a practical guide for researchers. Building on the experiences and discussions of both experienced and aspiring visual researchers, the Editors present this book as a 'go to' guide for doing visual research in marketing and consumer research. The book encompasses three key sections guiding the readers through the ABCs of visual research from philosophy to data collection, and analysis; with separate chapters on dissemination and ethics. You can expect detailed discussions on the ontological and epistemological stance of visual research as well as an elaborate yet simple to follow guide of all aspects of data collection for various forms of visuals be it static images, memes, collages, videos, animations and so on. It also includes a number of chapters discussing key methods and approaches to analysis of visual data which can help guide your approach to visual data analysis. The purpose of this book is not only to highlight the value of visual methods in consumer research but to move this work on and offer a 'go-to hands-on guide' for novice visual researchers and PhD candidates who wish to conduct rigorous visual research. It will be a valuable resource for those particularly across marketing disciplines, including consumer research and behaviour, but also to visual researchers in fields such as sociology and anthropology"--
Author: Mario Mazzocchi
Publisher: SAGE
ISBN: 1446204014
Category : Business & Economics
Languages : en
Pages : 433
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Book Description
Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well as showing how they are applied. The book is accompanied by two real data sets to replicate examples and with exercises to solve, as well as detailed guidance on the use of appropriate software including: - 750 powerpoint slides with lecture notes and step-by-step guides to run analyses in SPSS (also includes screenshots) - 136 multiple choice questions for tests This is augmented by in-depth discussion of topics including: - Sampling - Data management and statistical packages - Hypothesis testing - Cluster analysis - Structural equation modelling
Author: Wolfgang Donsbach
Publisher: SAGE
ISBN: 1446206513
Category : Political Science
Languages : en
Pages : 641
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Book Description
′Some of the most experienced and thoughtful research experts in the world have contributed to this comprehensive Handbook, which should have a place on every serious survey researcher′s bookshelf′ - Sir Robert Worcester, Founder of MORI and President of WAPOR ′82-′84. ′This is the book I have been waiting for. It not only reflects the state of the art, but will most likely also shape public opinion on public opinion research′ - Olof Petersson, Professor of political science, SNS, Stockholm, Sweden ′The Handbook of Public Opinion Research is very authoritative, well organized, and sensitive to key issues in opinion research around the world. It will be my first choice as a general reference book for orienting users and training producers of opinion polls in Southeast Asia′ - Mahar K. Mangahas, Ph.D., President of Social Weather Stations, Philippines (www.sws.org.ph) ′This is the most comprehensive book on public opinion research to date′ - Robert Ting-Yiu Chung, Secretary-Treasurer, World Association for Public Opinion Research (WAPOR); Director of Public Opinion Programme, The University of Hong Kong Public opinion theory and research are becoming increasingly significant in modern societies as people′s attitudes and behaviours become ever more volatile and opinion poll data becomes ever more readily available. This major new Handbook is the first to bring together into one volume the whole field of public opinion theory, research methodology, and the political and social embeddedness of polls in modern societies. It comprehensively maps out the state-of-the-art in contemporary scholarship on these topics. With over fifty chapters written by distinguished international researchers, both academic and from the commercial sector, this Handbook is designed to: - give the reader an overview of the most important concepts included in and surrounding the term ′public opinion′ and its application in modern social research - present the basic empirical concepts for assessing public opinion and opinion changes in society - provide an overview of the social, political and legal status of public opinion research, how it is perceived by the public and by journalists, and how it is used by governments - offer a review of the role and use of surveys for selected special fields of application, ranging from their use in legal cases to the use of polls in marketing and campaigns. The Handbook of Public Opinion Research provides an indispensable resource for both practitioners and students alike.
Author: Michel Wedel
Publisher: Now Publishers Inc
ISBN: 1601981546
Category : Business & Economics
Languages : en
Pages : 105
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Book Description
Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. It describes the authors' theory and reviews eye-tracking applications in marketing based on this theory.
Author: Kenneth E. Clow
Publisher: SAGE
ISBN: 1412991307
Category : Business & Economics
Languages : en
Pages : 521
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Book Description
Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text. The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing.
Author: Russell Belk
Publisher: SAGE
ISBN: 1446290395
Category : Business & Economics
Languages : en
Pages : 244
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Book Description
How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
