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Author: Paul M. W. Hackett
Publisher: Verlag Barbara Budrich
ISBN: 9783847407720
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Qualitative consumer psychological research is central to understanding consumers and produces veracious consumer insights. However, no study guide format book exists that provides details of a course in qualitative consumer research. This book focuses upon newer techniques (e.g.: netnography) and implementations of traditional approaches (focus groups, in-depth interviews, etc.). Ethics are considered in the context of contemporary research approaches. This book coherently presents a course and assessment in qualitative consumer research. The book can be read alone or supplement more general textbooks in this area. The book is for university students at all academic levels and comprises five sections: Section 1: Planning the Research; Section 2: Approaches to consumer ethnography and qualitative consumer research; Section 3: Practical procedures; Section 4: Reporting the results; Section 5: Course assessment. Section 1 prepares students for the practical research procedures in section 2. This second section gives details about why and when the selected approaches are used. Section 3 specifies how to conduct each procedure. Section 4 discusses data analysis and result presentation. Section 5 details course assessment. Each research approach is presented along with its theoretical grounding and then students are guided in undertaking each procedure.
Author: Paul M. W. Hackett
Publisher: Verlag Barbara Budrich
ISBN: 9783847407720
Category : Business & Economics
Languages : en
Pages : 0
Get Book Here
Book Description
Qualitative consumer psychological research is central to understanding consumers and produces veracious consumer insights. However, no study guide format book exists that provides details of a course in qualitative consumer research. This book focuses upon newer techniques (e.g.: netnography) and implementations of traditional approaches (focus groups, in-depth interviews, etc.). Ethics are considered in the context of contemporary research approaches. This book coherently presents a course and assessment in qualitative consumer research. The book can be read alone or supplement more general textbooks in this area. The book is for university students at all academic levels and comprises five sections: Section 1: Planning the Research; Section 2: Approaches to consumer ethnography and qualitative consumer research; Section 3: Practical procedures; Section 4: Reporting the results; Section 5: Course assessment. Section 1 prepares students for the practical research procedures in section 2. This second section gives details about why and when the selected approaches are used. Section 3 specifies how to conduct each procedure. Section 4 discusses data analysis and result presentation. Section 5 details course assessment. Each research approach is presented along with its theoretical grounding and then students are guided in undertaking each procedure.
Author: Paul M.W. Hackett
Publisher: Verlag Barbara Budrich
ISBN: 3847408917
Category : Business & Economics
Languages : en
Pages : 168
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Book Description
This book provides students with a clear and concise guide to studying undergraduate courses in qualitative consumer research and ethnography. The authors present the major qualitative research approaches used in consumer and marketing research as well as practical procedures and theoretical aspects of research design, report presentation etc. In addition to that a weekly study guide, including comprehensive reading lists, completes the book.
Author: Paul Hackett
Publisher: Taylor & Francis
ISBN: 1317280415
Category : Psychology
Languages : en
Pages : 418
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Book Description
Quantitative consumer research has long been the backbone of consumer psychology producing insights with peerless validity and reliability. This new book addresses a broad range of approaches to consumer psychology research along with developments in quantitative consumer research. Experts in their respective fields offer a perspective into this rapidly changing discipline of quantitative consumer research. The book focuses on new techniques as well as adaptations of traditional approaches and addresses ethics that relate to contemporary research approaches. The text is appropriate for use with university students at all academic levels. Each chapter provides both a theoretical grounding in its topic area and offers applied examples of the use of the approach in consumer settings. Exercises are provided at the end of each chapter to test student learning. Topics covered are quantitative research techniques, measurement theory and psychological scaling, mapping sentences for planning and managing research, using qualitative research to elucidate quantitative research findings, big data and its visualization, extracting insights from online data, modeling the consumer, social media and digital market analysis, connectionist modeling of consumer choice, market sensing and marketing research, preparing data for analysis;, and ethics. The book may be used on its own as a textbook and may also be used as a supplementary text in quantitative research courses.
Author: Paul Hackett
Publisher: Psychology Press
ISBN: 1317690281
Category : Psychology
Languages : en
Pages : 352
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Book Description
While consumer research is founded on traditional quantitative approaches, the insight produced through qualitative research methods within consumer settings has not gone unnoticed. The culturally situated consumer, who is in intimate dialogue with their physical, virtual and social surroundings, has become integral to understanding the psychology behind consumer choices. This volume presents readers with theoretical and applied approaches to using qualitative research methods in ethnographic studies looking at consumer behavior. It brings together an international group of leading scholars in the field of consumer research, with educational and professional backgrounds in marketing, advertising, business, education, therapy and health. Researchers, teaching faculty, and students in the field of consumer and social psychology will benefit from the applied examples of qualitative and ethnographic consumer research this volume presents.
Author: Dominika Maison
Publisher: Routledge
ISBN: 0429883382
Category : Business & Economics
Languages : en
Pages : 516
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Book Description
This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.
Author: Virginia Braun
Publisher: SAGE
ISBN: 1446289516
Category : Psychology
Languages : en
Pages : 402
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Book Description
*Shortlisted for the BPS Book Award 2014 in the Textbook Category* *Winner of the 2014 Distinguished Publication Award (DPA) from the Association for Women in Psychology (AWP)* Successful Qualitative Research: A Practical Guide for Beginners is an accessible, practical textbook. It sidesteps detailed theoretical discussion in favor of providing a comprehensive overview of strategic tips and skills for starting and completing successful qualitative research. Uniquely, the authors provide a "patterns framework" to qualitative data analysis in this book, also known as "thematic analysis." The authors walk students through a basic thematic approach, and compare and contrast this with other approaches. This discussion of commonalities, explaining why and when each method should be used, and in the context of looking at patterns, will provide students with complete confidence for their qualitative research journey. This textbook will be an essential textbook for undergraduates and postgraduates taking a course in qualitative research or using qualitative approaches in a research project.
Author: Margaret A. Morrison
Publisher: SAGE
ISBN: 1412987245
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.
Author: Gaston Ares
Publisher: Woodhead Publishing
ISBN: 0081012586
Category : Technology & Engineering
Languages : en
Pages : 652
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Book Description
Methods for Consumer Research, Volume One: New Approaches to Classic Methods brings together world leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of advances in the classical methods of consumer science. The book touches on the latest developments in qualitative techniques, including coverage of both focus groups and social media, while also focusing on liking, a fundamental principle of consumer science, consumer segmentation, and the influence of extrinsic product characteristics, such as packaging and presentation on consumer liking. In conjunction with the second volume, which covers alternative approaches and special applications, this book is an invaluable reference for academics working in the fields of in-sensory and consumer science, psychology, marketing and nutrition. And, with examples of the methodology being applied throughout, it serves as a practical guide to research and development managers in both food and non-food companies. - Presents a fully comprehensive coverage of the latest developments in the classical methodologies of consumer research - Provides examples of successful application of the methodologies presented - Includes focus groups and social media discussions - Encompasses consumer segmentation, with a focus on psychographics and genetics
Author: Paul M.W. Hackett
Publisher: Taylor & Francis
ISBN: 1000891593
Category : Psychology
Languages : en
Pages : 108
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Book Description
Projective Techniques and Sort-Based Research Methods offers a brief introductory guide to the use of these exciting, innovative and often artistic approaches, to students and researchers who have no prior knowledge of these. This book brings together a wide range of examples of projective and mapping techniques that offer the ideal methodology for researchers wishing to collect less controlled and filtered material, that tap the deeper levels of the conscious and sub-conscious to reveal a more profound, richer and hidden level of response. It presents the techniques in a way that will enable the reader to appreciate their nature and to choose an appropriate method for their own research. Information is also provided that allows readers to design and implement their own projective or sort-based approaches. Each of the approaches the authors present are concisely described, and their usages explained, along with references and examples of the applied usage of the technique. The book is valuable reading for researchers from a wide range of academic disciplines from within the social sciences, humanities, business studies, marketing, etc. The book is an introductory guide, but it will be appropriate for use with undergraduate, post-graduate and research students. It will also be of great use to professionals working in the areas of consumer behaviour, marketing and communications.
Author: Paul Hackett
Publisher: Routledge
ISBN: 1000263983
Category : Psychology
Languages : en
Pages : 671
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Book Description
This handbook provides an up-to-date reference point for ethnography in healthcare research. Taking a multi-disciplinary approach, the chapters offer a holistic view of ethnography within medical contexts. This edited volume is organized around major methodological themes, such as ethics, interviews, narrative analysis and mixed methods. Through the use of case studies, it illustrates how methodological considerations for ethnographic healthcare research are distinct from those in other fields. It has detailed content on the methodological facets of undertaking ethnography for prospective researchers to help them to conduct research in both an ethical and safe manner. It also highlights important issues such as the role of the researcher as the key research instrument, exploring how one’s social behaviours enable the researcher to ‘get closer’ to his/her participants and thus uncover original phenomena. Furthermore, it invites critical discussion of applied methodological strategies within the global academic community by pushing forward the use of ethnography to enhance the body of knowledge in the field. The book offers an original guide for advanced students, prospective ethnographers, and healthcare professionals aiming to utilize this methodological approach.
