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Author Mariampolski, Hy, author

Title Qualitative market research : a comprehensive guide / Hy Mariampolski
Published Thousand Oaks [Calif.] ; London : SAGE, 2001
Online access available from:
Sage Research Methods Online Books    View Resource Record  


Description 1 online resource (xiii, 312 pages)
Contents Understanding Qualitative Research -- What is Qualitative Research -- Searching for a Definition -- The Importance of Qualitative Methods -- Philosophical Foundations -- The Historical Tradition -- The Professional Challenge -- Core Goals and Ideals -- Absorbing an Intellectual Heritage -- Max Weber -- Georg Simmel -- Husserl, Schutz and phenomenology -- Franz Boas, Bronislaw Malinowski, Margaret Mead and Edward Sapir -- Freud, Jung and classical psychoanalysis -- Symbolic interactionism -- Robert Park and the Chicago School -- Erving Goffman -- Carl Rogers -- Edward T. Hall -- Qualitative VS. Quantitative -- Exploratory -- Explanatory -- Organizing Qualitative Research -- Subdivisions of the Field -- Clients -- Consultants and Support Agencies -- Suppliers -- Qualitative Research as a Career -- Responsibilities of the Qualitative Research Consultant -- Entering the Field -- The Professional Affiliations of Qualitative Researchers -- Qualitative Research Applications -- Consumer Familiarization and Cultural Assessments -- Idea Generation -- New Product Development Studies -- Positioning Studies -- Branding Studies -- Attitude and Usage Studies/Satisfaction Studies -- Naming and Packaging Evaluations -- Advertising/Copy and Promotional Development -- Usability Testing -- Other Uses -- Varieties of Qualitative Research -- Focus Groups -- When to use focus groups -- Benefits of focus groups -- Problems associated with focus groups -- Individual Depth Interviews -- When to use IDIs -- Focus groups vs. IDIs
Summary This text guides the reader through a research project from the perspective of both user and practitioner. It meets the needs of several audiences by creating common ground in the applied practice of qualitative research
Bibliography Includes bibliographical references and index
Notes Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. MiAaHDL
Print version record
Subject Marketing research.
Qualitative research.
Form Electronic book
ISBN 0761969446 (c)
0761969454 (p)
1412985528 (ebook)
9780761969440 (c)
9780761969457 (p)
9781412985529 (ebook)