Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. In this respect, it can be used as both a continuous teaching text and training manual, or individual sections may be consulted to enhance knowledge of best practices' and improve productivity in any specific research application. Section one begins with an overview of the history and philosophy behind the practice of qualitative research, using qualitative or quantitative approaches, organising qualitative research (particularly those in practice' such as research...

Offers a step-by-step guide to help students and practitioners plan and execute ethnographic marketing research studies of their own. This book sets standards emphasizing best practices in ethnographic market research and provides real-world examples and experienced-based advice for novices and experienced market researchers.

Ethnography, with its focus on observed everyday behavior, is quickly becoming the method of choice to identify unmet needs, stimulate novel insights, and create strategies for developing new ideas. Ethnography for Marketers provides a comprehensive step-by-step guide for planning and executing consumer studies that lead to innovations in products, services, and communications. Hy Mariampolski provides real-world examples, used successfully for over 15 years at his own company, to set standards for best practices in planning, managing, executing, and generating strategic insights. Ethnography...