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Topic: Qualitative marketing research


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In the News (Wed 23 Jul 14)

  
  Qualitative marketing research
Qualitative research is a set of research techniques, used in marketing and the social sciences, in which data are obtained from a relatively small group of respondents and not analyzed with statistical techniques.
Qualitative research methods are used primarily as a prelude to quantitative research.
The true intent of the research is disguised, either by claiming a false purpose or by omitting any reference to the study’s purpose.
www.4th-media.net /market_research/qualitative_marketing_research.php   (777 words)

  
 !MACRO -- Quantitative vs. Qualitative Marketing Research
Quantitative research involves large numbers of respondents, typically 100 or more, and yields results that are representative of the total population.
Qualitative research is generally done in the form of focus groups, that is, groups of six to ten respondents at a time carry on a group discussion which is led by a trained moderator.
The primary disadvantage of qualitative research methods is that they are unreliable predictors of the population.
www.macroinc.com /html/art/s_qua.html   (335 words)

  
 Chapter Five – How companies manage marketing research
We will define marketing research as “all techniques used to provide information that assists the firm in all of its decision-making processes relevant to customers or clients.”  While this definition is very broad, it is aimed at giving the marketing research function the breadth and depth of latitude that it needs to operate effectively.
Qualitative research is less involved with numbers and usually provides a ‘closer touch’ with the subjects in the research project.
Too often, knowledge gained from a marketing research study is lost as soon as the project is presented and a decision is made based on the study.
www.principlesofmarketing.com /htm/Chapter-Five.htm   (4075 words)

  
 Market Street Research, Inc. - Quantitative and Qualitative Marketing Research and Analysis
Market Street Research adds value every step of the way by knowing what survey questions to ask, which people to target, and how to interpret the results of each survey.
By incorporating the most established market research methods and best practices with our vision, 25 years of quantitative and qualitative marketing research and political polling experience and our high ethical standards, we are able to achieve the optimum results for our clients.
Market Street Research's team of seasoned business professionals is expert in designing and implementing quantitative and qualitative surveys, focus groups and political polling market research projects that will produce effective, actionable results.
www.marketstreetresearch.com   (546 words)

  
 Focus Groups and Qualitative Marketing Research by Market Street Research
Focus groups are a form of qualitative research that brings together small numbers of people to discuss a topic (such as reactions to a new product or service, or opinions about a client or a client's competitors).
Also, focus groups are often used after quantitative research to test the efficacy of advertising or marketing concepts and materials developed in accordance with the results of the quantitative phase of research.
Markets are constantly changing, and even if you know how customers are likely to react to your ideas vis-à-vis competitors, focus groups and other qualitative research methodologies can be helpful in identifying new opportunities as well as potential problems that might not be apparent from your perspective as a business or organizational leader.
www.marketstreetresearch.com /capabilities/methodology-focus.htm   (864 words)

  
 Amazon.fr : Qualitative Marketing Research: A Comprehensive Guide: Livres en anglais: Hy Mariampolski   (Site not responding. Last check: 2007-11-05)
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 consultants), qualitative research applications (including product development, branding and advertising) and the varieties of qualitative research methods.
It should consequently be invaluable reading to a wide readership, from social research methods students (particularly those in sociology, business, psychology, education, marketing and market research) to worldwide practitioners of qualitative research, both clients and consultants.
Qualitative research encompasses a family of approaches, methods and techniques for understanding and thoroughly documenting attitudes and behavior. Lire la première page
www.amazon.fr /Qualitative-Marketing-Research-Comprehensive-Guide/dp/0761969454   (488 words)

  
 Qualitative Research Overview - American Marketing Association - www.marketingpower.com
Marketing research has traditionally been divided or classified into two types: qualitative and quantitative.
This leaves qualitative research, or studies involving a small number of individuals, such as focus groups or in-depth one-on-one interviews.
The primary tool in qualitative research is the focus group, but it can also include modern variations on the focus group idea such as online focus groups and teleconferences.
www.marketingpower.com /content1060.php   (678 words)

  
 FQS 5(1) Friese: Margaret A. Morrison, Eric Haley, Kim Bartel Sheehan & Ronal E. Taylor (2002). Using Qualitative ...
She makes clear that qualitative research does not contain of just one method, but can be characterized "as a group of distinct methodological traditions" (p.15).
Those familiar with the consumer research literature will recognize the authors she is referring to like Sidney J. LEVY, Russell BELK or Grant McCRACKEN; authors that have been preparing the way for qualitative research in the field of marketing.
Even if not the perfect qualitative method book, it is the best in the area of qualitative marketing research that I have come across so far, particularly because of the many examples and marketing illustrations used throughout.
www.qualitative-research.net /fqs-texte/1-04/1-04review-friese-e.htm   (3139 words)

  
 IQLogo - Marketing research
Marketing research - Marketing research (also called "consumer research") comprises a form of applied sociological study which concentrates on understanding the behaviours, whims and preferences, mainly current and future, of consumers in a market-based economy.
Qualitative marketing research - generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups, depth interviews, and projective techniques
Sugging forms a sales technique in which sales people pretend to conduct marketing research, but with the real purpose of obtaining buyer motivation and buyer decision-making information to be used in a subsequent sales call.
www.iqlogo.com /library/market-research.htm   (989 words)

  
 Karchner Marketing Research   (Site not responding. Last check: 2007-11-05)
We are a full-service custom marketing research practice specializing in qualitative market research.
We explore the perceptions, opinions, beliefs, and attitudes of diverse audiences, having conducted assignments for advertising and research agencies in addition to regularly serving Fortune 500 clients.
As former clients and buyers of marketing research, we know what it is like to work with someone new.
www.kmrinsights.com   (188 words)

  
 Marketing - market research - qualitative research
Qualitative Research is about investigating the features of a market through in-depth research that explores the background and context for decision making.
Depth interviews are the main form of qualitative research in most business markets.
In technology markets where the end user may be a consumer, or part of a team evaluating technology, group discussions can be an effective way of understanding what customers are looking for, particularly at more creative stages of research.
www.tutor2u.net /business/marketing/research_qualitative.asp   (482 words)

  
 eBooks.com - Issues Of Representation And Qualitative Marketing Research eBook
This journal is widely read by marketing practitioners and we are pleased to include two papers that address issues of representation in consumer research in the commercial worlds of advertising and market research respectively.
Thorpe argues that commercial qualitative researchers, who normally undertake interpretive consumer research for the advertising agencies, do not explicitly focus on issues of consumer representation in ways that engage their academic counterparts.
Arguing that in fact there is no crisis of representation in marketing research, he explores the representation of crisis and the purpose that this type of discourse serves.
www.ebooks.com /cj.asp?IID=232255   (1226 words)

  
 SAGE Publications - Qualitative Marketing Research   (Site not responding. Last check: 2007-11-05)
This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods.
Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing.
This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.
www.sagepub.com /textbooksProdDesc.nav?prodId=Book208811   (133 words)

  
 The qualitative quantitative segue in health care marketing research
The qualitative segment of the study revealed that this was not the case.
In these situations it is incumbent on the researcher to familiarize himself/herself with the language beforehand and to develop at least a reasonable understanding of the practice modalities involved in the use of the product of service to be studied.
Marketing research is experiencing a move towards alliances where two or more research firms capitalize on individual strengths to produce a research instrument that is unique or stronger than the the sum of its parts.
www.drmsimon.com /articles/article1.htm   (1844 words)

  
 N² Qualitative Marketing Research   (Site not responding. Last check: 2007-11-05)
The following tour will give you some insight and understanding into how we view the world of qualitative research.
Qualitative Marketing Research, we pride ourselves on our ability to truly understand your consumers — how they approach their lives; how they relate to their surroundings; and how they use your products and services.
We are appreciated for our ability to conduct research that goes beyond the ordinary, and seeks out the underlying motivations that make consumers do what they do.
www.n2qualitative.com   (140 words)

  
 Home of Advantage Research Services, Inc.
Advantage Research Services, Inc., is a full service marketing research firm with notable expertise in consumer, business-to-business, healthcare, media, financial, and technical research.
Supported by a management team with over 25 years of experience in the marketing research industry, our clients know that they are in the best of hands.
At Advantage Research, we are dedicated to providing the highest quality of service in research methodologies including focus groups, telephone interviews, taste tests, in-home product use tests, mystery shops and more.
www.advantageresearch.net /home.htm   (101 words)

  
 Marketing Research from Steiner Marketing, Santa Cruz, California
Steiner Marketing offers persuasive qualitative and quantitative marketing research in the US and internationally to fully understand your customer, channel partner, competitor as well as your own company.
To fully understand a market, both qualitative and quantitative research are necessary.
The focus of our marketing research is to uncover these emotional and rational attributes and factors.
www.steinermarketing.com /research.htm   (319 words)

  
 LinguiSearch, Inc. - Specializing in qualitative marketing research.
LinguiSearch is a custom market research firm specializing in qualitative methodologies and strategic consulting for the pharmaceutical and healthcare industries.
Our staff is expert in the design and implementation of traditional and innovative qualitative market research solutions to key marketing challenges.
Perfectly positioned to meet your needs, LinguiSearch provides clear, logical, and actionable recommendations to resolve your marketing research challenges, enabling you to maximize your market potential and increase your bottom line.
www.linguisearch.com   (119 words)

  
 Research Arts Home
Research Arts was founded in 1984 as a company dedicated to qualitative research done well.
Since then, we have conducted over a thousand qualitative studies and scores of follow-up quantitative studies, earning the trust and respect of a wide array of clients.
, one of the most experienced and highly regarded qualitative researcher consultants in the country.
www.researcharts.com   (187 words)

  
 Shugoll Research
Her business thrived for more than two decades while Merrill Shugoll, Joan’s daughter-in-law, was steadily building her own reputation in qualitative marketing research working for a major ad agency in the DC area.
After 9 years on the agency side, Merrill decided to open her own qualitative research practice.
That way, you’re assured of having the latest in research available to you, backed by the reputation of a long-respected family name.
www.shugollresearch.com /about/history.html   (322 words)

  
 Marketing Research
These notes are a synopsis of the key points in an introduction to the market research process.
This is a very short presentation highlighting some of the key concerns when it comes to ethical practice in market research.
This 6-slide presentation focuses on qualitative research methods including the use of focus groups, depth interviews, projective techniques, and observational methods.
www.altuit.com /webs/profmoe/MoeLibraryMain/MarketingResearch.htm   (280 words)

  
 The Insight Company - qualitative research and analysis that helps you understand...   (Site not responding. Last check: 2007-11-05)
Our expert moderators and facilitators take a highly insightful, creative and skilled approach to marketing research engagements and are able to read between the lines to get at that -- often unspoken -- “Big Idea”, ensuring your research dollars are well spent.
Our range of consumer and business-to-business marketing research services includes: market assessments, executive evaluation and coaching, team-building, organizational improvement and effectiveness studies and competitive intelligence gathering, all of which can be provided throughout the United States and in several international markets.
This site is intended to introduce you to our qualitative marketing research and consulting services, professional approach and business philosophy.
insight-company.com   (282 words)

  
 qualitative research - Marketing Research Roundtable
As far as qualitative research goes, what kind of career opportunities are there?.
Having done 1,000's of FGs over the years as well as interpretation of qualitative research based surveys and one-on-one interviews, the common thread is being able to read a person's physical and emotional behavior.
Working at a focus group facility could be a good place to start to be exposed to the variety of work involved and gain good experience.
forum.researchinfo.com /showthread.php?t=1648   (457 words)

  
 Market Research Firm | Qualitative Research | Internet Market Research
Cogent Research is a Cambridge, MA-based market research firm with more than a decade of experience providing marketing professionals and senior executives with the highest quality and most innovative research design, data collection, and marketing analysis services available in our industry today.
We offer a full range of traditional and cutting-edge technology based qualitative and quantitative market research tools, including phone surveys, mail surveys, web surveys, focus groups, in-depth interviews, and online focus groups.
To do this, our dedicated team of high caliber researchers make an effort to understand not only your research objectives, but also your operating objectives, so we can design a methodology that brings you beyond where you expected.
www.cogentresearch.com   (192 words)

  
 GMH Research
Sometimes, market research companies have so much work that the staff just can't get it all done.
I have 18 years of experience in market research, on both the client and supplier sides of the business.
I specialize in qualitative research reports, with an emphasis on the pharmaceutical and financial services industries, with additional experience in a wide variety of other industries.
www.gmhresearch.net   (233 words)

  
 Rosenthal Marketing Services - Types of Qualitative Marketing Research, Focus Group Moderator and Executive Interviews ...
Your research objectives, the make-up of your industry, the types of customers you serve and the geographic location(s) of your desired respondents all have a role in determining which methodology is best for you.
The classic image of a focus group is of eight to ten respondents sitting at a conference table in a room with a one-way mirror.
Telephone interviews can fulfill your research needs when your respondents are hard to reach (e.g., executives), or hard to gather together (e.g., geographically dispersed).
www.rosenthalmarketing.com /types.html   (515 words)

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