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Alternative market research methods : market sensing / edited by David Longbottom and Alison Lawson.

Contributor(s): Longbottom, David, editor. | Lawson, Alison, editor.
Call number: HF5415.2 A335 2017 Material type: TextTextPublisher: New York : Routledge, [2017]Description: xviii, 312 pages : Illustrations ; 24 cm.Content type: text Media type: unmediated Carrier type: volume 2 rdacarrierISBN: 9781138843721 (pbk.)Subject(s): Marketing research -- Methodology. | Consumers -- Research -- Methodology. | Qualitative research -- Methodology.DDC classification: 658.8/3
Contents:
Theoretical underpinnings for market sensing -- Market sensing and qualitative research : context, philosophy, approach, and strategy / David Longbottom -- The qualitative research process part one : strategy, planning, and data collection / David Longbottom -- The qualitative research process part two : data analysis and data presentation / David Longbottom -- Marketing research methods for market sensing -- Market sensing using images and emotional scaling / Charles Hancock and David Longbottom -- Discourse analysis: using talk and text / Lesley Crane -- Consumer ethnography / Ian Churm -- Social media networks : on-line data sources / Annmarie Hanlon -- Using narrative and story telling in research / Alison Lawson -- Gamification : using game technology for marketing research / David Longbottom and Kuldeep Banwait -- Understanding customer journey through the prism of service design methodology / Polina Baranova -- Presenting your research and research ethics -- Communicating your research / Alison Lawson and Maria Potempski -- Research ethics / Simon Dupernex.
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Item type Location Shelving location Call number Copy number Barcode Status Date due
10000 General Book General Book ODI General Collection
ODI General Collection HF5415.2 A335 2017 (Browse shelf) 1 1000514787 Available

Includes bibliographical references and index.

Theoretical underpinnings for market sensing -- Market sensing and qualitative research : context, philosophy, approach, and strategy / David Longbottom -- The qualitative research process part one : strategy, planning, and data collection / David Longbottom -- The qualitative research process part two : data analysis and data presentation / David Longbottom -- Marketing research methods for market sensing -- Market sensing using images and emotional scaling / Charles Hancock and David Longbottom -- Discourse analysis: using talk and text / Lesley Crane -- Consumer ethnography / Ian Churm -- Social media networks : on-line data sources / Annmarie Hanlon -- Using narrative and story telling in research / Alison Lawson -- Gamification : using game technology for marketing research / David Longbottom and Kuldeep Banwait -- Understanding customer journey through the prism of service design methodology / Polina Baranova -- Presenting your research and research ethics -- Communicating your research / Alison Lawson and Maria Potempski -- Research ethics / Simon Dupernex.

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