市場調査の代替的手法（第２版） Doing Marketing Research : Alternative Methods for Market Sensing （2ND）

市場調査の代替的手法（第２版）<br>Doing Marketing Research : Alternative Methods for Market Sensing （2ND）

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市場調査の代替的手法（第２版）
Doing Marketing Research : Alternative Methods for Market Sensing （2ND）

Lawson, Alison (EDT)/ Hancock, Charles (EDT)

ウェブストア価格 ¥48,251（本体¥43,865）
Routledge（2025/03発売）
外貨定価 US$ 230.00
ポイント 438pt

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製本 Hardcover:ハードカバー版／ページ数 250 p.
言語 ENG
商品コード 9781032972275
DDC分類 658.83072

Full Description

Traditional research methods in marketing can be illuminating when used well, but all too often their results fail to provide the depth of understanding that organisations need to anticipate market needs.

Doing Marketing Research enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This unique book explains market sensing simply and practically and demonstrates how it can benefit researchers. It teaches non-mainstream and alternative research methods, which facilitate innovative research design and achieve deep insights into the mindsets of consumers. The methods explored in this book include sensory research using ZMET, discourse analysis, consumer ethnography, social media networks, narrative and storytelling and gamification. This second edition has been fully updated to include several new chapters covering newer methods and topics, including the Delphi method, archival research, visual methods and the decolonisation of research.

With a wealth of examples, diverse case studies and pedagogy, such as seminar activities to aid student learning, this textbook is recommended and core reading for advanced undergraduate and postgraduate students studying marketing research, and business research methods more generally, as well as marketing practitioners.

Online resources include PowerPoint lecture slides.

Part 1: Theoretical Underpinnings for Market Sensing 1. Market Sensing and Qualitative Research 2. The Qualitative Research Process Part 2: Marketing Research Methods for Market Sensing 3. Sensory Research Using the Zaltman Metaphor Elicitation Technique (ZMET) 4. Visual Marketing Research 5. Discourse Analysis 6. Gamification in Marketing Research 7. Social Media Networks as Rich Online Data Sources 8. Using Narrative and Storytelling in Research 9. Consumer Ethnography 10. Understanding the Customer Journey through the Prism of Service Design Methodology 11. How the Delphi Method Can Help Validate Conceptual Frameworks 12. Using Archival Research in Marketing 13. Using Appreciative Inquiry in Marketing Research Part 3: Important Issues for All Researchers 14. Decolonising Marketing Research 15. Research Ethics: Becoming an Ethical Researcher 16. Communicating Your Research