Hy Mariampolski Qualitative Market Research

ISBN 13: 9780761969457

Qualitative Market Research

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9780761969457: Qualitative Market Research
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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 consultants), qualitative research applications (including product development, branding and advertising) and the varieties of qualitative research

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About the Author:

Hy Mariampolski is Managing Director of QualiData Research Inc. (www.qualidataresearch.com), New York and San Francisco. Hy holds a Ph.D. from Purdue University and has held academic appointments at Indiana University, Kansas State University, Yeshiva University and Hunter College of the City University of New York. He has conducted qualitative market research studies for a wide range of clients such as Hallmark Cards, Citibank, KPMG, The Clorox Company, Avery-Dennison, Colgate-Palmolive, Motorola, Moen, Johnson + Johnson, J. Walter Thomson, Young and Rubicam, Moulinex, Cognac Hennessy and Nissan Motors.

Review:

" It is the ultimate training guide, mixing scholastic rigor with a very readable style, geared to serve as an encyclopedic reference."  

"It is the ultimate training guide, mixing scholastic rigor with a very readable style, geared to serve as an encyclopedic reference." -- Anne Ward

." . . a comprehensive survey of the topic . . . a complete resource and a fundamental yet creative cookbook . . . Mariampolski offers detailed suggestions on how to effectively set up each particular type of project with step-by-step guidelines on how to proceed at each stage along the way. . . . It will be very interesting to those who wish to work in marketing, advertising, or research." -- Journal of Advertising Research

"It is the ultimate training guide, mixing scholastic rigor with a very readable style, geared to serve as an encyclopedic reference." --Anne Ward

." . . a comprehensive survey of the topic . . . a complete resource and a fundamental yet creative cookbook . . . Mariampolski offers detailed suggestions on how to effectively set up each particular type of project with step-by-step guidelines on how to proceed at each stage along the way. . . . It will be very interesting to those who wish to work in marketing, advertising, or research."--Journal of Advertising Research

"It is the ultimate training guide, mixing scholastic rigor with a very readable style, geared to serve as an encyclopedic reference."

--Anne Ward

." . . a comprehensive survey of the topic . . . a complete resource and a fundamental yet creative cookbook . . . Mariampolski offers detailed suggestions on how to effectively set up each particular type of project with step-by-step guidelines on how to proceed at each stage along the way. . . . It will be very interesting to those who wish to work in marketing, advertising, or research."

--Journal of Advertising Research

-It is the ultimate training guide, mixing scholastic rigor with a very readable style, geared to serve as an encyclopedic reference.-

--Anne Ward

-. . . a comprehensive survey of the topic . . . a complete resource and a fundamental yet creative cookbook . . . Mariampolski offers detailed suggestions on how to effectively set up each particular type of project with step-by-step guidelines on how to proceed at each stage along the way. . . . It will be very interesting to those who wish to work in marketing, advertising, or research.-

--Journal of Advertising Research

"About this title" may belong to another edition of this title.

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Book Description SAGE Publications Inc, United States, 2001. Paperback. Condition: New. Language: English . Brand New Book ***** Print on Demand *****. Best Practices in Qualitative Research guides the reader through a complete research project from the perspective of both user and practitioner. Hy Mariampolski s practical book meets the needs of several audiences by creating common ground in the applied practice of qualitative research. Section one begins with an overview of the history and philosophy behind the practice of qualitative research, discussing such figures as Max Weber, Sigmund Freud, Margaret Mead and Erving Goffman. The authors go on to explore: { using qualitative versus quantitative approaches { the organization of qualitative research { qualitative research applications (including product development, branding and advertising) { the varieties of qualitative research methods Section two looks at the management of qualitative research and discusses project management, planning and budgeting issues. Section three looks at group moderation and interviewing techniques. Section four addresses the whole area of collecting and analyzing qualitative data, including discussion of computer-assisted software methods, as well as research reporting. The book 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. Seller Inventory # AAV9780761969457

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Book Description SAGE Publications Inc, United States, 2001. Paperback. Condition: New. Language: English . Brand New Book ***** Print on Demand *****.Best Practices in Qualitative Research guides the reader through a complete research project from the perspective of both user and practitioner. Hy Mariampolski s practical book meets the needs of several audiences by creating common ground in the applied practice of qualitative research. Section one begins with an overview of the history and philosophy behind the practice of qualitative research, discussing such figures as Max Weber, Sigmund Freud, Margaret Mead and Erving Goffman. The authors go on to explore: { using qualitative versus quantitative approaches { the organization of qualitative research { qualitative research applications (including product development, branding and advertising) { the varieties of qualitative research methods Section two looks at the management of qualitative research and discusses project management, planning and budgeting issues. Section three looks at group moderation and interviewing techniques. Section four addresses the whole area of collecting and analyzing qualitative data, including discussion of computer-assisted software methods, as well as research reporting. The book 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. Seller Inventory # AAV9780761969457

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