ALTERNATIVE MARKET RESEARCH METHODS Market Sensing

• Other Authors: Longbottom, David (Editor), Lawson, Alison (Editor)
• Format: Manuscript Book
• Language: English
• Published: Oxon Routledge 2017
• Subjects: Marketing research > Methodology; Consumers > Research > Methodology; Qualitative research > Methodology
• Online Access: Click Here to View Status and Holdings.

Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market sensing is a new approach that enables...

Table of 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.