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 researchers to get
greater depth and meaning from their research and organisations to
make smarter strategic decisions. This book, the first text
dedicated to the topic, 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 achieves deep insights
into the mindsets of consumers. The methods explored in this book
include: emotional scaling ; discourse analysis; consumer
ethnography; social media networks; narrative and story telling;
gamification. With a wealth of case studies and pedagogy to aid
student learning, as well as online teaching aids including
PowerPoint presentations and video content, this ground-breaking
textbook is an essential resource for anyone that wants to expand
their repertoire of marketing research methods to create a research
project that will be original and insightful.
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