Cover image for Qualitative market research : a comprehensive guide
Qualitative market research : a comprehensive guide
Mariampolski, Hy.
Personal Author:
Publication Information:
Thousand Oaks : Sage Publications, [2001]

Physical Description:
xiii, 312 pages ; 24 cm


Format :


Call Number
Material Type
Home Location
Item Holds
HF5415.2 .M3167 2001 Adult Non-Fiction Non-Fiction Area

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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, organizing 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 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, and section four addresses the whole area of collecting and analyzing qualitative data, including discussion of computer-assisted software methods, as well as research reporting. This book meets the needs of several audiences by creating some common ground in the applied practice of qualitative research. It should consequently be invaluable reading to a wide readership, from social research methods students (particularly those in sociology, business, psychology, education, marketing and market research) to worldwide practitioners of qualitative research, both clients and consultants.

Author Notes

Hy Mariampolski is Managing Director of QualiData Research Inc. 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

Table of Contents

Understanding Qualitative Research
What Is Qualitative Research
Philosophical Foundations
Qualitative versus Quantitative
Organizing Qualitative Research
Qualitative Research Applications
Varieties of Qualitative Research
Benefits of Qualitative Research
Reducing Bias and Error
Inappropriate Uses
Managing Qualitative Research
Understanding Internal Client Needs
Developing a Useful Project Brief
Determining Clear Project Objectives
Project Planning
Project Budgeting
Global Fieldwork
Locating, Comparing and Selecting Research Firms and Moderators
Locating and Selecting Field Facilities
Conducting Research in Homes and Offices
Other Resources
Recruitment Issues and Concerns
Creating an Effective and Foolproof Screener
Quality Management of Screening
Group Moderation and Interviewing Techniques
Preparing for an Interview
The Qualitative Researcher's Frame of Mind
What Are We Looking For?
Thinking Creatively
Creating and Using Discussion and Observation Guides
Guidelines for Observing Research Sessions
The Stages of a Research Interview
Playing the Moderator Role
Understanding Respondent Motivations
Using Group Dynamics Effectively
Asking Questions Fairly
Interpreting Body Language
Exercises in the Focus Group
Projective and Elicitation Techniques
Problem Participants and How to Manage Them
Keeping the Discussion Focused
Managing Interview Contingencies
Closing the Interview Effectively
Maximizing the Usefulness of Creative Barnstorming Sessions
Maximizing the Effectiveness of Observational Research
Maximizing the Effectiveness of Research with Special Populations
Qualitative Analysis, Reporting and Internal Communication
Collecting Data
Developing Persuasive Presentations
Closing the Engagement
Advancing the Research Function