Marketing research: an integrated approach: solving business problems: the value of marketing research
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Marketing Research an Integrated Approach focuses on the importance of marketing research techniques to solve business problems. Although there are many good books on the market, many focus on the process of Marketing Research, but ignore the importance. This book discusses the marketing research process, from how to collct data to how to analyse it.This book is contemporary in its approach because we take into account the importance of qualitiative and quantitative research methods and practices. This differs to the traditional approach of a quantitative research methods book.Chapter headings: The role of marketing research in solving business problems; The marketing research process; The use and evaluation of secondary data; Qualitative research an overview; Qualitative research a comparison of research methods; Designing questionnaires; Sampling methods; Qualitative research collecting observation data; From fieldwork to analysing quantitative data; Quantitative research analysing quantitative data;Presenting and using the research results.Keywords:
Qualitative marketing research
Quantitative Research
Market research
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Qualitative research has not been viewed as a rigorous alternative to established quantitative methods in postgraduate marketing research. However, this paper reports on the Australian development of a successful, structured approach to using the case study methodology in postgraduate research. Its aim is to present and justify guidelines for using the case study research methodology in honours, masters and PhD research theses, and so it should interest candidates and their supervisors. First, appropriate positions on a range of scientific paradigms and core issues of induction and deduction are established. Then implementation of the case study methodology is examined, including the numbers of case studies and of interviews. Unusual but effective uses of theoretical replication to rigorously analyze case study data are illustrated from postgraduate theses. Finally, a framework is provided for constructing a thesis, emphasizing the key methodology chapter.
Case study research
Qualitative marketing research
Replication
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An overview of the research process conducting survey research - a practical guide the logic & methods of case study research doing action science in your own organization the nature of secondary data marketing information sources Irish financial data sources the sampling process.
Action Research
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This chapter uses a PhD project to explain how patterns of unexpected findings and an abnormal case were used to develop new ideas that resulted in successful completion of the PhD and a number of publications.
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This article discusses the integrative role of the project method approach in marketing research. Using the six-step framework of the marketing research process, the article illustrates the effective execution of the project method approach and shows how the project method not only fosters at least 10 useful managerial skills but also incorporates the traditional lecture, case analysis, and games and simulation approaches to teaching marketing. Limitations of the project method and some observations on alternative approaches to its implementation are discussed.
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On a research project concerned with depth of understanding rather than theory-building, I sought to collect all data from a single organisation. This vignette tells the story of access granted, access ignored, access declined, before access finally begins.
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Valid and reliable research is pivotal to successful sport marketing strategy. Market research may be gathered via either quantitative or qualitative means. This paper explores the theoretical background and practical applications of qualitative research techniques. It explains the appropriate context for qualitative approaches, and discusses sampling procedures with particular emphasis on the powerful but simple technique known as theoretical sampling. In addition, it clarifies and explores data analysis procedures. The purpose of this paper is to provide sport market research practitioners with a model for implementing qualitative methodologies in sport marketing campaigns.
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Purpose of this paper is to propose a model for assessment of internet marketing efficacy, based on qualitative criteria and building on the theoretical and empirical investigation of various qualitative criteria applicable to internet marketing.The methodological framework used in the investigation is based on theoretical descriptive, comparative, analytical methods.Qualitative empirical study based on expert interviews was also employed.Nine experts of internet marketing and related fields were involved in the study.The aim of qualitative study is to explore the expert opinnions on the qualitative criteria for internet marketing assessment.This feedback helps to identify problems faced by business developing internet marketing campaigns, the steps to be taken further to solve them and advance campaign efficacy.The model integrating the qualitative criteria into the internet marketing assessment is proposed.The paper analyses the creation and application of qualitative criteria of internet marketing, discusses the problems of internet marketing development, proposes the ways how to deal with the emerging problems and presents the qualitative criteria based model for internet marketing assesment.The qualitative study is the main novety of the research and is intended to scrutinise the concept of internet marketing quality and distinguish the qualitative criteria for internet marketing development.The conclusions and recommendations of the research have practical value, which will help in the process of internet marketing quality implementation.
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15 Mixed methods in interpretive research: an application to the study of the self concept Shalini Bahl and George R. Milne Introduction Interpretive research by its very nature is multi-method, involving different forms of data collection, multipl...
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Business-to-business marketing research deals with a variety of topics which require different qualitative and quantitative research approaches. Although there may be situations where either a qualitative or a quantitative approach is sufficient, in many cases it is necessary to combine qualitative and quantitative techniques in order to gain all information necessary for decision making. This paper illustrates the integration of qualitative and quantitative research approaches on the basis of a marketing research project for innovative sewer systems.
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