Qualitative Research Methods in Public Relations and Marketing Communications
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The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main approaches and techniques for conducting critical, reflective investigations. This new edition: Identifies the skills and strategies needed to conduct authentic, trustworthy research Highlights specific analytical techniques associated within the main research approaches Provides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.Keywords:
Qualitative marketing research
Marketing communication
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.
Qualitative marketing research
Quantitative Research
Market research
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Traditionally, marketers have used the marketing information system (MkIS) and its components to inform the decision-making process. Central to the process was the use of marketing research. Today with the development of customer databases, the marketer has a significant additional weapon in his or her armoury. We have more information than ever before. And yet companies are still making poor decisions, and still fail to meet their customers’ needs and wants effectively and efficiently.
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In tourism marketing literature, several topics have been taken into account and studied by scholars, for instance: destination image (either projected by destination, or perceived by tourists), and market segmentation. Even though there is such interest on topics that are constituent elements of the marketing concept, little has been written on the DMOs overall marketing process. The purpose of the paper is to describe the marketing process implemented by some Italian DMOs, in order to establish whether the marketing concept is associated to promotion, or it is considered a thorough process that involve the entire organisation. Five different DMOs have been studied through qualitative research techniques: namely semi structured interviews to marketing managers and analysis of internal documents. Findings prove that there is a twofold orientation toward marketing: in some DMOs marketing is a complex process that, on the basis of market analyses permit the organisation to decide its marketing mix; on the contrary, in other DMOs it is equated to promotion. Although the limited sample size, this study sheds light on different practices implemented at an operational
level.
Market Segmentation
Promotion (chess)
Qualitative marketing research
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Over the last decade, the marketing domain's acceptance of qualitative research as a publishable research methodology has grown materially, as has the understanding of what constitutes "good" (publishable) qualitative research. Overall, somewhere around 15% of the articles published in the business-to-business academic journals use qualitative research methodologies. In addition, all articles in AMS Review are conceptual or theoretical and include BtoB topics. Furthermore, in the last five years, both the Journal of Marketing and the Journal of the Academy of Marketing Science, marketing journals on the Financial Times 50 list, have published business to business research using these methods. This chapter reviews when to use qualitative methods, the breadth of methods that constitute qualitative research, how qualitative research proceeds, and how to execute and demonstrate quality and rigor in using these methods to increase the probability of publication success for qualitative research.
Qualitative marketing research
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PART ONE: INTRODUCTION TO USE AND METHODS OF MARKETING RESEARCH Introduction to Marketing Research Research as a Process Determining the Research Question The Research Proposal Cultural Considerations for Marketing Research Conducting Secondary Research PART TWO: QUALITATIVE MARKETING RESEARCH Choosing Participants for Qualitative Research Planning and Conducting Focus Groups In-depth, Intercept and Expert Interviews Projective, Observational, Ethnography and Grounded Theory Techniques PART THREE: QUANTITATIVE MARKETING RESEARCH Determining Probability Samples Questionnaire Design Conducting Surveys PART FOUR: ANALYZING AND REPORTING FINDINGS Analyzing Verbal and Other Qualtitative Data Analyzing Numerical Data Report Writing and Presentation
Qualitative marketing research
Presentation (obstetrics)
Research Design
Market research
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The marketing needs of the Romanian marketing companies are very diversified, commencing with the research of the needs and demand on the target market, going down to the 4Ps (Product, Price, Promotion and Placement) and their components.The present marketing research was performed using 7 categories of information sources: specialised publications in marketing; specialised publications in economics; information provided by specialised institutions in consultancy and marketing research; information provided by individual marketing specialists;information provided by advertising agencies; information provided by the economic sections of the daily newspapers; job web sites.
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As an industry, marketing research has enjoyed decades of systemic growth. Unfortunately, dissatisfaction with the return on marketing research investments has also been consistently voiced. Part of this complaint may be due to the inadequate way marketing research is being taught. In this article, we review what practitioner–academic gaps have been found in the literature and also present the results of a survey among alumni of a US university. We identify several key gaps including (1) understanding of business issues, (2) ability to define a marketing research problem, (3) ability to design marketing research, (4) ability to analyze data, (5) ability to interpret the results, (6) ability to translate results into actions, (7) ability to effectively interact with clients, and (8) expertise on specific research studies such as customer satisfaction research, branding, and new product development research.
Qualitative marketing research
Complaint
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The generalized objective of this research paper is to critical evaluation of marketing mix in context of 21 st contrary applies particularly to the marketing perspective. This research paper provides an idea to the marketing ideologist and can be used as marketing tools to assist them in pursuing their marketing objectives. Marketing mix is derived from the single P (price) of micro-economic theory. Apart from price other three Ps were introduced into the marketing scene in order to face up into a highly competitively charged competitive international environment. This study depict revised scenario of the current standing in the debate around the Mix as marketing paradigm tool and strategic marketing management tool by reviewing academic views. Critical appraisal of traditional product based marketing mix model with the present consumer oriented model is the base of this research. However, in spite of its deficiencies, the 4Ps remain a staple of the marketing mix. The subsequent Ps has yet to overcome a consensus about eligibility and agreement over the practical application. Keywords: Marketing tool, Marketing mix, Micro-economic theory. DOI: 10.7176/JMCR/71-06 Publication date: September 30 th 2020
Qualitative marketing research
Marketing mix modeling
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Qualitative marketing research
Viewpoints
Consumer research
Market research
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The market research has the role of helping in the decision making process, on a scientific base, in a company with an environment in continuous change. It can be successfully utilized in reaching most of the company's objectives, including the purpose of improving its marketing mix. Marketing mix is composed of the variables that the company has on its hands to influence the targeted market. In its classical form, marketing mix has four variables: price, product, place, promotion. Marketing research can be complete or selective, on a whole collectivity or on a sample. Obviously, the data obtained through a complete research is more accurate, in comparison with the selective research. The last part of the paper is a case study on a small Romanian company, SC Pro Ceramic Art Deco Pitesti, regarding the utilisation of marketing research for the improvement of its marketing mix. The study is the first for this company and it was done as a complete research on business customers.
Marketing mix modeling
Qualitative marketing research
Market research
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