Alternative Market Research Methods

Market Sensing

Business & Finance, Marketing & Sales, Research
Cover of the book Alternative Market Research Methods by , Taylor and Francis
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Author: ISBN: 9781317550372
Publisher: Taylor and Francis Publication: September 13, 2016
Imprint: Routledge Language: English
Author:
ISBN: 9781317550372
Publisher: Taylor and Francis
Publication: September 13, 2016
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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:

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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