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Market Research Methodologies

Book Description

Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress and push us to discover innovative improvements. This drive lends itself to the development of qualitative research. Market Research Methodologies: Multi-Method and Qualitative Approaches brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations. Focusing on vital concepts such as data validity, triangulation, and reliability, this book is a fundamental reference source for PhD students, graduate students, and academics within the business field who wish to understand how these methods can be employed to extract data from particular environments.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
  5. Dedication
  6. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
  7. Foreword by Wilson Ozuem
    1. REFERENCES
  8. Foreword by Gisela Demo
  9. Preface
    1. REFERENCES
  10. Section 1: Qualitative Approaches
    1. Chapter 1: Author/Authority
      1. ABSTRACT
      2. INTRODUCTION
      3. PHILOSOPHICAL FOUNDATIONS
      4. HISTORICAL ORIGINS OF QUALITATIVE RESEARCH
      5. ISSUES OF AUTHOR/AUTHORITY
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 2: Reflexivity in Qualitative Research
      1. ABSTRACT
      2. INTRODUCTION
      3. WHAT IS REFLEXIVITY?
      4. QUALITATIVE RESEARCHER REFLEXIVITY
      5. REFLEXIVE MODERNISATION
      6. REFLEXIVE POSITIONS
      7. INFORMANT REFLEXIVITY
      8. CO-RESEARCH
      9. MULTI-METHOD RESEARCH DESIGN AND DATA TRIANGULATION
      10. CONCLUSION
      11. REFERENCES
      12. ADDITIONAL READING
      13. KEY TERMS AND DEFINITIONS
    3. Chapter 3: Grounded Theory and Market Research
      1. ABSTRACT
      2. INTRODUCTION
      3. THE STATEMENT OF PROBLEM
      4. THE VALIDITY OF GROUNDED THEORY IN MARKETING RESEARCHES
      5. SIMILARITIES AND DIFFERENCES BETWEEN GROUNDED THEORY AND OTHERS
      6. THE APPLICATION OF GROUNDED THEORY IN MARKETING RESEARCHES
      7. THE DUTIES OF A GROUNDED THEORIST IN THE QUALITATIVE MARKETING RESEARCHES
      8. KEY ELEMENTS IN GROUNDED THEORY
      9. LEVELS OF GROUNDED THEORY RESEARCHES IN MARKETING RESEARCHES
      10. CONCLUSION
      11. REFERENCES
      12. ADDITIONAL READING
      13. KEY TERMS AND DEFINITIONS
    4. Chapter 4: Innovative Research Methodology
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. LITERATURE REVIEW
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    5. Chapter 5: Netnography
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. SOLUTIONS AND RECOMMENDATIONS
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    6. Chapter 6: The Observation
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
  11. Section 2: Multi-Method Approaches
    1. Chapter 7: Triangulation in Organizational Research
      1. ABSTRACT
      2. INTRODUCTION
      3. HISTORY OF MIXED-METHODS: TRIANGULATION
      4. TYPOLOGY OF TRIANGULATION
      5. TRIANGULATION IN ORGANIZATIONAL RESEARCH
      6. VALIDATING KNOWLEDGE IN HUMAN COMPETENCE AT WORK
      7. RECOMMENDATIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
      12. ENDNOTES
    2. Chapter 8: Analysing Blogs in Market Research
      1. ABSTRACT
      2. INTRODUCTION
      3. USING BLOGS IN RESEARCH
      4. CASE STUDY 1: ANALYSING LEISURE ACTIVITIES THROUGH BLOGS
      5. CASE STUDY 2: ANALYSING SPECTATORS’ EXPERIENCE THROUGH BLOGS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    3. Chapter 9: Theoretical and Empirical Comparative Analysis on Quantitative and Qualitative Marketing Researches
      1. ABSTRACT
      2. QUALITATIVE AND QUANTITATIVE MARKETING RESEARCH – IDEA AND ITS SIGNIFICANCE IN RESEARCH DESIGN
      3. METHODOLOGICAL ASPECTS OF QUALITATIVE AND QUANTITATIVE MARKETING RESEARCH
      4. TRIANGULATION OF MARKETING RESEARCH
      5. SUMMARY
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
      8. ENDNOTES
    4. Chapter 10: Qualitative Communication Research Methods and Techniques
      1. ABSTRACT
      2. INTRODUCTION: THE ROLE OF CUSTOMER RELATIONSHIP MARKETING AND E-CUSTOMER RELATIONSHIP MANAGEMENT
      3. DESCRIPTION OF THE CASE STUDY FOR THE IMPLEMENTATION OF THE EYCA IN THE GREEK ENVIRONMENT
      4. METHODOLOGICAL TOOLS FOR COMMUNICATING WITH THE CUSTOMER
      5. ARRANGING THE OVERWHELMING DATA FROM DIFFERENT DATA SOURCES: THEMES FOR ANALYSIS
      6. QUALITATIVE ANALYSIS
      7. TRIANGULATING THE RESEARCH RESULTS AS A METHOD OF VERIFICATION OF RESEARCH: ANALYSED THEMES
      8. CONCLUSION AND FUTURE RESEARCH DIRECTIONS
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    5. Chapter 11: Qualitative Response Regression Modeling
      1. ABSTRACT
      2. LEARNING OBJECTIVES
      3. QUALITATIVE AND QUANTITATIVE REGRESSION MODELS
      4. QUALITATIVE AND QUANTITATIVE DUMMY MODELS
      5. QUALITATIVE RESPONSE REGRESSION MODELS
      6. CHAPTER SUMMARY
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    6. Chapter 12: Multi-Method Analysis
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
      11. ENDNOTES
    7. Chapter 13: The Second Generation of the Laddering Methodology
      1. ABSTRACT
      2. INTRODUCTION
      3. MEC THEORY AND THE ORIGINAL VERSION OF LADDERING
      4. THE SECOND GENERATION OF LADDERING
      5. EMPIRICAL MATERIAL
      6. PROCEDURE FOR THE ELICITATION OF MOTIVES
      7. DISCLOSING MOTIVES
      8. RELATIONSHIPS AMONG MOTIVES
      9. THE COGNITIVE MAP
      10. DISCUSSION
      11. INFLUENCE OF COGNITIVE SCHEMAS ON DECISIONAL CRITERIA
      12. CONCLUSION
      13. REFERENCES
      14. KEY TERMS AND DEFINITIONS
    8. Chapter 14: Problem-Based Learning Methodology
      1. ABSTRACT
      2. INTRODUCTION
      3. OBJECTIVES
      4. METHODOLOGY
      5. SOCIAL ENTREPRENEURSHIP (SE)
      6. THE NEW ROLE OF THE UNIVERSITY IN THE POSTMODERN ERA
      7. YOUNG ENTREPRENEURS: THE GENESIS OF ECOSPORTECH
      8. ECOSPORTECH AND UVIC’S SYNERGIES WITH ITS AREA: A STEP TOWARDS VIC’S CITY BRAND
      9. ECOSPORTECH AND ITS COMMUNICATION POLICY
      10. CONCLUSION
      11. REFERENCES
      12. KEY TERMS AND DEFINITIONS
  12. Related References
  13. Compilation of References
  14. About the Contributors