E-Book Overview
This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.
E-Book Content
Qualitative Marketing Research
This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology, and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. The qualitative marketing research process is considered in step-by-step detail: • • • • •
from converting the marketing problem into research questions; choosing the right qualitative method; building research schemata; conducting the interview; to analysing data and preparing the report.
With numerous international case studies, including PepsiCo, Procter & Gamble, Danone, Nestle, Aviva, Heineken Group, and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour, and consumer psychology, as well as for practitioners. Dominika Maison, PhD – Professor at the University of Warsaw, Dean of the Faculty of Psychology, and marketing research practitioner. All her professional life she has been trying to connect science with practice in the field of consumer research, social marketing, and financial behaviour. In her scientific work, she studies unconscious and automatic consumer processes, implicit attitudes towards brands and product categories (e.g., using the Implicit Association Test – IAT, a method based on reaction time), consumer motivation, consumer ethnocentrism, materialism, and financial behaviour. In addition to her academic work at the University of Warsaw Faculty of Psychology, she has been actively engaged in marketing research practice since the early 1990s, having conducted hundreds of focus groups, in-depth interviews, and ethnographic research to date and provided many academic courses and courses for practitioners on marketing research, including qualitative marketing research, as well as bespoke courses for moderators. In 2005, she founded Maison&Partners – a market research company specialising in strategic marketing research. She has worked with some of the largest international clients like Procter & Gamble, Masterfoods, Danone, PepsiCo, Nestle, ING, Aviva, Citibank, Mastercard, and many others. Author of numerous highly cited scientific articles and books, including: Badania marketingowe. Od teorii do praktyki (Marketing Research: From Theory to Practice), Propaganda dobrych serc czyli rzecz o reklamie społecznej (Propaganda of Good Hearts: On the Issue of Social Advertising), Polak w