By Mike Imms, Gill Ereaut
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Extra info for An Introduction to Qualitative Market Research
Where could we be? How could we get there? Are we getting there? Essentially, organisations whose profitability or existence depends on delivering some kind of product or service are likely to be asking the following questions about the population(s) of interest to them – whether these are consumers of a product, users of local services, voters, visitors to a museum or whatever group is of relevance: • • • • What do people currently do (in relation to our field of operation)? Why do they do it?
Why would organisations buy qualitative research? What kinds of knowledge or information do they expect to get from it? What other factors might enter the decision to use it? In this chapter, we will suggest that organisations do have ‘qualitative questions’ – they need forms of knowledge which cannot easily be accessed or generated in any other way. But the decision as to what constitutes a ‘qualitative question’ is not a simple one and there is often more than one way to address an issue. In addition, there are many other reasons in practice why qualitative research gets commissioned.
Individual interviewing are further examined in Chapter 5, while Book 2 gives detail of the complex ways market researchers use basic interviewing vehicles to address different issues and to generate different kinds of material (see also Books 5 and 6). Reasons for the gradual loosening of this methodological convention are examined in Book 3, where Desai looks at ways in which other methods such as observation and ethnography are being integrated into the qualitative market research repertoire.
An Introduction to Qualitative Market Research by Mike Imms, Gill Ereaut