Qualitative methods for market research. The subject.

After providing in the previous two posts a brief definition of both terms “qualitative method” and “market research“, we are in a position to clarify what Qualitative methods of market research subject is about (see about for further details on this blog). The main objective of the subject is learning how to collect text (and images) information systematically in order to understand the relation between buyers and sellers of a specific product or service that occurs or might occur in the future in a part of the worldMore specifically, the subject will aim the managing of the below qualitative research techniques (as well as its respective emerging online variant)

  1. In-depth Interviews
  2. Narratives
  3. Focus groups
  4. Verbal data
  5. Participant observation and ethnography
  6. Visual data: photography, film and video

Furthermore, a number of secondary objectives must be pointed out. Apart from the collection of information itself, it is necessary to emphasize the importance of the research process as a whole. In other words, you as researcher may manage the above techniques but it would be pointless if you are not aware of a number of steps that all researchers must bear in mind when developing a research project and that forms what is called “research process”. This process, that will be addressed in future posts, goes from the mere formulation of the research question to the final presentation of the results.

Finally, ethics of research, origin and history of market research as well a brief theoretical approaches overview complement the secondary objectives of this subject.

Below you can find the main references taken to the production of the material for the subject´s content.

Flick, U. (2009). An introduction to qualitative research. Sage Publications Limited.

Gummesson, E. (1999). Qualitative methods in management research. Sage Publications, Incorporated.

Ibáñez, J. (1979). Más allá de la sociología: El Grupo de Discusión: teoría y crítica. Siglo XXI de España Editores.

Lewis, Philip, Mark NK Saunders, and Adrian Thornhill. Research methods for business students. Pearson, 2009.

Martínez, P., & Rodríguez, P. M. (2008). Cualitativa-mente. ESIC Editorial.

Mella, O. (1998). Naturaleza y orientaciones teórico-metodológicas de la investigación cualitativa. Santiago: CIDE, 51.

Silverman, D. (2011). Interpreting qualitative data. Sage Publications Limited.
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