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商品詳細
Doing Marketing Research : Alternative Methods for Market Sensing. 2nd ed.
・ISBN 978-1-032-97227-5 hard GB£ 210.00
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・ISBN 978-1-032-97224-4 paper GB£ 54.99
￥17,420.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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| 著者・編者 | Lawson, Alison / Hancock, Charles (eds.), |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2025.03 |
| ページ数 | 250 pp. |
| 言語 | ENG |
| ニュース番号 | ＜737-541＞ |
解説
Traditional research methods in marketing can be illuminating when used well, but all too often their results fail to provide the depth of understanding that organisations need to anticipate market needs.
Doing Marketing Research enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This unique book 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 achieve deep insights into the mindsets of consumers. The methods explored in this book include sensory research using ZMET, discourse analysis, consumer ethnography, social media networks, narrative and storytelling and gamification. This second edition has been fully updated to include several new chapters covering newer methods and topics, including the Delphi method, archival research, visual methods and the decolonisation of research.
With a wealth of examples, diverse case studies and pedagogy, such as seminar activities to aid student learning, this textbook is recommended and core reading for advanced undergraduate and postgraduate students studying marketing research, and business research methods more generally, as well as marketing practitioners.
Online resources include PowerPoint lecture slides.