In spite of, and because of, the attention recently paid to “big
data” and the huge amount quantitative data available from online
and point of sale transactions, qualitative and conceptual research is
in greater demand than ever. Rather than the correlational and
superficial view provided from the overflow of numerical data,
qualitative and conceptual data help to make sense of what is really
going on among consumers. Numerical approaches are a useful first cut
at detecting changes in market patterns, but they fail to help
understand the underlying and deeper meanings of these data among
individual consumers, families, and consumption communities. By
gathering data from observation (first hand and automated), depth
interviews, projective measures, netnography, videography, qualitative
marketing and consumer research help put flesh on the bones of often
sterile quantitative data. This volume provides a good illustration of
the sorts of insights that qualitative and conceptual analysis can
provide. Using some of the latest qualitative research tools, this
volume highlights insights about consumption ranging from how
consumers process advertising messages, how skiers consume a ski
resort, and how small retailers can combat the practice of
“showrooming” by consumers comparing online prices with mobile
devices to the nature of consumer “presence, rethinking the meanings
of prices, and buying counterfeit luxuries with friends. These and
other practices provide eye-opening insights of their own. But they
also spark the imagination by demonstrating what qualitative research
can do and why it is an increasingly popular set of techniques.
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Produktdetaljer
ISBN
9781787149465
Publisert
2017
Utgiver
Vendor
Emerald Publishing Limited
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter