Alternative Market Research Methods PDF
By:David Longbottom,Alison Lawson
Published on 2016-09-13 by Routledge
Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market sensing is a new approach that enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This book, the first text dedicated to the topic, 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 achieves deep insights into the mindsets of consumers. The methods explored in this book include: emotional scaling ; discourse analysis; consumer ethnography; social media networks; narrative and story telling; gamification. With a wealth of case studies and pedagogy to aid student learning, as well as online teaching aids including PowerPoint presentations and video content, this ground-breaking textbook is an essential resource for anyone that wants to expand their repertoire of marketing research methods to create a research project that will be original and insightful.
This Book was ranked at 41 by Google Books for keyword Alternative.
Book ID of Alternative Market Research Methods's Books is gOZRDQAAQBAJ, Book which was written byDavid Longbottom,Alison Lawsonhave ETAG "q1RHdrIWgN0"
Book which was published by Routledge since 2016-09-13 have ISBNs, ISBN 13 Code is 9781317550372 and ISBN 10 Code is 1317550374
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Book which have "330 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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