Alternative Market Research Methods by Alison Lawson

Alternative Market Research Methods by Alison Lawson

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.

David Longbottom is a Reader in Marketing at the University of Derby, UK.

Alison Lawson is a Senior Lecturer in Marketing at the University of Derby, UK.

SKU	Unavailable
ISBN 13	9781138843721
ISBN 10	1138843725
Title	Alternative Market Research Methods
Author	Alison Lawson
Condition	Unavailable
Binding Type	Paperback
Publisher	Taylor & Francis Ltd
Year published	2016-09-15
Number of pages	312
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.