Alternative market research methods : market sensing / edited by David Longbottom and Alison Lawson.

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Bibliographic Details
Online Access:	Full Text (via Taylor & Francis)
Other Authors:	Longbottom, David (Editor), Lawson, Alison (Editor)
Format:	eBook
Language:	English
Published:	London : Routledge, 2017.
Subjects:	Marketing research > Methodology. Consumers > Research > Methodology. Qualitative research > Methodology.

Table of Contents:

Theoretical underpinnings for market sensing
Market sensing and qualitative research : context, philosophy, approach, and strategy / David Longbottom
The qualitative research process part one : strategy, planning, and data collection / David Longbottom
The qualitative research process part two : data analysis and data presentation / David Longbottom
Marketing research methods for market sensing
Market sensing using images and emotional scaling / Charles Hancock and David Longbottom
Discourse analysis: using talk and text / Lesley Crane
Consumer ethnography / Ian Churm
Social media networks : on-line data sources / Annmarie Hanlon
Using narrative and story telling in research / Alison Lawson
Gamification : using game technology for marketing research / David Longbottom and Kuldeep Banwait
Understanding customer journey through the prism of service design methodology / Polina Baranova
Presenting your research and research ethics
Communicating your research / Alison Lawson and Maria Potempski
Research ethics / Simon Dupernex.

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