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Title Details

RRP / List Price: $89.99

Title   Alternative Market Research Methods : Market Sensing 

ubiq Price: $80.99

Author   LONGBOTTOM David / LAWSON Alison  ISBN   9781138843721  Add to shopping cart   
Publisher   Routledge  Group   Commerce/Law View shopping cart
Binding   Paperback Category   Marketing  Terms and conditions
Edition   1 Type   Go back
Publication Year   2016 
Subject   Market research 
Stock Status   Not currently in stock - contact store for availability 
Order Status   Not currently on order 
Synopsis 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 mind-sets of consumers.

The methods explored in this book include: Emotional scaling, Discourse analysis, Consumer ethnography, Social Media Networks, Narrative and story telling AND Gamification.p> 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; creating a research project that will be original and insightful.

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