Qualitative Methods for Marketplace Research

PART ONE: APPROACHING QUALITATIVE METHODS Why Qualitative Research? Five Models of Qualitative Research Applications of Qualitative Methods for Marketing PART TWO: GETTING READY TO RESEARCH Issues and Concerns Designing a Study and Writing a Proposal PART THREE: CHOOSING A RESEARCH MODEL History, Living Biography and Self-Narrative Using the Case Method Phenomenology and Grounded Theory Using an Ethnographic Approach PART FOUR: DATA COLLECTION TECHNIQUES AND TOOLS Observation and Fieldwork Ways of Knowing Field Interviews Ways of Knowing Structured Interviews Projective Techniques PART FIVE: TEXT ANALYSIS AND REPORTING Analyzing Visual and Material Text Analyzing Verbal Data Writing Field Stories and Narrative Reports

"Shay Sayre offers a rich and stimulating encounter. Her volume overflows with information, touching on the great array of ideas and methods available for conducting qualitative research. The practicality of her approach translates the most abstruse concepts into accessible actions. She has a distinctive, even laconic voice that cuts through the heart of her material. She gives the reader insight, examples, and the encouragement to experience the illumination that comes with trying out new ideas." -- Sidney J. Levy