Qualitative Market Research

Hy Mariampolski is Managing Director of QualiData Research Inc. (www.qualidataresearch.com), New York and San Francisco. Hy holds a Ph.D. from Purdue University and has held academic appointments at Indiana University, Kansas State University, Yeshiva University and Hunter College of the City University of New York. He has conducted qualitative market research studies for a wide range of clients such as Hallmark Cards, Citibank, KPMG, The Clorox Company, Avery-Dennison, Colgate-Palmolive, Motorola, Moen, Johnson + Johnson, J. Walter Thomson, Young and Rubicam, Moulinex, Cognac Hennessy and Nissan Motors.

Introduction Understanding Qualitative Research What Is Qualitative Research Philosophical Foundations Qualitative versus Quantitative Organizing Qualitative Research Qualitative Research Applications Varieties of Qualitative Research Benefits of Qualitative Research Reducing Bias and Error Inappropriate Uses Managing Qualitative Research Understanding Internal Client Needs Developing a Useful Project Brief Determining Clear Project Objectives Project Planning Project Budgeting Global Fieldwork Locating, Comparing and Selecting Research Firms and Moderators Locating and Selecting Field Facilities Conducting Research in Homes and Offices Other Resources Recruitment Issues and Concerns Creating an Effective and Foolproof Screener Quality Management of Screening Group Moderation and Interviewing Techniques Preparing for an Interview The Qualitative Researcher's Frame of Mind What Are We Looking For? Thinking Creatively Creating and Using Discussion and Observation Guides Guidelines for Observing Research Sessions The Stages of a Research Interview Playing the Moderator Role Understanding Respondent Motivations Using Group Dynamics Effectively Asking Questions Fairly Probing Interpreting Body Language Exercises in the Focus Group Projective and Elicitation Techniques Problem Participants and How to Manage Them Keeping the Discussion Focused Managing Interview Contingencies Closing the Interview Effectively Maximizing the Usefulness of Creative Barnstorming Sessions Maximizing the Effectiveness of Observational Research Maximizing the Effectiveness of Research with Special Populations Qualitative Analysis, Reporting and Internal Communication Collecting Data Reporting Developing Persuasive Presentations Closing the Engagement Advancing the Research Function

"It is the ultimate training guide, mixing scholastic rigor with a very readable style, geared to serve as an encyclopedic reference." -- Anne Ward ". . . a comprehensive survey of the topic . . . a complete resource and a fundamental yet creative cookbook . . . Mariampolski offers detailed suggestions on how to effectively set up each particular type of project with step-by-step guidelines on how to proceed at each stage along the way. . . . It will be very interesting to those who wish to work in marketing, advertising, or research." -- Journal of Advertising Research