Description:
Editorial Reviews
Review
"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 ResearchAbout the Author
Reviews:
5.0 out of 5 stars Excellent resource
Excellent work...covers it all...a great refresher for veterans in MR and a comprehensive resource for those new to the profession.
3.0 out of 5 stars Good price for college textbook
Not for light reading, had to get for a college class.
5.0 out of 5 stars Five Stars
Excellent condition
5.0 out of 5 stars Thorough, enagaging - useful for new researchers as well as experienced professionals. Great basis for team workshopping.
Hy Mariampolski is an inspiring man - and both generous and energetic in spreading the word about qualitative techniques and ethnography. It is refreshing to read such a well-written guide without having all the self-promotional baggage that litters too many practitioners handbooks.For a start, I find his history of qualitative techniques a great place to start this volume. As a synopsis of our professional history this is colourful, accurate and useful in contextualising why researchers do what they do.He then rolls through the big questions - when to use qualitative research, which techniques to choose, the planning of projects (including a thorough section of choosing & screening respondents) and then the juicy section: running interviews or focus groups.Here, Mariampolski makes us feel right at home. He's instructive without being didactic, and he speaks in a common-sense manner, peppering his advice with pertinent examples and a few illustrations. He includes a very useful chapter on the special considerations of youth research, multicultural research, interviewing business executives and covering particularly sensistive topics.The final main section is on the analysis of qualitative information, and the presentation of this. Again, Mariampolski speaks directly and usefully.Overall I'd say the book is pitched mostly at newer researchers, and at those who are contemplating a typically fascinating career in qualitative research, but this shouldn't stop a more senior researcher from going through the easily read 300 pages and making notes: even to check their own techniques and consider new ideas.The book is current (2001) and would make an excellent basis for a set of in-house training workshops for the research team. It is well worth the purchase. I wish all research texts were this clear.
3.0 out of 5 stars FIVE WHYS BEFORE ONE HOW !
The break-through Japanese management researcher Ishikawa,What Is Total Quality Control?: The Japanese Way (Business Management) whose work was popular in the West in the 1960's as the 'Fish Bone' Diagramme, had a rule. Before you asked 'how'(you were to do anything) first you exhausted the 'why' (it should be done at all or on a particular project or at a particular time).We have to disclose up-front that One Big Idea Consulting Limited NZ has been training and educating managements around the globe at board level in the Ishikawa philosophy for two decades... as it applies to marketing research, creative branding and intergrated R&D. We are biased. No doubt about that.Guide to Quality Control Ishikawa has legs into the 21st century !This Ishikawa focus, highlights the flaw of this otherwise quite decent novice guide to marketing research in its so called 'qualitative' guise. Too much 'how' and not nearly enough 'why'.Wendy Gordon's Good Thinking: A Guide to Qualitative Research is much more to the point... and much more in line with Ishikawa skepticism. For skeptical researchers with a few hundred projects behind their focus groups, observation windows and discussion panels and open-ended questionnaires, Gordon stands out as a veteran consumer researcher who tackles the really tough 'WHY' issues beyond the run-of-the-mill 'HOW'. Other than that, we have no quarrel with the Miriampolski content such as it is. For the beginners it is an OK starter, before you graduate to Gordon and tough-test your thinking.The key question is not so much as 'HOW' to apply one other research technique in the tool-box. The really critical issue is 'WHY' should one or other research project be done at all ! Gordon digs much deeper than Miriampolski in trying to answer the 'WHY'.
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Qualitative Market Research
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Similar items from “Research”
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Visit the SAGE Publications, Inc Store
Qualitative Market Research
AED84055
Quantity:
Order today to get by 7-14 business days
This item qualifies for free delivery
Imported From: United States
At BOLO, we work hard to ensure the products you receive are new, genuine, and sourced from reputable suppliers.
BOLO is not an authorized or official retailer for most brands, nor are we affiliated with manufacturers unless specifically stated on a product page. Instead, we source verified sellers, authorized distributors or directly from the manufacturer.
Each product undergoes thorough inspection and verification at our consolidation and fulfilment centers to ensure it meets our strict authenticity and quality standards before being shipped and delivered to you.
If you ever have concerns regarding the authenticity of a product purchased from us, please contact Bolo Support. We will review your inquiry promptly and, if necessary, provide documentation verifying authenticity or offer a suitable resolution.
Your trust is our top priority, and we are committed to maintaining transparency and integrity in every transaction.
All product information, images, descriptions, and reviews originate from the manufacturer or from trusted sellers overseas. BOLO is not affiliated with, endorsed by, or an authorized retailer for most brands listed on our website unless stated otherwise.
While we strive to display accurate information, variations in packaging, labeling, instructions, or formulation may occasionally occur due to regional differences or supplier updates. For detailed or manufacturer-specific information, please contact the brand directly or reach out to BOLO Support for assistance.
Unless otherwise stated, all prices displayed on the product page include applicable taxes and import duties.
BOLO operates in accordance with the laws and regulations of United Arab Emirates. Any items found to be restricted or prohibited for sale within the UAE will be cancelled prior to shipment. We take proactive measures to ensure that only products permitted for sale in United Arab Emirates are listed on our website.
All items are shipped by air, and any products classified as “Dangerous Goods (DG)” under IATA regulations will be removed from the order and cancelled.
All orders are processed manually, and we make every effort to process them promptly once confirmed. Products cancelled due to the above reasons will be permanently removed from listings across the website.
Description:
Editorial Reviews
Review
"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 ResearchAbout the Author
Reviews:
5.0 out of 5 stars Excellent resource
Excellent work...covers it all...a great refresher for veterans in MR and a comprehensive resource for those new to the profession.
3.0 out of 5 stars Good price for college textbook
Not for light reading, had to get for a college class.
5.0 out of 5 stars Five Stars
Excellent condition
5.0 out of 5 stars Thorough, enagaging - useful for new researchers as well as experienced professionals. Great basis for team workshopping.
Hy Mariampolski is an inspiring man - and both generous and energetic in spreading the word about qualitative techniques and ethnography. It is refreshing to read such a well-written guide without having all the self-promotional baggage that litters too many practitioners handbooks.For a start, I find his history of qualitative techniques a great place to start this volume. As a synopsis of our professional history this is colourful, accurate and useful in contextualising why researchers do what they do.He then rolls through the big questions - when to use qualitative research, which techniques to choose, the planning of projects (including a thorough section of choosing & screening respondents) and then the juicy section: running interviews or focus groups.Here, Mariampolski makes us feel right at home. He's instructive without being didactic, and he speaks in a common-sense manner, peppering his advice with pertinent examples and a few illustrations. He includes a very useful chapter on the special considerations of youth research, multicultural research, interviewing business executives and covering particularly sensistive topics.The final main section is on the analysis of qualitative information, and the presentation of this. Again, Mariampolski speaks directly and usefully.Overall I'd say the book is pitched mostly at newer researchers, and at those who are contemplating a typically fascinating career in qualitative research, but this shouldn't stop a more senior researcher from going through the easily read 300 pages and making notes: even to check their own techniques and consider new ideas.The book is current (2001) and would make an excellent basis for a set of in-house training workshops for the research team. It is well worth the purchase. I wish all research texts were this clear.
3.0 out of 5 stars FIVE WHYS BEFORE ONE HOW !
The break-through Japanese management researcher Ishikawa,What Is Total Quality Control?: The Japanese Way (Business Management) whose work was popular in the West in the 1960's as the 'Fish Bone' Diagramme, had a rule. Before you asked 'how'(you were to do anything) first you exhausted the 'why' (it should be done at all or on a particular project or at a particular time).We have to disclose up-front that One Big Idea Consulting Limited NZ has been training and educating managements around the globe at board level in the Ishikawa philosophy for two decades... as it applies to marketing research, creative branding and intergrated R&D. We are biased. No doubt about that.Guide to Quality Control Ishikawa has legs into the 21st century !This Ishikawa focus, highlights the flaw of this otherwise quite decent novice guide to marketing research in its so called 'qualitative' guise. Too much 'how' and not nearly enough 'why'.Wendy Gordon's Good Thinking: A Guide to Qualitative Research is much more to the point... and much more in line with Ishikawa skepticism. For skeptical researchers with a few hundred projects behind their focus groups, observation windows and discussion panels and open-ended questionnaires, Gordon stands out as a veteran consumer researcher who tackles the really tough 'WHY' issues beyond the run-of-the-mill 'HOW'. Other than that, we have no quarrel with the Miriampolski content such as it is. For the beginners it is an OK starter, before you graduate to Gordon and tough-test your thinking.The key question is not so much as 'HOW' to apply one other research technique in the tool-box. The really critical issue is 'WHY' should one or other research project be done at all ! Gordon digs much deeper than Miriampolski in trying to answer the 'WHY'.
More from this brand
Similar items from “Research”
Share with
Or share with link
https://www.bolo.ae/products/U0761969454