Traditional research methods in marketing can be illuminating when used well, but all too often their results fail to provide the depth of understanding that organisations need to anticipate market needs.
Doing Marketing Research enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This unique book 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 achieve deep insights into the mindsets of consumers. The methods explored in this book include sensory research using ZMET, discourse analysis, consumer ethnography, social media networks, narrative and storytelling and gamification. This second edition has been fully updated to include several new chapters covering newer methods and topics, including the Delphi method, archival research, visual methods and the decolonisation of research.
With a wealth of examples, diverse case studies and pedagogy, such as seminar activities to aid student learning, this textbook is recommended and core reading for advanced undergraduate and postgraduate students studying marketing research, and business research methods more generally, as well as marketing practitioners.
Online resources include PowerPoint lecture slides.
Part 1: Theoretical Underpinnings for Market Sensing
1. Market Sensing and Qualitative Research
Charles Hancock and David Longbottom
2. The Qualitative Research Process
Alison Lawson and David Longbottom
Part 2: Marketing Research Methods for Market Sensing
3. Sensory Research Using the Zaltman Metaphor Elicitation Technique (ZMET)
Charles Hancock and Lee Miller
4. Visual Marketing Research
Elnerine Greeff
5. Discourse Analysis
Lesley Crane
6. Gamification in Marketing Research
Kuldeep Banwait and Tracy Powell
7. Social Media Networks as Rich Online Data Sources
Annmarie Hanlon and David W. Peck
8. Using Narrative and Storytelling in Research
Alison Lawson
9. Consumer Ethnography
Iride Azara and Ian Churm
10. Understanding the Customer Journey through the Prism of Service Design Methodology
Polina Baranova
11. How the Delphi Method Can Help Validate Conceptual Frameworks
M. Bilal Akbar and Simon Peter Nadeem
12. Using Archival Research in Marketing
Devi Gill and Barbara Tomasella
13. Using Appreciative Inquiry in Marketing Research
Christian Veasey and Alison Lawson
Part 3: Important Issues for All Researchers
14. Decolonising Marketing Research
Elnerine Greeff
15. Research Ethics: Becoming an Ethical Researcher
Polina Baranova and Simon Dupernex
16. Communicating Your Research
Alison Lawson and Maria Potempski
