Download An Introduction to Qualitative Market Research by Mike Imms, Gill Ereaut PDF

By Mike Imms, Gill Ereaut

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Links to any theoretical underpinning or justification for practice can be tenuous, incomplete and sometimes ill-informed. Indeed, a crucial objective of this series has been to write down this oral tradition and endeavour, as far as is possible, to link current practice back to theory. One consequence will be to make deficiencies and misconceptions in this matter more transparent, but it will also allow informed discussion about the differing perspectives taken. qxd 6/14/02 7:16 PM 22 Page 22 AN INTRODUCTION TO QUALITATIVE MARKET RESEARCH researchers who manage companies continue to be directly involved in projects.

Qxd 6/14/02 7:16 PM Page 19 CHARACTERISTICS OF QMR AS A COMMERCIAL PRACTICE 19 do it. Breaking this mould will undoubtedly require the joint efforts of both clients and suppliers and there is evidence that this is already happening (Desai, Book 3). • There has been an established market for group discussions and individual depth interviews – ‘groups and depths’ – and a commercially viable market rate for their conduct. It has been common practice in the UK for researchers to be asked to quote their ‘group rate’, or the fee they would charge for a ‘standard’ group discussion, regardless of the complexity of the problem to be addressed by the research.

It very roughly corresponds to a positivist approach to qualitative research and a ‘realist’ approach to data. • In the UK and Europe, however, it is more common for a different philosophical position to be taken, roughly corresponding to an interpretivist stance, where meaning and understanding rather than description and ‘information’ are the key outcomes. An alternative ‘conative’ model of qualitative market research involves the researcher in a far more interpretative role – using material from respondents to create ‘second degree’ understanding.

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