By Mike Imms, Gill Ereaut
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Extra info for An Introduction to Qualitative Market Research
Looking also at the role and function of market research in diagnosis and prognosis, qualitative market research again makes a specific kind of contribution. • Diagnosis: providing understanding of the current situation and why things are the way they are. The organisational benefits of diagnostic qualitative market research concern better understanding of the situation and the target market/stakeholder group in terms of complex and relatively intangible factors such as the ways issues interrelate, and the effects of context on the way people act and make relevant decisions.
In this we have used frameworks provided by the discipline of Knowledge Management to underpin our discussion. • A perspective from organisational cultures: We need to recognise that part of the appeal of qualitative market research is that it meets the needs of certain types of organisational cultures and the way some organisations make decisions. We have drawn selectively upon specific models of decision-making that appear to us to be illuminating for this book. • Some non-methodological perspectives: It is clear that sometimes organisations use qualitative market research for reasons that have little or nothing to do with the technical relevance of the discipline.
Qxd 6/14/02 7:16 PM 24 Page 24 AN INTRODUCTION TO QUALITATIVE MARKET RESEARCH Market research in this way takes a ‘magpie’ approach to formal theory, especially that within social science, business, marketing and consumer fields. Experienced researchers often have a very wide knowledge of models and concepts which they apply to their work. Again, this is done eclectically and pragmatically; what works in helping produce useful outcomes for clients is deemed useful and appropriate (unfettered by concern for methodological or theoretic purity) and what does not work or is not useful is dropped.
An Introduction to Qualitative Market Research by Mike Imms, Gill Ereaut