Keegan - Qualitative research for marketing: how qualitative research underpins good business decisions

MARKET RESEARCH IN PRACTICE SERIES

Published in association with The Market Research Society

Consultant Editors: David Barr and Robin J Birn

Kogan Page has joined forces with The Market Research Society (MRS) to publish this unique series of books designed to cover the latest developments in market research thinking and practice.

The series provides up-to-date knowledge on the techniques of market research and customer insight and best practice in implementing them. It also shows the contribution market research and customer information management techniques can make to helping organizations of all kinds in shaping their strategy, structure, customer focus and value creation.

The series consists of several essential guides that focus on the core skills developed in the MRS training and qualifications programmes (www.mrs.org.uk). It provides practical advice and case studies on how to plan, use, act on and follow up research, and on how to combine it with other sources of information to develop deep insights into customers.

Fully international in scope of content, its readership is also from all over the world. The series is designed not only for specialist market researchers, but also for all those involved in developing and using deeper insights into their customers marketers in all disciplines, including planning, communications, brand management, and interactive marketers.

Other titles in the series:

Business to Business Market Research, Ruth McNeil

Consumer Insight, Merlin Stone

The Effective Use of Market Research, Robin J Birn

Market Intelligence: How and why organizations use market research, Martin Callingham

Market Research in Practice: A guide to the basics, Paul Hague, Nick Hague and Carol-Ann Morgan

Questionnaire Design, Ian Brace

Researching Customer Satisfaction and Loyalty, Paul Szwarc

Kogan Page Ltd

120 Pentonville Road

London N1 9JN

Tel: 020 7278 0433

www.koganpage.com

QUALITATIVE
RESEARCH

GOOD DECISION MAKING
THROUGH UNDERSTANDING PEOPLE,
CULTURES AND MARKETS

SHEILA KEEGAN

Publishers note

Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author.

First published in Great Britain and the United States in 2009 by Kogan Page Limited

Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses:

Sheila Keegan, 2009

The right of Sheila Keegan to be identified as the author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988.

ISBN 978 0 7494 5464 7

British Library Cataloguing-in-Publication Data

A CIP record for this book is available from the British Library.

Library of Congress Cataloging-in-Publication Data

Keegan, Sheila.

Qualitative research : good decision making through understanding people, cultures and markets / Sheila Keegan.

p. cm.

Includes bibliographical references and index.

ISBN 978-0-7494-5464-7

1. Marketing research. 2. Qualitative research. I. Title.

HF5415.2.K36 2009

658.83dc22 2009019016

Typeset by Saxon Graphics Ltd, Derby

Printed and bound in India by Replika Press Pvt Ltd

eBook by Graphicraft Limited, Hong Kong

Contents

SERIES EDITORS

David Barr has been Director General of the Market Research Society since July 1997. He previously spent over 25 years in business information services and publishing. He has held management positions with Xerox Publishing Group, the British Tourist Authority and Reed International plc. His experience of market research is therefore all on the client side, having commissioned many projects for NPD and M&A purposes. A graduate of Glasgow and Sheffield Universities, David Barr is a Member of the Chartered Management Institute and a Fellow of The Royal Society of Arts.

Robin J Birn has been a marketing and market research practitioner for over 25 years. In 1985 Robin set up Strategy, Research and Action Ltd, which is now the largest international market research company for the map, atlas and travel guide sector, and the book industry. He is a Fellow of the Market Research Society and is also the editor of