Qualitative Market Research: A Comprehensive Guide Review

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Qualitative Market Research: A Comprehensive Guide ReviewHy 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.
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Studying Children in Context : Theories, Methods, and Ethics Review

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Studying Children in Context : Theories, Methods, and Ethics ReviewThe authors have put together a compact but thorough review of qualitative research oriented to studying children. Those interested in qualitative research will benefit, even if one does not use it for studying children. However, those studying children will get more out of it, given its focus. The concepts are covered succinctly, but with suffiecnt depth to provide a basic understanding. One will want to use supplemental material for their needs or areas of interest, but as a basic core text, this is a good one.Studying Children in Context : Theories, Methods, and Ethics Overview

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Handling Qualitative Data: A Practical Guide Review

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Handling Qualitative Data: A Practical Guide ReviewLyn Richards book is a superb guide for doing qualitative research in a systematic and credible way. As both a graduate student working on my dissertation and as a consultant, I find myself returning to this book often. My copy is dog-eared and there is hardly a page without a note or highlight.
My only caution is that this is not a stand-alone book for the qualitative research novice. It is not a theory book, it is exactly what it claims i.e., "a practical guide" for getting control and making sense of the mountain of data that characterizes qood qualitative research.
I strongly recommend this book.Handling Qualitative Data: A Practical Guide Overview

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Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches Review

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Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches ReviewThis is a really straightforward and easy to understand book. Berger carefully and thoroughly goes over different methods used to create original research, both qualitative and qualitative. He carefully spells out the drawbacks each can have and outlines the important tactics that a researcher can use to insure the validity of their findings. Among the topics covered in this book are how research proposals generally work, interviewing, content analysis, historical analysis (quantitative), polling, statistical analysis, and testing (experiments) (qualitative). He also talks about different kinds of textual analysis and includes in here possibly the clearest explanation of semiotics I have ever come across. He has a plain, un-jargonized writing style and breaks apart text with cute illustrations and some admittedly lame "skits" (always between "him" and the "Grand Inquisitor" - you'll see. These are apparently supposed to be funny, but aren't.)
The chapters in this book are aided even further by never being so long as to be overwhelming. Berger doesn't mince words, but explains precisely and completely- and then switches to a new topic. Would that more authors would learn how to do this!
This was assigned reading for a graduate level class in which we prepared our thesis proposals. I think it should be mandatory reading for anyone considering embarking on original media research. I liked this book and though I would never have picked it up on my own- I am grateful that of all the choices there must be out there, my teacher chose this book.Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches Overview

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