Doing Marketing Research

Part 1: Theoretical Underpinnings for Market Sensing 1. Market Sensing and Qualitative Research 2. The Qualitative Research Process Part 2: Marketing Research Methods for Market Sensing 3. Sensory Research Using the Zaltman Metaphor Elicitation Technique (ZMET) 4. Visual Marketing Research 5. Discourse Analysis 6. Gamification in Marketing Research 7. Social Media Networks as Rich Online Data Sources 8. Using Narrative and Storytelling in Research 9. Consumer Ethnography 10. Understanding the Customer Journey through the Prism of Service Design Methodology 11. How the Delphi Method Can Help Validate Conceptual Frameworks 12. Using Archival Research in Marketing 13. Using Appreciative Inquiry in Marketing Research Part 3: Important Issues for All Researchers 14. Decolonising Marketing Research 15. Research Ethics: Becoming an Ethical Researcher 16. Communicating Your Research

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• Pesquisa de mercado
• Vendas e gestão do marketing
• Estratégia de negócios

Market Sensing;Alternative Market Research Methods;CREATIVE RESEARCH METHODS;CONTEMPORARY RESEARCH METHODS;SOCIAL MEDIA RESEARCH;GAMIFICATION RESEARCH;CONSUMER ETHNOGRAPHY;QUALITATIVE RESEARCH;DEEP VALUE MINING;EMOTIONAL RESEARCH