The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

Deep Engagement with Consumer Experience: Listening and Learning with Qualitative Data

Deep engagement with consumer experience: Listening and learning with qualitative data

The exhortation to get close to customers, to listen to their voices, and to learn from their experiences is well served through the judicious application of research methods employing qualitative data. If what top management wants is deep engagement and depth of consumer understanding, then research methods generating qualitative data provide the tool kit of choice. Box 4.1 provided by JCPenney below captures the potential of such methods.

Sherry and Kozinets (2001) argue that research employing qualitative data comprises the largest growth segment of inquiries into consumer behavior worldwide (Cantar Group, 1995). The emergence of practitioner-oriented journals, such as Quirk's Marketing Research Review, QRCA Views, ...

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