The Observational Research Handbook explores the burgeoning qualitative marketing research technique of ethnography or descriptive anthropology, the observation and analysis of how consumers respond to a product within their own environments based upon their cultural values and relationships. The most comprehensive professional reference available on the subject, The Observational Research Handbook acquaints marketing and advertising professionals, market researchers, and manufacturers of consumer products with what ...
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The Observational Research Handbook explores the burgeoning qualitative marketing research technique of ethnography or descriptive anthropology, the observation and analysis of how consumers respond to a product within their own environments based upon their cultural values and relationships. The most comprehensive professional reference available on the subject, The Observational Research Handbook acquaints marketing and advertising professionals, market researchers, and manufacturers of consumer products with what observational research is, what it can add to a consumer marketing effort, and how an ethnographic marketing study is conducted. The book includes insights on setting study objectives, selecting the appropriate research method, defining the parameters of a study, creating interview scripts, applying specific practices and tips to the actual observations, and then compiling and analyzing the results. A complete case study - featuring a real proposal for an observational research study as well as an actual script and analysis of the results - is included in the appendix. means constantly fishing for new ideas with the power to move consumers. This book should be in every marketer's tackle box. Bill Abrams provides a guide to observational research that's fascinating and instructive. - Elizabeth Ellers Director, Brand Planning and Research Grey Advertising. Bill Abrams takes a topic that is surrounded by academic mystery and makes it understandable and usable for people in business. The learning that Colgate has obtained from observing people shopping and using our products in their homes has been invaluable in designing new products that meet their needs. Observational research is a cornerstone of our consumer insights program. - Jim Figura, Vice President Consumer Research and Insights Colgate-Palmolive Company. Bill Abrams creative director turned observational research guru, opens your eyes to how you can determine how consumers actually relate to and use your product. When you finish the book, you will be a believer! - Charles D. Peebler, Jr. Chairman Emeritus, True North Communications.
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Add this copy of The Observational Research Handbook to cart. $14.33, good condition, Sold by ThriftBooks-Atlanta rated 5.0 out of 5 stars, ships from Austell, GA, UNITED STATES, published 2000 by McGraw-Hill Companies.
Add this copy of Observational Research Handbook: Understanding How to cart. $14.83, good condition, Sold by Jenson Books Inc rated 5.0 out of 5 stars, ships from Logan, UT, UNITED STATES, published 2000 by McGraw-Hill Companies.
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Seller's Description:
This item shows signs of wear from consistent use, but it remains in good condition and works perfectly. All pages and cover are intact, but may have aesthetic issues such as small tears, bends, scratches, and scuffs. Spine may also show signs of wear. Pages may include some notes and highlighting. May include "From the library of" labels. Satisfaction Guaranteed.
Add this copy of Observational Research Handbook: Understanding How to cart. $16.00, new condition, Sold by Library Market rated 5.0 out of 5 stars, ships from Waynesville, OH, UNITED STATES, published 2000 by McGraw-Hill.
Add this copy of Observational Research Handbook: Understanding How to cart. $17.18, good condition, Sold by BooksRun rated 4.0 out of 5 stars, ships from Philadelphia, PA, UNITED STATES, published 2000 by McGraw-Hill.
Add this copy of The Observational Research Handbook: Understanding How to cart. $30.52, fair condition, Sold by Anybook rated 5.0 out of 5 stars, ships from Lincoln, UNITED KINGDOM, published 2000 by NTC Business Books.
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. Clean from markings. In fair condition, suitable as a study copy. No dust jacket. Library sticker on front cover. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 700grams, ISBN: 065800073X.
Add this copy of Observational Research Handbook: Understanding How to cart. $41.12, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2000 by McGraw-Hill.
Add this copy of Observational Research Handbook: Understanding How to cart. $74.08, new condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2000 by McGraw-Hill.
