By Mike Imms, Gill Ereaut
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Additional info for An Introduction to Qualitative Market Research
We discuss it here because, although written in 1977 (subsequently revised by Calder and Tybout in 1987), his description is still widely referred to, especially by some academic qualitative researchers (Catterall 2001). e. a summary of the content of interviews etc. (this effectively describes a ‘cognitive’ model of qualitative market research, which is prevalent today in the USA: see below); and • scientific knowledge: ‘second degree constructs’ or theoretical constructs based upon the everyday comments of research subjects.
A busy practitioner in the UK may moderate 150 group discussions in a year, and as many as six in a week. Qualitative market researchers work very long hours, often routinely working two or three evenings a week in addition to a regular office week; it is also common for a researcher to have several projects at various stages in progress at the same time. Through this continued exposure to project after project, practical experience accumulates in several ways, existing largely as tacit rather than explicit or codified knowledge: • Experience of what works to produce effective knowledge for clients (which feeds back into effective design of projects and groups/ interviews).
Are we getting there? Essentially, organisations whose profitability or existence depends on delivering some kind of product or service are likely to be asking the following questions about the population(s) of interest to them – whether these are consumers of a product, users of local services, voters, visitors to a museum or whatever group is of relevance: • • • • What do people currently do (in relation to our field of operation)? Why do they do it? What might they do differently? How can we influence this?
An Introduction to Qualitative Market Research by Mike Imms, Gill Ereaut