ALTERNATIVE MARKET RESEARCH METHODS

Market sensing

Edited by David Longbottom and Alison Lawson

11 Routledge 1\. Taytor&Frands Group

LONDON AND NEW YORK

CONTENTS

List of .figures List of tables List of case studies Notes on contributors

lntroduction and rationale for this book David Longbottom and Alison Lawson

Guide to using this book 2 Guide to the structure of the book and its content 2 Additional study materials 5

PARTI

xi xiii XV

xvi

1

Theoretical underpinnings for market senslng 7

1 Market sensing and qualitative research: context, philosophy, approach and strategy 9 David Longbottom

Purpose and context 9 Learning outcome 9 Qualitative research: context 10 Qualitative research: philosophy 12 Research approach 15 Research strategy 17 Summary 18 Bibliography 18

vl Contents

2 The qualitative research process part 1: strategy, planning and data collection David Longbottom

Purpose and context 20 Learning outcome 20 Further reading 20 Introduction 20 Stage 1: strategies for qualitative research 21 Stage 2: planning 25 Stage 3: data collection 2 8 Summary 33 Bibliography 34

3 The qualitative research process part 2: data analysis and data presentation David Longbottom

Purpose and context 3 6 Learning outcome 3 6 Introduction to data analysis and presentation 3 6 Recording and transcribing 37 Summarising data .from a transcript to be presented in the main text 40 Analysis and evaluation of data 42 Drawing conclusions, constructing solutions, and farther research 45 Summary 46 Bibliography 46

PART II Market research methods for market sensing

4 Mq,rket sensing using images and emotional scaling Charles Hancock and David Longbottom

Purpose 51 Context 51 Learning outcomes 51 Introduction, background and context 52 The use of images in mainstream marketing research literature 5 6 Emotional scaling methods 61 Taking you through the research process stage by stage 66 Stage 1: selection of participants and sampling issues 67 Stage 2: brie.fing the partidpant and the collection of images 69

20

36

49

51

Stage 3: interview planning 69 Stage 4: conducting the Interview 72 Stage 5: analysis and data reduction 77 Summary 92 Exercise 92 References 93 Bibliography 94

5 Oiscourse analysis: analysing talk and text Lesley Crane

Purpose 95 Context 96 Learning outcomes 96 lntrodi1etion, origins and core concerns 97 JIVhat does discourse analysis do? 99 Practical guide to discourse analysis 103 Summary 117 Exercise 118 References 118

6 Consumer ethnography Jan Churm

Purpose 122 Context 122 Learning outcomes 122 JIVhy ethnography? 123 Background to consumer ethnography 125 Consumer ethnography applications 131 Product usability 135 Retail navigation 13 7 Guerrilla ethnography 13 8 The practice of consumer ethnography 13 9 Designing a consumer etfmographic study 142 Seminar discussion questions 145 Seminar exercise 146 Bibliography 147

7 Social media networks: rich online data sources Annmarie Hanlon

Purpose 149 Context 149

Contents vll

95

122

149

vlll Contents

Leaming outcomes 150 Introduction, background and context 151 Use of sodal media research in mainstream marketing research

literature 15 4 User research 155 Network research 158 Content research 158 Business research 158 Customer services 160 Taking you through the process stage by stage 163 Stage 1: selection of platform and topics 164 Stage 2: sampling 166 Stage 3: selection of data mining method 168 Stage 4: conducting the data mining 171 Stage 5: analysis options 172 Stage 6: presenting your data 174 Summary 176 Exercise 17 6 Bibliography 177

8 Using narrative and storytelling in research Alison !Awson

Purpose 182 Context 182 Learning outcomes 182 Introduction, background and context 183 W'hat is a na"ative approach? 185 Taking you through the process stage by stage 190 ]udging the quality of na"ative enquiry: potential issues

alfd challenges 198 Use of na"ative approaches in the literature 199 Advantages and disadvantages of using a na"ative approach 200 Writing up the results of na"ative research 201 Seminar exercise 201 Rejerences 203 Other references 204

182

9 Gamification: using game technology for marketing research 205 David Longbottom and Kuldeep Banwait

Purpose 205 Context 206

Contents lx

Learning outcomes 206 Introduction, background and context 206 Tiieoretical foundations 211 Gamification principles and critical success factors 213 Tiie gamijication process: capturing the critical elements oJ

gaming 216 Contemporary case examples 218 Summary 229 Exercises 230 Some interesting gamijication mini-case studies 230 References 2 3 4

10 Understanding the customer journey through the prism of service design methodology Polina Baranova

Purpose 236 Context 236 Learning outcomes 23 6 Introduction, background and context 237 Service design project methodology 2 40 Taking you through the process stage by stage 247 Stage 1: mapping customer joumey through a service process 248 Stage 2: detailing each stage of the customer journey 249 Stage 3: identijication of fail points and areas oJ excessive wait 2 5 0 Stage 4: prioritisation offailpoints and areas ofexcessive wait 250 Stage 5: service improvementplan, implementation, monitoring and

evaluation 251 Consultations and engagement with staff, cusfomers and experts 252 Research tools and techniques 2 5 2 Summary 259 Exercise 260 Bibliograpliy 261

PART III

236

Research presentation and research ethics 263

11 Communicating your research 265 Alison LAwson and Maria Potempski

Introduction 265 Before you start 2 6 6 Drajting 269

x Contents

Feedback 2 81 Writing up qualitative data 284 Writingfor different purposes 285 Summary 290 Seminar activities 291 Bibliography 292

12 Research ethics Simon Dupernex

Introduction and context 293 111e research process 296 Research ethics overview 297 Etliical case studies 299 Research ethics cl1ecklist 301 Bibliography 302

Index

293

304