Analysis and Interpretation in Qualitative Market Research - download pdf or read online

By Gill Ereaut

ISBN-10: 1412903971

ISBN-13: 9781412903974

ISBN-10: 1848600771

ISBN-13: 9781848600775

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This is the ‘pure researcher’ position. So commercial qualitative researchers must, at the same time as acting as agents of the client organisation, be disinterested observers and analysts of culture and behaviour, including that of the client. 1). The ‘dual role’ concept originated from examining commercial practice where client and research supplier are effectively independent of each other, but it may also have something to offer those in other forms of supplier–user relationship. 1. 1 The ‘Dual Role’ in A&I: Roles and Skills The ‘pure researcher’ role in analysis and interpretation • Researcher as disinterested and impartial analyst of behaviour, belief and culture, including that of the client • Exploring, testing and mapping a territory ‘out there’ in some specific way (often through responses to specific objects or ideas) and comparing this external territory with client beliefs, assumptions and intentions regarding it This involves a complex activity of synthesising information across a cultural boundary (manufacturer/consumer; political party/voter; charity/ donor and so on), looking for areas of fit and of dissonance.

The contemporary influence of cultural models. Psychological and Psychoanalytic Models: The Psycho-Social Heritage Three roles are played by broadly defined theoretical traditions of psychology and psychoanalysis within commercial qualitative practice. All are relevant in trying to understand common practices of analysis and interpretation. The first role is in underpinning interviewing and group moderation practices. Face-to-face interviewing, with individuals and groups, has been the staple method within the business, and theories of interpersonal processes have had much to contribute to what is ‘good practice’ in these specific situations (see Book 2).

The Child is home to playfulness and creativity. qxd 6/15/02 3:35 PM Page 37 FRAMEWORKS FOR THINKING 37 All of us have and act from all three ego states, though we may have a state or states that are stronger or more preferred. The ‘PAC’ model is simple to understand and use and TA has been found to be very useful to qualitative market research because it talks about transactions and relationships. Using TA as an analytic model, one might identify matched transactions (between the same ego states) or complementary ones (Parent to Child, for example) or more problematic ‘crossed’ transactions (where one person’s Parent is addressing someone else’s Adult, for example).

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Analysis and Interpretation in Qualitative Market Research by Gill Ereaut


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