Table Of ContentTHE BUSINESS Qualitative Marketing Research R Marketing Collection
A
EXPERT PRESS JA
Understanding How Behavioral Complexities G Naresh Malhotra, Editor
DIGITAL LIBRARIES O
Drive Marketing Strategies P
A
L
EBOOKS FOR Rajagopal
BUSINESS STUDENTS
“Qualitative research is followed today beyond ethnography in
Curriculum-oriented, born-
marketing, management, and health sciences. This book blends
digital books for advanced contemporary approaches with the qualitative research epistemolo- Qualitative
business students, written
gies and encapsulates the systematic process of conducting research.
by academic thought
It is a valuable contribution for management students, corporate
leaders who translate real-
managers, and researchers…”
Marketing
world business experience
—Lou Chitkushev, PhD, Associate Dean of Academic Affairs,
into course readings and Metropolitan College, Boston University, Boston MA
reference materials for
“An excellent reference for researchers in the areas of social and
students expecting to tackle Research
management sciences. To understand the world from the people’s
management and leadership
point of view, the qualitative research has been an age-old asset. This
challenges during their
book guides researchers to schematically explore experiences of the
professional careers.
subjects by walking in their shoes and understanding their behavior.”
Understanding How
POLICIES BUILT —Arturo Molina, PhD, Vice-Rector (Research & Technology
Q
BY LIBRARIANS Transfer), Tecnologico de Monterrey, Mexico U
A
• Unlimited simultaneous Qualitative research manages the fundamental challenge L Behavioral Complexities
usage in interpreting the complexities associated with consumer IT
A
• Unrestricted downloading behavior, particularly in large diversifi ed marketplace and T
and printing guides managers towards understanding consumers. This book IV Drive Marketing
E
• Perpetual access for a discusses qualitative research modeling and new approaches M
one-time fee of qualitative data collection, interpretation of results, report- A Strategies
• No platform or ing, and deriving managerial implications. R
K
maintenance fees Discussions in the book present new insights on conducting E
T
• Free MARC records
and applying qualitative market research and emphasizes on IN
• No license to execute
the application of qualitative research in consumer-centric G
The Digital Libraries are a companies. The book argues that companies need to consider R
E
comprehensive, cost-eff ective a broader perspective of marketing research to support mar- SE
way to deliver practical keting decisions derived by understanding consumer behavior A Rajagopal
R
treatments of important using qualitative research methodology. C
H
business issues to every Rajagopal is professor of marketing at EGADE Business School
student and faculty member. of Monterrey Institute of Technology and Higher Education
(ITESM), Mexico City Campus and life fellow of the Royal
Society for Encouragement of Arts, Manufacture and Com-
merce, London. He is also visiting professor at Boston Univer-
For further information, a sity, Boston, Massachusetts. Rajagopal holds the honor of the
free trial, or to order, contact: highest level of National Researcher-SNI Level- III conferred by
the National Council of Science and Technology (CONACyT),
[email protected]
Government of Mexico.
www.businessexpertpress.com/librarians
Marketing Collection
Naresh Malhotra, Editor
ISBN: 978-1-94999-101-7
Qualitative Marketing
Research
Qualitative Marketing
Research
Understanding How Behavioral
Complexities Drive Marketing
Strategies
Rajagopal
Qualitative Marketing Research: Understanding How Behavioral
Complexities Drive Marketing Strategies
Copyright © Business Expert Press, LLC, 2019.
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted in any form or by any
means—electronic, mechanical, photocopy, recording, or any other
except for brief quotations, not to exceed 400 words, without the prior
permission of the publisher.
First published in 2019 by
Business Expert Press, LLC
222 East 46th Street, New York, NY 10017
www.businessexpertpress.com
ISBN-13: 978-1-94999-101-7 (paperback)
ISBN-13: 978-1-94999-102-4 (e-book)
Business Expert Press Marketing Collection
Collection ISSN: 2150-9654 (print)
Collection ISSN: 2150-9662 (electronic)
Cover and interior design by Exeter Premedia Services Private Ltd.,
Chennai, India
First edition: 2019
10 9 8 7 6 5 4 3 2 1
Printed in the United States of America.
With love to Arati, Ananya, Amritanshu,
little Akhilesh and Niharika
who always support my academic endeavors
Abstract
Qualitative research contributions have enhanced scope in business man-
agement alongside the growth of consumer-centric marketing strategies,
which is increasingly getting complex and multidimensional. Qualitative
research helps understanding contextual interrelationships in business
and cognitive human factors in decision making in business and man-
agement. Qualitative research has high value as explorative research tool
for moderating intangible information. This book discusses qualitative
research modeling and new approaches of qualitative data collection,
interpretation of results, reporting, and deriving managerial implications.
Qualitative research manages the fundamental challenge in interpret-
ing the complexities associated with consumer behavior, particularly in
large diversified marketplace and guides managers. This book presents
new insights on conducting qualitative market research. It emphasizes on
the application of qualitative research in consumer-centric companies of
various categories ranging from multinational companies to niche b usiness
organizations. It helps business researchers in drawing c ontemporary
interpretations to the behavioral complexities of consumers. Discussions
in the book argue that companies need to consider a broader perspective
of marketing research to support marketing decisions derived by under-
standing consumer behavior using qualitative research methodology.
Keywords
action research; ethnography; evidence-based research; information man-
agement; mixed-method research; narrative analytics; qualitative research
design; qualitative research
Contents
Preface ..................................................................................................xi
Acknowledgments .................................................................................xix
Chapter 1 Introduction to Qualitative Research ................................1
Chapter 2 Qualitative Research Design ...........................................39
Chapter 3 Information Management in Qualitative Research ..........79
Chapter 4 Evidence-Based Research ..............................................115
Chapter 5 Mixed Methods and Qualitative Software .....................147
About the Author ................................................................................167
Index �������������������������������������������������������������������������������������������������169
