By Mike Imms, Gill Ereaut
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Extra resources for An Introduction to Qualitative Market Research
On the supply side too, there is some pressure to systematise and standardise. In order to build a business from qualitative research, it is necessary to define processes and thus manage people and costs. Qualitative businesses therefore have constantly to balance the flexibility of qualitative methods against a business drive towards standardisation, processes and systems. What happens in practice might be described as ‘contained flexibility’. Although some larger agencies do produce relatively standardised products as part of what they do, the business remains one in which the majority of work is entirely bespoke.
CLASSIFICATIONS OF APPROACHES WITHIN QUALITATIVE MARKET RESEARCH Trying to define qualitative market research as a form of qualitative activity also raises the issue of the vastly different styles and approaches that exist both within and between commercial qualitative research communities. Here a number of different classifications are outlined, not because it is possible to produce a definitive taxonomy of approaches, but to give a flavour of the dimensions and issues which arise. Broadly speaking, there are very many different possible approaches to the qualitative market research task; here are a few examples.
But the decision as to what constitutes a ‘qualitative question’ is not a simple one and there is often more than one way to address an issue. In addition, there are many other reasons in practice why qualitative research gets commissioned. The chapter also looks briefly at the environment within which qualitative research operates, at the level both of the general cultural ‘climate’ and of decision-making cultures within organisations. The question as to why organisations need, want and buy qualitative market research is not only important, but also a potentially huge and complex topic.
An Introduction to Qualitative Market Research by Mike Imms, Gill Ereaut