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Alternative Market Research Methods
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Table of Contents

Part I: Theoretical Underpinnings for Market Sensing 1. Market Sensing and Qualitative Research: Context, Philosophy, Approach, and Strategy (David Longbottom) 2. The Qualitative Research Process Part One: Strategy, Planning, And Data Collection (David Longbottom) 3. The Qualitative Research Process Part Two: Data Analysis and Data Presentation (David Longbottom) Part II: Marketing Research Methods for Market Sensing 4. Market Sensing Using Images and Emotional Scaling (Charles Hancock and David Longbottom) 5. Discourse Analysis: Using Talk and Text (Lesley Crane) 6. Consumer Ethnography (Ian Churm) 7. Social Media Networks: On-Line Data Sources (Annmarie Hanlon) 8. Using Narrative and Story Telling in Research (Alison Lawson) 9. Gamification: Using Game Technology for Marketing Research (David Longbottom and Kuldeep Banwait) 10. Understanding Customer Journey Through the Prism of Service Design Methodology (Polina Baranova) Part III: Presenting Your Research and Research Ethics 11. Communicating Your Research (Alison Lawson and Maria Potempski) 12. Research Ethics (Simon Dupernex)

About the Author

David Longbottom is a Reader in Marketing at the University of Derby, UK. Alison Lawson is a Senior Lecturer in Marketing at the University of Derby, UK.

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