Qualitative Consumer and Marketing Research by Ambarish Verma
Qualitative Consumer and Marketing Research is the first comprehensive book on the subject of qualitative research. Author Ambarish Verma takes us on a journey into the world of qualitative research and its amazing potential for understanding Qualitative Consumer behavior. The book contains over 100 pages of rich, full-color photographs, together with detailed, easy-to-read text.
The book rightly claims, “There is rarely a Qualitative Consumer or marketer who has not at some time or other in his or her life been the target of an organized campaign of some kind.” Verma convincingly argues that qualitative methods can improve company performance and customer satisfaction, and ultimately profit margins. His concepts are based upon the notion that a company’s internal and external environment profoundly affects its performance. It is also upon the conviction that certain types of behavior, often unconscious, are the primary drivers of our responses to the environment around us. Qualitative methods and research can help identify these drivers and take measures to alter them. Verma goes as far as to argue that quantitative analysis of a company’s past does not capture all the important forces that shape its present and future.
I find that most of the book is dealt with in the introductory chapters. In this section, Ambarish Verma makes a case for adopting qualitative marketing research techniques by both marketers and Qualitative Consumers and recommends five good strategies for applying them. He also reviews several books and monographs by leading practitioners and provides a concise introduction to qualitative methods. I found that much of the book was dealt with in conclusion, and this included a case study on a real-world case study. This final chapter provides some important tips and techniques for successfully applying qualitative methods in your marketing campaigns.
Qualitative Consumer and Group Process Surveys (Kozinets, 2021) is a book review by Robert K. Kozinets, assistant professor of marketing at the University of Michigan-Dearborn. Written for graduate students, practitioners, and researchers, this book covers the fundamentals from questions to data sources to an overall understanding of the discipline. The focus is on developing quantitative study instruments, such as questionnaires, that can be used across domains. Kozinets then offers practical suggestions on what types of questionnaires should be used for which types of surveys.
Qualitative research typically involves the use of qualitative interviews to collect data from real people. This book review focuses on using qualitative interview techniques within a complex corporate context, including process surveys and evaluating customer service. It first examines the key issues involved in qualitative research. It then provides a brief overview of the various interviewing methods for qualitative research, including structured interviews, qualitative interviews, and qualitative questionnaires.
Qualitative research is an approach that asks respondents about their opinions and buying behavior on various topics. The essence of this survey is to obtain important feedback about products and services, much like scientific surveys, but on a more informal basis. The frequency of these types of studies may vary depending on the size of a company, industry, or location. The main benefit of doing such a study is that it helps to understand real people’s buying habits and can provide insights into how changes in behavior and product design can affect a company’s bottom line. However, this type of survey also has drawbacks, which must be considered when conducting qualitative research.
As a result, many companies prefer to use online respondent groups, which allow members to interact with each other within minutes rather than waiting weeks or months for field investigators to arrive at a site. Qualitative Consumer groups are generally more efficient and cost-effective than traditional customer relationship groups.