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The value of context, or what qualitative research can learn from behavioural economics
Anjali Puri, TNS, In Focus, June 2013
This article looks at how qualitative research can look beyond articulated wants and needs to illustrate why behavioural intention does not necessarily translate into actual behaviour.
This article looks at how qualitative research can look beyond articulated wants and needs to illustrate why behavioural intention does not necessarily translate into actual behaviour. Even though consumers may be able to provide explanations for why they make certain choices, these responses do not always provide the whole answer. Unconscious motivations can be determined from behaviour and, using techniques such as cognitive interviewing, can provide interviewers with the tools to access the details of habitual behaviour. This article includes a case study for Horlicks, the malted milk beverage.
The significance of semiotics in branding and market research
Andrea Basunti, Admap, December 2008, Issue 500, pp. 38-40
The article describes and explains semiotics and its role in branding and market research. The role of semiotics is to identify these underlying contexts and reveal the codes by which people read signs to draw meaning from them.
The article describes and explains semiotics and its role in branding and market research. The role of semiotics is to identify these underlying contexts and reveal the codes by which people read signs to draw meaning from them. HSBC's Your Point of View campaign is a good illustration of how people in different cultures can read quite different meanings into the same signs. Similarly semiotics helped to reveal why women and entry-level buyers were intimidated by Mercedes-Benz cars, and led to redesigned communication. Semiotics can also trace the histories of cultural codes and spot new codes emerging.
Can qual research benefit from data-analysis software?
Lisa Packenham, Admap, June 2005, Issue 462, pp. 48-49
Lisa Pakenham, marketing communications manager for QSR International, discusses the role and practicability of using data-analysis programs, such as Xsight, for qualitative research.
Lisa Pakenham, marketing communications manager for QSR International, discusses the role and practicability of using data-analysis programs, such as Xsight, for qualitative research. Using comments from developers and users she produces a case for speeding content analysis and allowing more time for the researcher to interpret the findings. A MORI case study of a large scale qualitative project that used Xsight is appended.
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