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Harsha Subramaniam

Qualitative Methods for Marketplace Research By Shay Sayre Publishers: Sage, Thousand Oaks Price: $36

Marketing research has essentially been a domain of quantitative measurement, evaluation and result. Therefore, a book on qualitative methods of research is refreshing in a discipline dominated by numerical analysis. However, the author explains, at the outset, that qualitative research is not opposed to numbers and statistics.

It is an alternative mode of enquiry, which has its significance in understanding the consumer. We don't measure, we interpret is perhaps the most succinct and apt definition for this discipline.

In the initial chapters, the author presents five models of qualitative research: Biographical life history, Case study, Phenomenology, Grounded theory and Ethnography. Biography is narrating the story of an individual by conducting interviews. Case study provides an understanding of a system by observation and inference. Phenomenology offers insights into a phenomenon by recording the views of 10 persons who have gone through the same experience. Grounded theory provides a theory for future testing based on interviews done, at present. Ethnography is a model that helps in getting an in-depth understanding of a cultural group gathered from observations, interviews and insider testimony.

The book provides guidelines to designing a study and writing a research proposal. It also borrows techniques from anthropology, sociology and psychology and presents specific examples to illustrate how these techniques have been adapted for research.

It also provides researchers with effective data collection and analysis techniques. In the observation technique, in particular, the author explains the four levels of participation viz., complete participant, participant as observer, observer as participant and complete observer. These roles have been chosen based on the appropriateness of the situation. The author also uses case studies to illustrate a particular concept.

The author also explains the different types of interviews: respondent interviews, focussed group interviews, nominal grouping sessions and structured cybertools. It also explains how to use visuals and text as tools for understanding consumers in a specific environment. Studies conducted by renowned scholars and practitioners guide readers through the nuances of research. It advocates the use of multiple techniques to answer research questions and presents alternatives to theoretical testing.

However, this book is not a `how to' manual and does not deal with providing solutions for all research endeavours. It offers guidelines, which a researcher may employ and use them suitably according to his requirements.

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