The pursuit of value through qualitative market research

Abstract

Offers a positive example of how small firms can benefit from low cost qualitative market research techniques to determine achievable advantageous marketing strategies. The issue of identifying “customer perceived value” was chosen as the prime focus. The experimental Pilot Programme featured a series of depth interviews and a focus group session. The research benefited from the inclusion of some classical creative problem‐solving techniques. Preliminary concerns that the research would breach the boundaries of academic rigour and that the depth interview interviewee samples would be too small for any significant findings to emerge proved unfounded. The success of the experiment (judged by the small businesses, in terms of its relevance in enabling them both to draft action marketing plans and to manage customer value) has prompted the local support agencies to provide a low cost qualitative market research service using similar qualitative research techniques as the experimental programme.

Citation

Victor Goodman, M.R. (1999), "The pursuit of value through qualitative market research", Qualitative Market Research, Vol. 2 No. 2, pp. 111-120. https://doi.org/10.1108/13522759910270025