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Doing Marketing Research: Alternative Methods for Market Sensing book cover

2nd Edition

Doing Marketing Research Alternative Methods for Market Sensing

Edited By Alison Lawson, Charles Hancock Copyright 2025
264 Pages 31 B/W Illustrations
by Routledge

264 Pages 31 B/W Illustrations
by Routledge

264 Pages 31 B/W Illustrations
by Routledge
Also available as eBook on:
Traditional research methods in marketing can be illuminating when used well, but all too often their results fail to provide the depth of understanding that organisations need to anticipate market needs. Doing Marketing Research enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This unique book explains market... Read more

Part 1: Theoretical Underpinnings for Market Sensing

1. Market Sensing and Qualitative Research

Charles Hancock and David Longbottom

2. The Qualitative Research Process

Alison Lawson and David Longbottom

Part 2: Marketing Research Methods for Market Sensing

3. Sensory Research Using the Zaltman Metaphor Elicitation Technique (ZMET)

Charles Hancock and Lee Miller

4. Visual Marketing Research

Elnerine Greeff

5. Discourse Analysis

Lesley Crane

6. Gamification in Marketing Research

Kuldeep Banwait and Tracy Powell

7. Social Media Networks as Rich Online Data Sources

Annmarie Hanlon and David W. Peck

8. Using Narrative and Storytelling in Research

Alison Lawson

9. Consumer Ethnography

Iride Azara and Ian Churm 

10. Understanding the Customer Journey through the Prism of Service Design Methodology

Polina Baranova

11. How the Delphi Method Can Help Validate Conceptual Frameworks

M. Bilal Akbar and Simon Peter Nadeem

12. Using Archival Research in Marketing

Devi Gill and Barbara Tomasella

13. Using Appreciative Inquiry in Marketing Research

Christian Veasey and Alison Lawson

Part 3: Important Issues for All Researchers

14. Decolonising Marketing Research

Elnerine Greeff

15. Research Ethics: Becoming an Ethical Researcher

Polina Baranova and Simon Dupernex

16. Communicating Your Research

Alison Lawson and Maria Potempski

Biography

Alison Lawson is Head of the Discipline of Marketing and Operations at the University of Derby. Her research interests are in marketing for social good, sustainability and customer behaviour. Before going into higher education, she worked in book publishing and contract research for the education sector at a nonprofit organisation.

Charles Hancock is Senior Lecturer in Marketing at the University of Derby, specialising in ZMET visual methods and research related to a sustainable society. His extensive industry background enriches his teaching, which covers contemporary marketing challenges, commercial programmes, live agency briefs, and independent studies. Before academia, Charles held senior management roles across Europe.

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