Qualitology

Unlocking the secrets of qualitative research

Publication: March 2010
Edition: 1st
Páginas: 341
Book size: 24 x 17 cm.
Format: printed book.
ISBN: 9788473565783
Price in printed format: 24€.
Precio ebook: 14€

Synopsis and Contents

This book is also avalilable in spanish

‘Qualitology: Unlocking the secrets of qualitative research’ describes how this discipline is currently practised within the fields of Marketing, Advertising and Media. This book focuses on offering classical knowledge and techniques which are still used successfully today, as well as emerging trends and innovative techniques adapted to solve contemporary marketing issues. Its practical approach means it can be read cover to cover, or the reader can go straight to the chapter of interest. The book includes: • Four international qualitative studies sponsored by Millward Brown on beer, brand archetypes, youth and young families. • Nine qualitative studies undertaken at a local level across seven countries for major clients (including Coca-Cola, Vodafone, Renault, Delta Lloyd and Eli Lilly), as well as one creative study dedicated to finding the title of this book. • A unique and detailed consideration of analysis and interpretation. These two issues are usually perceived as the ‘black box’ of qualitative research and very little has been written about them by qualitative practitioners.

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About the author

Pepe Martínez Rodríguez

He holds a degree in Psychology from UCM, studied psychoanalysis at CEAP and is an expert in neuromarketing (member of the Neuromarketing Science and Business Association, NMSBA).

He has spent his entire professional career (40 years) in the field of market research, today business intelligence (Metra Seis, Synapse Marketing Research, Ideas para..., Ergo Advanced Research, Millward Brown and Kantar).

In the last 20 years, within Millward Brown and Kantar, he has held different management positions. He is currently a consultant and lecturer at undergraduate and postgraduate level at different universities and business schools.

Pepe is an expert in the following disciplines: Business intelligence, Neuroscience and neuromarketing and Consumer behavior.

He has won four times the award for the best paper in the seminars organized by AEDEMO (today, Insights + Analytics Spain): El análisis y la interpretación es un proceso ( Sitges, 1997), Channel connection: el mundo interno de la audiencia (Córdoba, 2006), La tercera juventud ( Madrid, 2008), Neurociencia: viaje alucinante al fondo de la mente ( Barcelona, 2010).

He is the author of the following books: Cualitativa-mente. Los secretos de la investigación cualitativa (ESIC Editorial, 2008). An English version is also available: Qualitology. Unlocking the secrets of qualitative research (ESIC Editorial, 2008), The consumer mind. Brand perception and the implications for marketers (Kogan Page, 2012), Los personajes de tu mente ( Plataforma Editorial, 2013) and Neuroinsights. La neurociencia, el consumidor y las marcas ( ESIC Editorial, 2021).

He has given training sessions and lectures at multiple universities and forums, both nationally and internationally.

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@Pepemar16

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