Franklin

Field study handbook / Jan Chipchase ; illustrated by Lee John Phillips.

Author/Creator:
Chipchase, Jan, author.
Publication:
San Francisco : Field Institute, [2017] , ©2017
Format/Description:
Book
505 pages : illustrations ; 28 cm
Subjects:
Marketing research -- Methodology.
Marketing research -- Fieldwork.
Consumer behavior -- Research -- Methodology.
Consumer behavior -- Research -- Fieldwork.
Interviews -- Methodology.
Ethnologie
Feldforschung
Methodologie
Sozialraumanalyse
Methode
Sozialraum
Forschungsmethode
Summary:
"The comprehensive how-to, why-to guide to running international field research projects. The Handbook is for anyone that needs to understand users, customers, people across markets, geographies and cultures. The Handbook reveals how to: Build and lead trusted multicultural teams, anywhere in the world; run a field study from pitch to deliverable, initial hypothesis to becoming organisational wisdom; learn how to read contexts, identify patterns of behaviour, decode cultures, and generate insights that inform and inspire product, brand, strategy, policy, and communications; pinpoint the difference between local, regional, and globally relevant solutions; [and] challenge minds, flutter hearts, and make a difference." -- Provided by publisher
Contents:
Introduction
Models of research
The fundamentals
Recruiting participants
Team
Managing risk
Approaches
Interviews
Mapping, logging, & inventorying
Surveys
Rapid calibration techniques
Popup studios
Data collection
Constructs
Dynamics & flow
Sensemaking
Deliverables
Sharing
Impact
Reflecting forward.
Notes:
Includes bibliographical references (pages 491-492) and index.
Contributor:
Phillips, Lee John, illustrator.
ISBN:
193972709X
9781939727091
9781939727084
1939727081
OCLC:
995285391
Publisher Number:
99980546481
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