learning by osmosis 32

mini-groups 54

as one of a multiplicity of intelligences

mode 121

34

mood states, varying 156“7

as organized process 8

motives

practical know-how and 33

confused 197“8

slow/gradual and fast/instant thinking

of respondents in surveys 158

32

multiple imperfect evidence 212

toleration of ambiguity, uncertainty and

multiple intelligences 34

imperfection 33

Musto 28

intuitive associations 200

intuitive contributions 205 narrative

intuitive mode, operating in 35“6 communicating research as 186“7

intuitive-based evidence 8 as reframing tool 176“7

narrative market research

Jung, Carl Gustav 30 vs building block approach 189“93

power of 188“9

Kelly, George 43 National Lottery 34, 67

killer de¬ning statistic 43 neocortex 29

knowledge ¬lters 12, 213“14 neurolinguistic programming 92

data status after applying 181“2 ˜new™ market research see holistic-based

explicit knowledge 150 market research

framework 151“2 noise 108

power of 150 nominal scale 76

knowledge, understanding 17“18 non-probability (quota) sampling 134“7

interpretation 134“5

labelling 107 rules of interpreting statistics 139

laddering 42“3 sampling bias 135

Lastminute.com 138 non-response, compensating for 68

lateral thinking 175 Nordic School of Service Marketing 171

lazy devices 199“201 normal distribution 130

least expected scenarios 42

objectives of data analysis, linking 85“6

Lee, E. 166

observation effects 73

likelihood probability 24

235

Index

omissions 207 qualitative mode of analysis 6, 7

open-ended questions 166 qualitative research

ordering effects 167 raw material, processing 98“100

ordering of raw data 115 representativeness of 69

ordinal scale 76 qualitative survey 151

organizational beliefs 38 quantitative, de¬nition 6

organizing framework for learning 152 quantitative analyst 85

orthodox data analysis 125 quantitative data 6“7, 12

outer directedness 161“2 quantitative evidence as narrative 12

outside-in approach 173 quantitative survey 151

questions

paired interviews 55 neutral and unbiased 74“6

passive (binary) thinking 161 open-ended 166

patterns, identifying and understanding salience 65“6

87 understanding of 159“60

Pennsylvania Dutch effect 201 quota sampling 134“7

perceptions 45 rules of interpreting statistics 139

Piaget, Jean 198 quotes (verbatim comments) 100“2

Piccadilly effect 201

Porter, Michael 171 random digit dialling 137

posterior probability 24 randomness 139

post-rationalized attitudes 164“6 range of behaviour and attitudes 54“6

power of evidence 180, 181“2, 183“6 ratio scale 76

power interpretation 2 rational approach 92

pragmatic holistic method 21, 56 rational school of qualitative research 55

predictive models 173 rational thinking 29“30

prejudice 51 reality check 86

prior knowledge 181 reasoning 207

combining with data 141“2 reconvened groups 54

enabling factors and 141 re¬‚ective thinkers 162

using 51, 52“4 ˜reframing™ the data 12

prior probability 24 register, market research 157“8

prioritization of needs 120 relationships

privilege 164 identifying and understanding 87

probability-based sample 68, 135 in survey data 152“3

probability sampling, theory of 130“1 reliability 4

problem de¬nition 37“8, 39 reliable observations 17

product lifecycle 171 re-percentaging 107“8

projective thinkers 162 research brief, challenging 41

projectives 43 respondents

propensity weighting 71“2, 138 dialogue with 72“4

Prospect Theory 204 interpreting accounts of 163“7

psychoanalytic theory 92 reporting of usage levels 166“7

psychological deck clearing 200 to surveys, motives of 158

psychological mind games 203“4 variability in 160“2

response rate 135“6

qualitative, de¬nition 6 reversal theory 156

qualitative analyst 85 risk aversion 204

qualitative data 6“7, 12 risk pooling 102

qualitative evidence risk-seeking behaviour 204

as narrative 12 robustness of market research 4, 5

Roddick, Anita 8, 27

presenting 100“3

role-play 209

qualitative method 6, 7

236 Index

sunk costs 205

rounding of numbers 106, 108

synectics 174

rows of data, reordering and restructuring

106“7

tabular data 109

tabulations

sample, representative 67“8 as being generalizable 79“81

sampling bias 67, 68, 133, 135, 137“9 in na¨ way 79

±ve

sampling error 133 to promote a particular position 78“9

sampling frame 67 representation 78“81

sampling theory 57 soundbites 79

segmentation 121, 126 tactical excellence 209

selective use of data 106 tactical studies 172

self-actualization 170 technical knowledge undermining

self-administered surveys 71 decision-making 198“9

self-image 164 tele-depth interviews 55

self-knowledge, ¬‚awed 197“8 telephone interviewing 137

semiotics 173 telephone surveys 70“1

semi-structured interviews 55 telling statistics 43

sensitivity checks 207 ternary thinking 161

sensitivity groups 54 theoretical sampling distribution 57, 130

simplistic devices 199“201 theoretical saturation 23

Single European Currency 64“5, 94, 199 theoretical sensitivity 23

snapshots 155“6 theorizing, informed 20“1

socio-economic groups (SEG) 112 timeliness 207

somatic markers 30 tipping point 154

Sony Walkman 28 trade-off 114

soundbites 207 trade-off (conjoint) analysis models 140

speculative statistics 43 Transaction Analysis (TA) 92

spin 207 Turing, Alan 9

Spinoza 28, 31

split decisions 177“8 ultimatums 204

standard deviation 116 uncertainty

standard errors 130 reducing 2

statistical signi¬cance 198 super¬cial thinking and 201

statistical tests 57 unconscious intelligence 30

statistics understanding of questions 159“60

Bayesian 24, 25 usage contexts 69

classical (frequentist) 24

validation 205

telling 43