Qualitative Research in Intelligence and Marketing: The New Strategic Convergence

Qualitative Research in Intelligence and Marketing: The New Strategic Convergence

Qualitative Research in Intelligence and Marketing: The New Strategic Convergence

Qualitative Research in Intelligence and Marketing: The New Strategic Convergence

Synopsis

"Walle's book can be viewed as a breakthrough: the first book to juxtapose, compare, and integrate the qualitative methods of marketing research with those of competitive intelligence. Among its many important features is a discussion of how to conduct a qualitative audit that assesses the degree to which an organization is able to take full advantage of qualitative analytic techniques. The result is an important new resource for marketing practitioners, scholars and their advanced students." Title Summary field provided by Blackwell North America, Inc. All Rights Reserved

Excerpt

The purpose of this book is to consciously deal with the fact that, most essentially, the field of competitive intelligence embraces techniques of analysis that rely upon intuition, subjective analysis, and qualitative (as juxtaposed to scientific or quantitative) data. The fact that competitive intelligence often relies upon scientific techniques and state-of-the-art technology, however, has tended to cloud this crucial issue.

Furthermore, since many of the clients of competitive intelligence professionals are predisposed in favor of scientific/quantitative methods, there is often a seductive tendency to embrace those methods. Doing so, however, can undercut the essence of competitive intelligence by denying and ignoring the unique and distinctive contribution that our field has to offer. This book responds to the significant threat that the vital role of qualitative methods within competitive intelligence (and within business strategy) may be ignored. It discusses how the field of competitive intelligence brings powerful qualitative tools to business research. In an era when many business scholars and practitioners have come to depend upon scientific and quantitative techniques, competitive intelligence professionals have long embraced a qualitative, subjective, and intuitive toolkit that, on many occasions, has provided timely and vital information. For the past 30 years, this specialized niche has given competitive intelligence a distinctive role within the private sector.

The rapid growth of competitive intelligence as a profession demonstrates that the qualitative approaches it uses and the kinds of intuitive information it provides are gaining the respect of practitioners. Today, competitive intelligence professionals apply qualitative insights within a wide array of in-house as well as consulting capacities. The field has been especially useful when decision makers became frustrated that scientific and quantitative methods have proved . . .

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