Example: Warehouse Equipment Research

Keith Goffin, Fred Lemke and Ursula Koners
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Keith Goffin: Cranfield School of Management
Fred Lemke: Alliant International University
Ursula Koners: Cranfield School of Management

Chapter 5 in Identifying Hidden Needs, 2010, pp 109-124 from Palgrave Macmillan

Abstract: Abstract This chapter describes discovery research into the opportunities for innovative warehouse equipment. It shows how ethnographic market research can be conducted using the approach presented in Chapter 4. The discussion is based on an actual project conducted in 2007 for a major manufacturer, which for reasons of confidentiality we will refer to as WarehouseEquipCo.

Keywords: Field Note; Theoretical Sampling; Thick Description; Staging Area; Repertory Grid (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29448-6_5

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DOI: 10.1057/9780230294486_5

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