Chief Marketing Officers at Work

Author: Josh Steimle
Publisher: Apress
ISBN: 1484219317
Category : Business & Economics
Languages : en
Pages : 330

Book Description
Read 29 in-depth, candid interviews with people holding the top marketing roles within their organizations. Interviewees include CMOs and other top marketers from established companies and organizations—such as Linda Boff of GE, Jeff Jones of Target, and Kenny Brian of the Harvard Business School—to startups—such as Matt Price of Zendesk, Seth Farbman of Spotify, and Heather Zynczak of Domo. Interviewer Josh Steimle (contributor to business publications such as Forbes, Mashable, and TechCrunch and founder of an international marketing agency) elicits a bounty of biographical anecdotes, professional insights, and career advice from each of the prominent marketers profiled in this book. Chief Marketing Officers at Work: Tells how CMOs and other top marketers from leading corporations, nonprofits, government entities, and startups got to where they are today, what their jobs entail, and the skills they use to thrive in their roles. Shows how top marketing executives continuously adapt to changes in technology, language, and culture that have an impact on their jobs. Locates where the boundaries between role of CMOs and the roles of CEOs, CTOs, and COOs are blurring. Explores how the CMO decisions are now driven by data rather than gut feelings. The current realities in marketing are clearly revealed in this book as interviewees discuss the challenges of their jobs and share their visions and techniques for breaking down silos, working with other departments, and following the data. These no-holds-barred interviews will be of great interest to all those who interact with marketing departments, including other C-level executives, managers, and other professionals at any level within the organization.

Doing Interviews

Author: Svend Brinkmann
Publisher: SAGE
ISBN: 1526426099
Category : Reference
Languages : en
Pages : 209

Book Description
This is a concise introduction to the richness and scope of interviewing in social science research, teaching the craft of interview research with practical, hands-on guidance. Incorporating discussion of the wide variety of methods in interview-based research and the different approaches to reading the data, this book will help you to navigate the broad field of qualitative research with confidence and get out there and start collecting your data.

Conducting Research Interviews for Business and Management Students

Author: Catherine Cassell
Publisher: SAGE
ISBN: 147391745X
Category : Business & Economics
Languages : en
Pages : 120

Book Description
In Conducting Research Interviews, Catherine Cassell guides you through conceptualizing the interview, preparing for the research interview, conducting the interview, examples, conclusions and next steps. Ideal for Business and Management students reading for a Master’s degree, each book in the series may also serve as reference books for doctoral students and faculty members interested in the method. Part of SAGE’s Mastering Business Research Methods Series, conceived and edited by Bill Lee, Mark N. K. Saunders and Vadake K. Narayanan and designed to support researchers by providing in-depth and practical guidance on using a chosen method of data collection or analysis.

Cracking the PM Interview

Author: Gayle Laakmann McDowell
Publisher:
ISBN: 9780984782819
Category : Business & Economics
Languages : en
Pages : 0

Book Description
How many pizzas are delivered in Manhattan? How do you design an alarm clock for the blind? What is your favorite piece of software and why? How would you launch a video rental service in India? This book will teach you how to answer these questions and more. Cracking the PM Interview is a comprehensive book about landing a product management role in a startup or bigger tech company. Learn how the ambiguously-named "PM" (product manager / program manager) role varies across companies, what experience you need, how to make your existing experience translate, what a great PM resume and cover letter look like, and finally, how to master the interview: estimation questions, behavioral questions, case questions, product questions, technical questions, and the super important "pitch."

Interviewing Users

Author: Steve Portigal
Publisher: Rosenfeld Media
ISBN: 1959029827
Category : Computers
Languages : en
Pages : 212

Book Description
Interviewing is easy, right? Anyone can do it… but few do it well enough to unlock the benefits and insights that interviewing users and customers can yield. In this new and updated edition of the acclaimed classic Interviewing Users, Steve Portigal quickly and effectively dispels the myth that interviewing is trivial. He shows how research studies and logistics can be used to determine concrete goals for a business and takes the reader on a detailed journey into the specifics of interviewing techniques, best practices, fieldwork, documentation, and how to make sense of uncovered data. Then Steve takes the process even further―showing the methods and details behind asking questions―from the words themselves to the interviewer’s actions and how they influence an interview. There is even a chapter on making sure that information gleaned from the research study is used by the business in such a way to make it impactful and worthwhile. Oh, and for good measure he throws in information about Research Operations. But, hey, that’s just the nuts and bolts of the book. The truly fun part is Steve’s voice and how he portrays this information through amusing anecdotes about his career, fascinating examples from other practitioners, and tips and tricks that only the most experienced UX researchers, like Steve, could come up with. As a nod to the pandemic, he offers ideas for the best way to interview someone remotely, and he also discusses personal bias―how to identify and deal with it so that it doesn’t affect interviews. Everyone will get something from this book. But beyond the requisite information, it’s simply a good read. And if you want another good read with stories galore, pick up Steve’s other book Doorbells, Danger, and Dead Batteries. "Quite simply the best book on when, why, and how you should conduct user interview studies." —Elizabeth F. Churchill, PhD, Senior Director, Google Who Should Read This Book? Anyone and everyone who is interested in finding out what makes their business tick, i.e., who their users are. Anyone and everyone who wants to learn how to interview and listen to people. Anyone and everyone, including CEOs, user researchers, designers, engineers, marketers, product managers, strategists, interviewers, and you. Takeaways User research is key for companies to include in their design and development process. The best way to do user research is through interviewing users and determining their needs. Interviewing can identify what could be designed or what is actually a problem. Teams who meet their users face-to-face will build better products. Field research takes a lot of preparation to be successful―and a solid plan in advance. There are critical techniques and frameworks for mapping human behavior. A good interviewer always puts their participants at ease. If you ask the right questions, you’ll get the right answers. A smart interviewer checks their worldview at the door. To establish a rapport with your interviewee, listen and don’t be judgmental. Research data is a combination of analysis and synthesis. The importance of research analysis must be continually highlighted and emphasized to the powers that be.

Interviews in Qualitative Research

Author: Nigel King
Publisher: SAGE Publications
ISBN: 1412912571
Category : Social Science
Languages : en
Pages : 257

Book Description
Interviewing is used very widely in qualitative research, and takes many different forms. The qualitative interview is also a method that is constantly evolving, in response both to theoretical and technological developments. King and Horrocks present a clear and thorough guide to the use of interviews in contemporary qualitative research. Writing in an accessible style, with many practical examples, the authors explore: - The key debates in the philosophy and theory underlying interview methods - How to design and carry out interviews - The special requirements of group and remote (telephone and online) interviewing - The central issues of reflexivity and ethics. The book also features a chapter which introduces the principles and practice of the thematic analysis of interview data, and the book concludes with a detailed consideration of the use of interviews in two major qualitative research traditions: phenomenological and narrative approaches. Interviews in Qualitative Research is a must-have text for students and researchers planning to use interview methods for themselves. It is aimed at a broad range of disciplines with examples drawn from across the social, educational and health sciences.

Qualitative Interviewing

Author: Svend Brinkmann
Publisher: Oxford University Press
ISBN: 0197648185
Category : Interviewing
Languages : en
Pages : 193

Book Description
Qualitative interviewing has become one of the most common research methods across the human and social sciences, if not the most prevalent approach. Qualitative Interviewing, Second Edition help readers conduct, write, represent, understand, and critique qualitative interview research in its many forms as currently practiced. It discusses excellent exemplars of qualitative interview research. The book begins with a theoretically informed introduction to qualitative interviewing by presenting a variegated landscape of how conversations have been used for knowledge producing purposes. Particular attention is given to the complementary positions of experience focused interviewing (phenomenological positions) and language focused interviewing (discourse oriented positions), which concentrate on interview talk as reports (of the experiences of interviewees) and accounts (occasioned by the situation of interviewing) respectively. The second edition has a new chapter on conducting interviews in practice and is updated with new sections on research ethics and the relevance of small-scale studies in a world of "big data", many updated references, recent examples of interview studies, and reflections on similarities and differences between research interviews, journalism, and the arts.

Do Your Interviews

Author: Helen Kara
Publisher: SAGE
ISBN: 1526475685
Category : Social Science
Languages : en
Pages : 125

Book Description
Interviews are the most common data collection instrument undergraduates turn to. No matter what discipline or level, someone in the course will be doing some interviews. They’re quick, cheap and students think they’re easy. The first two are true, but it’s more than just asking a list of questions. This Little Quick Fix lays out the basic how-to of choosing an interview as a method for a project or dissertation, and how to do it well enough so students aren’t docked marks for poor or irrelevant data. Practical and hands-on, readers will be shown everything they need to prepare, how to do it quickly, and all the pitfalls to avoid. Packed with checklists, this is the foolproof solution to getting interview data quickly and effectively. Perfect for undergraduates who need to do this in a week or two. Little Quick Fix titles provide quick but authoritative answers to the problems, hurdles, and assessment points students face in the research course, project proposal, or design - whatever their methods learning is. Lively, ultra-modern design; full-colour, each page a tailored design. An hour′s read. Easy to dip in and out of with clear navigation enables the reader to find what she needs - quick. Direct written style gets to the point with clear language. Nothing needs to be read twice. No fluff. Learning is reinforced through a 2-minute overview summary; 3-second summaries with super-quick Q&A DIY tasks create a work plan to accomplish a task, do a self-check quiz, solve a problem, get students to what they need to show their supervisor. Checkpoints in each section make sure students are nailing it as they go and support self-directed learning. How do I know I’m done? Each Little Quick Fix wraps up with a final checklist that allows the reader to self-assess they’ve got what they need to progress, submit, or ace the test or task.

Listening to People

Author: Annette Lareau
Publisher: University of Chicago Press
ISBN: 022680660X
Category : Social Science
Languages : en
Pages : 334

Book Description
This book will help you: Understand the importance of talking to others, including listening to feedback from others while conducting research Recognize that there is not only one right way to sculpt your study Learn how to plan the early stages of a project such as designing the study and choosing whom to study See how to navigate the IRB and how to perform practical matters while collecting data Learn how to plan before an interview and how to construct an interview guide Read real-life interviews with notes showing what probes work well and which are less successful A down-to-earth, practical guide for interview and participant observation and analysis. In-depth interviews and close observation are essential to the work of social scientists, but inserting one’s researcher-self into the lives of others can be daunting, especially early on. Esteemed sociologist Annette Lareau is here to help. Lareau’s clear, insightful, and personal guide is not your average methods text. It promises to reduce researcher anxiety while illuminating the best methods for first-rate research practice. As the title of this book suggests, Lareau considers listening to be the core element of interviewing and observation. A researcher must listen to people as she collects data, listen to feedback as she describes what she is learning, listen to the findings of others as they delve into the existing literature on topics, and listen to herself in order to sift and prioritize some aspects of the study over others. By listening in these different ways, researchers will discover connections, reconsider assumptions, catch mistakes, develop and assess new ideas, weigh priorities, ponder new directions, and undertake numerous adjustments—all of which will make their contributions clearer and more valuable. Accessibly written and full of practical, easy-to-follow guidance, this book will help both novice and experienced researchers to do their very best work. Qualitative research is an inherently uncertain project, but with Lareau’s help, you can alleviate anxiety and focus on success.

Conducting Interviews with Child Victims of Abuse and Witnesses of Crime

Author: Mireille Cyr
Publisher: Routledge
ISBN: 1000562204
Category : Psychology
Languages : en
Pages : 253

Book Description
This book is a practical and thoughtful guide for the forensic interview of children, presenting a synthesis of the empirical and theoretical knowledge necessary to understand the account of child victims of abuse or witnesses of crime. It is a complex task to interview children who are suspected of being abused in order to gather their stories, requiring the mastery of many skills and knowledge. This book is a practical one in that constant links are made between the results of the research and their relevance for the interventions made when interviewing child victims of abuse or witnesses of crime and in understanding their accounts. This book also presents in a detailed and concrete way the revised version of the National Institute of Child Health and Human Development (NICHD-R) Protocol, a forensic structured interview guide empirically supported by numerous studies carried out in different countries. The step-by-step explanations are illustrated with a verbatim interview with a child, as well as other tools to help the interviewer to prepare and handle an efficient and supportive interview. Conducting Interviews with Child Victims of Abuse and Witnesses of Crime is essential reading for stakeholders in the justice, social and health systems as well as anyone likely to receive allegations from children such as educators or daycare staff. Although the NICHD-R Protocol is intended for forensic interviewers, the science behind its development and application is relevant to all professionals working with children.