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Qualitative versus Quantitative Research
Purpose
Exploratory versus descriptive and conclusive
Small versus large samples
Broad range of questioning versus structured questions
Subjective interpretation versus statistical analysis
Statement of Research Objectives
Problem Definition
ExploratoryResearch(Optional)
Analysis of the Situation
Symptom Detection
Defining Problem Results inClear Cut Research Objectives
Exploratory Research
Initial research conducted to clarify and define the nature of a problem
Does not provide conclusive evidence
Subsequent research expected
Concept Testing
Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned product
Categories of Exploratory Research
Experience surveys
Secondary data analysis
Case studies
Pilot studies
Experience Surveys
Ask knowledgeable individuals about a particular research problem
most are quite willing
“If you wish to know the road up themountain, you must ask the man who goes back and forth on it.”
- Zenrinkusi
Secondary Data Analysis
Data collected for a purpose other than the project at hand
Economical
Quick source for background information
Case Study Method
Intensely investigates one or a few situations similar to the problem
Investigate in depth
Careful study
May require cooperation
Pilot Study
A collective term
Any small scale exploratory study that uses sampling
But does not apply rigorous standards
Projective Techniques
Word association tests
Sentence completion method
Third-person technique
Role playing
T.A.T.
Picture frustration version of T.A.T.
“A man is least himself when he talksin his own person; when given a maskhe will tell the truth.”
--Oscar Wilde
Word Association
Subject is presented with a list of words
Asked to respond with first word that comes to mind
Sentence Completion
People who drink beer are ______________________
A man who drinks light beer is ___________________
Imported beer is most liked by ___________________
A woman will drink beer when____________________
Focus Group Interviews
Unstructured
Free flowing
Group interview
Start with broad topic and focus in on specific issues
Outline for a Focus Group
Establish a rapport
Begin with broad topic
Focus in on specific topic
Generate discussion and interaction
The Moderator
Develops rapport - helps people relax
Interacts
Listens to what people have to say
Everyone gets a chance to speak
The Focus Group Moderator
Maintains loose control and focuses discussion
Stimulates spontaneous responses
Advantages of Online Focus Groups
Fast
Inexpensive
Bring together many participants from wide-spread geographical areas
Respondent anonymity
Transcript automatically recorded
Disadvantages of Online Focus Groups
Less group interaction
Absence of tactile stimulation
Absence of facial expression and body language
Moderator’s job is different
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