Qualitative Flashcards
What are the advantages of a quantitative approach?
- able to study large numbers
- able to assign numbers and develop forecasting figures
- potential for wider geographical scope
- generally cheaper per interview
What are the limitations of qual?
- unable to assign statistical weighting
- potential for interviewer bias
What are the values of observation to a researcher?
Allows us to record actual rather than reported behaviour
What are the values of interviewing to a researcher?
Allows us to understand reason behind a behaviour
What are the difficulties associated with observation?
- people sometimes change once they know they are being observed
- viewing without consent is unethical
- can take a lot of time
What are the limitations of interviewing?
- respondents may say what they think they should say rather than what they feel
- may take people out of their natural environment, changing how they react
How can you collect quantitative data with observation?
- sales data (e.g. Tesco club card)
- mystery research
- eye tracking
- cookies on the Internet
- to viewing meters
How can you collect qual data with observation?
Ethnography
Shadowing respondents
“Lived experience”
Body language (even in interviews)
Advantages of group discussions?
- creative
- constructive
Weaknesses of group discussions?
- difficult if it’s a sensitive subject
What are the advantages of telephone qual survey?
- easy to reach lots of people
What are the disadvantages of a phone survey (qual)?
- not everyone has a landline anymore and mobile numbers are harder to come by
- harder to build rapport over the phone so harder to get people to open up
How would you go about secondary research?
Build a plan
Key questions
Think of most likely place to find the answers
What’s the purpose of qual individual interviews?
- good for sensitive subjects
- good for in depth detail
- good for exploratory work
- good for “journey” type work
What’s the purpose of Individual quant interviews?
- good for assigning numbers to a theory
- quick for the respondent (can make recruitment easier)