Flashcards in Lecture 7 - Qualitative Research Deck (24):
What is the difference with the objective for qualitative and quantitative research?
gain qualitative understanding
quantify the data, generalize results to population
What is the difference with the sample for qualitative and quantitative research?
What is the difference with the Data collection for qualitative and quantitative research?
What is the difference with the data analysis for qualitative and quantitative research?
What is the difference with the outcome for qualitative and quantitative research?
level an initial understanding
recommend a final course of action
Quantitative research uses a ____ approach based on _____ measures of attitudes and intentions
Quantitative research uses a DIRECT approach based on STRUCTURED measures of attitudes and intentions
What are 2 disadvantages to using quantitative research?
1. Self presentation motives of respondents
2. Subconscious processes
What are two direct (undisguised) and 4 indirect (disguised) classification of qualititative research?
1. Focus groups
2. Dept Interviews
Group size for focus groups?
What is the group composition to focus group?
What setting and time is focus group interviews?
Relaxed, unstructured, informal with 1-3 hour duration
What are the three qualities of a good moderator of a focus group?
(stimulate intense personal involvement of participants)
2. Firm and disciplined
(keeps discussion focused on research question)
3. Flexible and permissive
(participants should express personal opinions and new ideas comfortably)
What are some specific objectives that you can plan for first step of planning and conducting a focus group?
1. Generate hypothesis to be tested quantitatively
2. Generate info helpful in strutting consumer questionnaires
3. Provide background info on a product category
4. Obtain customer impressions on a new product concepts or ad copy
What are the 5 steps to planning and conducting a focus group?
1. Specify Objectives
2. Determine criteria for selecting participants
3. Develop a moderator's outline
4. Conduct the focus group interview
5. Report the results
With the Apple 1984 Case Study 2008 experiment, what was the conclusion?
To pick the questions very carefully, and focus less on creative and more on encoding. Also things like mob mentality can radically change what they say
What is a depth interview?
It is when you are interviewing an individual 1 on 1. This is to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.
How are depth interviews carried out?
Interviewer follows rough outline, but the specific wording and order of questions are affected by the respondents answers, so that they can probe deeper
What are 3 advantages to depth interviews?
(Good for sensitive or embarrassing topics)
2. No group influence
(topics associated with social norms)
3. Detailed probing
(reveals hidden psychological reasons that underlie behaviours)
What are the 3 disadvantages to depth interviews?
(so interviewer may be biased subjective approach)
2. Small sample
(may not perfectly represent the target population)
(Highly skilled interviewers are required)
What is the main objective of using projective techniques?
Since it is an unstructured and indirect form of questioning, it prevents self-censorship due to social desirability motives, and can tap into the subconscious
What are association techniques as a projective technique
Show a stimulus, and then ask what the first thing that comes to mind.
Or word association tests
Participants responses are timed, so if response is slow it may mean respondent suppressed actual first word associated to give more socially desirable response
What are Completion techniques as a projective technique
This is providing an incomplete stimulus and ask respondents to complete it
So "A person who shops at Sears is..."
What are Construction techniques as a projective technique
Picture response: Show a picture and ask respondents to tell a story that describes it
Show cartoon with empty dialogue and ask respondents to fill in the dialogue