Lecture 7 - Qualitative Research Flashcards Preview

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Flashcards in Lecture 7 - Qualitative Research Deck (24):
1

What is the difference with the objective for qualitative and quantitative research?

Qualitative:
gain qualitative understanding

Quantitative:
quantify the data, generalize results to population

2

What is the difference with the sample for qualitative and quantitative research?

Qualitative:
small/non representative

Quantitative:
Large/ representative

3

What is the difference with the Data collection for qualitative and quantitative research?

Qualitative:
Unstructured

Quantitative:
Structured

4

What is the difference with the data analysis for qualitative and quantitative research?

Qualitative:
Non-statistical

Quantitative:
statistical

5

What is the difference with the outcome for qualitative and quantitative research?

Qualitative:
level an initial understanding

Quantitative:
recommend a final course of action

6

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

7

What are 2 disadvantages to using quantitative research?

1. Self presentation motives of respondents

2. Subconscious processes

8

What are two direct (undisguised) and 4 indirect (disguised) classification of qualititative research?

Direct:
1. Focus groups
2. Dept Interviews

Indirect
-projective techniques
1. Association
2. Completion
3. Construction
4. Expressive

9

Group size for focus groups?

8-12

10

What is the group composition to focus group?

Homogenous

11

What setting and time is focus group interviews?

Relaxed, unstructured, informal with 1-3 hour duration

12

What are the three qualities of a good moderator of a focus group?

1. Sensitive
(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)

13

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

14

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

15

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

16

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.

17

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

18

What are 3 advantages to depth interviews?

1. Trust
(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)

19

What are the 3 disadvantages to depth interviews?

1. Bias
(so interviewer may be biased subjective approach)

2. Small sample
(may not perfectly represent the target population)

3. Expensive
(Highly skilled interviewers are required)

20

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

21

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

22

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..."

23

What are Construction techniques as a projective technique

Picture response: Show a picture and ask respondents to tell a story that describes it

Cartoon test:
Show cartoon with empty dialogue and ask respondents to fill in the dialogue

24

What are Expressive techniques as a projective technique

1. Third-person technique: Describe a situation and ask respondents to explain how a third person would feel and behave in that situation

2. Role playing: Ask respondent to play role of someone else such as a call centre representative at Telus

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