Qualitative

Question 1

What are the advantages of a quantitative approach?

Answer 1

• able to study large numbers
• able to assign numbers and develop forecasting figures
• potential for wider geographical scope
• generally cheaper per interview

Question 2

What are the limitations of qual?

Answer 2

• unable to assign statistical weighting

- potential for interviewer bias

Question 3

What are the values of observation to a researcher?

Answer 3

Allows us to record actual rather than reported behaviour

Question 4

What are the values of interviewing to a researcher?

Answer 4

Allows us to understand reason behind a behaviour

Question 5

What are the difficulties associated with observation?

Answer 5

• people sometimes change once they know they are being observed
• viewing without consent is unethical
• can take a lot of time

Question 6

What are the limitations of interviewing?

Answer 6

• 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

Question 7

How can you collect quantitative data with observation?

Answer 7

• sales data (e.g. Tesco club card)
• mystery research
• eye tracking
• cookies on the Internet
• to viewing meters

Question 8

How can you collect qual data with observation?

Answer 8

Ethnography
Shadowing respondents
“Lived experience”
Body language (even in interviews)

Question 9

Advantages of group discussions?

Answer 9

• creative

- constructive

Question 10

Weaknesses of group discussions?

Answer 10

• difficult if it’s a sensitive subject

Question 11

What are the advantages of telephone qual survey?

Answer 11

• easy to reach lots of people

Question 12

What are the disadvantages of a phone survey (qual)?

Answer 12

• 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

Question 13

How would you go about secondary research?

Answer 13

Build a plan
Key questions
Think of most likely place to find the answers

Question 14

What’s the purpose of qual individual interviews?

Answer 14

• good for sensitive subjects
• good for in depth detail
• good for exploratory work
• good for “journey” type work

Question 15

What’s the purpose of Individual quant interviews?

Answer 15

• good for assigning numbers to a theory

- quick for the respondent (can make recruitment easier)

Question 16

How do you ensure consistency in qual across multiple geographies?

Answer 16

• ensure all interviewers are clear on the main objectives of the research
• have a centrally written discussion guide

Question 17

Give an example of a projective technique

Answer 17

Tbc

Question 18

What is the main purpose of qual into quant?

Answer 18

Go from breadth into depth and give greater info that can inform the questionnaire for the quant

Question 19

What is the main purpose of quant into qual?

Answer 19

If you already have clear values that you want to measure, then can gain the numerical data which can be followed up with why in the qual

Question 20

What are the advantages of telephone quant?

Answer 20

• access those that don’t have a computer
• greater degree of perceived anonymity than f2f
• may be the only way of reaching some populations
• record open end answers in full
• greater quality control possible (removes cheaters)

Question 21

Benefits of the Internet for conducting qual research?

Answer 21

• video interviews

- online ecommunities

Question 22

Difficulties conducting qual online?

Answer 22

• lack of eye to eye contact
• harder to analyse body language
• not everyone has access to a computer
• fears about online security (especially with sensitive subjects)

Question 23

Advantages of online qual?

Answer 23

• easy to access people
• quicker to analyse as doesn’t require data entry by research staff
• sometimes preferred by respondents as more convenient than pen and paper (not having to post a letter)
• faster turnaround than alternatives (not waiting for the post)
• cheaper than phone qual as doesn’t require staff time

Question 24

Difficulties of online qual?

Answer 24

• not everyone has a computer

Question 25

What are the general advantages of qual?

Answer 25

• good for exploratory work
• find out the whys
• can develop the discussion guide as you go to maximise results