Week 3: qualitative research methods

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There is a continuum between qualitative and quantitative research methods

Quantitative = numbers. It validates and measures

Qualitative= words. It is subjective, relates to 'how' and identifies preliminary insights. it is used to identify a business problem, needs, perceptions and opinions.

INTERVIEW

is qualitative and detailed

experience: sample of experts

protocol: situation specific

articulative:: value choices

projective: association tests

In depth: many hours and expensive af.

an interviewer should: start broad, structure, be specific, gentle yet critical, open, remembers, ethically sensitive

FOCUS GROUP

1-3 hrs with 6-12 people

+big samples

-group dynamics can create biases

-costly incentives

moderator bias: can lead the group, personal bias, it is paid and they may know members.

OBSERVATION

can observe many things.

physical, expressive, temporal (time), spatial, physical