Flashcards
MRA Chapter 3 Qualitative Research
Cards in this deck (14)
- 1Qualitative Research Orientations4 major schools of thought
Phenomenology
Ethnography
Grounded Theory
Case Studies - 2PhenomenologyIt is the study of human experiences, focusing on how consumer behaviour is shaped by external factors such as people and environment
- 3EthnographyIt is the study of culture where researchers become immersed in the culture of interest and observe the nature behaviour of participants
- 4Grounded TheoryIt is an inductive investigation where researcher poses questions about information provided by the participant to derive deeper explanations and elaborations
- 5Case StudiesThe purpose of case studies is to obtain information from a few situations that are similar to the researcher's problem to understand the psychological influence on consumer behaviour
- 6Common Techniques used in Qualitative Research (methods of data collection)Focus Group Interviews
Depth Interviews
Projective Techniques
Modern Technology and Qualitative Research - 7Focus Group InterviewsIt is an unstructured, free-flowing interview with a small group of people. It is not a rigidly construct question-and-answer session, but rather it is a flexible format where the group meet at a central location with a moderator encouraging discussion of the topic of interest. It allows respondents to discuss their true feelings in their own words
- 8Advantages of a Focus GroupFast, easy to execute and inexpensive
Synergy: combined effort of the group offer wider range of information & insights
Snowballing: a comment by one can trigger a chain of responses by others
Serendipity: Some ideas can drop out of the blue
Stimulation: respondents express ideas and feelings as excitement increases
Security: individuals find comfort in that other respondents have similar feelings
Spontaneity: people speak because they have definite feelings about the topic, not because they are required to answer
Specialization: allow the use of highly trained interviewer (moderator)
Speed: secures a number of interviews more quickly than personal interviews
Scientific Scrutiny: Sessions can be observed and recorded, allowing for checking interpretation consistency - 9Disadvantages of Focus GroupsRequire sensitive and effective moderator
Sampling problems may arise in a way that the individuals within the group have similar background and experiences, so is not representative of the market - 10Depth InterviewsIt is a relatively unstructured, extensive interview in which the interviewer asks many questions and probes for additional elaboration or in-depth answers
- 11Projective TechniquesWord Association Tests: respond with the first word in mind
Sentence Completion Method: complete a sentence with first word or phrase in mind
Third-person and Role Playing: ask respondents why a third person behave this way or to act out someone else's behaviour
Thematic Apperception Test (TAT): present respondents with a series of pictures and then ask them to provide a story or description about the pictures - 12Modern Technology - allows research to be conducted globally - improved ability to quickly gather data and analyseVideo-conferencing and Streaming Media
Interactive Media and Online Focus Groups
Social Networking - 13Disadvantages of Qualitative ResearchProvide subjective information, interpretation of finding is judgemental, thus may lead to incorrect decisions
Samples are small and not selected on probability basis, thus not representative of market - 14Advantages of Qualitative ResearchIt is an interpretivism methodology that allow for elaborate interpretations of interests
It is an exploratory research with an inductive approach and is less structured than quantitative research, providing more in-depth understanding and insight, and richness of the picture
Can be used to define key issues for more detailed and larger sample-based quantitative research that follows it