MNGT_4570_Ch06_Exploratory_Research_The_Qualitative_Approach

MNGT_4570_Ch06_Exploratory_Research_The_Qualitative_Approach...

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MNGT 4570 Chapter 6 – Exploratory Research: The Qualitative Approach © Maria Madlberger MNGT 4570 Marketing Research | Chapter 6 Exploratory Research: The Qualitative Approach | © Maria Madlberger -1- -1- Exploratory Research: The Qualitative Approach Chapter 6 MNGT 4570 Marketing Research | Chapter 6 Exploratory Research: The Qualitative Approach | © Maria Madlberger -2- What Is Qualitative Research? ° Research based on interpretation of market phenomena ° Discovers inner meanings and new insights ° Does not contain numerical measurement and statistical analysis In-depth communication Observation Text analysis Artifact analysis Listening
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MNGT 4570 Chapter 6 – Exploratory Research: The Qualitative Approach © Maria Madlberger MNGT 4570 Marketing Research | Chapter 6 Exploratory Research: The Qualitative Approach | © Maria Madlberger -3- Qualitative and Quantitative Research 1/3 Aspect Qualitative Research Quantitative Research Stage of research Purpose Approach Data collection Researcher independence Researcher influence Samples Early, often exploratory research Late, when clear research objectives are defined Discover ideas Test hypotheses/ count frequencies Observe & interpret Measure and test Unstructured, free- forms Structured response categories provided Intimately involved researcher Uninvolved researcher High, subjective results Low, objective results Small, often in natural settings Large MNGT 4570 Marketing Research | Chapter 6 Exploratory Research: The Qualitative Approach | © Maria Madlberger -5- ° Qualitative research: Unstructured, primarily exploratory design based on small samples, intended to provide insight and understanding. In qualitative research, the objective is to gain an understanding by eliciting the language and logic of respondents, discovering the nature of underlying reasons and motivations of a target group. It employs a small number of non-representative cases, It uses unstructured and sometimes evolving data collection techniques and in general It uses non-statistical data analysis. Qualitative findings can play a major role in the interpretation of quantitative statistical analyses. 5 Qualitative and Quantitative Research 2/3
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MNGT 4570 Chapter 6 – Exploratory Research: The Qualitative Approach © Maria Madlberger MNGT 4570 Marketing Research | Chapter 6 Exploratory Research: The Qualitative Approach | © Maria Madlberger -6- ° Quantitative research Research techniques that seek to quantify data and typically, apply some form of statistical analysis.
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  • Spring '14
  • Armstrong,
  • Qualitative Research, qualitative approach, Exploratory research, Maria Madlberger

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