MKF2121 Week 04 moodle.pdf - Lecture4 Lecture 4 Qualitative Research Methods Descriptive Research Methods Dr JunzhaoMa MKF2121 Marketing Research

MKF2121 Week 04 moodle.pdf - Lecture4 Lecture 4 Qualitative...

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Lecture 4 1 Lecture 4 Qualitative Research Methods Descriptive Research Methods Department of Marketing Dr. Junzhao Ma MKF2121 Marketing Research Methods Agenda Qualitative Research Methods Descriptive Research Methods 2 Marketing Research Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report 3
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Lecture 4 2 4 Type of Research Design Exploratory Research Design Conclusive Research Design Research Design Descriptive Research Causal Research Secondary Data Qualitative Research - ambiguous problems - partially defined problems - sharply defined problems Qualitative Research Methods 5 6 Qualitative Research Procedures Indirect (Disguised) Projective Techniques Construction Techniques Expressive Techniques Focus Groups Direct (Nondisguised ) Depth Interviews Completion Techniques Association Techniques Classification of Qualitative Research Procedures
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