Qualitative_Studies_p

Qualitative_Studies_p - Chapter 5 Qualitative Research 1...

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1 Chapter 5 Chapter 5 Qualitative Research Qualitative Research
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2 Learning Objectives Understand what qualitative methodologies are Understand the controversy surrounding qualitative research Understand the types of marketing decisions that use qualitative methodologies Understand the different qualitative research methodologies
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3 Content Introduction Focus Group Interview In-depth Interview Projective Techniques
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4 Introduction: The Importance of Qualitative Research Most of what influences what we say and do occurs below the level of awareness. That’s why we need new techniques: to get at hidden knowledge – to get at what people don’t know they know .” Jerry Zaltman
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5 Introduction: Sample Design and Size Non-probability Judgmental Small sample
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6 Focus Group Interview Nature: unstructured-indirect. Size: 6 to 10 persons of homogeneous background, especially in socio-economic characteristics, or similar buying and use experience on the product/service. A questionnaire covering demographic characteristics, attitudes, product use, and experience is given for respondents to fill in to help select participants and assign them into different groups. Last for 1-3 hours. Probably not too suitable for culture where people tend not to disagree openly in group settings e.g. Japan
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7 Focus Group Interview Recruitment: Participants should be recruited two or three days before the group discussion. Avoid Fridays and Saturdays and evenings with major TV attractions. The time of the discussion should suit the participants. Transport should be provided. Generally, payment is offered for attendance .
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8 Focus Group Interview Recruitment (con’t): Provide a letter explaining the purpose of the study, a card giving the time and place of the discussion, instructions how to get there, and the recruiter's name and telephone number. Reminder note should be sent to the participant
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Qualitative_Studies_p - Chapter 5 Qualitative Research 1...

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