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Chapter 5 outline - M GM 403 Chapter 5 QUAL ITATIVE...

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MGM 403 Chapter 5 QUALITATIVE RESEARCH I) Nature of Qualitative Research - Qualitative research is a term used loosely to refer to research whose findings are not subject to quantification or quantitative analysis. - Quantitative research could be used to examine the attitudes, feelings, & motivations of the heavy user. A) Qualitative Research vs. Quantitative Research Qualitative Research Quantitative Research Types of Questions Probing Limited probing Sample Size Small Large Amount of Info from Each Respondent Substantial Varies Requirements for Administration Interviewer w/ special skills Interviewer w/ fewer special skills or no interviewer Types of Analysis Subjective, interpretive Statistical, summation Hardware Tape recorders, projection devices, video recorders, pictures, discussion guides Questionnaires, computers, printouts Degree of Replicability Low High Researcher Training Psychology, sociology, social psychology, consumer behavior, marketing, marketing research Statistics, decision, models, decision support systems, computer programming, marketing, marketing research Type of Research Exploratory Descriptive or causal B) Popularity of Qualitative Research
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1. Qualitative research is usually much cheaper than quantitative research. 2. There is no better way to understand the in-depth motivations & feelings of consumers. 3. It can improve the efficiency of quantitative research. 4. Qualitative research blends w/ quantitative measures to provide a more thorough understanding of consumer demand a) Qualitative techniques involve open-ended questioning & probing. b) The resulting data are rich, human, subtle, & often very revealing. C) Limitations of Qualitative Research 1. One drawback relates to the fact that marketing successes & failures many times are based on small differences in attitudes or opinions about a marketing mix, & qualitative research does not distinguish those small differences as well as large-scale quantitative research does. 2. However, qualitative research is sometimes able to detect problems that escape notice in a quantitative study. 3. A second limitation of qualitative studies is that they are not necessarily representative of the population of interest to the researcher. II) The Importance of Focus Groups - Focus group consists of 8-12 participants who are led by a moderator in an in- depth discussion on one particular topic or concept. - The goal of focus group research is to learn & understand what people have to say & why. - The interaction associated with group dynamics is essential to the success of focus group research; this interaction is the reason for conducting research w/ a group rather than w/ individuals. - One idea behind focus groups is that a response from one person will become a stimulus for another person, thereby generating an interplay of responses that will yield more information than if the same # of people had contributed independently.
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