Qualitative Data Collection Student Version

Qualitative Data Collection Student Version - Qualitative...

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© 2011 Robert H. Smith School of Business University of Maryland Qualitative Data Collection Chapter 5 + pp. 206-212 Professor Whitney Professor Whitney
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© 2011 Robert H. Smith School of Business University of Maryland Qualitative: Quantitative: Qualitative vs. Quantitative Research Focus Groups Depth Interviews (not as common) Projective Techniques Observation (ch. 8)
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© 2011 Robert H. Smith School of Business University of Maryland How are they different? Qualitative Types of questions? Sample Size? Representative of population of interest? How analyzed? Type of research designs? Easy to replicate? Quantitative Issue
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© 2011 Robert H. Smith School of Business University of Maryland Why Conduct Qualitative Research? Clarify Research Problems & Hypotheses during the Exploratory Stage of Research Screen Alternatives (concept tests of products, packages, ads, etc. ) Gain new ideas/insight on product Help explain confusing/unclear results of descriptive studies
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© 2011 Robert H. Smith School of Business University of Maryland Focus Groups Defined Popularity 25% of all market research expenses Very popular with consumer packaged goods companies, ad agencies, and service organizations http://www.youtube.com/watch?v =Jj5RnfFkO9U
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University of Maryland Steps in Conducting a Focus Group Prepare for the group. Select a focus group facility and recruit the participants. Select a moderator. Create a discussion guide. Conduct the group.
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This note was uploaded on 09/07/2011 for the course BMGT 452 taught by Professor Staff during the Spring '08 term at Maryland.

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Qualitative Data Collection Student Version - Qualitative...

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