Descriptive or causal Qualitative v Quantitative research research Popularity

Descriptive or causal qualitative v quantitative

This preview shows page 3 - 11 out of 16 pages.

Descriptive or causal Qualitative v Quantitative research research
Image of page 3

Subscribe to view the full document.

Popularity of Qualitative Research Much cheaper than quantitative research Better at understanding the in-depth motivations and feeling of consumers Improves the efficiency of quantitative research Becoming common to combine qualitative and quantitative research The Nature of Qualitative The Nature of Qualitative Research Research
Image of page 4
Limitations of Qualitative Research Does not distinguish small differences in a marketing mix. Not necessarily representative of the population of interest. The Nature of Qualitative The Nature of Qualitative Research Research
Image of page 5

Subscribe to view the full document.

Qualitative Research Qualitative Research Methods Methods Focus Groups Depth Interviews Projective Techniques
Image of page 6
Focus groups Focus groups Consists of 5 to 10 participants Led by moderator In-depth discussion on one topic
Image of page 7

Subscribe to view the full document.

Image of page 8
Most research expenditures for qualitative research are for focus groups Allow the researcher to experience the emotional framework in which the product is being used Used by consumer goods companies more than by industrial goods organizations Focus Groups Focus Groups
Image of page 9

Subscribe to view the full document.

Steps in Conducting a Focus Group Prepare for the group. Select a focus group facility and recruit the participants. Select a moderator.
Image of page 10
Image of page 11
  • Winter '18
  • Sylvain Richer
  • Qualitative Research, May

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask 0 bonus questions You can ask 0 questions (0 expire soon) You can ask 0 questions (will expire )
Answers in as fast as 15 minutes