tailieunhanh - Lecture Marketing research - Chapter 4: Qualitative research
In this chapter you will learn: To define qualitative research, to explore the popularity of qualitative research, to understand why qualitative research is not held in high esteem by some practitioners and academicians, to learn about focus groups and their tremendous popularity,. | Copyright © 2004 John Wiley & Sons, Inc. Qualitative Research CHAPTER Four Learning Objectives 1. To define qualitative research. 2. To explore the popularity of qualitative research. 3. To understand why qualitative research is not held in high esteem by some practitioners and academicians. 4. To learn about focus groups and their tremendous popularity. Learning Objectives 5. To gain insight into conducting and analyzing a focus group. To understand the controversy regarding online focus groups. To understand the growing popularity of Internet focus groups. To learn about other forms of qualitative research. Qualitative Research Defined Findings not subject to quantification. To examine attitudes, feelings, and motivations Quantitative Research Defined To find statistically significant differences The Qualitative versus Quantitative Controversy See Table (next slide) Popularity of Qualitative Research Less expensive, ability to better understand motivations, improved efficiency To define qualitative research. The Nature of Qualitative Research Table Qualitative versus Quantitative Research Comparative Dimension Qualitative Research Quantitative Research Types of questions Probing Limited probing Sample size Small Large Information per respondent Substantial Varies Administration requirements Special skills Fewer special skills needed Type of Analysis Subjective Statistical Hardware Tape recorders, video, pictures Questionnaires, computers, printouts Ability to replicate Low High Training the researcher Psychology,sociology marketing, consumer behavior Statistics, decision models, marketing research Type of research Exploratory Descriptive or casual Limitations on Qualitative Research Does not distinguish small differences in a marketing mix. Not necessarily representative of the population of interest No certification body in marketing research To understand why qualitative research is not held in high esteem. The Nature of Qualitative Research Focus . | Copyright © 2004 John Wiley & Sons, Inc. Qualitative Research CHAPTER Four Learning Objectives 1. To define qualitative research. 2. To explore the popularity of qualitative research. 3. To understand why qualitative research is not held in high esteem by some practitioners and academicians. 4. To learn about focus groups and their tremendous popularity. Learning Objectives 5. To gain insight into conducting and analyzing a focus group. To understand the controversy regarding online focus groups. To understand the growing popularity of Internet focus groups. To learn about other forms of qualitative research. Qualitative Research Defined Findings not subject to quantification. To examine attitudes, feelings, and motivations Quantitative Research Defined To find statistically significant differences The Qualitative versus Quantitative Controversy See Table (next slide) Popularity of Qualitative Research Less expensive, ability to better understand motivations, improved efficiency .
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