tailieunhanh - Lecture Marketing research essentials (9th Edition): Chapter 4 - McDaniel, Gates

Chapter 4 - Qualitative research. What is qualitative research, and what are the advantages and disadvantages? Why are focus groups so popular, and what are the trends in focus group research? What other qualitative tools are available to marketing researchers? These are the areas that will be covered in chapter 4. | 4-1 Chapter Four 4-2 Qualitative: Research whose findings are not subject to quantification or quantitative analysis. Its research conclusions are not based on precisely, measurable statistics but on more subjective observations and analysis. Quantitative: Research that uses mathematical analysis. Typically research analysis is done using measurable and numeric standards. The Nature of Qualitative Research Key Terms & Definitions The professor might want to point out that qualitative is more for depth and not breadth, and quantitative is just the opposite. 4-3 Qualitative vs. Qualitative Research Key Terms & Definitions 4-4 1. Attitudinal, perceptual, and belief differences revealed during qualitative research might not be easily measured. Quantitative research will more precisely measure these differences. 2. Qualitative research is often not statistically representative of the general population. Although qualitative results might give you a good idea about the population, they | 4-1 Chapter Four 4-2 Qualitative: Research whose findings are not subject to quantification or quantitative analysis. Its research conclusions are not based on precisely, measurable statistics but on more subjective observations and analysis. Quantitative: Research that uses mathematical analysis. Typically research analysis is done using measurable and numeric standards. The Nature of Qualitative Research Key Terms & Definitions The professor might want to point out that qualitative is more for depth and not breadth, and quantitative is just the opposite. 4-3 Qualitative vs. Qualitative Research Key Terms & Definitions 4-4 1. Attitudinal, perceptual, and belief differences revealed during qualitative research might not be easily measured. Quantitative research will more precisely measure these differences. 2. Qualitative research is often not statistically representative of the general population. Although qualitative results might give you a good idea about the population, they do not allow you to precisely gauge the populations’ responses based on the limited sample typical of qualitative research. 3. Anyone can purport to be an expert. Limitations of Qualitative Research Key Terms & Definitions 4-5 A group of 8 to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept. Focus Group Defined: Focus Groups Key Terms & Definitions 4-6 Some Key Characteristics: Focus Groups Continued Key Terms & Definitions Good for idea generation, brainstorming, and understanding customer vocabulary Can be helpful in gaining insight to motives, attitudes, perceptions Can reveal needs / likes & dislikes / prejudices driven by emotions Group Dynamics. The moderator must manage this factor deftly 4-7 Step 1: Decide on the key focus group objectives Use secondary research to hone questions Select focus group facility and participants Begin recruiting after deciding on participant incentives Step 2: Select a moderator Develop a .

• Marketing - Bán hàng
• Qualitative research
• Quantitative research
• Marketing research essentials
• Marketing research
• Nghiên cứu thị trường
• Management decision making
• Designing qualitative research
• Communication research
• Lecture Communication research
• Research process
• Qualitative methodologies
• Research questions
• Quantitative communication research
• Qualitative communication research
• Qualitative research report
• Qualitative reports
• Methods in psychology
• Innovating qualitative research methods
• Qualitative methods
• Psychological imagination
• Essentials of nursing research
• Nursing research
• Qualitative data
• Data collection
• Qualitative designs
• Mutual simultaneous shaping
• Assessing research questions
• Research objective
• Writing style
• Supporting conclusions
• Presenting the data
• Systematic reviews
• Qualitative studies
• Analysis of qualitative data
• Inductive analysis
• Credibility in qualitative research
• Lecture Marketing research
• Marketing environment
• Internet focus groups
• Analyzing qualitative data
• Categorizing data
• Analytical method
• Practical research
• Final research report
• Qualitative research methods
• Historical research
• Field interviewing
• Interview process
• Collection methods
• Selecting the sample
• Packaged information
• Qualitative research techniques
• Educational science
• Educational research methods
• Research role
• Data collection methods
• Qualitative research paradigms
• Quantitative analysis of qualitative data
• Using voyant tools
• Investigate the sales marketing interface
• The Sales Marketing Interface
• Qualitative data visualisation
• Qualitative marketing research
• Quantitative research report