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Qualitative Research...
Is any research conducted using an observational technique or unstructured questioning. Often viewed as a Soft-approach. Conducted:
when structured research is not possible, when true response may not be available [embarrassing touchy questions] to explain quantitative research results. Should not be viewed as conclusive research.
Direct (Nondisguised)
Indirect (Disguised)
Focus Groups
Depth Interviews
Projective Techniques
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Structured vs unstructured
Structured>>predetermine what to observe Unstructured>>monitor all behavior
Disguised vs nondisguised
Nondisguised>>Direct Disguised >> Indirect
Human vs Mechanical
Human>>observation done by human beings Mechanical>>observation by machine
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Observation I
Appropriate Conditions
The event must occur in a short time interval,
avoid lag affect
Must occur in a setting where the researcher can observe the behavior
Praying, cooking are not suitable things to observe
Limitations
Time consuming, -- too many things to observe, may not be representative, difficulty in determining root cause of the behavior.
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Focus Group I
An interview conducted by a trained moderator in a non-structured and natural manner with a small group of respondents.
Group size Group composition Physical setting Time duration Recording Moderator 8-12 Homogenous, respondents prescreened Relaxed, informal setting 1 - 3 hours Use of audio and video cassettes Observational, interpersonal, good communication skills needed.
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Focus Groups II
Objectives:
Generate new product or service ideas Understand consumer vocabulary
Useful for ad campaigns
Major Advantages:
Synergism, Snowballing, Stimulation, Security, Spontaneity, Speed and Cost savings.
Major Disadvantages:
Lack of representativeness, Misuse, Misjudge, Moderation problem, and Difficulty of analysis
Projective Techniques
These are indirect interviewing methods which enable sampled respondents to project their views, beliefs and feelings onto a third-party or into some task situation. The researcher sets up a situation for the respondents asking them to express their own views, or to complete/ interpret some ambiguous stimulus presented to them. Various types. More common ones are:
Free Word Association Sentence Completion Unfinished scenario/story completion Cartoon completion test
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In the example shown here, the researchers seems to be interested in studying high-tech banking (words with *). However, analyzing and interpreting test results are rather difficult.
Stimulus Word
Response
Postman Bank Teller* Networking Automatic teller machine* Persian Carpet Driver Bank by Phone* Transitlink
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SENTENCE COMPLETION
This technique is an extension of the free-word association freetest. In this technique, the respondent is presented with some sentences containing incomplete stimuli and is asked to complete them. Like the free-word association method, freeinterpreting and analysing data obtained from this technique is also difficult.
Automatic teller machine users are ___________________________________________________________ ___________________________________________________________ Automatic teller machines may be convenient, but they ___________________________________________________________ ___________________________________________________________ My major concern about automatic teller machines is ___________________________________________________________ ___________________________________________________________
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