2.1.1 + 2.1.2 + 2.1.3

Question 1

What does qualitative research involve?

Answer 1

The collection, analysis, and interpretation of data that are not objectively measurable.

Question 2

TRUE OR FALSE
Qualitative research implies depth

Answer 2

TRUE

Question 3

What are the objectives of qualitative research? (2)

Answer 3

→ Gather basic information on an unknown situation
→ Know and deepen information of a subjective nature

Question 4

TRUE or FALSE

Qualitative research does imply the lack of objectivity in investigation

Answer 4

FALSE

Qualitative research does NOT imply lack of objectivity in investigation

Question 5

TRUE or FALSE

Qualitative Research aims to collect basic information of an objective nature

Answer 5

FALSE

Qualitative Research aims to collect basic information of a SUBJECTIVE nature

Question 6

TRUE or FALSE

Qualitative Research is used on many occasions as a starting point to later develop quantitative investigation

Answer 6

TRUE

Question 7

Differences between qualitative and quantitative research (4)

Answer 7

*Completely different methods of collection, analysis, and interpretation of information
* Qualitative research is flexible
* Non-generalization of qualitative research results
* The qualitative investigation is not inferior to the quantitative, they are complementary

Question 8

Characteristics of qualitative techniques (3)

Answer 8

→ Based on free speech
→ They are structured around the concept of depth
→ They are explanatory, their objective is to know and understand

Question 9

What are the steps in the Process of Qualitative Techniques (8)

Answer 9

1. Firm’s briefing (problem, specific objectives, information needs)
2. Project (objectives, information need, techniques)
3. Guideline + script
4. Fieldwork
5. Individual interpretation
6. Group interpretation
7. Reporting
8. Results presentation

Question 10

What are in-depth interviews?

Answer 10

Qualitative conversations with participants on a specific topic

Question 11

What do in-depth interviews pursue?

Answer 11

That the interviewee freely expresses their opinions and feelings about a subject to be analyzed

Question 12

The participants of qualitative in-depth interviews are often…

Answer 12

..consumers but in a market research study they can also be decision-makers

Question 13

When do you use In-depth interviews (3)

Answer 13

*When it is required to get very complex information
*When looking for confidential or sensitive information
*When professional/consumer information is needed and structured questionnaires are insufficient