Exam 2 Flashcards
Qualitative market research
research that addresses marketing objectives through techniques allowing the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement.
researcher dependent
the researcher must extract meaning form open ended responses, such as text from a recorded interview or a posting on a social networking website like Facebook
Quantitative market research
addresses research objectives through empirical assessments that involve numerical measurement and analytical approaches.
Quantitative results require
little interpretation beyond the computations.
bullet list of qualitative research
discover ideas used in exploratory research with general research objects observe and interpret unstructured researcher is intimately involved. results are subjective small samples often natural setting
Bullet list of quantitative research
test hypotheses or specific research questions
measure and test
structured response categories provided
researcher uninvolved results are objective
large samples to produce generalizable results
descriptive and causal
subjective
researcher dependent results with the consequence that different researchers may reach different conclusions based on the same interview
qualitative data
data that are not characterized by numeric values and instead are textual, visual, or oral; focus is on stories, visual portrayals, meaningful characterizations, interpretations, and other expressive descriptions
quantitative data
represent phenomena by assigning numeric values in an ordered and meaningful way
probing
interview technique that tries to draw deeper and more elaborate explanations from a respondent. oftentimes, researchers may conduct interviews with key decision-makers in trying to separate symptoms from the relevant issues that should be the focus of the research
