Exploratory Research Design: Qualitative Research

Question 1

Direct

Answer 1

purpose is disposed to respondents

Question 2

focus groups + characteristics

Answer 2

interview conducetd with small respondents group
- 8-12 people/ lasts 1-3 hours/ homogenous/ informal atmosphere

Question 3

Depth interviews

Answer 3

one to one interviews (0.5 to 1 hour)

Question 4

Laddering

Answer 4

line of questioning proceeds from product to user characteristsics

Question 5

hidden-issue questioning

Answer 5

focus on personal concerns

Question 6

Symbolic analysis

Answer 6

analyses symbolic meaning of objects by comparing them to their opposites

Question 7

Indirect

Answer 7

disguises purpose of the project

Question 8

Association

Answer 8

individual is given something and asked to respond with the first thing that comes to mind

Question 9

Completion

Answer 9

asked to complete something thats incomplete

Question 10

Construction

Answer 10

individual responds in the form of a story, desription

Question 11

Expressive

Answer 11

asked to relate feelings to verbal/ visual stimuli

Question 12

Data reduction

Answer 12

researcher chooses which aspects are emphasized, minimized, or set aside

Question 13

Data display

Answer 13

develop visual interpretations