Lecture 4 Flashcards
What is the difference in qualitative / quantitative marketing research?
Qualitative:
an unstructured, primarly exploratory design basen on small sample, intended to provide depth insight and understanding of a new or complex phenomena
Quantitative:
Research techniques that seek to quantify data and typically, aplly some form of measurement and statistical analysis
What are the reasons to use qualitative techniques?
- Preference and/or experiences of the researcher
- Preferences and/or experience of the research user
- Sensitive information
- Subcenscious fellings
- Complex phenomena
- The holistic dimension
- Developing new theory
- Interpretation
What are the advantages and disadvantages of using the internet in qualitative research?
Advantages:
- Extending access to participants
- Researching sensitive subjects
- Contacting interest groups
- Cost and time savings
- Handling Transcripts
Disadvantages:
- Computer literacy for the researcher
- Making contact and recruitment
- Interactive skills online
- Losing access
What are the 4 different techniques you know for qualitative research?
- Ethnography
- Grounded Theory
- Action Research
- Focus Group
Explain the ethnography as technique for qualitative research.
It is an approach upon observations, habits and differences between people in everyday situations.
As a general term inlcudes observations and interviewing and is sometimes reffered to as participant observation.
May require a researcher to spend a large amount of time observing a particular group of people, by sharing their way of life, which could include online behavior
Ethnography is the art and science of describing a group or culture.
What are the goals of ethnography and when is it used?
Goals:
- Seeing through the eyes of others
- Description
- Contextualism
- Process
- Flexible research designs
- Avoiding early use of theories and concepts
Useful in:
- High-intensity situations
- Behavioural processes
- Memory inadequate
- Shame or reluctance
What are the ethical challenges of conducting online ethnography.
- Preventing harm or wrongdoing to participants and preserving their dignity
- Preserving the confidentiality, anonymity and privace of participants
- Avoiding deception and remaining honest
- Ensuring informed consent
- Maintaining transparency, avoiding misrepresentation and ensuring reciprocity through the reporting of results
- Diversity i.e. coping with the nature and inherent differences in electronic communities
Explain the grounded theory as technique for qualitative research.
Qualitativ approach to generating theory through the systematic and simultaneous process of data collection and analysis.
Study of people is scientific, found by Glaser and Strauss.
It should seek to pruduce theoretical propositions that were testable and verifiable, produced by a clear set of repolicable procedures.
Develop questions which could then be verified using quantitative techniques.
Founded to build theory derived from date, systematically gatheres and analysed
Explain the action research as technique for qualitative research.
A team research process, faciliated by one or more professional researchers, linking with decision makers and other stakeholders who together wish to improvise particular situations.
Define the problems to be examined, generate relevant knowledge about the problems, learn and execute research techniques, take actions and interpret the results of action based on what they have learned.
Many interation of problem definition, generating knowledge, taking action and learning from those actions.
Whole process of iteration eveolves in a direction that is agreed by the team.
Explain the Focus groups as technique for qualitative research.
A group of 6-10 participants which discuss a certain topic.
Group members feed off each other and creatively reveal ideas that the researcher may not have thought off or dared to tackle.
Group members may feel intimidated or shy and may not reveal anything of siginificance.
Homogenous participants pre-screend by questionnaire or through known characteristics
Relaxed, informal atmosphere, comfortable from the perspective of particpants
Use of storyboards, mood boards, products, advertisments, films, music, website
1.5-6 hours
Use of audiocasettes, videotapes and notes from observations
Observational, interpersonal and comunication skills
What are the advantages and disadvantages of a focus group?
Advantages:
- Synergy
- Snowballing
- Stimulation
- Security
- Spontaneity
- Serendipty
- Specialisation
- Scientific Scrutiny
- Structure
- Speed
Disadvantages:
- Misjudgement
- Moderation
- Messiness
- Misrepresentation
- Meeting
How do you plan and conduct a focus group?
- Clarify marketing research problems and objectives
- Clarify the role of focus groups in fulfilling those objectives
- Specify the issues to be developed in the focus groups
- Specify the types of target repsondents to make up groups
- Specify the location in which to conduct the focus groups
- Recruit group members
- run an experimental group
- Conduct the focus group
- Analyse data and present findings
What is a mood board and what are the two functions of it?
Collage created in a focus group settings. Snip words and pictures from magazines that they see representing the values of a particular brand
- Reference point: Reflect upon the discussion
- Enabling Device: Get Participants to loosen up, gather feelings
What are the advantages and disadvantages of a online focus group?
Advantages:
1.More particpants
2.Growing ease of conducting discussions online
3.Participants feel they can contribute
4.Face-to-face conflicts can be avoided
5.more insights, more nations
6.easier to gather group together, Location and time wise
7. Comfortable setting
Disadvantages:
- Only digital users can participate
- Verifying the participants and target groups
- Capturing body language, facial expressions, silence, tone of voice
- Control of particpants environment - distractions
- Feeling, touching, smelling products
