Qualitative Research Flashcards
Phenomenology
Study human experiences and how consumer behaviour is shaped by relationships with environments, objects, people, situations
Make respondents comfortable to tell story – hermeneutics – analysis of text in respondents stories to find key themes and patterns for example photo diaries
Tools – conversation, interviews, collages, see Matic apperception/cartoon tests
Ethnography- anthropology
Observation rather than questioning, requiring input interpretation by experts
Requires researcher to become immersed in culture of interest and observe participants
Tools – focus group, depth interviews, semistructured interviews and observation
Grounded theory - sociology
Research poses questions about information from historical records to drive deeper explanations. Does not begin with theory
Tools – depth interviews, conversation, what association/sentence completion, observation
Case studies
Psych, business
Intensely investigates one or a few situations similar to the problem, in-depth investigation
Tools – focus group interviews, depth interviews, observations
Advantages and disadvantages of qualitative
A- Which data, which insights into behaviours and attitudes, preliminary frameworks/how variables are related
D- Lack of generalisability, inability to quantify/measure differences, dependent on researchers skills
Focus groups
Unstructured free-flowing interview with small group of people. Allows people to discuss feelings, anxieties, attitudes, experiences, frustrations.
Good for: Generating new ideas about product/delivery message, test new product ideas, identify information requirements, test marketing communications, synergy, snowballing, Serendipity, security, spontaneity, structure
Bad for: Require sensitive/effective moderators, Require highly skilled interviewer, may not be representative of market
Can use: word association, picture tests, collage, party/planet
