Qualitative research and focus group Flashcards
Two intellectual bases
Psychology
Sociology, anthropology
Qualitative definition
Research used in exploratory design to gain preliminary insights into problem definitions or opportunities
Quantitative definition
Research that places heavy emphasis on using formalized standard questions and predetermined responses option in a questionnaire or survey administered to a large number of respondents
Differences between qual and quan
Goal Type of research, question, analysis Time Representativeness Research skill Generalization
Reasons for choosing qualitative
Economical, time Data Market behaviors Marketing related problem Build model and scale measurement Sensitive information that include subconscious feeling caused by complex phenomena or holistic dimension
Reasons for not choosing qualitative
Generalizability Small differences Analysis at aggregate levels Reliability and validity Finding well trained interviewers Discerning research qualification or quality of research
Focus group definition
Formalized process of bringing a small group of people together to have an interactive and spontaneous discussion about a particular topic
Planning focus group study
Participant Recruitment Size Number Location
Focus group participants
Homogeneous
Strangers
Know topic
Experienced or not
Recruitment
Characteristics Methods for contacting Professionally trained recruiters Make contact Sampling procedure
Group size
8 to 12
Number of focus groups
New idea Perspective Type of individuals Geographic Comparison Complexity of issue Time and budget
Focus group advantages
New ideas Reasons for behaviour Client participation Breadth of topic Special market segment
Focus group disadvantages
Generalizability
Data reliability
Subjective interpretation
High cost
