Qualitative Research (L3)

Question 1

What is Qualitative research

Answer 1

An unstructured, primarily exploratory design based on a small sample, intended to provide depth, insight and
understanding

Question 2

What is Quantitative research

Answer 2

A structured design on a large sample that tests hypotheses

Question 3

contrast between primary and secondary data

Answer 3

primary is data originated by the researcher for the specific purpose of addressing the research problem and secondary is data collected for some purpose other than the problem at hand.

Question 4

What are the two qualitative research procedure categories

Answer 4

1) Direct Approach is where the purposes of the project are disclosed to the respondent or are obvious, given the nature of the interview

2) Indirect Approach is where the purposes of the project are disguised from the respondents.

Question 5

What are the common qualitative research procedures

Answer 5

direct - focus groups & depth interviews

indirect - (projectives techniques are), association, completion, construction and expressive

Question 6

What is laddering

Answer 6

a line of questioning that proceeds from product characteristics to user characteristics to uncover underlying motivations, beliefs, and values that influence consumer behavior or decision-making processes