Qualitative research (planning and collecting)

Question 1

What is qualitative research?

Answer 1

type of research used to gather and analyze non-numerical data in order to gain understanding of individuals social reality (beliefs, attitudes and motivation)

Question 2

What are the 4 context of qualitative research?

Answer 2

1. unique research methodology
2. first step before quantitative research
3. confirm results of quantitative research
4. further explore the results of quantitative research

Question 3

What are the advantages of qualitative research?

Answer 3

-> identifies emotions
-> identifies barriers
-> extract what consumers cannot verbalize
-> extract what people might not want to reveal

Question 4

What are the limits of qualitative research?

Answer 4

-> quality of data depends on the ability of the participants to express their ideas and the ability of the moderator to extract information and manage the group
-> cannot generalize results
-> analysis is complex and involves interpretation
-> time and cost

Question 5

What are the 7 steps of the process of exploratory research?

Answer 5

1. formulate the objective
2. choose the optimum method
3. create a sample structure
4. prepare the research document
5. choose the moderator and prepare the logistics
6. conduct the exploratory phase
7. analyze the results

Question 6

Give a few tips to succeed in an in-depth interview

Answer 6

1. listen and do not interrupt
2. do not be afraid of silence
3. avoid making judgements
4. make the participant feel comfortable
5. be curious
6. be confident and trustworthy
7. conduct the interview in a neutral location

Question 7

Give a few tips on how to succeed in a focus group

Answer 7

moderator:
1. respectful
2. dynamic
3. open-minded
4. extract value added insights
5. ability to break the ice and build trust
6.able to listen, prepare and adjust

general:
1. cover the topic in-depth
2. efficient allocation of speaking time between the participants
3. questions are logical in order and easy to follow
4. choose your group carefully
5. ability to record ALL participants reactions
6. test the discussion guide

Question 8

What is the sample protocol for a focus group

Answer 8

1. select traget
2. determine the number of groups
3. determine the number of participants in each group
4. decide on the length
5. select the site
6. decide on the when
7. recruit

Question 9

How should you section a discussion guide?

Answer 9

start with general, then more specific and the end with general

Question 10

Which questions should you avoid in interviews or focus groups?

Answer 10

yes/no questions
why/how come?
leading questions
close-ended questions

Question 11

What are projective techniques?

Answer 11

methods that help informants say things indirectly

Question 12

Give the 8 types of projective techniques

Answer 12

1. word association
2. sentence completion
3. cartoon tests (draw a simple situation and describe what is going on or complete the bubble)
4. symbol matching (if HEC was one of these, which one?)
5. object personification
6. shopping list
7. dream exercises
8. collage construction (do a collage of this subject)

Question 13

What skills should the moderator of the discussion have?

Answer 13

-> strong communication
-> genuine interest in others
-> ability to express their own feelings
-> animated
-> spontaneous
-> sens of humor
-> empathy
-> flexibile
-> ability to express thoughts clearly