Qualitative Research: Planning and collecting (S3)

Question 1

What are the Pros and Cons of Exploratory Research

Answer 1

• Pros: Helps develop descriptive insights to inform subsequent study designs and hypothesis testing
• Cons: Tends to lack a substantive body of literature to inform its own investigation. Is inconclusive and requires follow-up investigation.

Question 2

What is the Process of exploratory Research

Answer 2

1. Formulate the objectives
2. Choosing the optimum method
3. Creating a sample structure
4. Preparing the research instrument
5. Choosing the moderator and preparing the logistics
6. Conducting the exploratory phase
7. Analyzing the results

Question 3

Step 1.Formulate the objectives

Answer 3

How can this help the company in solving its marketing problem?

Question 4

Step 2. Choose the optimum exploratory research methodes

Answer 4

• In-dept interviews
• Focus groups

Question 5

Step 3. Creating the sample structure

Answer 5

Choose who we interview:
- Homogeneity (same) vs Heterogeneity (different)
Choose how many people (focus groups) we interview, where, and when

Question 6

Step 4. Preparing the Research Instrument

Answer 6

Create the interview guide or the questions to ask during the focus group.
- Don’t use yes/no questions
- Don’t ask why questions
- Don’t ask leading questions
- Very important to use Projective technique

Question 7

Why do we use projective Techniques?

Answer 7

• Projective techniques allow us to get a specific answer without having to ask a leading question.
• Projective questions are indirect questions to get a direct answer that is too hard or sensitive to ask as a direct question.

Question 8

What are the types of projective techniques?

Answer 8

• Word Association
• Sentence Completion
• Cartoon Tests
• Symbol Matching
• Object Personification
• Shopping List
• Dream Exercises
• Collage Construction

Question 9

What are Step 5, 6,

Answer 9

These steps are self-explanatory

Question 10

Step 7. What are the different methods of qualitative data analysis (QDA)

Answer 10

• Content analysis
• Narrative analysis
• Discourse analysis
• Thematic analysis (Thematic Coding)
• Grounded theory
• IPA

Question 11

What is Thematic Analysis?

Answer 11

• Finding patterns of meaning in data sources
• Focus on similarities and differences. The most common themes that make sense will drive the context.
• Iterative process, not done at once

Question 12

How to do Thematic analysis?

Answer 12

• Read all responses
• Identify Themes
• Group answers into relevant themes
• Connect emerging themes with the research problem