Week Four Flashcards
Qualitative Methods Repertory Test
What is qualitative research?
An in depth exploratory design which:
- helps define research problem
- supports (quantitative) descriptive or causal research, either pre or post survey.
- a research design in its own right.
- often used to generate hypotheses.
- identifies variables to be included in quantitative research.
- explores in depth not possible with quantitative.
- results are usually theory and generates hypotheses.
Qualitative research benefits include:
- understanding your audience more effectively
- understand our market and what is important to them.
- richness of data.
What is the positive perspective?
- Existence of ‘social facts’ e.g. relationship between variables, and generalise to a target population.
- Only one reality exists.
- If it can’t be measured, it doesn’t exist, we aim to predict behaviour.
- Objective.
- Quantitative.
- Common methods include surveys and experiments.
What is the interpretive perspective?
- Rejection of ‘social factors’.
- Seeks understanding of ‘it’ in a given context - not to generalise.
- Subjective.
- Qualitative.
- Common methods include depth interviews, focus groups, case studies.
What is the research approach for qualitative methods?
Inductive.
What is the research approach for quantitative methods?
Deductive.
What is the ontological view for qualitative methods?
Multiple realities.
What is the ontological view for quantitative methods?
Causal relationships.
What is the Epistemological view for qualitative methods?
Subjective.
What is the Epistemological view for quantitative methods?
Objective.
What is the nature of truth for qualitative methods?
Grounded in real world.
What is the nature of truth for quantitative methods?
Hypothesis testing.
What is the researcher situatedness for qualitative methods?
Ernic (insider)
What is the researcher situatedness for quantitative methods?
Elic (outsider)
What is the research design for qualitative methods?
Unstructured, emergent and study specific.
What is the research design for quantitative methods?
Structured, systematic, replicable.
What is the research focus for qualitative methods?
Themes.
What is the research focus for quantitative methods?
Variables.
What is the participant selection for qualitative methods?
Non random.
What is the participant selection for quantitative methods?
Random.
What is the representation of data for qualitative methods?
Textual.
What is the representation of data for quantitative methods?
Numeric.
How do you analyse qualitative findings?
Look for themes or motifs.
How do you analyse quantitive findings?
Statistical analysis.
What is the representation of findings for qualitative methods?
Narrative.
What is the representation of findings for quantitative methods?
Statistical tables and graphs.
What is the voice of the researcher for qualitative methods?
First person, active.
What is the voice of the researcher for quantitative methods?
Third person, passive.
What is the reflection of the real world in qualitative methods?
Slice of life.
What is the reflection of the real world in quantitative methods?
Representative.
What are the two main paradigms in market research?
Qualitative and quantitative.
What are the perspectives of the Positivist researcher?
- Set aside own values guided by theories to avoid ‘bias’.
- Respondents are objects to be measured.
- Has a uniform language.
What are the perspectives of the Interpretivist researcher?
- Recognises and determines how their own values shape questions to respondents.
- More interactive, requires rapport.
- Seeks to elicit participant’s language.
What is the objective of qualitative research?
To gain a qualitative understanding of the underlying reasons and motivations.
What is the objective of quantitative research?
To quantify the data and generalise the results from the sample to the population of interest.
What is the sample size for qualitative research?
Small number of non-representative cases.
What is the sample size for quantitative research?
Large number of representative cases.
True or false, is the data collection for qualitative research unstructured?
Yes.
True or false, is the data collection for quantitative research structured?
Yes.
True or false, is the data analysis for qualitative research non-statistical?
Yes.
True or false, is the data analysis for quantitative research statistical?
Yes.
What is the outcome for qualitative research?
Develop an initial understanding.
What is the outcome for quantitative research?
Recommend a final course of action.
What are the key themes for qualitative research?
- Interpretive paradigm
- exploratory stage in MR
- inductive approach
- small sample
- richness/depth of info
- ethical issues
- subjective
- analysis cab be messy
- results not generalisable
What does ToMA stand for?
Top of Mind Awareness.
True or false, Repertory is an indirect way to get info that’s indepth.
True.
The numerous attributes that are important to consumers when thinking and deciding on purchasing a product or service are called:
Salient or Salience attributes. That is why you need salient attributes on questionnaires and the Repertory Test determines what the salient attributes are.
The one or two attributes that are MOST important to consumers to help them determine whether to purchase or not, are called:
Determinant or Determinance attributes.
The repertory test:
is one of the most effective qualitative techniques for generating a list of salient scale items for a structured questionnaire. It works out what attributes people think about when making decisions.
What is clinical psychology?
How individuals categorise other people.
The repertory test is the first stage of:
repertory grid analysis.
What is the repertory test designed for?
The purpose of operationalising personal construct theory.
How many elements of a category are required for a question in the repertory test?
Three. It requires at least two that will be more alike and different to a third.
What do you want to achieve through repertory test sampling?
Data redundancy
Can respondents give the same answers to questions in the repertory test?
No, they must give different answers for each question until they run out of things to say.
