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Marketing and Survey Research > Week Four > Flashcards

Week Four Flashcards

Qualitative Methods Repertory Test

1
Q

What is qualitative research?

A

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.
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2
Q

Qualitative research benefits include:

A
  • understanding your audience more effectively
  • understand our market and what is important to them.
  • richness of data.
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3
Q

What is the positive perspective?

A
  • 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.
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4
Q

What is the interpretive perspective?

A
  • 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.
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5
Q

What is the research approach for qualitative methods?

A

Inductive.

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6
Q

What is the research approach for quantitative methods?

A

Deductive.

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7
Q

What is the ontological view for qualitative methods?

A

Multiple realities.

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8
Q

What is the ontological view for quantitative methods?

A

Causal relationships.

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9
Q

What is the Epistemological view for qualitative methods?

A

Subjective.

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10
Q

What is the Epistemological view for quantitative methods?

A

Objective.

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11
Q

What is the nature of truth for qualitative methods?

A

Grounded in real world.

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12
Q

What is the nature of truth for quantitative methods?

A

Hypothesis testing.

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13
Q

What is the researcher situatedness for qualitative methods?

A

Ernic (insider)

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14
Q

What is the researcher situatedness for quantitative methods?

A

Elic (outsider)

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15
Q

What is the research design for qualitative methods?

A

Unstructured, emergent and study specific.

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16
Q

What is the research design for quantitative methods?

A

Structured, systematic, replicable.

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17
Q

What is the research focus for qualitative methods?

A

Themes.

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18
Q

What is the research focus for quantitative methods?

A

Variables.

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19
Q

What is the participant selection for qualitative methods?

A

Non random.

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20
Q

What is the participant selection for quantitative methods?

A

Random.

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21
Q

What is the representation of data for qualitative methods?

A

Textual.

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22
Q

What is the representation of data for quantitative methods?

A

Numeric.

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23
Q

How do you analyse qualitative findings?

A

Look for themes or motifs.

24
Q

How do you analyse quantitive findings?

A

Statistical analysis.

25
Q

What is the representation of findings for qualitative methods?

A

Narrative.

26
Q

What is the representation of findings for quantitative methods?

A

Statistical tables and graphs.

27
Q

What is the voice of the researcher for qualitative methods?

A

First person, active.

28
Q

What is the voice of the researcher for quantitative methods?

A

Third person, passive.

29
Q

What is the reflection of the real world in qualitative methods?

A

Slice of life.

30
Q

What is the reflection of the real world in quantitative methods?

A

Representative.

31
Q

What are the two main paradigms in market research?

A

Qualitative and quantitative.

32
Q

What are the perspectives of the Positivist researcher?

A
  • Set aside own values guided by theories to avoid ‘bias’.
  • Respondents are objects to be measured.
  • Has a uniform language.
33
Q

What are the perspectives of the Interpretivist researcher?

A
  • Recognises and determines how their own values shape questions to respondents.
  • More interactive, requires rapport.
  • Seeks to elicit participant’s language.
34
Q

What is the objective of qualitative research?

A

To gain a qualitative understanding of the underlying reasons and motivations.

35
Q

What is the objective of quantitative research?

A

To quantify the data and generalise the results from the sample to the population of interest.

36
Q

What is the sample size for qualitative research?

A

Small number of non-representative cases.

37
Q

What is the sample size for quantitative research?

A

Large number of representative cases.

38
Q

True or false, is the data collection for qualitative research unstructured?

A

Yes.

39
Q

True or false, is the data collection for quantitative research structured?

A

Yes.

40
Q

True or false, is the data analysis for qualitative research non-statistical?

A

Yes.

41
Q

True or false, is the data analysis for quantitative research statistical?

A

Yes.

42
Q

What is the outcome for qualitative research?

A

Develop an initial understanding.

43
Q

What is the outcome for quantitative research?

A

Recommend a final course of action.

44
Q

What are the key themes for qualitative research?

A
  • Interpretive paradigm
  • exploratory stage in MR
  • inductive approach
  • small sample
  • richness/depth of info
  • ethical issues
  • subjective
  • analysis cab be messy
  • results not generalisable
45
Q

What does ToMA stand for?

A

Top of Mind Awareness.

46
Q

True or false, Repertory is an indirect way to get info that’s indepth.

A

True.

47
Q

The numerous attributes that are important to consumers when thinking and deciding on purchasing a product or service are called:

A

Salient or Salience attributes. That is why you need salient attributes on questionnaires and the Repertory Test determines what the salient attributes are.

48
Q

The one or two attributes that are MOST important to consumers to help them determine whether to purchase or not, are called:

A

Determinant or Determinance attributes.

49
Q

The repertory test:

A

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.

50
Q

What is clinical psychology?

A

How individuals categorise other people.

51
Q

The repertory test is the first stage of:

A

repertory grid analysis.

52
Q

What is the repertory test designed for?

A

The purpose of operationalising personal construct theory.

53
Q

How many elements of a category are required for a question in the repertory test?

A

Three. It requires at least two that will be more alike and different to a third.

54
Q

What do you want to achieve through repertory test sampling?

A

Data redundancy

55
Q

Can respondents give the same answers to questions in the repertory test?

A

No, they must give different answers for each question until they run out of things to say.

Marketing and Survey Research (11 decks)

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