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Exploratory Master subtitle style Click to edit Research Design: Qualitative Research

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Chapter Outline

1) Click to edit Master subtitle style Overview 2) 3) 4) 3/16/12 Primary Data: Qualitative versus Quantitative Research Rationale for Using Qualitative Research Procedures A Classification of Qualitative Research Procedures

Chapter Outline
Focus Group Interviews i. Characteristics ii. Planning and Conducting Focus Groups iii. Telesessions iv. Other Variations in Focus Groups v. Advantages and Disadvantages of Focus Groups vi. Applications of Focus Groups 6) Depth Interviews i. Characteristics ii. Techniques iii. Advantages and Disadvantages of Depth Interviews 3/16/12
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Chapter Outline
Projective Techniques i. Association Techniques ii. Completion Techniques a. Sentence Completion b. Story Completion iii. Construction Techniques a. Picture Response b. Cartoon Tests iv. Expressive Techniques a. Role Playing 3/16/12 b. Third-Person Technique

Chapter Outline
8) International Marketing Research 9) Ethics in Marketing Research 10)Internet and Computer Applications 11)Focus on Burke 12)Summary 13)Key Terms and Concepts
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A Classification of Marketing Research Data

Fig. 5.1

Marketing Research Data Marketing Research Data

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Qualitative vs. Quantitative Research

Qualitative Research Table 5.1 To gain a qualitative understanding of the underlying reasons and motivations Small number of nonrepresentative cases Unstructured Non-statistical Develop an initial understanding

Quantitative Research To quantify the data and generalize the results from the sample to the population of interest Large number of representative cases Structured Statistical Recommend a final course of action

Objective

Sample Data Collection Data Analysis Outcome

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