Академический Документы
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In-depth Interview
One on one interviews
Encourages an intimate dialogue
Variations in interviews
Depth Interviews 45 minutes to 1 hour
Intensive Depth Interviews 2 to 3 hours
Focused Interviews 30 minutes (for advertising check)
Appearance of Interviewer must match with respondent
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, Word
Picture
Brand personification
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Ethnography
Nature of Observation
ACTIVE PASSIVE
9A researcher takes part in the
process of respondent performing 9A researcher acts as an
their behavior outsider when the respondent is
9More like a scene where respondent performing their behavior
demonstrates how they usually do it 9Everything proceeds naturally
for you. and uninterrupted
9Periodic questioning or clarification 9Questioning and clarification is
is done at the spot. done before or after the process
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Netnography
Ethnography: Study of a community
Data Sources:
Archival Netnographic Data
Social Network Analysis
Elicited Netnographic Data
Advantages Disadvantages
Large sample possible Identity validation
quickly
Loss of non-verbals
Immediate analysis
Loss of intangibles
Considerably cheaper
Reliability & integrity of
Sensitive topics accessible information
Historic archives often Information overload
available
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Principle of Minimalism
To make the sample time & cost efficient.
Exercise
Research Issue: Urban male attitudes to Mutual
Funds
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Self employed
Salaried employees Businessmen
professionals
Non investors
Investors,
rejecters of mutual funds
Investors,
Invest in mutual funds
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Principle of Minimalism
Demonstration
SEC A1+, A, B, C minimum of 4 groups
Reduce it to 2 groups
Collapsing SEC A, SEC B & C, retain the homogeneity within SECs
Polarizing SEC A1+, SEC C representing sharp diversities
Ages (24-27), (28-35), (36-45), (50-60) minimum of 4 groups
Reduce it to 2 groups
Collapsing (24-35), (36-60)
Polarizing (24-27), (50-60)
What is being compromised?
Homogeneity in collapsing especially in 36-60 years
Range of responses in polarizing, people in 36 to 45 have unique financial needs and
responsibilities at this life-stage
Solution?
Combination of collapsing and polarizing
(24-35 years, married with young kids)
(40-55 years, married with older kids)
Homogeneity + representation of spectrum.
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In sum:
Type of sampling: Purposive. Always.
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