Qualitative Research Methods

These flashcards cover key concepts and definitions related to qualitative research methods, including various methods, features, and key requirements.

Research Method

A systematic plan for conducting research that includes various approaches and techniques to gather and analyze data.

Focus Group

A qualitative research method that gathers a small group of people to discuss topics related to a particular product or concept, leveraging shared experiences.

Depth Interviews

A qualitative research method involving one-on-one discussions that provide in-depth insight into individual experiences, beliefs, and motivations.

Projective Techniques

Qualitative research methods that use stimuli to encourage participants to project their thoughts and feelings into semi-structured scenarios.

Ethnography

A qualitative research method that involves studying consumers in their natural environments to understand their behaviors, cultures, and meanings.

Qualitative Research

A type of research focused on understanding human behavior and the reasons that govern such behavior through non-numerical data.

Context-driven Behavior

The notion that human or business behaviors are influenced by the social and contextual factors surrounding them.

Research Question

A specific inquiry that guides the research process and helps determine the research method to be used.

Idea-generation

A key feature of qualitative research that focuses on the bottom-up generation of descriptions and hypotheses concerning phenomena.

Participant Recruitment

The process of finding and inviting individuals to join the study, often critical in qualitative research to gather relevant data.