Chapter 5 Qualitative Research Techniques

Quantitative Research

Structure questions given to a large population. Predetermined responses like yes or no.

Qualitative Research

Unstructured data by observing what people do and say.

Mixed Method Research

Integrating both qualitative and quantitative methods.

1. Qualitative before quantitative

2. Quantitative before qualitative

3. Both at the same time

In-depth Interview

Set of questions asked to a subject by a trained interviewer to gain an idea about what the subject thinks about something. Interviewer has an interview guide.

What is laddering?

Probing questions from an interviewer in an in-depth interview. Uncover deep consumer motivations and core personal values.

In-depth Interview Advantages and Disadvantages

Advantages: Able to probe, flexible and adaptable, build rapport, nonverbal cues.

Disadvantages: Expensive, time consuming, smaller sample size, and dishonest responses.

What are Focus Groups

A group were people come together with a moderator to guide an unstructured spontaneous discussion about a topic to understand their thoughts.

Used to: generate ideas, understand their motives, vocabulary, and quantitative response

In person groups: 6-12 people clients can view through a one way mirror.

Online groups: Observed by the internet, can have chat groups.

Focus Group Advantages and Disadvantages

Advantages: fresh ideas, clients observe participants, easy access to special respondent groups

Disadvantages: dependence on moderator, interpretation can be difficult

Ethnographic Research

Describes a detailed study of a groups behavior.

Netnographic Research is the online version.

Types of Observations

Direct: directly viewing the behavior.

Indirect: viewing the effects of the behavior.

• Archives: secondary sources

• Physical Traces: tangible evidence

Covert vs Overt

Subject is unaware of being observed.

Subject is aware of being observed.

Structured vs Unstructured

Predetermined behaviors to be observed.

All behaviors are observed and then determines what gets recorded.

In situ observation

The researcher observes the behavior exactly as it happens.

Invented Observation

The researcher creates a simulated situation

Observation Research Advantages and Disadvantages

Advantages: Insights into actual behavior, less expensive, no chance for recall error, and better accuracy

Disadvantages: Can’t pry, smaller sample sizes, subjective interpretation, and internal conditions are unobserved

Neuroimaging

View brain activity. Eye tracking systems or facial coding systems.

Themeatic Analysis

Looks at qualitative data to uncover themes or patterns.

Steps for Analyzing

1. organize the data

2. get to know the data

3. categorize the data

4. identify themes

5. identify substantiating examples

6. communicate insights