Qualitative Research Methods

This set of flashcards covers key vocabulary and concepts related to qualitative research methods discussed in the lecture.

Qualitative Methods

Research methods that focus on understanding the meaning and experiences of individuals or groups.

Focus Groups

A qualitative research method that involves guided discussions with a group of participants to explore shared experiences and dynamics.

Depth Interviews

One-on-one discussions aimed at gaining deep insights into individual experiences, beliefs, or motivations.

Projective Techniques

Methods that allow respondents to project their thoughts and feelings into semi-structured situations, such as fill-in-the-blank exercises.

Ethnography

A qualitative research method centered on studying consumers within their cultural contexts, often associated with anthropology.

Key Feature of Qualitative Research

Focus on ideation and the generation of descriptions and hypotheses about phenomena.

Managing Group Dynamics

The challenges of facilitating interactions in focus groups, where the behavior and thoughts of one member can influence others.

Context-Driven Behavior

The understanding that human behavior is influenced by social and contextual factors.

SCORE Model

A framework used to assess and identify potential market opportunities based on stakeholder contexts.

Study Preparation Requirements

Extensive preparation, clear understanding of respondents, and knowledge of data analysis methods are essential for qualitative research.