Professional Documents
Culture Documents
Comparison Dimension
Types of questions Sample size Information per respondent Administration Type of analysis Hardware
Qualitative Research
Probing Small Much Requires interviewer with special skills Subjective, Interpretive Tape recorders, projection devices, videos, pictures, discussion guides Low Psychology, sociology, social psychology, consumer behavior, marketing, marketing research Exploratory
Quantitative Research
Nonprobing Large Varies Fewer special skills required Statistical, summarization Questionnaires, computers, printouts High Statistics, decision models, decision support systems, computer programming, marketing, marketing research Descriptive or causal
Type of research
Triangulation of Research
What does it mean to triangulate research? We move from qualitative to quantitative techniques and back again Define the problem - qualitative
Structured
Direct Questionnaire Experiments Observation
Unstructured
Focus group Depth interview Observation
Indirect Observation
Figure 6.2
Direct (Nondisguised)
Indirect (Disguised)
Focus Groups
Depth Interviews
Projective Techniques
3
Expressive Techniques
1
Association Techniques
2
Completion Techniques Construction Techniques
Group size Group composition Physical setting Time duration Recording Observation
8-12 Homogeneous; respondents prescreened Relaxed, informal atmosphere, living room environment 1-3 hours Use of audiocassettes and videotapes, one-way mirror Observational, interpersonal, and communication skills of the moderator First time participants Some experience with topic No friends/relatives together No domineering personalities
Key success factor Ability of moderator to stimulate INTERACTION among group members
4.
5. 6.
Primarily unstructured discussion. Primarily unstructured discussion, which ends when the moderator/facilitator believes all important discussions have been completed.
SOURCE: Barry Langford, Nominal Grouping Sessions,Marketing Research (Summer 1994), p. 17.
1. Association Techniques (Word Association) 2. Completion Techniques (Sentence Completion) 3. Construction Techniques (Cartoon Tests) 4. Expressive Techniques (Role Playing)
Cartoon Test
Hey John, I just received a $500 bonus for a suggestion my company is now using on the production line. Im thinking about putting my money in a credit union.