Lesson 3 Qualitative Rearch
LEARNING OUTCOMES
LEARNING OUTCOMES
After 茶叶大全
studying this lesson, you should be able to
1.Contrast qualitative rearch with quantitative
rearch
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.Know the role of qualitative rearch in exploratory
rearch designs
3.Recognize common qualitative rearch tools and
know the advantages and limitations of their u
4.Prepare a focus group interview outline
5.Know how to conduct a in-depth interview
Marketing Rearch Data
Secondary Data Primary Data
Qualitative Data Quantitative Data Descr经典朗诵
iptive
Survey Data
Obrvational
Data
Causal
Exp教育智慧
erimental
Data
A Clas高钙菜
sification of Marketing
Rearch Data
3
What is Qualitative Rearch?
l Qualitative marketing rearch
–Rearch that address marketing objectives
through techniques that allow the rearcher t香港长洲
o
provide elaborate interpretations of market
phenomena without depending on numerical
measurement
l Its fo班级工作计划小学
cus is on discovering true inner meanings and new
insights. (ca: mental account)
l Rearcher-dependent
–Rearcher must extract meaning from
unstructured respons such as text from a
recorded interview or a collage reprenting the
meaning of some experience.
Us of Qualitative Rear姚启圣
ch
l Qualitative rearch is uful when:
1.It is difficult to develop specific and actionable
decision statements or rearch objectives.
2.The rearch objective is to develop a detailed
and in-depth understanding of some phe小学生一学就会的魔术
nomena.
3.The rearch objective is to learn how
consumers u a product in its natural tting or
to learn how to express some concept in oral
terms.
4.The behavior the rearcher is studying is
particularly context-dependent.
5. A fresh approach to studying the problem is
needed.
