Qualitative Research Methods

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Qualitative Research Methods

• Focus Groups
• 6 to 12 similar people discuss some issue of
  managerial importance
• Occurs in a controlled setting with a moderator
  and one-way mirror

2
Qualitative Research Methods

• Depth interviews
• One-on-one unstructured or semi-structured
  interview with an individual consumer regarding a
  topic of some academic or managerial significance
  

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Qualitative Research Methods

• Projective Tests
• Techniques used to tap into respondents deepest
  feelings by having them project those feelings
  into an unstructured, nebulous situation

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Types of Projective Tests

• Word Association

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Types of Projective Tests

• Sentence Completion

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Types of Projective Tests

• Cartoon Test

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Types of Projective Tests

• Third Person Technique

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Types of Projective Tests

• Thematic Apperception Test

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Types of Projective Tests

• Personification

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Qualitative Research Methods

• Ethnography
• Researcher goes into an environment s/he wants to
  study and attempts to answer the question,
  Whats going on here?

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Qualitative Research Methods

• Protocol Analysis
• Subjects are placed in a decision-making
  situation and asked to think aloud (verbalize
  their thoughts) or write out thoughts

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Qualitative Research Methods

• Researcher Introspection
• Researcher draws upon personal experience to help
  solve a research question