Chapter 5 - Qualitative research. What is qualitative research, and what are the advantages and disadvantages? Why are focus groups so popular, and what are the trends in focus group research? What other qualitative tools are available to marketing researchers? These are the areas that will be covered in chapter 5 | 5-1 Chapter Five 5-2 Qualitative: Research whose findings are not subject to quantification or quantitative analysis. Its research conclusions are not based on precisely, measurable statistics but on more subjective observations and analysis. Quantitative: Research that uses mathematical analysis. Typically research analysis is done using measurable and numeric standards. The Nature of Qualitative Research Key Terms & Definitions The professor might want to point out that qualitative is more for depth and not breadth, and quantitative is just the opposite. 5-3 Qualitative vs. Qualitative Research Key Terms & Definitions 5-4 1. Attitudinal, perceptual, and belief differences revealed during qualitative research might not be easily measured. Quantitative research will more precisely measure these differences. 2. Qualitative research is often not statistically representative of the general population. Although qualitative results might give you a good idea about the population, they | 5-1 Chapter Five 5-2 Qualitative: Research whose findings are not subject to quantification or quantitative analysis. Its research conclusions are not based on precisely, measurable statistics but on more subjective observations and analysis. Quantitative: Research that uses mathematical analysis. Typically research analysis is done using measurable and numeric standards. The Nature of Qualitative Research Key Terms & Definitions The professor might want to point out that qualitative is more for depth and not breadth, and quantitative is just the opposite. 5-3 Qualitative vs. Qualitative Research Key Terms & Definitions 5-4 1. Attitudinal, perceptual, and belief differences revealed during qualitative research might not be easily measured. Quantitative research will more precisely measure these differences. 2. Qualitative research is often not statistically representative of the general population. Although qualitative results might give you a good idea about the population, they do not allow you to precisely gauge the populations’ responses based on the limited sample typical of qualitative research. 3. Anyone can purport to be an expert. General Limitations of Qualitative Research Key Terms & Definitions 5-5 A group of eight to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept. Focus Group Defined: Focus Groups Key Terms & Definitions 5-6 Some Key Characteristics: Focus Groups Continued Key Terms & Definitions Good for idea generation, brainstorming, and understanding customer vocabulary Can be helpful in gaining insight to motives, attitudes, perceptions Can reveal needs / likes & dislikes / prejudices driven by emotions Group Dynamics. The moderator must manage this factor deftly 5-7 Focus Groups Steps Key Terms & Definitions This slide can be used in conjunction with the next slide which outlines the steps more specifically. 5-8 Step 1: Decide on the key focus group objectives Use secondary research
