Tham khảo tài liệu 'giáo trình marketing nghiên cứu - phần 8', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Observation, Focus Groups, and Other Qualitative Measures Categories of Research Quantitative research: research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved Qualitative research: research involving collecting, analyzing, and interpreting data by observing what people do and say Ch 8 Categories of Research Pluralistic research: combination of both quantitative and qualitative research methods in order to gain the advantages of both Ch 8 Observation Techniques Observation methods: techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information Ch 8 Observation Techniques Types of observation: Direct versus indirect Disguised versus undisguised Structured versus unstructured Human versus mechanical Ch 8 Observation Techniques Direct versus Indirect Direct observation: observing behavior as it . | Observation, Focus Groups, and Other Qualitative Measures Categories of Research Quantitative research: research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved Qualitative research: research involving collecting, analyzing, and interpreting data by observing what people do and say Ch 8 Categories of Research Pluralistic research: combination of both quantitative and qualitative research methods in order to gain the advantages of both Ch 8 Observation Techniques Observation methods: techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information Ch 8 Observation Techniques Types of observation: Direct versus indirect Disguised versus undisguised Structured versus unstructured Human versus mechanical Ch 8 Observation Techniques Direct versus Indirect Direct observation: observing behavior as it occurs Indirect observation: observing the effects or results of the behavior rather than the behavior itself Archives Physical traces Structured versus unstructured Human versus mechanical Ch 8 Observation Techniques Disguised versus Undisguised Disguised observation: subject is unaware that he or she is being observed Undisguised observation: respondent is aware of observation Ch 8 Observation Techniques Structured versus Unstructured Structured observation: researcher identifies beforehand which behaviors are to be observed and recorded Unstructured observation: no restriction is placed on what the observer would note: all behavior in the episode under study is monitored Ch 8 Observation Techniques Human versus Mechanical Human observation: observer is a person hired by the researcher, or, perhaps the observer is the researcher Mechanical observation: human observer is replaced with some form of static observing device Ch 8 Observation Techniques Appropriate Conditions
