http://www.youtube.com/watch?v=C4Rq8G10xOg
http://www.youtube.com/watch?v=cX88ia-4-6o
http://www.youtube.com/watch?v=R4crrQnBifg
http://www.youtube.com/watch?v=K5q53GYXEqc
Tuesday, February 26, 2013
An overview of marketing research
http://www.youtube.com/watch?v=C4Rq8G10xOg
http://www.youtube.com/watch?v=cX88ia-4-6o
http://www.youtube.com/watch?v=R4crrQnBifg
http://www.youtube.com/watch?v=K5q53GYXEqc
Sunday, February 17, 2013
WEEK 5 LECTURE NOTE
What is Qualitative Research? Qualitative research is
designed to reveal a target audience’s behavior and thoughts about certain
topics and issues. This type of methodology tends to study small groups of
people in-depth to uncover, support, or construct a hypothesis. Qualitative
Research is descriptive and utilizes data collections methods such as focus
groups, individual depth interviews, observations, ethnographies, and online
tools such as blogs etc.
Quantitative research is referred to as survey research,
qualitative research involves collecting, analyzing, and interpreting data by
observing what people do and say.
Data
Collection Techniques
·
Observation
method-Researcher relies on what he or she rather than
communicating with others to get information. There are several types of
observations: Direct/Indirect,
disguised/undisguised, structured/unstructured and human/mechanical.
·
Direct/indirect-
direct
observation is observing behavior as it occurs to record. Indirect observation
examines the effect or result of the behavior rather the behavior itself this
included archives and physical traces.
ü Achieves
are secondary sources such as historical records that can be applied to present
behavior.
ü Physical
traces are tangible evidence of some event.
·
Disguised Observation is when the subject is
unaware that he or she is being observed. For example mystery shoppers.
·
Undisguised observation is where the respondent
is aware that he or she is being observed.
·
Structured/unstructured-structured observation technique
is used when the research identify which behavior he or she is observing and
recording. A standardized observation tool is constructed.
·
Unstructured observation has no set behaviors a
research will observe and record. Usually the observer take field notes on what
is interesting and relevant to his or her research question.
·
Human/ mechanical observation- human observers
are the researchers, sometimes human observers are placed with an observation device.
Focus Group
·
Focus
Groups- are very popular method used in qualitative research.
Usually focus groups consist of small group of homogenous (similar) people who
come together to discuss an issue. The purpose of these groups is to gain
information on relevant to the research problem.
·
There are some disadvantages and advantages to
using focus groups. The major advantages of focus groups are that they:
ü They
generate fresh ideas
ü They allow
client to observe participants
ü They
may be direct at understanding a wide variety of issues as reactions to new
food product, brand logos, or television ads.
ü They
allow fairly easy access to special respondents group.
·
The disadvantages of using focus groups are that
they:
ü No
representative samples
ü Its can
be difficult to interpret the results of focus groups
ü The cost of participants can be high
ü
In-depth
Interviews
·
Depth interviews are defined as a set of probing
questions posed one on one with an interviewer and participant the purpose of
this study is to gain an idea of what participants thinks and feels about a
certain product or service.
Ethnography
Research
·
Ethnography research is a method barrow from
anthropologist it is a detail description study of a group and its behavior,
characteristics, culture, and so on.
Tuesday, February 12, 2013
Subscribe to:
Comments (Atom)