TAILIEUCHUNG - Lecture Marketing research - Chapter 4: Qualitative research

In this chapter you will learn: To define qualitative research, to explore the popularity of qualitative research, to understand why qualitative research is not held in high esteem by some practitioners and academicians, to learn about focus groups and their tremendous popularity,. | Copyright © 2004 John Wiley & Sons, Inc. Qualitative Research CHAPTER Four Learning Objectives 1. To define qualitative research. 2. To explore the popularity of qualitative research. 3. To understand why qualitative research is not held in high esteem by some practitioners and academicians. 4. To learn about focus groups and their tremendous popularity. Learning Objectives 5. To gain insight into conducting and analyzing a focus group. To understand the controversy regarding online focus groups. To understand the growing popularity of Internet focus groups. To learn about other forms of qualitative research. Qualitative Research Defined Findings not subject to quantification. To examine attitudes, feelings, and motivations Quantitative Research Defined To find statistically significant differences The Qualitative versus Quantitative Controversy See Table (next slide) Popularity of Qualitative Research Less expensive, ability to better understand motivations, improved efficiency To define qualitative research. The Nature of Qualitative Research Table Qualitative versus Quantitative Research Comparative Dimension Qualitative Research Quantitative Research Types of questions Probing Limited probing Sample size Small Large Information per respondent Substantial Varies Administration requirements Special skills Fewer special skills needed Type of Analysis Subjective Statistical Hardware Tape recorders, video, pictures Questionnaires, computers, printouts Ability to replicate Low High Training the researcher Psychology,sociology marketing, consumer behavior Statistics, decision models, marketing research Type of research Exploratory Descriptive or casual Limitations on Qualitative Research Does not distinguish small differences in a marketing mix. Not necessarily representative of the population of interest No certification body in marketing research To understand why qualitative research is not held in high esteem. The Nature of Qualitative Research Focus .

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Nghiên cứu thị trường
• Marketing environment
• Qualitative research
• Internet focus groups
• Managing marketing research
• Research ethics
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures