MKT 473 Lecture Notes - Lecture 14: Focus Group, Qualitative Marketing Research, Group Dynamics
Document Summary
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. Typically research analysis is done using measurable and numeric standards. Popularity of qualitative research: over billion spent annually on qualitative research, much less expensive to conduct, best way to understand in-depth motivations and feelings of consumers, improves the efficiency of quantitative research, screens alternatives, discovers new ideas. General limitations of qualitative research: attitudinal, perceptual, and belief differences revealed during qualitative research may not be easily measured. Quantitative research will more precisely measure these differences: qualitative research is often not statistically representative of the general population. In-depth interviews: one-on-one interviews that probe and elicit detailed answers to questions, often using non-directive techniques to uncover hidden motivations, non-directed: Conversation begins with a topic and is free form discussion from there (talk shows, etc. : semi-structured:
