Qualitative Research Methods - PowerPoint PPT Presentation

1 / 12
About This Presentation
Title:

Qualitative Research Methods

Description:

One-on-one unstructured or semi-structured interview with an individual consumer ... Thematic Apperception Test. Types of Projective Tests. Personification ... – PowerPoint PPT presentation

Number of Views:126
Avg rating:3.0/5.0
Slides: 13
Provided by: galenb
Category:

less

Transcript and Presenter's Notes

Title: Qualitative Research Methods


1
Qualitative Research Methods
  • Focus Groups
  • 6 to 12 similar people discuss some issue of
    managerial importance
  • Occurs in a controlled setting with a moderator
    and one-way mirror

2
Qualitative Research Methods
  • Depth interviews
  • One-on-one unstructured or semi-structured
    interview with an individual consumer regarding a
    topic of some academic or managerial significance

3
Qualitative Research Methods
  • Projective Tests
  • Techniques used to tap into respondents deepest
    feelings by having them project those feelings
    into an unstructured, nebulous situation

4
Types of Projective Tests
  • Word Association

5
Types of Projective Tests
  • Sentence Completion

6
Types of Projective Tests
  • Cartoon Test

7
Types of Projective Tests
  • Third Person Technique

8
Types of Projective Tests
  • Thematic Apperception Test

9
Types of Projective Tests
  • Personification

10
Qualitative Research Methods
  • Ethnography
  • Researcher goes into an environment s/he wants to
    study and attempts to answer the question,
    Whats going on here?

11
Qualitative Research Methods
  • Protocol Analysis
  • Subjects are placed in a decision-making
    situation and asked to think aloud (verbalize
    their thoughts) or write out thoughts

12
Qualitative Research Methods
  • Researcher Introspection
  • Researcher draws upon personal experience to help
    solve a research question
Write a Comment
User Comments (0)
About PowerShow.com