Marketing 4461 qualitative research

MKT 4461: QUALITATIVE MARKET RESEARCH ChapTER 6 KEY: QUALITATIVE DATA COLLECTION AIDS DR. RIKA HOUSTON CALIFORNIA STATE UNIVERSITY, LOS ANGELES Qualitative Data Collection: The Researcher is the (Primary) Instrument ■ The quality and insightfulness of the data  obtained depends on the skills of the  researcher ■ Qualitative Data Collection Aids ■ Audio recording ■ Still photography ■ Audio-video recording ■ Participant-provided materials ■ Other high tech and low tech data and  devices Qualitative Data Collection Aids: Audio Recording ■ Primary Purpose: record the interview ■ Secondary Purpose: rough field notes ■ Rough Field Notes – ‘Dumping’ of your recollections and impressions – Subjective notes to yourself – Tentative notes to yourself about emerging interpretations – VERY IMPORTANT: complete as soon as possible after an interview or observation Qualitative Data Collection Aids: Field Notes ■ N...

MKT 4461: QUALITATIVE MARKET RESEARCH ChapTER 3 KEY: INTERVIEWS DR. RIKA HOUSTON CALIFORNIA STATE UNIVERSITY, LOS ANGELES Depth Interviews ■ A formal, lengthy, and face-to-face interview conducted to gain an in-depth understanding of a topic ■ Depth Interviews: Advance Preparation ■ Familiarize yourself with relevant literature and information on the topic of interest ■ Select and recruit informants ■ Secure and test the recording equipment (including spare recorders and batteries) ■ Develop and memorize interview protocol in advance ■ Secure and prepare interview room in advance Depth Interviews Are Like Conservations … ■ List of topics ( protocol ) versus a list of questions ■ Questions and question order is fluid However, Depth Interviews Are Different From Conservations … ■ The interviewer and the informant are strangers ■ The interview will be recorded ■ The interviewer directs the conversation ■ The informant is expected to disclose ...