chapter 6

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

■Notes recorded by qualitative researchers in the course of field research, during or after their observation of a specific phenomenon they are studying

■Captures details that your recording device missed

■Also captures your preliminary subjective interpretations

■Basic field note contents (5 W’s)

–Where are you?

–When is this?

–Who is there?

–What is going on?

–Why?

■

Qualitative Data Collection Aids:
Interview Transcription

■Only the interviewer will have access to the non-verbal and /or visual information of the interview

■Transcribing is very time consuming

■Hired transcribers will not be able to integrate such information--this makes field notes even more important

■Transcription is more challenging if the audio recording includes the voices of more than one person

Qualitative Data Collection Aids:
Still Photography

■One picture is worth a thousand words

■Record visual details as part of an observation

■ Helpful in capturing behavior that is beneath the level of consciousness

■Advanced written consent is critical!

■Important to log and catalogue the photographs

Qualitative Data Collection Aids:
Audio-Video Recording

 

■Try to use high quality video recorders when possible (Digital SLR cameras, tripods, etc.)

■However, smartphones are acceptable if unplanned

■Using a separate person to handle the video recorder is a good idea

Qualitative Data Collection Aids:
Participant-Produced Material

■Maps or pictures hand drawn by participants

■Photographs or videos taken by participants

■Usually a high degree of involvement

Qualitative Data Collection Aids:
Other Data Collection Aids

■Archival data

■Digital, multi-functional devices

■Photos sent to cloud storage or email