Scribd
Upload
47 views3 pages

CHAPTER 5 Exploratory Research Design: Qualitative Research

This document discusses qualitative research methods and questionnaire design. It covers topics like focus groups, projective techniques for qualitative research, scales of measurement, and designing effective questionnaire questions. The chapters explore procedures for conducting focus groups, various qualitative data analysis methods, different types of measurement scales, and factors to consider when writing questions for a questionnaire such as question structure, wording, and overcoming issues respondents may face.

Uploaded by

Md. Sadman Shihab Choudhury
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
47 views3 pages

CHAPTER 5 Exploratory Research Design: Qualitative Research

This document discusses qualitative research methods and questionnaire design. It covers topics like focus groups, projective techniques for qualitative research, scales of measurement, and designing effective questionnaire questions. The chapters explore procedures for conducting focus groups, various qualitative data analysis methods, different types of measurement scales, and factors to consider when writing questions for a questionnaire such as question structure, wording, and overcoming issues respondents may face.

Uploaded by

Md. Sadman Shihab Choudhury
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

CHAPTER 5 Exploratory Research Design:

Qualitative Research

 A Classification of Marketing (CHART)


Research Data 2/24
 Primary Data: Qualitative Vs. Quantitative Research 3/24
 A Classification of Qualitative Research Procedures 4/24
 Focus Group Interviews 5/24
 Application of Focus Group 6/24
 Characteristics of Focus Groups 7/24
 Procedure for Planning and Conducting Focus Groups 8/24
 Three main phases of Focus Group Activity 9/24
 Before the Focus Group Define the purpose, i.e., objectives of the focus
group 10/24
 Identify the participants 11/24
 Generate the questions 12/24
 Select a facilitator Choose the location 13/24
 Conduct the Focus Group 14/24
 After the Focus Group 15/24
 Depth Interview Techniques 16/24
 Laddering 16/24
 Definition of Projective Techniques 17/24
 Word Association 18 /24
 Completion Techniques 19/24
 Construction Techniques 20/24
 Expressive Techniques 21/24
 Third-person technique 21/24
 Analysis of Qualitative data 22/24
 Qualitative data Analysis 23/24
 Qualitative data Analysis 24/24
CHAPTER 8 : MEASUREMENT AND SCALING
 Measurement 2/21
 Scaling 3/21
 Primary Scales of Measurement 4/21
 Primary Scales of Measurement
Nominal Scale 5/21
 Primary Scales of Measurement
Ordinal Scale 6/21
 Interval Scale 7/21
 Ratio Scale 8/21
 Primary Scales of Measurement (CHART) 9/21
 A Classification of Scaling Techniques (CHART) 10/21
 A Comparison of Scaling Techniques 11/21
 Comparative Scaling Techniques:
Paired Comparison Scaling 12/21
 Obtaining Shampoo Preferences Using Paired Comparisons 13/21`
 Analysis Paired Comparison Selling 14/21
 RANK ORDER SCALING 15/21
 Preference for Toothpaste Brands
Using Rank Order Scaling 16/21
 Constant Sum Scaling 18/21
 Q-Sort 21/21

Chapter 10 questionnaire
 Questionnaire Definition 2
 Questionnaire Objectives 3
 Questionnaire Design Process (chart) 4
 Mail Questionnaire 5
 Telephone Questionnaire 6
 Personal Questionnaire 7
 Electronic Questionnaire 8
 Individual Question Content ─

Is the Question Necessary? 9


 Are Several Questions Needed Instead of One? 10
 Overcoming Inability To Answer is the respondant informed 11
 Can the Respondent Remember? 12
 Can the Respondent Articulate? 13
 Overcoming Unwillingness To Answer –

Effort Required of the Respondents 14


 Context , Legitimate Purpose , Sensitive Information 16
 Increasing the Willingness of Respondents 17
 Choosing Question Structure – unstructured 18
 Structured Questions 19
 Multiple-Choice Questions 20
 Dichotomous Questions 21
 Scales 22
 Define the Issue 23
 Choosing Question Wording 24
 Use Ordinary Words 25

You might also like