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Qualitative research techniques

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A short presentation on Qualitative Research Techniques used in Consumer Behavior & Market Research. This presentation was co-developed with Rahul Krishnan, PGDM(Auto.), MSRIM …

A short presentation on Qualitative Research Techniques used in Consumer Behavior & Market Research. This presentation was co-developed with Rahul Krishnan, PGDM(Auto.), MSRIM Bangalore

By:-
Aniruddh Tiwari
Linkedin :- http://in.linkedin.com/in/aniruddhtiwari

Published in: Business, Technology

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  • 1. Qualitative Research Techniques Presented By:- Rahul Krishnan Aniruddh Tiwari
  • 2. What is qualitative research:-• It is a research conducted using an observational technique or structured questioning.• Often viewed as a “Soft-approach.”• Should not be viewed as conclusive research.• Qualitative and quantitative research are complementary to each other.
  • 3. A Comparison of Qualitative and Quantitative Research Qualitative Research Quantitative ResearchBasic research To gain a broad qualitative To quantify the data andobjective understanding of the generalize the results underlying reasons and form the sample to the motivations; population of interest; As a first step in Recommend a final multistage research course of actionType of sample Small numbers of non- Large number ofused representative cases representative casesData collection Unstructured StructuredMethodNature of data Non-statistical Statisticalanalysis
  • 4. Classification of Qualitative Research Procedures Qualitative Research Procedures Direct Indirect (Nondisguised) (Disguised)Focus Groups Depth Interviews Projective Techniques Association Completion Construction Expressive Techniques Techniques Techniques Techniques
  • 5. ExampleObservation Chart For Parle Agro Products Consumer Questionnaire
  • 6. Appropriate Conditions ForQualitative Research – The event must occur in a short time interval, • avoid lag affect – Must occur in a setting where the researcher can observe the behavior • Chatting with friends, cooking etc are not suitable things to observe – Necessary under situations of faulty recall • Faulty recall>> (Body Language) Remembering things such as how many times one looked at his wristwatch.
  • 7. • Advantages – Greater data accuracy than direct questioning, in natural settings people behave naturally, – Problems of refusal, not at home, false response, non- cooperation etc. are absent, – No recall error,• Limitations – Time consuming, -- too many things to observe, – may not be representative, – difficulty in determining root cause of the behavior.
  • 8. Thank You