Apple INc

1. WELCOME
TO
My
PRESENTATION

2. Presented by
Amena Akter anny
Id#12102110
Program : BBA

3. Qualitative Research
Qualitative research is designed to reveal a
target audience’s range of behavior and the
perceptions that drive it with reference to
specific topics or issues. It uses in-depth studies
of small groups of people to guide and support the
construction of hypotheses.

4. Conduction and Purpose
 Develop hypotheses for further testing and for qualitative
questionnaire development.
 Understand the feelings, values, and perceptions that underlie and
influence behavior.
 Identify customer needs.
 New product idea generation and development
 Investigating current or potential product/service/brand
positioning and marketing strategy
 Strengths and weaknesses of products/brands

5. Case Study
Attempts to the case can be an individual person, an event,
a group, or an institution.
Grounded
Theory
Theory is developed inductively from a corpus of data acquired
by a participant-observer.
Phenomenology
Describes the structures of experience as they present
themselves to consciousness, without recourse to theory
Ethnography
Focuses on the sociology of meaning through close field
observation of socio-cultural phenomena.
Types of Qualitative Research

6. Technique of Qualitative Researchmethod
 Face-to-face, telephone, or online exchanges
 Interviews conducted in a research facility, at a
respondent’s home or business, or at a public location
 Real-time communication and "time-lapse”
techniques (e.g., diaries, electronic bulletin boards)

7. THANK
YOU
6/6/2015 7

8. DO
YOU
HAVE
ANY
QUESTION
6/6/2015 8