Slides for a lecture delivered by Dr. Kelly Page about the use and conduct of Focus Groups in Applied Marketing Research.

1. Qualitative Marketing Research – Focus Groups Week 4 (1) Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage T: @caseinsights FB: kelly@caseinsights.com

4. Qualitative Vs. Qualitative Research

5. Choosing a data collection method Survey Research: Research in which an interviewer interacts with respondents to obtain facts, opinions, and attitudes. (Quant) Observation Research: Typically descriptive research that monitors respondents’ actions without direct interaction (Qual/Quant) Experiments: Research to measure causality, in which the researcher changes one or more variables and observes the effect of the changes on another variable. (Quant) Qualitative Research: Research such as focus groups, interviews, secondary analysis, and case studies.

18. Limitations of Qualitative Research 1. Attitudinal, perception, and belief differences revealed during qualitative research might not be easily measure. Quantitative research will more precisely measure these differences. 2. Qualitative research is often not statistically representative of the general population. Although qualitative results might give you a good idea about the population, they do not allow you to precisely gauge the populations’ responses based on the limited sample typical of qualitative research. 3. Anyone can purport to be an expert. Things to Consider:

20. The content of this work is of shared interest between the author, Kelly Page and other parties who have contributed and/or provided support for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. http://creativecommons.org/ Kelly Page (cc)