This presentation introduces qualitative research. It is designed to reveal a target audience's behaviors and perceptions through in-depth studies of small groups. The purposes of qualitative research include developing hypotheses, understanding feelings and values, identifying customer needs, generating new product ideas, and investigating products and marketing strategies. Some types of qualitative research discussed are case studies, grounded theory, phenomenology, and ethnography. Techniques include face-to-face, telephone, and online interviews conducted in various locations.

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
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8. DO
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QUESTION
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