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Qualitative Research Methods and Wrap up

The document discusses planning a qualitative research study to understand audience characteristics and define marketing challenges. It provides examples of research methods like interviews and focus groups that can be used to gain insights and select the right questions. The session concludes by considering how to translate marketing issues into research priorities and objectives.

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Qualitative Research Methods and Wrap up

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  • 5.
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  • 6.
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  • 7.
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  • 8.
    D*)%#1)N%&!I)*B(N%&!L##0(#!$%-.! '(#()*+,!R0(#N.%#! ;6"3'6"'OPMPQP' R37*'/S'+*"*654)'T7./%" ' l! S(#+*$;(#!)02$(%+(!+,)*)+-(*$#N+#! 7e!S(b%(!-,(! S(#+*$KN9(! l! 2(:.&*)K,$+^!K#E+,.&*)K,$+^! I)*B(N%&! &(.&*)K,E! T*.;1(:! Copyright © 2009 by rTrail LLC. All Rights Reserved. l! 5((B#!-.!0%2(*#-)%2!F,.AH!)%2! 4%)1EN+)1! FA,EH! !<e!O.%b*:!@.A! l! :.N9)N.%#^!Z*0#-*)N.%#^!;)**$(*#! -.!S(-(*:$%(! O)0#(!)%2!`h(+-! l! O.%#$2(*#!FA,)-!$ZH!! T*(2$+N9(! l! #0++(##Z01!+.:;$%)N.%#^! #0;#N-0N.%#^!%(A#! 6e!5(1(+-!-,(! )+N.%!Z.*! l! I.%$-.*#!+,)%&(!.9(*!N:(! *(#()*+,!)+N9$-E! D*)+B$%&! l! 20*)N.%^!Z)+-.*#^!$:K)+-^!+E+1(^! K)d(*%#! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! k!
  • 9.
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  • 10.
    R0)1$-)N9(C!FG,EH ! R/7'?$%*' R65&*('9/%"$8*56./%"' l! j.+0#!.%!g0)1$-E! l! S(#$&%(2!-.!F)#B!A,EH!K(.K1(! 4KK*.)+,! )+-!.%!:.N9)N.%#!Z.*!2(+$#$.%#! Copyright © 2009 by rTrail LLC. All Rights Reserved. l! ?;#(*9)N.%#! l! L%m2(K-,!$%-(*9$(A#! I(-,.2! l! j.+0#!J*.0K#! l! O,)11(%&$%&!Z.*!#:)11^!:$2m#$M(! )*-#!.*&)%$M)N.%#! 5B$11! l! 8((2!(QK(*$(%+(2!*(#()*+,(*#! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! 7=!
  • 11.
    `o4ITU`C ! !R0)1$-)N9(!'(#()*+,!4KK*.)+,! UO' UO'+*"*654)' D*()/8' V)/'J'6"#K' 95$(*5$6'S/5' G/H'J'!"#' D65#*.%&' ,-*"./%' @*?*4./%'' ()*' J""-*' ,-*"./%' 4d*)+-!8(A! G,)-!9)10(! L%m2(K-,! 8.%mK)-*.%#! 7p! 3.0!2.%]-! FG,E!2.! 2.%)-(!-.!0#! 402$(%+(! 2.!L! L%-(*9$(A! <p! 3.0!)*(!)! E.0! Copyright © 2009 by rTrail LLC. All Rights Reserved. *(K*(#(%-!-.! +0**(%-! 2.%)-(!-.! :E!K.-(%N)1! 2.%.*!X! .-,(*! )02$(%+([! K)-*.%!.Z! %.%mK*.b-! .-,(*!%.%m )*-#^!%.%m &*.0K#! K*.b-!.*&! )%2!%.-! 6p! 4d(%2(2!7! -,$#!.%([H! (9(%-!A$-,! .0*!&*.0K!! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! 77!
  • 12.
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  • 13.
    T)*N+$K)%-!?;#(*9)N.%! !'Z65$*(3'/S'D*()/8"[' ,-6?$(6.W*'$%'X6(-5*Y' ' '' L%-(*9$(A#! l! L%Z.*:)1! ,-6%.(6.W*'$%'I$:*%"$/%"' •! '..-(2!$%!!%()5/7/?/&3' ?;#(*9)N.%! l! S$*(+-^!8)-0*)1! –! /.**.A#!Z*.:!#.+$.1.&E^!K#E+,.1.&E! •! O.%20+-(2!.9(*!)%!*<(*%8*8! T)*N+$K)N.%! l! 4:.%&!-,(!&*.0K! Copyright © 2009 by rTrail LLC. All Rights Reserved. 1(%&-,!.Z!N:(!Z.*!)++0*)+E! –! '(K()-^!O.%#$#-(%-!/(,)9$.*! S$#+0##$.%#! l! O.11(+N9(!$%r0(%+(#! –! ?;#(*9);1(!)%2!@$22(%!4+N9$N(#! •! E$%8"'I$"45*76%4$*"! T(*#.%)1! l! T*.20+(2!A$-,$%!-,(!&*.0K! –! G,)-!A(1?&'A(-0,*B2)'2@2*#,.012! S.+0:(%-#! ,)KK(%!$#!%.-!)1A)E#!,.A! A(1?&'A(-0,*(&0* U$Z(!@$#-.*$(#! l! D*)+B(2!.9(*!N:(! –! q)*$);1(#!-,)-!,)9(!+)0#(!)%2!(h(+-! 5(1Z!4%)1E#$#! l! 5(1Zm*(K.*-(2!;(,)9$.*! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! 76!
  • 14.
    7C7!D(+,%$g0(#!9#e!L:K(*#.%)1!50*9(E! –! T*.-.+.1!4%)1E#$#!! •! K1)+(#!)!K(*#.%!$%!)!#(V%&!)%2!)#B#!-,(:!-.!(QK1)$%!-,($*!+.%#$2(*)N.%#! –! D,$%B!)1.02!K*.-.+.1#!$%9.19(!K)*N+$K)%-#!A,.!#)E!A,)-(9(*!-,(E!)*(!1..B$%&!)-^!-,$%B$%&^ ! 2.$%&^!)%2!Z((1$%&^!)#!-,(E!&.!);.0-!-,($*!-)#B! –! T*.f(+N9(!D(+,%$g0(#!! •! )#B#!)!K(*#.%!-.!K*.f(+-!-,(:#(19(#!$%!)!#$-0)N.%!-.!*(9()1!-,($*! :.N9)N.%#! Copyright © 2009 by rTrail LLC. All Rights Reserved. –! O.:K1(-(!-,(!#(%-(%+(! –! O)*-..%!-(#-! –! `-,%.&*)K,E! •! O.9(*-! •! ?9(*-! –! j.+0#!J*.0K#! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! 7_!
  • 15.
    `-,%.&*)K,E! 9/W*5(' TW*5('/5'265.4$76(/53' •! IE#-(*E!5,.KK$%&!.*!402$-#! •! ?;#(*9$%&!K(.K1(!.*2(*$%&! –! /.Q!?s+(! N+B(-#!.%1$%(X$%-(*)+N%&! –! O.%+(##$.%!5-)%2! A$-,!A(;#$-(! –! /)-,*..:! •! L%-(*9$(A#!)-!$%-(*:$##$.%! Copyright © 2009 by rTrail LLC. All Rights Reserved. –! D,()-(*!#()N%&! –! D)1B!-.!FE.0%&(*H!)02$(%+(! –! G,.!A)#!-,(!2(+$#$.%m:)B(*[! –! @.A!A)#!-,(!2(+$#$.%!:)2([! •! T.#-mK(*Z.*:)%+(!! $%-(*9$(A#! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! 7a!
  • 16.
    j.+0#!J*.0K#! V)6(' 5:)11!&*.0K#!.Z!K(.K1(! ;*.0&,-!-.&(-,(*!-.!Z.+0#! .%!)!&(%(*)1!)*()!.Z!$%-(*(#-! G/H' J0$2(2!;E!)!:.2(*)-.*! -,*.0&,!0%#-*0+-0*(2^! Copyright © 2009 by rTrail LLC. All Rights Reserved. #K.%-)%(.0#!2$#+0##$.%! V)3' D.!-.0+,!;)#(!A$-,!E.0*! D4'J`D! D.!&)$%!$%Z.*:)N.%!*(1(9)%-! -.!-,(!!CD!.Z!-,(!*(#()*+,!! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! 7c!
  • 17.
    D*)2$N.%)1!j.+0#!J*.0K!8.*:#! Copyright © 2009 by rTrail LLC. All Rights Reserved. 7=X<iX=>!Y!5(##$.%!?%(! W4#B$%&!-,(!'$&,-!R0(#N.%#W! 7i!
  • 18.
    '(+*0$N%&!Z.*!R0)1$-)N9(!'(#()*+,! V)/0' G/H'(/'&*('()*:0' –! 4!-EK$+)1!)02$(%+(!#):K1(! •! L%9$-(!K)*N+$K)%-#!)#!K)*-!.Z!)! :$&,-!$%+102(C! F%)-0*)1H!.K$%$.%!+.11(+N.%!(h.*-! 7e! O,$+)&.!D,()-(*!Z)%#!-,)-!,)9(! –! L%+102(!)%!.KN.%!.%!E.0*! ;((%!-.!:.*(!-,)%!7!1.+)N.%! +0**(%-!#0*9(E!-.!f.$%!-,$#!&*.0K! $%!-,(!K)#-!c!:.%-,#! –! "#(!)%%.0%+(:(%-#!#0*9(E! Copyright © 2009 by rTrail LLC. All Rights Reserved. <e! T)-*.%#!A,.!,)9(!%.-! 20*$%&!)!K*(m#,.A!-.!*(+*0$-!Z.*! *(%(A(2!#0;#+*$KN.%#!-.!.0*! K*.&*):! F$::(2$)-(1E!Z.11.A$%&!-,$#! 6e! FIEH!#$%&1(!(9(%-!)d(%2((#! K(*Z.*:)%+(H!Z((2;)+B!#(##$.%#! 9#e!:01Nm(9(%-!)d(%2((#! –! D(1(K,.%(!E.0*!2)-);)#(!X! K)-*.%!:(:;(*#!-.!F+,(+B!$%H! –! L%9$-(!9.10%-((*#!A,.!:((-! +*$-(*$)!-.!*(+.::(%2!.-,(*#! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! 7k!
  • 19.
    ,-6?$(6.W*' +*"*654)' t! m! ?0*!/$&&(#-!O,)11(%&(! j)+(m-.mj)+(! 5):K1(!5$M(! J(V%&!-,(!1';"0!A2%A)2!-.! AX!D)*&(-#! #,.A!0K!)-!-,(!1';"0*?E2! $%!-,(!1';"0*51(E2*%5*E'-.! j*(#,!L2()#! '(#01-#! Copyright © 2009 by rTrail LLC. All Rights Reserved. -.!-)1B!.K(%1E!)%2!2.$%&!#.! -,)-!/0$12! L%-(*K*(-)N.%! A$-,.0-!9$.1)N%&!-,($*! %((2!Z.*!K*$9)+Ee! '()1!YD$:(! @$&,!O.#-! '()+N.%#! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! 7>!
  • 20.
    R0)1$-)N9(!I(-,.2C ! I01Nm)d*$;0-(!4V-02(!I.2(1 ! L%#-*0+N.%#C! 7e! @.A!$:K.*-)%-!$#!()+,!)d*$;0-(!-.!E.0[!')%B!()+,!)d*$;0-(!A$-,!)%!L:K.*-)%+(! 5+.*(!A,(*(!6!u!FI.#-!$:K.*-)%-!-.!:(H!)%2!7!u!FU()#-!$:K.*-)%-!-.!:(He! <e! @.A!2.!E.0!Z((1!);.0-!-,(!Z.11.A$%&!.*&)%$M)N.%#]!)d*$;0-(#[!?%!)!#+)1(!Z*.:!7!-.! 7=!A,(*(!7!u!F8((2#!#(*$.0#!$:K*.9(:(%-H!)%2!7=!u!FS.$%&!&*()-vH^!K1()#(!*)-(! -,(!Z.11.A$%&!.*&)%$M)N.%#e! MP'C*?$*S' Copyright © 2009 by rTrail LLC. All Rights Reserved. !F5$-(*' OP'J:7/5(6%4*' !"#$% !&'()$% U.+)N.%! 3 10 7 G(;#$-(!8)9$&)N.%! 1 6 8 T)*B$%&! 2 8 8 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! <=!
  • 21.
    R0)1$-)N9(!I(-,.2C ! I01Nm)d*$;0-(!4V-02(!I.2(1 ! J:7/5(6%4*' J:7/5(6%4*' !F5$-(*' J:7/5(6%4*' C*?$*S']B"^! <'C*?$*S' C*?$*S']R)*:^! <'C*?$*S' Copyright © 2009 by rTrail LLC. All Rights Reserved. U.+)N.%! 6! 7=! QN' i! MO' G(;#$-(! 7! c! _' k! `' 8)9$&)N.%! T)*B$%&! <! k! O_' k! O_' Overall Attitude = 52 Overall Attitude = 45 about Us about Them 7=X<iX=>!Y!5(##$.%!?%(! W4#B$%&!-,(!'$&,-!R0(#N.%#W! <7!
  • 22.
    R0)1$-)N9(!I(-,.2C ! I01Nm)d*$;0-(!4V-02(!I.2(1 ! 967$(6?$a*'/%'+*?6.W*'!8W6%(6&*' LZ!)!*)N%&!$#!,$&,!.%!.%(!)d*$;0-(^!-*E!-.!$%+*()#(!-,(! K(*+($9(2!$:K.*-)%+(!*)%B!;E!:)*B(N%&!-,(!$:K.*-)%+(!.Z! -,(!)d*$;0-(e! Copyright © 2009 by rTrail LLC. All Rights Reserved. @(5*%&()*%'2*54*$W*8'!F5$-(*'C*?$*S"' LZ!*)N%&!$#!1.A!.%!.%(!)d*$;0-(^!-*E!-.!$:K*.9(!-,(!)d*$;0-(e! !88'6'X*H'!F5$-(*' I)*B(-!)!%(A!)d*$;0-(!-.!2$h(*(%N)-(e! 7=X<iX=>!Y!5(##$.%!?%(! W4#B$%&!-,(!'$&,-!R0(#N.%#W! <<!
  • 23.
    4+N9$-EC!R0)1$-)N9(!S((K!S$9(! 7e! w.$%!E.0*!-():!)-!)!-);1(! <e! 4#!)!&*.0K^!-)B(!7=!:$%0-(#!-.! K$+B!A,$+,!g0(#N.%#!Z*.:!-,(! ,.:(A.*B!)*(!g0)1$-)N9(!)%2! A,$+,!)*(!%.-e! Copyright © 2009 by rTrail LLC. All Rights Reserved. 6e! j.*!-,(!%(Q-!7=!:$%0-(#^!A.*B! )#!)!-():!-.!+,)%&(!g0(#N.%#! $%-.!g0)1$-)N9(!g0(#N.%#!.*! $:K*.9(!-,($*!A.*2$%&e! _e! D():#!A$11!*(K.*-!-,(!%0:;(*!.Z! g0)1$-)N9(!)%2!%.-!g0)1$-)N9(! )%2!#0&&(#-(2!+,)%&(#e! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! <6!
  • 24.
    @.:(A.*BC!R0)1$-)N9(!.*!8.-[! OP! I/'3/-'7?63'6%'$%"(5-:*%(K' MP! V)3'8$8'3/-'4)//"*'(/'4/:*'(/'/-5'()*6(*5K' QP! G/H')6W*'H*'*<4**8*8'/5'S6$?*8'(/':**('3/-5'*<7*4(6./%"K' bP! V)6('"*5W$4*"'H/-?8')*?7'-$?8'6%'6-8$*%4*'$%'3/-5'6&*'&5/-7K' cP! JS'3/-')6W*'6F*%8*8'X-(4564#*5Y'H)3')6W*'3/-'%/('6F*%8*8'@75$%&'+*7*5(/53K' _P! V)6('$"'()*'W6?-*'/S':*:*5")$7K' dP! V/-?8'3/-'*'$%(*5*"(*8'$%'"**$%&'6'")/H'?$#*'@X>'7*5S/5:*8'3'68-?("'-(' Copyright © 2009 by rTrail LLC. All Rights Reserved. H5$F*%'3'#$8"K''V)3'/5'H)3'%/(K' `P! V)6(':6#*"'3/-'4)//"*'-"'/W*5'/()*5'4-?(-56?'/7./%"K' eP! V)3'8/'3/-'4)//"*'/()*5'()*6(*5"'$%'/-5'65*6'-('%/('-"K''2*54*7./%'/S'H/5#Y' /-5'W6?-*Y'H)6('46%'H*'8/'(/'4)6%&*'()$"'7*54*7./%K' ONP! V)6('75/:/./%6?'/f*5"'H/-?8'$%"7$5*'%*H'6-8$*%4*"'(/'6F*%8K! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! <_!
  • 25.
    8.A!G,)-[! Copyright © 2009 by rTrail LLC. All Rights Reserved. IE!*(#()*+,!$#!2.%(x! 7=X<iX=>!Y!5(##$.%!?%(! W4#B$%&!-,(!'$&,-!R0(#N.%#W! <a!
  • 26.
    G,)-!S.!L!S.!A$-,!IE! ! '(#()*+,!S)-)[ ! S(-)$1!?0*! S$:(%#$.%#!.Z!`QK(*$(%+(! I$f*5*%.6./%' Copyright © 2009 by rTrail LLC. All Rights Reserved. U$%B!?0*!!!!!!!!! 9/::/%6?$.*"'!!!!!!!!!! A$-,$%!! ! !!!!!!!!!!!!!!!! 402$(%+(!I.N9)N.%#! 77X76X=>!Y!5(##$.%!D,*((! W4#B$%&!-,(!'$&,-!R0(#N.%#W! <c!
  • 27.
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  • 28.
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  • 29.
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  • 30.
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  • 31.
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  • 32.
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  • 33.
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  • 34.
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  • 35.
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  • 36.
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  • 37.
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  • 38.
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  • 39.
    R)6%#'A/-P' ! 3.0*!'(#01-#!'(r(+-!3.0*!T)##$.%e ! Copyright © 2009 by rTrail LLC. All Rights Reserved. 7=X<iX=>!Y!5(##$.%!?%(! W4#B$%&!-,(!'$&,-!R0(#N.%#W! 6>!