Ch 5

Which situation is LEAST conducive for qualitative research?

when needing conclusive evidence to be drawn from data

Informal data-gathering approach that is unstructured; researchers has minimal initial expectations.

Conversations

Researcher usually uses a written form and asks respondents to complete short essay questions to open-ended questions.

Semi-structured interviews

Researcher provides ambiguous picture and respondent tells a story about the picture

Thematic Apperception Test

A one-on-one interview between a professional researcher and respondent. The respondent answers a series of questions. The researcher probes for elaboration about initial ideas.

Depth Interviews

These are what we call the researcher's descriptions of what he/she observes in the field.

Field Notes

Unstructured, free-flowing interview with a group of 6- 10 people.

Focus Group Interview

Researcher records first thoughts that come to the consumer's mind about a stimulus.

Free-association technique

Research that is intersubjectively certifiable means that it is ____________________.

Has the same conclusion

References the use of probing and asking consumers to compared different brands.

Laddering