57326,市场调研实务原书im pp

1、Lecture 11Doing qualitative researchTopics to be coveredTasks and skillsSampling/recruiting Interviewing and moderatingDesigning the discussion guideProjective and enabling techniquesKey resourcesChapter 11 (and 6), McGivern, 4eMRS Code of ConductWebsites Key tasks and skillsA qualitative researcher

2、 Designs the researchDoes the fieldwork, analysis and reportingBranthwaite and Patterson (2011)In a qualitative conversation, the researcher mustcreate the right atmospherebe curiouslook for ambiguities, other meaningsidentify issues to probe, explorebe aware of non-verbal comms, internal conversati

3、onshave empathySampling or recruitmentConducted by specialist interviewersRecruitersBriefed by fieldwork manager/researcherRole = to find people who match sample criteriaUse of incentives or participation fees to helpSaves money on recruitment costs (reduces need to over-sample and risk of re-schedu

4、ling)SamplingSample sizes are typically smallProbability theory does not applySamples not statistically representativeBut the sample must relate to the wider population from which it is drawnIndicativeness is an important goal Sample selectionWho or what is the wider population of interest?What are

5、the sampling criteria?Where will you find them?How will you choose them? Must be rigorous and systematic in sample selectionFinding the sampleAlso known as recruitment techniques ScreeningList samplingNetwork or snowball samplingConveniencePiggy-backing or multi-purposingAdvertisingSample sizeSample

6、 should be big enough to provide credible evidenceSo it depends on research objectivescomplexity of the topicnature of population of interest/sampleHow diverse/homogeneousanalysis needspracticalities of time and costSampling proceduresTheoretical samplingContinue until reach saturation Gathering no

7、new insights Rolling or dynamic approachReviewing findings as they emerge Will tell you if you have sampled enough Qualitative interviewingGroup discussions, interviews etcUse open-ended, non-directive approachDiscussion or interview guide not a qaireFreedom to react to what respondent is sayingCan

8、adapt interview accordinglyAlter way questions askedAlter order of questionsInsert follow-ups to get more detail, clarificationQuestioning styleOpen ended, non-directiveLittle or no direction on how to answerRelate to topic in own wayUse own languageProbing for detail, depth, clarificationPrompting

9、encouraging respondent to answerNon-verbal, repeating, rephrasing and summarisingFigure 11.1 A qualitative interviewing modelSource: Cooper, P. and Tower, R. (1992) Inside the consumer mind: consumer attitudes to the arts, International Journal of Market Research, 34, 4, pp. 299311, Interview or dis

10、cussion guideStyle varies Simple list of topicsGuide with structured, key questions and probesChoice depends onresearch objectivescomplexity of the topicmethod of data collectionneed for comparability researchers experiencehouse styleThe introductionVery important in creating right atmosphereWhat it

11、 should coverWhat the research is about and its purposeWho you are and your role How and why they were chosen to take partHow long it will last, how it worksHow the data will be used and how it will be handled (ethics, data protection, Code of Conduct)Permission to record, presence of any observers

12、(and consent for observation)The ground rulesThe main bodyBegin with general questionsQuestions the respondent finds easy to answerHelps you and respondent settle in Helps establish rapportMove to more specific questionsFunnellingGuided by research objectivesThe wind down and closeImportant to signa

13、l the end E.g. about 10 minutes before the end of an hour long sessionUse a wind down strategySummarise key pointsAsk for final commentsAsk if there is anything not said that would like to sayAsking and listeningManaging the discussion or interview guideManaging yourselfRememberbody language, postur

14、e tone of voice Listening see Langmaid (2010)Background modesForeground modeBuilding rapportGetting the respondents attentionCreating trust Using active listeningObservingMirroring or matching respondentRemoving physical barriersUsing projective techniquesTechniques that help get below the surface r

15、esponseSee Cooper and Tower (1992)Match technique to research objectivessamplecultureIntroduce clearly and at suitable timeTypes of projective techniquesCollageWord associationPicture associationBubble and sentence completionMapping PersonificationWhere the research takes placeViewing facility or no

16、tDepends on suitability for topic, type of respondents and nature of interviewwhether client wants to observecultural norms/acceptabilityavailability/accessibility of central venuecost/budgetRecordingUsually recorded on audio or videoWith respondents permissionConfidentiality assuredData Protection Act 1998No use other than for research purposesCannot use for, e.g. trainingPracticalitiesMake sure equipment works!SummarySkill and experience of researcher vital in qualitative researchAsking questions, l