Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
5Activity
0 of .
Results for:
No results containing your search query
P. 1
Qualitative Techniques

Qualitative Techniques

Ratings: (0)|Views: 434|Likes:
Published by sunny_lfu

More info:

Published by: sunny_lfu on Aug 17, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

11/11/2012

pdf

text

original

 
1
Qualitative Research Techniques of Data Collection
Dr. Rohit Vishal KumarAssociate Professor, Department of MarketingXavier Institute of Social Service, Ranchi
(C) Rohit Vishal Kumar 2009
2
Qualitative Research Procedures
Qualitative TechniqueDirect (non-disguised)Indirect (disguised)Focus GroupsDepth Interviews
PROJECTIVE TECHNIQUES
CompletionTechniquesConstructionTechniquesExpressiveTechniquesAssociationTechniquesThematic
 
2
(C) Rohit Vishal Kumar 2009
3
Focus Group Discussion
(C) Rohit Vishal Kumar 2009
4
 What is a Focus Group?
A Focus Group Discussion (FGD) is a carefully planneddiscussion to obtain perceptions of adefined interest area
Key Characteristics
Conducted in a permissive, non threatening area
Composition of a regular group is 8
10 respondents
Conducted by trained interviewers called moderator
Some notable aspects
The respondents should have some
common characteristics
relating to discussion topic
Three (3) focus groups are the minimum for a study
 
3
(C) Rohit Vishal Kumar 2009
5
Planning and Conducting a FGD
Determine the objectives of the marketing research project
Define the problem
Specify the objectives of qualitative research
State the objectives /questions to be answered by FGD
Write a screening questionnaire to select respondents
Develop a moderator’s outline
Conduct the Focus Group interviews
Review tapes and analyze the data
Summarize the findings
Plan follow up research or action
(C) Rohit Vishal Kumar 2009
6
How does FGD Help?
Helps in collecting qualitative data
Helps in determining the following:
Feelings
perceptions
manner of thinking of participants regarding products, services,programs or opportunities
Helps in identifying attitudes and perceptions as developedby interaction with other people
Helps promote self-disclosure among participants

Activity (5)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Zubair Mushtaq liked this
lidah008 liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->