CHAPTER 5 Exploratory Research Design:

Qualitative Research

 A Classification of Marketing (CHART)

Research Data 2/24
 Primary Data: Qualitative Vs. Quantitative Research 3/24
 A Classification of Qualitative Research Procedures 4/24
 Focus Group Interviews 5/24
 Application of Focus Group 6/24
 Characteristics of Focus Groups 7/24
 Procedure for Planning and Conducting Focus Groups 8/24
 Three main phases of Focus Group Activity 9/24
 Before the Focus Group Define the purpose, i.e., objectives of the focus
group 10/24
 Identify the participants 11/24
 Generate the questions 12/24
 Select a facilitator Choose the location 13/24
 Conduct the Focus Group 14/24
 After the Focus Group 15/24
 Depth Interview Techniques 16/24
 Laddering 16/24
 Definition of Projective Techniques 17/24
 Word Association 18 /24
 Completion Techniques 19/24
 Construction Techniques 20/24
 Expressive Techniques 21/24
 Third-person technique 21/24
 Analysis of Qualitative data 22/24
 Qualitative data Analysis 23/24
 Qualitative data Analysis 24/24
CHAPTER 8 : MEASUREMENT AND SCALING
 Measurement 2/21
 Scaling 3/21
 Primary Scales of Measurement 4/21
 Primary Scales of Measurement
Nominal Scale 5/21
 Primary Scales of Measurement
Ordinal Scale 6/21
 Interval Scale 7/21
 Ratio Scale 8/21
 Primary Scales of Measurement (CHART) 9/21
 A Classification of Scaling Techniques (CHART) 10/21
 A Comparison of Scaling Techniques 11/21
 Comparative Scaling Techniques:
Paired Comparison Scaling 12/21
 Obtaining Shampoo Preferences Using Paired Comparisons 13/21`
 Analysis Paired Comparison Selling 14/21
 RANK ORDER SCALING 15/21
 Preference for Toothpaste Brands
Using Rank Order Scaling 16/21
 Constant Sum Scaling 18/21
 Q-Sort 21/21

Chapter 10 questionnaire
 Questionnaire Definition 2
 Questionnaire Objectives 3
 Questionnaire Design Process (chart) 4
 Mail Questionnaire 5
 Telephone Questionnaire 6
 Personal Questionnaire 7
 Electronic Questionnaire 8
 Individual Question Content ─

Is the Question Necessary? 9

 Are Several Questions Needed Instead of One? 10
 Overcoming Inability To Answer is the respondant informed 11
 Can the Respondent Remember? 12
 Can the Respondent Articulate? 13
 Overcoming Unwillingness To Answer –

Effort Required of the Respondents 14

 Context , Legitimate Purpose , Sensitive Information 16
 Increasing the Willingness of Respondents 17
 Choosing Question Structure – unstructured 18
 Structured Questions 19
 Multiple-Choice Questions 20
 Dichotomous Questions 21
 Scales 22
 Define the Issue 23
 Choosing Question Wording 24
 Use Ordinary Words 25