QUALITATIVE RESEARCH TECHNIQUE –

LITERATURE REVIEW
 Qualitative Vs. Quantitative Research (Recall...☺)

Qualitative Quantitative
Objective: To provide insights and To test specific hypotheses and examine
understandings/Hypothesis devep. relationships.

Characteristics: Research process is unstructured. Research process is structured. Sample

Sample size is small and non- size is large and representative. Data
representative. Data analysis is analysis is quantitative.
qualitative.

Techniques: FGI, In-depth interview, Lit review Survey, Experiment

Data Analysis: Nonsatistical Statistical

Findings Tentative Conclusive

/Results:
Generally followed by further Findings used as inputs into decision
Outcomes: quantitative research. making.
 Few Qualitative Research Techniques

• Literature Review - Today’s topic

• Secondary Data Review

• Focus Group Interview

• In-depth Interview
• Ethnography study

• Projective technique
• Laddering Technique
 Literature Review Concept: A MR Perspective

• A literature review is a comprehensive summary of previous market

research on a topic of interest. For example, all scholarly articles exploring
the relationship between price and customer satisfaction.

• The literature review searches scholarly articles, books, MR projects/reports,

and other sources relevant to a particular area of research.

• The literature review acknowledges the work of previous market

researchers, and in so doing, it provides insights and understandings on the
MR problem at hand.

• Literature review gives a theoretical base for the marketing research and
thus enhances insights and understandings on the MR problem.
 Benefits of Literature Review : A MR Perspective

• Literature review provides insights and understandings on the MR problem

at hand.

• Helps in developing research hypothesis and model

 A Live example of Literature Review
Qualitative Research Technique Hypothesis Development
Symptom/opportunity
(Literature Review) (Results of Qualitative Research)

Refer the article: To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising

Group 1: Puja Rani et al. (2019-2021)