What Comes to Your Mind if I say

Coca

Cola

Kingfisher Nokia Acer

Can You Tell Something About The Owner of this Bicycle

What About This ?

What if this had been an Animal?

Fill Up and relate with a brand

K__N__ K__B__

__CK__ BR__ __N__

__OO__L__S

Complete the following sentences:

City

pubs/discs are. The pricing rates clearly. The benefits of the charges are evident in The best time to visit a pub/disc.

All the previous techniques are Projective Techniques

Definition

Any of a variety of personality tests in which the respondent gives free responses to a series of stimuli such as pictures, or incomplete sentences. Such tests are based loosely on the psychoanalytic concept of projection, the assumption being that respondents project unconscious aspects of their personalities on to the test items and reveal them in their responses.

 Bubble

drawings (often referred to as cartoon tests) are tasks where respondents are instructed to fill in thought or speech bubbles corresponding to characters depicted in a cartoon strip. The characters are presented in ambiguous consumer-related scenarios that are of interest to the researcher.

e.g.,

a consumer looking for an item in the store, a consumer at the checkout line

Personification Research participants or respondents are asked to imagine an inanimate object such as a company, service, product or brand as a person and to describe that person's characteristics and personality. Word association Research participants or respondents are asked to quickly say what words they associate with a company, service, product or brand in order to gain insights into the reasons for their relationships with those companies, services, products or brands.

Sentence completion

Research respondents or participants are asked to complete sentences to which the beginnings are already given. By de-personalising the responses in this way the respondents are given a greater freedom to express their own thoughts and feelings without feeling restricted by what those thoughts and feelings may imply about their own personalities.

Qualitative data collection methods

Qualitative methods of data collection explore the latent and the unconscious constructs through various means that are loosely structured and require in-depth and closer exploration and reporting of phenomena or behavior, which would not be apparent through more structured methods.

Classification of qualitative methods

Qualitative Research Procedures

Direct (Nondisguised)

Indirect (Disguised)

Observation

Focus Groups

Depth Interviews

Content Analysis

Projective Techniques

Sociometry

New

Association Techniques

Completion Techniques

Construction Techniques

Expressive Techniques

Choice / Ordering

Qualitative vs quantitative methods

Research stage Qualitative Quantitative Study objective Exploratory, investigative Definite, conclusive and predictive Structured, controlled conditions Large/representative samples

Research design

Loosely structured

Sampling plan

Small samples

Type of approach

Loosely structured

Formatted & structured

Data analysis

Textual and non-statistical

Statistically tested and authenticated Conclusive and action oriented

Study deliverables

Explanatory and supportive

Observation method
Observation involves viewing and recording individuals, groups, organizations or events in a scientific manner in order to collect valuable data related to the topic under study.

Method format: Standardized and structured Non-standardized and unstructured

Observation method
Level of respondent consciousness Disguised observation Undisguised observation Observation setting Natural environment Simulated environment Role of the human participant Participating (Active) Non-participating (Passive)

Mechanical observation method

Store scanners and store cameras Pupilometers Voice pitch meters

Content Analysis
Content analysis technique involves studying a previously recorded or reported communication and systematically and objectively breaking it up into more manageable units that are related to the topic under study. Material studied is usually ex-post facto. Study and analysis is, however, primary and problem specific.

Content Analysis - Universe of content

Word- during analysis only words like dcor, color, attractive may be used. Next the frequency analysis of these words across the respondents is done. Theme- reporting a proposition or sentence as a theme. Ex disrespect towards the elders. Character- person producing the communication. Ex a young teenager writing the blog. Space measures- number of pages used, length of the communication etc.

Time measures- duration of the communication.

Item categorizing the entire communication into responsible and respectful , aggressive and immoral.

Subject 1: It is a really very good story So interesting also. If you start then you will finish easily... because the way representation is like that. The main three character are gopal raghav and... just read you will know the third character....Thank very much to flipkart.

Subject 2: I like to thank flipkart for their services. I got the delivery within 1 and half day. I was not in the home, so they handed over it to my sister. On the way to home I received the message saying that it has been delivered to your sister.

Subject 3: This Book is simply awesome ... if u start reading this book u wont stop it until finishing it.... many of my friends brought and completed this book it so interesting love story and many more thing in the book.
Subject 4: This is the second chetan bhagat book I have read and though it evoked emotions, its typically filmy climax is not something that goes well with the other 90% of the book. Also, I wish there was more research done to show the rampant corruption in education and other areas highlighted in this book. If the intent of this book was to fan the fire of revolution against mismanagement, corruption and other follies of the political class in this country, then there should be a sequel to this book taking us close to 2020 with the revolution growing. And it will be interesting to see how the drama unfolds when Aarti and Raghav come to know about the sacrifice of their friend Gopal.

Focus group discussion

A focus group discussion involves collecting information from a representative group of respondents in a neutral setting. The process generally involves a moderator who maneuvers the discussion on the topic under study. It is essentially a sociological technique. The group dynamics influence the individual to respond in divergent ways.

Key elements of focus group method

Size: Ideal recommended size for a group discussion is 8 to 12 members. Nature: Composition of the group should be homogenous-in terms of demographic and psychographic traits and product/subject knowledge. Acquaintance: recommended that the members in a group should be strangers to each other.

Setting: Discussion setting should be neutral, informal and comfortable.

Key elements of Focus Group discussion(FGD)

Time period: usually recommended that the discussion should take place in a single setting of at-least 90 mins.
Recording: human or mechanical recording of the entire discussion. Moderator: key conductor, might be a participant or a nonparticipant.

Key moderator skills

Listening skills Observation skills Flexibility of approach Empathetic yet objectivity of conduction Summary and closure approach

Planning & Conducting FGDs

Define the research objective(s) requiring discussion Split and bulleted into information areas

Identifying the respondent screening/selection criteria Conducting the FGD

Summarizing the findings of the FGD

Stages in group formation

Types of focus groups

Two-way focus group
Dual moderator group Fencing moderator group Friendship group Mini-groups Creativity groups Brand-obsessive groups

Online focus groups

Focus group discussions

Advantages

Disadvantages

Idea generation Group dynamics

Group dynamics Scientific process Statistical analysis Moderator/investigator bias

Process advantage
Reliability & validity