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Session 4

Qualitative Data and Preliminary

Research

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Qualitative and Quantitative

Research

• Qualitative: Small scale research designed toget answers in depth from a non statisticallyrelevant sample of people. It aims to answer the

question why

• Quantitative: Large scale repeated surveymethods designed to get answers which arestatistically accurate. Answers questions such ashow many, when, what, how often, where, etc

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Not one but both!

• It is not a question of Qualitative ORQuantitative, but what proportion of each!

• They are complimentary.

• Normally it is Qualitative before Quantitative

• Qualitative provides the structure and frameworkfor research

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Exploratory Research

• Creating a framework for future work

• Understanding the important variable inthe situation

• Testing concepts / new ideas

• Discovering patterns of behaviour

• Getting complete inventories of behaviour• Exploring possibilities

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Exercise: The Male Depilatory

• No more shaving! The male depilatory willkeep you beard free for up to 5 days.

• Rub it on, wash it off. It is so simple!

• Discuss this as a new concept

• Would it be successful. If not, why not?

• What are the stumbling blocks?

• How might you research the problems?

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Focus Groups

• An unstructured free flowing discussion

based on a number of people “developing”

ideas

• The success of focus groups is based on:

• Group composition and willingness toparticipate

• Moderator

• Analysis

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The 10 “S” model of Focus Group

success

• Synergy Serendipity

• Snowballing Stimulation

• Security Spontaneity• Specialisation Scrutiny

• Structure Speed

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Making the unacceptable -

acceptable

• Introduce a “stooge” to voice an

unacceptable opinion

• What is unacceptable?

• Voicing something which is politically

incorrect (Non PC)

• Allows inner feelings to come to thesurface in a non threatening situation

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Projective Techniques

• Word Association

• Sentence completion

• Third person techniques

• Role playing

• Shopping basket

• Brand personalities

• Thematic Apperception tests (TAT)

• In depth interviews

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Shopping list 1

• Red wine King Prawns• Motoring magazine Spinach (fresh)• Low fat spread Condoms

• Organic eggs Water (Italian)• Mangoes (2) Basmati Rice• Toilet rolls (4 pack) Prepared salad• Decaffeinated coffee Thai curry sauce

• Croissants (4) Skimmed milk• Washing powder Greek yoghurt• Tin tomatoes (4 pack) Fairtrade chocolates

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Shopping List 2

• Lager (12 pack) Washing up liquid• Crisps, mixed (24) Frozen peas• Jumbo salami pizza Teabags (100)

• White sliced loaf Sliced ham• Chocolate biscuits 6 x 300ml Pepsi• Hello magazine Packet cigarettes• Six pack fruit yoghurt Chicken breasts

• Bacardi Breezer (2) Tin baked beans• Cheese slices Bacon• Strawberry jam Oven chips

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Sentence completion

• The thing I like most about Bangkok is …..

• My objective in life is to ……………..

• If I won 50 million Baht I would ………..

• Ramkhaemheng University is ……………