Qualitative research Power Point Presentation

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Welcome To My Presentation

“Web/Market Research”

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Topic is going To be Present


Qualitative Research ?

• Qualitative research is a method that is use to study of the human behavior, habits, culture, mentality, mind set, tendency, and others adjective of respondents.


Qualitative Research ?Qualitative research is also very useful for product designers who want to make a product that will be sell.

For Example- A product designers making some ideas for a new product, he/she might want to study people’s habits and performance.




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Result Data

Of Of QR

QR



Qualitative researchShows

Behavior , Habits, Culture, Peach, Economy ,Mentality,

Mind set, Tendency, Demand, Want, and

others adjective of respondents.


Classification of Research Data:

Research Data

Secondary Data Primary Data

Qualitative Data Quantitative Data

Descriptive

Survey Data

Observational& other Data

Causal

Experimental Data


Qualitative Vs. Quantitative Research:-

Qualitative Research Quantitative Research

Objective To gain a qualitative understanding of the underlying reasons and motivation

To Quantify the data & generalize the results from the sample to the population of interest.

Sample Small number of non-representative cases

Large number of representative cases

Data Collection Unstructured Structured

Data Analysis Non-Statistical Statistical

Outcome Develop an initial understanding

Reommend a final course of action


Qualitative Research Procedures:-Qualitative

Research Procedure

s

Direct(Non-disguised)

Focus Groups

Depth Interviews

Indirect (Disguised

)

Projective Technique

s

Association

Techniques

Completion

Techniques

Construction

Techniques

Expressive Technique

s


Focus Groups:-A focus group is a form of qualitative research in

which a group of people are asked about their perceptions, opinions, beliefs, and attitudes, towards ,a product ,service , concept, advertisement, idea or packaging.


Characteristics of Focus Groups:-

Group Size : 8- 12Group Composition : Homogeneous , Prescreened.Physical Setting : Relaxed, informal

atmosphere Time Duration : 1-3 hoursRecording : Use of audiocassettes

and videotapes: Observational,

Interpersonal, and communication skills

of the moderator.


Depth Interview:-Depth Interview is a research interviewing technique used in situations where expert opinions are needed, or to gather detailed information form customers or users of competing products or services.Depth interviews are used when, because of geography, logistical issues or the sensitive or complex nature of the topics to be explored, conducting focus group or face to face interviews is either impractical or inappropriate.


Definition of Projective Techniques:-An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes or feelings regarding the issues of concern.In projective techniques, respondents are asked to interpret the behavior of others.In interpreting the behavior of others, respondents indirectly project their own motivations, beliefs, attitudes or feelings into the situation.


Word AssociationIn word Association, respondents are presented with a list of words, one at a time, and asked to respond to each with the first word that comes to mind. The words of interest , called test words, are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study. Responses are analyzed by calculating.1. The frequency with which any word is given as a

response.2. The amount of time that elapses before a

response is given3. The number of respondents who do not respond

at all to a test word within a reasonable period of time.

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Word Association (Cont.)In this technique, a list of carefully selected stimulus words or phrases related to the topic of research are read out, one at a time, to a respondent.The respondent is asked to respondwith the first word or phrase that comes to his/her mind. The list of words should contain a mixture of test words and words.

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Completion Techniques:-In sentence completion-, respondents are

given incomplete sentences and asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind.

Automatic teller machine users

are~~~~~~~~~~~~~~~~~.Automatic teller machine may be convenient, but

they~~~~.My major concern about automatic teller machines

is~~~~~~~~~~~~~~~~.


Completion Techniques:-In Story completion, respondents are given

part of a story enough to direct attention to a particular topic but not to hint at the ending. They are required to give the conclusion in their won words.

Example- Since Mr.Islam had received a large commission by check just before leaving home for a holiday trip, he wanted to deposit it in an automatic teller machine, because-------------,but his friend Mr. Sumon told him that he should-----------because---------.


Construction Techniques:-With a picture Response, the respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondent’s interpretation of the pictures gives indications of that individual’s personality.

»What is happening?» Who are the people?» Where is it?» What is telling he?» What will be happened ?


Cartoon Completion Test:-In cartoon test, cartoon characters are shown in a

specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another.

Cartoon tests are simpler to administer and analyze than picture response techniques.

In the cartoon technique the respondent is shown a comic-strip like cartoon with two characters in a conversation. While the speech of one character is shown in his her balloon. The other balloon is Empty. The respondent is asked to assume the role

of the other person and fill the empty balloon with a speech.


Expressive Techniques:-In Expressive techniques, respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation.Role Playing Respondents are asked to play the role or assume the behavior of someone else.


Expressive TechniquesThird-person technique the respondent is presented with a verbal or visual situation and the respondent is asked to relate the beliefs and attitudes of a third person rather than directly expressing personal beliefs and attitudes. This third person may be a friend, neighbor, colleague, or a typical person.


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Qualitative research Power Point Presentation

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