Qualitative
Research,
Understanding the minds of society towards a products or service. As
many researchers stated different methods to understand the
consumer/market plus, there is no standalone format for best
results..
In
this process, much considerations needs to be notified – Like,
Perceptions of individuals, Social learning and changes, Role of
influences (Emotional, Motivational, etc,.), Functional aspects,
etc,.
Check
some interesting aspects about conducting a "Qualitative
Research".
Qualitative Market Research: Understand What Methodology will be Used
Conducting
qualitative research is about asking the right people the right
questions in the right format, says Hannah Baker Hitzhusen, vice
president of qualitative research at CMI, a market research firm
in Atlanta. What qual researchers do is very much on the front
end, it is discovery or exploratory work. "For a qual study, we
generally do a discussion guide to make sure we cover certain topics
or issues," says Hitzhusen. Qual is generally used for small
sample groups, because, "you want to spend a lot of time with
the participants, maybe 90 to 120 minutes. Quant usually uses a
larger sample size of people and a smaller amount of time, 15 to 30
minutes (for someone to fill out a questionnaire)," she
explains.
Typically Qualitative
researchers don't use experimental methods such as field trials or
test markets, Stake maintains. "Not many use really
highly-developed psychometric (e.g., personality or psychological
tests) or econometric (e.g., economic statistics) indicators."
Qualitative researchers generally rely on methodologies rooted in
ethnography (e.g. field or participant observation) and phenomenology
(e.g., understanding life experiences using written or recorded
narratives). Market researchers partner with professional recruiters
to identify and screen qualifying customers or consumers who in turn
receive an honorarium for their participation in the study.
Qualitative research is usually contrasted against Quantitative research. Quantitative asks closed-ended questions that can be answered finitely by either "yes" or "no," true or false or multiple choice with an option for "other." It is used to collect numerical data, employing such techniques as surveys. Whereas, Qualitative asks open-ended questions that are phrased in such a way that invite people to tell their stories in their own words. Methods used to collect data include field observations, personal interviews and group discussions.
The job of a Qualitative researcher is to design and deliver data that drives best results.
Source: Inc.com, zpryme
