Qualitative Research Techniques

In: Business and Management

Submitted By qywang2000
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Qualitative research is growing in importance as marketing professionals recognize its vital role in providing depth of understanding about customers and their behaviour. Twenty-first century business environment characteristics are rapidly changing global market place and the need for effective, accurate information and timely decision making. In today's business market is so much competitive to take decisions in an uncertain environment that is influenced by many factors.

Qualitative research means any type of research that produces findings not arrived at by statistical procedures or there means of quantification. It can refer to research about person's lives, lived experiences, behaviours, emotions, and feeling as well as about organizational functioning, social movements, cultural phenomena and interaction between nations (Anselm strauss & Juliet corbin, 1998)

Qualitative research addresses questions about how social experience is created and given meaning and procedures representations of the world that make the worlds visible (Denzin and Lincoln, 2003:3) Beyond this, qualitative research is particularly difficult to pin down because of its flexibility and emergent character (Van Maanen, 1998:xi)

There are three main methods for qualitative research. The resulting data is usually transliterated then analyzed by using one of the different analyzing techniques. These methods are focus groups, direct observation and in-depth interviews.

In focus group method the researcher brings small number of subject together and tries to discuss interested topics. The size of the group is deliberately small, so that the members can express their opinion freely. Usually the discussion is frequently recorded for the sake of transmitted and for analyzing the data e.g. explored the policy and practice implications of caregiver's experiences of powerfulness and…...

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