[chapter 8] 观察法、焦点小组访谈和其他定性方法VIP免费

Observation,FocusGroups,andOtherQualitativeMeasuresXiaoXiangBusinessSchool,HunanNormalUniversityxiaoxiang100@126.comChapter8_______________________________________________________________2肖翔-湖南师范大学商学院2010CategoriesofResearch•Qualitativeresearch–通过观察人们的言谈举止来收集、分析和解释数据–researchinvolvingcollecting,analyzing,andinterpretingdatabyobservingwhatpeopledoandsay•Quantitativeresearch–指调研中采用结构化的问题，得可选择的问题答案是事先确定的，有大量的受访者–researchinvolvingtheuseofstructuredquestionsinwhichresponseoptionshavebeenpredeterminedandalargenumberofrespondentsinvolved•Pluralisticresearch_______________________________________________________________3肖翔-湖南师范大学商学院2010ObservationTechniques•Observationmethods:techniquesinwhichtheresearcherreliesonhisorherpowersofobservationratherthancommunicatingwithapersoninordertoobtaininformation•Typesofobservation:–Directversusindirect（Archives/Physicaltraces）–Disguisedversusundisguised–Structuredversusunstructured–Humanversusmechanical_______________________________________________________________4肖翔-湖南师范大学商学院2010ObservationTechniques•AppropriateConditionsforUse–Shortduration–Public–Faultyrecallconditions•AdvantagesofObservationalData–Insightintoactual,notreported,behaviors–Nochanceforrecallerror–Betteraccuracy–Lesscost_______________________________________________________________5肖翔-湖南师范大学商学院2010ObservationTechniques•LimitationsofObservationalData–Smallnumberofsubjects–Subjectiveinterpretations–Inabilitytoprybeneaththebehaviorobserved–Motivations,attitudes,andotherinternalconditionsareunobserved…wedon’tknowwhy?_______________________________________________________________6肖翔-湖南师范大学商学院2010FocusGroups•Focusgroupsaresmallgroupsofpeoplebroughttogetherandguidedbyamoderatorthroughanunstructured,spontaneousdiscussionforthepurposeofgaininginformationrelevanttotheresearchproblem.•Themoderator’staskistoensurethatopendiscussionis“focused”onsomeareaofinterest.•Focusgroupsareusedtogenerateideas,tolearntherespondents’“vocabulary,”togainsomeinsightsintobasicneedsandattitudes._______________________________________________________________7肖翔-湖南师范大学商学院2010FocusGroupFacilityFloorPlan_______________________________________________________________8肖翔-湖南师范大学商学院2010OperationalIssuesofFocusGroups•Size:6to12•Who:homogeneous•Recruiting:useincentives•Selection:whatispurpose?•Where:conducivetogroupdiscussion•Whenmoderatorgetsinvolved:early•Reportingresults:reportqualitativedata_______________________________________________________________9肖翔-湖南师范大学商学院2010FocusGroups:ReportingandUseofResults•Factorstorememberwhenanalyzingdata:–Somesensemustbemadebytranslatingthequalitativestatementsofparticipantsintocategoriesandthenreportingthedegreeofconsensusapparentinthefocusgroups–Demographicsandbuyerbehaviorcharacteristicsoffocusgroupparticipantsshouldbejudgedagainstthetargetmarketprofiletoassesswhatdegreethegroupsrepresentthetargetmarket–Afocusgroup’sanalysisshouldidentifymajorthemesaswellassalientareasofdisagreementamongtheparticipants_______________________________________________________________10肖翔-湖南师范大学商学院2010ProsandConsofFocusGroupsPros•Generatefreshideas•Allowclientstoobservetheirparticipant...