[chapter 8] 观察法、焦点小组访谈和其他定性方法.ppt

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,_,*,肖翔,-,湖南师范大学商学院,2010,Observation,Focus Groups,and Other Qualitative Measures,Xiao Xiang,Business School,Hunan Normal University,xiaoxiang100,Chapter 8,Categories of Research,Qualitative research,通过观察人们的言谈举止来收集、分析和解释数据,research involving collecting,analyzing,and interpreting data by observing what people do and say,Quantitative,research,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,research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved,Pluralistic research,Observation Techniques,Observation methods:,techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information,Types of observation:,Direct versus indirect,（,Archives,/Physical traces,）,Disguised versus undisguised,Structured versus unstructured,Human versus mechanical,Observation Techniques,Appropriate Conditions for Use,Short duration,Public,Faulty recall conditions,Advantages of Observational Data,Insight into actual,not reported,behaviors,No chance for recall error,Better accuracy,Less cost,Observation Techniques,Limitations of Observational Data,Small number of subjects,Subjective interpretations,Inability to pry beneath the behavior observed,Motivations,attitudes,and other internal conditions are unobservedwe dont know why?,Focus Groups,Focus groups,are small groups of people brought together and guided by a moderator through an unstructured,spontaneous discussion for the purpose of gaining information relevant to the research problem.,The moderators task is to ensure that open discussion is“,focused,”on some area of interest.,Focus groups are used to generate ideas,to learn the respondents“vocabulary,”to gain some,insights,into basic needs and attitudes.,Focus Group Facility Floor Plan,Operational Issues of Focus Groups,Size:6 to 12,Who:homogeneous,Recruiting:use incentives,Selection:what is purpose?,Where:conducive to group discussion,When moderator gets involved:early,Reporting results:report qualitative data,Focus Groups:Reporting and Use of Results,Factors to remember when analyzing data:,Some sense must be made by translating the qualitative statements of participants into,categories,and then reporting the degree of consensus apparent in the focus groups,Demographics and buyer behavior characteristics of focus group participants should be judged against the target market profile to assess what degree the groups,represent,the target market,A focus groups analysis should identify major themes as well as salient areas of,disagreement,among the participants,Pros and Cons of Focus Groups,Pros,Generate fresh ideas,Allow clients to observe their participants,May be directed at understanding a wide variety of issues,Allow fairly easy access to special respondent groups,Cons,Representativeness of participants,Interpretation sometimes difficult,High cost per participant,The Proper Use of Focus Groups,Focus groups should not be used when the research objective is to,predict,a specific number based upon sample data.,Focus groups should be used when the research objective is to,describe,rather than predict.,How do consumers describe a better package?,How would they describe their satisfaction with our service?,How could they describe their ideas for an ad campaign?,Types of Focus Groups,Traditional:,Select 6 to 12 persons and meet in a dedicated room with one-way mirror for client viewing,for about two hours.,Nontraditional:,Online with client viewing from distant locations;may have 25 or even 50 respondents;allow client interaction;may take place in nontraditional locations.,Online Focus Groups,Advantages:,No physical setup is necessary,Transcripts are captured on file in real time,Participants can be in widely separated geographical areas,Participants are comfortable in their home or office environments,The moderator can exchange private messages with individual participants,Other Qualitative Techniques,Depth interview,（深度访谈）,is a,set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves a certain way.,Protocol analysis,（过程分析）,involves placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision.,Other Qualitative Techniques,Projective techniques,（影射技术）,involve situations in which participants are placed in(projected into)simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning,Word association test,Sentence completion,Picture test,Cartoon or balloon test,Role-playing activity,Sentence Completion Example,For college students,credit cards are,College students use credit cards to,When a college freshman gets a new credit card application,he/she,When a college student reaches the limit of his/her credit card he/she,When a college senior gets a new credit card application,he/she,If parents of college students learned about their childrens credit card situations,they would,16,INSTRUCTIONS.Write in words to complete each of the sentences below.,Other Qualitative Techniques,Ethnographic research,（民族志研究）,:,borrowed from anthropologydescriptive study of a group,Observing,interviewing,recording consumers behavior,Researchers must be“present and known”but not interfere with normal behavior.,Physiological measurements,（生理测试）,:,involves monitoring a respondents involuntary responses to marketing stimuli via the use of electrodes and other equipment,Pupilometer,瞳孔计 眼动仪,Galvonometer,电流计,