Join Cheryl Ladd for an in-depth discussion in this video Asking questions, part of Marketing Foundations: Qualitative Research.
- [Narrator] Qualitative research relies on the imperfect…science of asking questions to a group of strangers,…who are then supposed to open up and share their…innermost thoughts and beliefs.…So it is not only what questions you ask the respondents,…but how comfortable they are being open and honest,…and answering those questions…that determines project success.…Generally speaking, questions will follow a similar…inverted pyramid format to that of the discussion guide.…You're starting broad and then narrowing the focus.…Here's an example.…
Thinking about your most recent purchase…of a coffee machine, what were you looking for?…I really wanted a cofee maker that was going to be…easy to use, could make a cup or a pot,…and that doesn't take up half of my counter space.…Why was one of your considerations…that it could brew a single cup or a pot?…Well, during the week my husband and I…are on different schedules.…He leaves at 6:15, and I work out first,…and then usually have breakfast around eight.…On weekends we're on the same schedule,…
- What is qualitative research?
- The benefits of qualitative research
- Identifying your objectives and methodology
- Creating screeners and discussion guides
- Defining the timeline and logistics
- Writing a report
- Asking questions
- Moderating a group
Skill Level Intermediate
1. The Role of Qualitative Research
Qualitative vs. quantitative3m 32s
2. Elements of a Qualitative Research Project
Wrap up1m 4s
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