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MKT 401

learning outcomes

QuestionAnswer
qualitative exploratory; uses small samples, asks broad range of questions, subjective interpretation
quantitative descriptive; addresses objectives through empirical assessments that involve numerical measurement and statistical analysis
what roles does qualitative research play in exploratory designs? It helps with idea generation, probing, and concept testing
basic orientations of qualitative research? phenomenology, ethnography, grounded theory, case studies
phenomenology studying human experience because we believe these experiences show how people live
what does phenomenology rely on? respondent's stories about themselves
ethnography studying culture by becoming active in it (participant-observation)
grounded theory posing questions to respondents based on info from respondents or records
case studies documented history of a particular person, group, organization, or event
focus group advantages quick, easy to execute, multiple perspectives, allows for piggy backing
focus group disadvantages not generalizable, difficult for sensitive topics, expensive
depth interview advantages gain considerable insight from each individual; good for understanding unusual behavior
depth interview disadvantages very expensive for each interview
observation advantages can be inobtrusive; can yield actual behavior patterns
observation disadvantages can be very expensive
Created by: devenmccormick
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