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Week 4: Qualitative Research Methods - Coggle Diagram
Week 4: Qualitative Research Methods
Qualitative Research
Procedures
Direct
Focus groups
: a
non- structured interview of a small group
of respondents by a trained moderator
Depth Interviews:
pros and cons
(page 23)
Indirect
Projective Techniques
Construction Techniques: construct a response in a form of
story, dialogue or description
Completion Techniques: sentence completion
Expressive Techniques:
third- person
technique
Association Techniques:
word association
(list of words => first word that come to mind)
Pros and Cons
(page 35)
Qualitative vs Quantitative Research (
page 11
)
Procedure for conducting a
focus group
Prepare the
discussion guide
Conduct the group
interview
Select a
Moderator
Prepare the focus group
report
Recruit and select focus group
participants
Design the focus group
environment
Pros and Cons
(page 20)
A
warning
about qualitative research
Can lead to
indirect decisions
Interpretation of findings typically
judgmental
Cannot take the place of
conclusive, quantitative research
Small samples => may
not representative