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Marketing research - Coggle Diagram

- - - - Word, Ppt, Mail, oral
- - - - participants, moderator, guidelines, note-taker
      - projective techniques
    - - netnography
      - etnography
      - participant vs. non-participant
    - - in-depth interviews
        
        projective techniques
        
        completion
        
        construction
        
        association
        
        expressive
      - semi-structured interviews
      - uncover motivations, beliefs, needs, feelings
    - - images, ads, anything visual
    - - open-ended, participants write their own answers
  - - - themes (description of belief, need, practice
      - codes (word, phrase)
- - - - Question structure
        
        un-structured questions
        
        open-ended
        
        structured questions
        
        multiple choice questions
        
        checklist
        
        dichotomous question
        
        frequency of occurence
        
        ranking
        
        scale
      - Typical issues in question structure:
        
        loaded question
        
        double-barelled question
        
        order bias
        
        leading question
        
        double-negative question