Whatever methods are used, there are many resources to support research, and any number of variations to the basic methods.Choose a method or variation that is manageable in your first years as a new faculty member to be certain to get your research agenda underway.Which data quality standard is the most sensible to approach our qualitative data with? Qualitative research is used either to ground a research project or explore further the insights from quantitative research.Are children old enough to go through member checking? In my study of digital divides, I examined ordinary people's discourses through interviewing after I had surveyed a representative sample of the study population.Qualitative research methods originated in the social and behavioral sciences: sociology, anthropology and psychology.Today, qualitative methods in the field of marketing research include in-depth interviews with individuals, group discussions (from two to ten participants is typical); diary and journal exercises; and in-context observations.
The results of qualitative research are descriptive rather than predictive.A common mistake in qualitative methods is look for 'quantitatively' denoted validity and reliability as the only indication of objectivity. Qualitative research allowed social discourses and meaning constructions to emerge in context and to be appropriately interpreted.Qualitative methods are often semi-structured or unstructured and even informal which makes it difficult to determine in advance what we want to 'measure'. This in turn enabled me to go beyond the quantitative measurement of individual perceptions, evaluations, attitudes and behaviours and so to depart from 'quantified' causal relationships and explore the 'quality' - the exploration of the essential character of the object of research (Kvale, 1996).While studies often combine the two, understanding how to use them will ensure you get the most out of your market research spend.As the term suggests, quantitative research relies primarily on the collection and analysis of numerical information.