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15 Cards in this Set

  • Front
  • Back
Quantitative Research
-research involving the use of structured questions
-predetermined responses
-large number of respondents
Qualitative Research
-involves collecting, analyzing, and interpreting data by observing what people do and say
Pluralistic Research
-combination of quantitative and qualitative research methods
Direct Observation Technique
-observing behavior as it occurs
Indirect Observation Technique
-observing the effects of the behavior
-archives and physical traces
Disguised Observation Technique
-subject unaware that he or she is being observed
Undisguised Observation Technique
-respondent is aware
Structured Observation Technique
-researcher identifies which behaviors are to be observed and recorded
-usually used checklist
Unstructured Observation Technique
-all behavior is observed and the observer determines what is to be recorded
Advantages of Observational Data
-insight is actual, not reported, behaviors
-no chance for recall error
-better accuracy
-less cost
Limitations of Observational Data
-small number of subjects
-subjective interpretations
-inability to pry beneath the behavior observed
-motivations, attitudes and internal conditions are unobserved
Focus Groups
-group of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information
Advantages of Focus Groups
-generate fresh ideas
-allow clients to observe their participants
-may be directed at understanding a wide variety of issues
-allow fairly easy access to special respondent groups
Disadvantages of Focus Groups
-representativeness of participants
-interpretation can be difficult
-high cost
Other Qualitative Techniques
1. depth interview
2. laddering attempts
3. protocol analysis
4. projective techniques