第五讲探索性研究设计定性研究.pptx

;Teaching Objectives教学目的;Chapter Outline章节提纲;Chapter Outline;Chapter Outline;Chapter Outline;A Classification of Marketing Research Data营销研究数据的分类;Qualitative Vs. Quantitative Research定性研究与定量研究;A Classification of Qualitative Research Procedures定性研究方法的分类;Characteristics of Focus Groups;Characteristics of Focus Groups专题座谈组的特征;Baltimore Research: Facility Overview. Source http:// /marketing_research_facility.php?sPage=Facility;Layout of focus group room and viewing room;Source: /focusgs.htm;Key Qualifications of Focus Group Moderators对主体组主持人关键能力的要求;Key Qualifications of Focus Group Moderators对主体组主持人关键能力的要求;Procedure for Planning and Conducting Focus Groups计划与执行专题座谈组的程序;Procedure for Planning and Conducting Focus Groups计划与执行专题座谈组的程序;Variations in Focus Groups主题座谈组的其他形式;Variations in Focus Groups主题座谈组的其他形式;百货商店项目：定性研究的目的;例子;Advantages of Focus Groups焦点小组的优势;Disadvantages of Focus Groups焦点小组的缺点（5M）;Types of Depth Interview Techniques深度访谈法的类型;Depth Interview Techniques: Laddering深度访谈方法：梯式提问;Depth Interview : Hidden Issue Questioning深度访谈：隐蔽式提问 ;Depth Interview Techniques: Symbolic Analysis深度访谈方法：象征意义分析;The Advantages of Depth Interview深度访谈法的优点;The Disadvantages of Depth Interview深度访谈法的缺点;Focus Groups Versus Depth Interviews焦点小组与深度访谈的对比;Focus Groups Versus Depth Interviews;Definition of Projective Techniques影射法的定义;Word Association字词联想法;Word Association;Completion Techniques;Completion Techniques;Construction Techniques;A Cartoon Test;Expressive Techniques;Advantages of Projective Techniques;Disadvantages of Projective Techniques;Guidelines for Using Projective Techniques ;Comparison of Focus Groups, Depth Interviews, and Projective Techniques;Analysis of Qualitative Data;2011/2/12;Ethical Issues;Ethical Issues;2011/2/12;All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written pe