lecture 9 qualitative research.pptVIP

Session plan: Comparing qualitative and quantitative Qualitative Interviewing Focus groups Techniques of data analysis On-line Qualitative Research References Qualitative Intensive research with small samples Emphasis is not on generalizing from sample to population Focus is on depth of understanding Statistical techniques for estimating sample size is not relevant Qualitative: A search for understanding the diversities within the market A search for “possibilities” Quantitative: Understand the distribution of possibilities that have been discovered A search for “probabilities” (Christy Woo