第五章 探索性研究设计：定性研究.pptVIP

Types of Depth Interview Techniques深度访谈法的类型 2011/2/12 ZHAODongyang Panzhihua University * Depth Interview Techniques: Laddering深度访谈方法：梯式提问 2011/2/12 ZHAODongyang Panzhihua University * In laddering, the line of questioning proceeds from product characteristics to user characteristics. This technique allows the researcher to tap into the consumers network of meanings. 梯式提问是指提问线索是从产品特征到使用者特征。该方法可以让研究人员了解消费者的主观世界，提供一个挖掘影响消费者购买决策的潜在心理和情绪原因的途径。 Advertising theme: You will feel good about yourself when flying our airline. “Youre The Boss.” 广告主题：当乘坐我们航班飞行时，你会对自己的感觉良好。“你是老板” Depth Interview : Hidden Issue Questioning深度访谈：隐蔽式提问 2011/2/12 ZHAODongyang Panzhihua University * In hidden issue questioning, the focus is not on socially shared values but rather on personal “sore spots;” not on general lifestyles but on deeply felt personal concerns. 隐藏式提问，重点是不在社会共享的价值而是个人的‘软肋”， 不是一般的生活方式而是个人深切关注的问题。 Advertising theme: communicate aggressiveness, high status, and competitive heritage of the airline. 广告主题：表达航空公司的闯劲、 较高的地位和极富竞争力。 Depth Interview Techniques: Symbolic Analysis深度访谈方法：象征意义分析 2011/2/12 ZHAODongyang Panzhihua University * Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites. The logical opposites of a product that are investigated are: non-usage of the product, attributes of an imaginary “non-product,” and opposite types of products. 象征意义分析试图通过比较对象与其相反面来分析目标对象的象征意义。进行调查的一种产品的逻辑反面是： 产品不具备的用处、属性以及产品不属于的类型。 Advertising theme: The airline will do the same thing for a manager as Federal Express does for a package. The Advantages of Depth Interview深度访谈法的优点 2011/2/12 ZHAODongyang Panzhihua University * The Disadvantages of Depth Interview深度访谈法的缺点 2011/2/12 ZHAODongyang Panzhihua University * Focus Groups Versus Depth Interviews焦点小组与深度访谈的对比 2011/2/12 ZHAODongyang Panzhihua University * Table 5.4 Characteristic Focus Groups Depth Interviews Group s