Exhibit 4.5 Observing a focus group (Photo courtesy of Strategic Research Associates).
Qualitative research offers many
advantages that make it conducive for studies that are exploratory, explanatory
and evaluative in nature.
- It is quick and easy to commission and complete.
- It draws on a wide range of stimulus materials and techniques — drawing,
sorting, writing, lateral thinking.
- It assesses both verbal and nonverbal responses from the
participants.
- It offers the flexibility to modify the process during the course
of a study.
- Decision makers can be involved as unobtrusive observers to hear
consumers talk about their product. (See Exhibit 4.5)
- Qual reports are often easy to understand. There are no elaborate
models and no inferential statistics.
- A variety of topics can be investigated using a wide range of
respondents, including children.
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