某著名咨询公司市场调研培训资料 IIppt课件.ppt

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1、ANOVERVIEWOFQUALITATIVERESEARCHTOOLSANDQUESTIONNAIREDESIGNHongKongandShanghaiOfficesDecember,1999AGENDAOurPhilosophyaboutResearchWhentoUseQualitativeVs.QuantitativeResearchAnOverviewofOne-on-OnesandIn-HomeInterviewsHowtoConductaOne-On-OneInterviewEitherintheHomeora

2、taCentralSiteSomeExamplesofIn-HomeStudiesUsefulInterviewingToolsforIn-DepthInterviewsAnOverviewofShop-A-LongsAnOverviewofFocusGroupsAnExampleofOtherMethodologies(e.g.,PagerStudies,DiaryStudies,ObservationalResearch)QuestionnaireDesign1AGENDAOurPhilosophyaboutResearc

3、hWhentoUseQualitativeVs.QuantitativeResearchAnOverviewofOne-on-OnesandIn-HomeInterviewsHowtoConductaOne-On-OneInterviewEitherintheHomeorataCentralSiteSomeExamplesofIn-HomeStudiesUsefulInterviewingToolsforIn-DepthInterviewsAnOverviewofShop-A-LongsAnOverviewofFocusGro

4、upsAnExampleofOtherMethodologies(e.g.,PagerStudies,DiaryStudies,ObservationalResearch)QuestionnaireDesign2DIRECTQUESTIONSDON’TALWAYSYIELDBESTANSWERSPeoplewanttobeseenasrationalSelfesteemSelfperceptionButmanyprocessesdon’toperateonarationalbasisEmotionalcomponentRefl

5、exiveorautomaticTheyconstructarationalprocessNotintentionallymisleadingProvideadifferentmannerofquestionGettheinformationwhilepreservingveneerofrationality3PROJECTIVETECHNIQUESPROVIDENEWINSIGHTTapintomorethanjustverbalcomponentPictures/images/colorsEmotionsBehaviora

6、lresponsesCommunicateyourquestionthroughexternalobjectPictures,words,situationsDisguisethetruenatureofthequestionRespondentrevealstrueemotionsMeaningistypicallyassociativeDerivethroughcontext,notdirectexplanation4PROJECTIVEMETHODSDIGDEEPERProbebeyondthesurfacewhere

7、directmethodshoverLatentfeelings,dissatisfactionsSomeneedsarenotneatlyorganizedHardtofindrightconnectionsEmotionsinadditiontobehaviorSomefeelingsarehardtoarticulateDirectquestionsfeelintrusiveandinsensitiveProjectivetechniquesallowtherespondentto“givethemonsteraname

8、”RevealtheimpressionRecognizeitsconnectionRelateit’svalue5VISUALASSOCIATIONSPROVIDERICHINFORMATIONBuildcollagesRespondviscerallytopictures