Qualitative Methods C2

Mention a characteristic of qualitative research methods

What are qualitative methods and their characteristics?

• In-depth understanding of a phenomenon

• Big samples

• Contact between the researcher and the research participants

• Attempt to quantify a problem

• Often produces detailed description, classification, patterns, typologies

>Qualitative methods limitations could be...

• Low external validity

• Time-consuming methods

• Controlling the elements is difficult

• Potential for measurement error

If this brand were an animal, what would it be ?

Complete the sentence:

When I need to buy something quick to eat, I buy...

What words come into your mind when I tell you 'car'?

What is an interview?

Some of the characteristics of interviews are:

• Discovery of information that was not necessarily included in the interview guide

• Interview guide are only structured otherwise the reliability is not good

• Interview guides might be flexible

• Open-ended questions

What do you know about focus groups?

Some of the characteristics of focus groups are:

• Collective discussion between 8 to 12 people

• Only one participant

• More spontaneous discussions than in individual interviews

• There is one moderator