Chapter 7 Qualitative Research. 授課教授：洪新原 教授 組員：蔣郭彥 602530032 沈國榮 602530040 蘇上方 602530044. Learning Objectives. Understand… How qualitative methods differ from quantitative methods. The controversy surrounding qualitative research.
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The Roots of Qualitative Research:
Exhibit 7-3 introduces the modifications to the research process.
e.g., a magazine – repeatedly over the preparation period before the interview.
e.g., family photos of areas or rooms in their homes that they hate to clean.
e.g., taking pictures over several weeks, with one-time-use camera, of their
children’s favorite outfits for different purpose or situations out of magazine
that reflect how they feel when using a particular product.
e.g., a record of their step-by-step experience preparing a meal using a
e.g., what they felt like when they last shopped in a particular store.
e.g., how a conversation between the participant and a sales associate
would progress when a complaint was not resolved.
Researchers choose participants arbitrarily for their unique characteristics or their experiences, attitudes. Researchers seek new participants to challenge emerging patterns.
Participants refer researchers to others who have characteristics, experiences, or attitudes similar to or different from their own.
Researchers select any readily available individuals as participants.
elaboration of answers.
Telephone Focus Groups
Online Focus Groups
Videoconferencing Focus Groups