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Qualitative Research Techniques

Introduction

Vikas Mittal offers a teaching note that discusses different qualitative research techniques

Dear colleagues,

This note discusses different qualitative research techniques (focus groups, ethnography, and in-depth interviews). It will be useful to answer questions such as:

  • What is the difference between qualitative and quantitative research?
  • How can you use focus groups and in-depth interviews to design customer surveys?
  • Do you need to do random sampling for focus groups?
  • When privacy is a concern, should you use focus groups or in-depth interviews?
  • How should we analyze “data” from a focus group>

I have a teaching note which my students have found very useful. It can be used for classes such as marketing research, consumer behavior, new product design, product development, and survey research. It is my pleasure to share this note with all my colleagues. It can be downloaded for free at:

Please feel free to download the note as shown below:

DOWNLOAD AT:

Reference: Mittal, Vikas (2015) "Qualitative Research for Customer-Focused Insights," November, Rice University, Jones Graduate School of Business.

Please email me your suggestions, feedback and thoughts.

Regards,

Vikas Mittal
J. Hugh Liedtke Professor of Marketing
Rice University
Houston, TX 77005