ABSTRACT
Define qualitative research‹‹ Identify the types of research most suited to qualitative research‹‹ Create a discussion guide ‹‹ Understand the issues in selecting respondents‹‹ Describe and know when to use individual depth interviews‹‹ Describe and know when to use group discussions (including guidelines on group ‹‹ moderation, stimulus material and projective techniques)
Describe and know when to use the Internet for qualitative research (online ‹‹ group discussions, chat rooms, blogs)
Understand the analysis of qualitative research‹‹
Learning outcomes Knowledge and skills requirements
4.3 Identify and evaluate the various techniques for collecting qualitative data
Types of research most suited to qualitative research Discussion guide format Selecting respondents Individual depth interviews Group discussions (including guidelines on group moderation, stimulus material and projective techniques) Using the Internet for qualitative research (online group discussions, chat rooms, blogs) Overview of approach to the analysis of qualitative research
Table 6.1: Learning outcomes and knowledge and skills requirements
Projective techniques – A form of disguised questioning that encourages participants to attribute their feelings, beliefs or motivations to another person, object or situation. Examples of projective techniques are word association, sentence completion and thematic apperception tests (ESOMAR, 2007).
