MCS 3030 Chapter Notes - Chapter 5: Nvivo, Text Mining, Grounded Theory

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3030
• Professor: Vinay Kanetkar

Document Summary

Qualitative marketing research: research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurements: focuses on discovering new insights and true inner meanings. Researcher-dependent: research in which the researcher must extract meaning from unstructured responses such as text from a recorded interview or a collage representing the meaning of some experience. Uses: need to match the best research tool to the research objective, the less likely the research objective, the more likely a qualitative research tool will be appropriate. Qualitative vs. quantitative: qualitative research can accomplish research objectives that quantitative research cannot and vice versa. Quantitative marketing research: address research objective through empirical assessment that involve numerical measurement and statistical and/or computational analysis. Discover ideas used in exploratory research with general research objects. Test hypotheses or speci c research question observe and interpret. Data collection approach structure response categories provided researcher is intimately involved results are subjective.