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  • Session5aBRM07 02 2023

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    The document discusses different forms of qualitative research including in-depth interviews, focused group discussions, ethnographic techniques, and netnographic studies. It focuses on ethnography, describing it as observing people in their natural habitat, and distinguishing between active and passive observation. Ethnography is highlighted as one of the best ways to gain deeper customer insight by showing consumer reality rather than reconstruction and identifying hidden needs. Netnography is introduced as the study of people in online communities, with advantages like large samples and disadvantages like information overload and identity validation issues.

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    Session5aBRM07-02-2023

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    The document discusses different forms of qualitative research including in-depth interviews, focused group discussions, ethnographic techniques, and netnographic studies. It focuses on ethnography, describing it as observing people in their natural habitat, and distinguishing between active and passive observation. Ethnography is highlighted as one of the best ways to gain deeper customer insight by showing consumer reality rather than reconstruction and identifying hidden needs. Netnography is introduced as the study of people in online communities, with advantages like large samples and disadvantages like information overload and identity validation issues.

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    8 views6 pages

    Session5aBRM07 02 2023

    Uploaded by

    mohit9811
    The document discusses different forms of qualitative research including in-depth interviews, focused group discussions, ethnographic techniques, and netnographic studies. It focuses on ethnography, describing it as observing people in their natural habitat, and distinguishing between active and passive observation. Ethnography is highlighted as one of the best ways to gain deeper customer insight by showing consumer reality rather than reconstruction and identifying hidden needs. Netnography is introduced as the study of people in online communities, with advantages like large samples and disadvantages like information overload and identity validation issues.

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    of 6

    2/9/2023

    Business Research Method

    Prof. Ravi Shekhar Kumar

    XLRI- Xavier School of Management, Jamshedpur


    ravishekhar@xlri.ac.in

    Session-5a

    Qualitative Study: Forms or Types

    1
    2/9/2023

    Forms or Types of Qualitative Research


    • In-depth Interview & Expert Interview
    • Focused Group Discussion & Online FGD
    • Projective Technique
    • Ethnographic Technique
    • Netnographic Study

    Ethnography

    • Observing people in their natural habitant

    2
    2/9/2023

    Ethnography
    Nature of Observation

    ACTIVE PASSIVE
    A researcher takes part in the
    process of respondents performing A researcher acts as an outsider
    their behavior when respondents are performing
    More like a scene where respondents their behavior
    demonstrates how they usually do it Everything proceeds naturally &
    for you. uninterrupted
    Periodic questioning or clarification Questioning & clarification is done
    is done at the spot. before or after the process

    3
    2/9/2023

    Ethnography
    Nature of Observation

    ACTIVE PASSIVE
    A researcher takes part in the
    process of respondents performing A researcher acts as an outsider
    their behavior when respondents are performing
    More like a scene where respondents their behavior
    demonstrates how they usually do it Everything proceeds naturally &
    for you. uninterrupted
    Periodic questioning or clarification Questioning & clarification is done
    is done at the spot. before or after the process

    Shadowing Accompanied shopping Mystery shopping

    In-home visit A day in the life Cooking observations

    Ethnography: Importance
    • One of the best ways to gain deeper customer insight.
    … to get to know customers and their culture, & role certain
    products play in their lives.

    • … shows consumer reality rather than consumer


    reconstruction.
    … helps identify contradictions between what people say they do &
    what they actually do.

    • … enables us to identify their hidden needs – and this is


    where real breakthroughs can occur.

    4
    2/9/2023

    Netnography
    • Ethnography: Study of people in a community

    • Netnography: Study of people in an online community

    • Data Sources:
    – Archival Netnographic Data
    – Elicited Netnographic Data
    – Social Network Analysis

    Netnography: Good & Bad

    Advantage Disadvantage

    • Large sample possible quickly • Information overload


    • Immediate analysis • Identity validation
    • Considerably cheaper • Loss of non-verbal
    • Sensitive topics accessible • Loss of intangibles
    • Historic archives often available • Reliability & integrity of
    information

    10

    10

    5
    2/9/2023

    Reference

    • Qualitative Research - Discussion Guide: Textbook (page


    167- 171)

    • FGD discussion Guide: Textbook (page 140-142)

    11

    12

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