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Marketing Research Qualitatively Speaking Articles

Qualitatively Speaking articles are a forum for focus group moderators and other qualitative researchers to sound off on issues related to qualitative research. View, sort, and refine more than 25 years of Quirk's Qualitatively Speaking articles.

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Qualitatively Speaking: Qualitative researchers as methodologists

Published
December 2001
Author
Margaret R. Roller
Abstract
Researchers generally tend to specialize in qualitative or quantitative research. This article discusses the benefits of taking a methodological approach to the research function, encouraging researchers to focus on being a researcher.

Qualitatively Speaking: Don't say the f-word

Published
July 2001
Author
Carey Rellis
Abstract
Focus groups have been a staple method of conducting qualitative research. This article discusses marketing trends and the recent shunning of focus groups - at least in name.

Qualitatively Speaking: Online focus groups are no substitute for the real thing

Published
June 2001
Author
Thomas Greenbaum
Abstract
Interest in using the Internet to conduct qualitative research continues to grow. This article reviews some of the strengths that traditional focus groups offer that are simply not available with Internet focus groups.

Qualitatively Speaking: The end of focus groups

Published
May 2001
Author
Robert Morais
Abstract
Focus groups are a popular qualitative research tool, but are they beneficial? This article proposes that their use be restricted.

Qualitatively Speaking: The time-spec continuum

Published
November 2001
Author
Kris Filpovich
Abstract
This article discusses the time needed between project approval and project fielding, including factors that determine time needed and how the additional time is used.

Qualitatively Speaking: Of bullies, friends and mice

Published
October 2001
Author
Brenda Murphy
Abstract
Focus groups can be a relatively easy way to let employees from any area of a company hear firsthand how customers feel. If employees have never observed focus groups, a little preparation will help them understand the process and let them come away from the sessions having learned about their own business. This article offers simple guidelines to follow when inviting first-time viewers to observe focus groups.

Qualitatively Speaking: The effects of 9/11 on Hispanic research

Published
April 2002
Author
Jim Loretta
Abstract
The terrorist attacks on September 11 were seen and felt by all segments of the American society, including the Hispanic community. This article discusses the effects of September 11 on Hispanic research and offers suggestions in increasing respondent cooperation in focus groups that have helped many who work in the Hispanic research market.

Qualitatively Speaking: Tips for working with qualitative subcontractors

Published
December 2002
Author
Gina Holub
Abstract
Increasingly, busy marketing research firms are choosing to subcontract the analysis and reporting functions to freelance analysts. This article offers tips for dealing with the challenges of working with subcontractors.

Qualitatively Speaking: Are you leveraging the expertise of your focus group moderator?

Published
January 2002
Author
Thomas Greenbaum
Abstract
Many companies ignore the professional recommendations of moderators when working with them in planning qualitative research projects. This article discusses what client organizations can do to avoid compromising their needs and giving in to recommendations of the research professional that are not in the best interest of the project.

Qualitatively Speaking: Sample selection as self-fulfilling prophecy

Published
July 2002
Author
Nino DeNicola
Abstract
Using two examples, this article discusses why qualitative research practitioners find themselves harangued by client observers of focus groups or depth interviews.

Qualitatively Speaking: Online focus groups...here today, not gone tomorrow

Published
June 2002
Author
Amy Yoffie
Abstract
Although online groups have been available for at least seven years, vehement prejudice against the methodology remains. This article addresses the reasons given for not using online focus groups and debunks them.

Qualitatively Speaking: Firsthand experience or secondhand information?

Published
March 2002
Author
Cara Woodland
Abstract
This article discusses how firsthand experience is preferable to secondhand information, noting the success of having consumers from a Western Union research study present their recommendations to Western Union’s executive committee.

Qualitatively Speaking: Virgins or veterans?

Published
November 2002
Author
Ron Sellers
Abstract
Most focus group facilities have respondent databases. This article discusses respondent databases, including when to use them and when to insist on recruiting from the general public.

Qualitatively Speaking: Videoconferencing of focus groups: a good option if utilized effectively

Published
October 2002
Author
Thomas Greenbaum
Abstract
Many users of focus group videoconferencing do not get as much benefit from this technique as they could. Following some basic guidelines would enable them to maximize the use of this very effective technology. This article summarizes the most important actions that a client organization can take to leverage the benefits associated with using the videoconferencing technology when conducting focus groups.

Qualitatively Speaking: Thoughts on no-shows and the recruiting process

Published
April 2003
Author
Rhoda Schild
Abstract
This article discusses no-shows and the importance of the recruiter in the focus group food chain.

Qualitatively Speaking: Conducting qualitative research on a global scale

Published
December 2003
Author
Sharon Seidler
Abstract
The globalization of brands is now a fixture in many companies’ marketing plans. This often involves implementation of global research. This article provides guidelines regarding global research for qualitative studies.

Qualitatively Speaking: The focus group - popular but dangerous

Published
February 2003
Author
David Nelems
Abstract
This article, excerpted from the author’s book, discusses focus groups, highlighting some of the invalid reasons for using the method and its limitations.

Qualitatively Speaking: What are they really saying?

Published
January 2003
Author
Robert Morais
Abstract
Taking respondents’ words literally can result in misinformation. This article discusses denotation and connotation and the importance of proving connotation.

Qualitatively Speaking: Out of control - Managing focus groups within the client organization

Published
July 2003
Author
Karole Friemann
Abstract
Clients compromise the effectiveness of focus groups more often than any other market research methodology. This article discusses why and what can be done about it.

Qualitatively Speaking: Are the days getting shorter or are the discussion guides getting longer?

Published
June 2003
Author
Murray Simon
Abstract
There is a trend in pharmaceutical qualitative market research that seems to have evolved over the years - a trend toward the lengthy, all-inclusive discussion guide. This article highlights discussion guides, providing guidelines to consider in discussion guide development.

 

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