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2.5 Strengths and weaknesses of laddering. 2.5.1 Strengths. 2.5.2 Weaknesses. 2.6 Features of laddering in qualitative ... when conducting research to understand the ...
Qualitative research is a type of research that aims to gather and analyse non-numerical (descriptive) data in order to gain an understanding of individuals' social reality, including understanding their attitudes, beliefs, and motivation.
An interview in qualitative research is a conversation where questions are asked to elicit information. The interviewer is usually a professional or paid researcher, sometimes trained, who poses questions to the interviewee , in an alternating series of usually brief questions and answers.
Oakley is a well-known pioneer in the unstructured interview research approach directed towards qualitative research that challenges existing power imbalances within the relationships of the interviewer and the interviewee. Oakley sees both issues as interlinked or, as she puts it "no intimacy without reciprocity". [42]
A fundamental difficulty with focus groups (and other forms of qualitative research) is the issue of observer dependency: the results obtained are influenced by the researcher or his or her reading of the group's discussion, thus raising questions of the validity of the research (see experimenter's bias).
Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior. The direction and framework of the research is often revised as new information is gained, allowing the researcher to evaluate issues and subjects in an in-depth manner.
Interviews can be structured whereby there is a predetermined set of questions or unstructured whereby no questions are decided in advance. The main strength of self-report methods are that they are allowing participants to describe their own experiences rather than inferring this from observing participants.
Grounded theory combines traditions in positivist philosophy, general sociology, and, particularly, the symbolic interactionist branch of sociology.According to Ralph, Birks and Chapman, [9] grounded theory is "methodologically dynamic" [7] in the sense that, rather than being a complete methodology, grounded theory provides a means of constructing methods to better understand situations ...
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