La investigación CUALITATIVA: DEFINICIÓN y TIPOS de estudios | Lorena Ronda | Universidad de Deusto

Understanding Qualitative and Quantitative Research Designs

Introduction to Research Designs

• The video introduces the first type of research designs, emphasizing the distinction between qualitative and quantitative methodologies.

• It highlights that qualitative designs are based on non-numerical data such as texts, images, and ideas, while quantitative designs rely on numerical data for statistical analysis.

Qualitative Research Objectives

• Qualitative research aims to explore reality by uncovering unknown information about consumer behaviors through conversations and textual analysis.

• The primary goal is to understand motivations behind consumer actions, contrasting with quantitative studies that ask strict yes/no questions.

Insights from Qualitative Studies

• In qualitative research, deeper insights can be gathered; for example, asking why someone likes chocolate allows for exploration of emotions tied to consumption.

• Insights (or "insides") reveal motivations or explanations for behaviors that can inform business communication or product development.

Examples of Insights in Marketing

• An example includes a cosmetic company stating that "90% of people are unhappy with their bodies," derived from qualitative insights.

• Another instance is a famous advertisement where women express frustrations about societal expectations regarding fitness—this reflects emotional insights gained from discussions.

Formulating Hypotheses in Qualitative Research

• The process involves forming hypotheses based on observed patterns or statements made during interviews or focus groups.

• These hypotheses are not yet validated but suggest trends observed in consumer behavior which will later be tested quantitatively.

Characteristics of Qualitative Samples

• Qualitative samples tend to be small due to the time-intensive nature of data collection methods like interviews and focus groups.

• Findings cannot be generalized across populations since they reflect individual experiences rather than representative statistics.

Flexibility in Data Collection

• Unlike structured quantitative surveys, qualitative methodologies allow for fluid conversation flow during interviews, adapting questions based on responses received.

Qualitative Research Methodologies

Importance of Tailoring Questions

• To maximize insights from participants, researchers must adapt questions based on individual responses rather than following a rigid sequence. This flexibility is crucial in qualitative studies.

Subjectivity in Interpretation

• The interpretation of qualitative data is inherently subjective and relies heavily on the researcher's expertise. Understanding emotional cues and gestures during interviews is essential for accurate analysis.

Nature of Qualitative Data

• Qualitative methodologies do not yield objectively proven data; instead, they provide interpretable insights that suggest trends or behaviors without definitive proof.

Techniques in Qualitative Research

Literature Review

• Reviewing existing literature allows researchers to analyze previous studies and identify behavioral patterns, which can inform their own research direction.

In-depth Interviews

• Conducting face-to-face interviews with consumers helps gather rich insights across thematic areas, forming the basis for hypotheses about consumer behavior.

Focus Groups

• Focus groups consist of small groups (6-7 participants) discussing topics led by a moderator. These discussions reveal diverse consumer perspectives and insights.

Observation Methodology

• Researchers observe behaviors without interaction, such as monitoring customer entry into stores. This method captures real-time consumer actions and characteristics.

Projective Techniques

• Projective techniques involve prompting consumers to complete sentences or scenarios spontaneously, revealing underlying thoughts and feelings related to products or situations.

Future Learning Resources