帕梅拉-欣德勒-管理研究方法（英文版·第13版）Schindler_CH_06_Accessible.pptxVIP

Business Research MethodsThirteenth EditionPamela S. SchindlerChapter 6STAGE 2: DATA COLLECTION DESIGN QUALITATIVE RESEARCH?2019 McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education. Learning ObjectivesUnderstand . . .The nature of qualitative research and its distinctions from quantitative research. The types of business decisions that use qualitative methods. The variety of qualitative research methods. The importance and responsibility of the interviewer.Ethical issues related to qualitative research. Research Thought Leader“The only way to capture a deeply personal insight, which will help you evoke that emotion in consumers, is through qualitative.”Gia Calhounglobal insights managerBurts Bees PicProfile: GRIT Emerging Qualitative TechniquesJump to long description Qualitative Research in BusinessSome ExamplesJob AnalysisAdvertising Concept DevelopmentProductivity EnhancementNew Product DevelopmentBenefits ManagementRetail DesignProcess Understanding Union RepresentationMarket SegmentationSales Analysis Some Appropriate Uses for Qualitative ResearchDecision ArenaQuestions to Be Answered Job analysis Does the current assignment of tasks generate the most productivity? Does the advancement through different job levels incorporate the necessary training to foster the strongest performance? Advertising concept developmentWhat images should we use to connect with our target customers motivations? Productivity enhancement What actions could we take to boost worker productivity without generating worker discontent? New product development What would our current market think of a proposed product idea? We need new products, but what should they be to take advantage of our existing customer-perceived strengths? Which products will create the greatest synergy with our existing products in terms of ROI and distribution