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MKT230 Market Research

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Question:

What are the main approaches available for collecting qualitative data? Describe each of these methods.
 
What is involved in running an in-depth interview? What techniques can you use in in-depth interviews to help explore people’s attitudes?
 
What is involved in analyzing qualitative data?
 
Develop an interviewer’s outline based on the information requirements listed above. An interviewer’s outline is a list of questions that you plan to ask during an interview. 
 
Conduct five in-depth interviews with CSU students each lasting at least 20 minutes. Record each of the interviews on a digital voice-recording device (don’t forget to ask permission to do this), and after you have conducted the interviews it is a good idea to transcribe (write out) each of the interviews, or at least the most significant quotes during the interviews. (Interviewing friends and / or family is acceptable).
 
Analyse the information from the interviews using (1) a thematic analysis (25 marks) and (2) a content analysis based on the themes identified in your thematic analysis.
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