![[광고홍보연구방법론]Qualitative Research Methods(영문)-1](http://images.happyhaksul.com/thumb/460/459425-0001.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-2](http://images.happyhaksul.com/thumb/460/459425-0002.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-3](http://images.happyhaksul.com/thumb/460/459425-0003.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-4](http://images.happyhaksul.com/thumb/460/459425-0004.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-5](http://images.happyhaksul.com/thumb/460/459425-0005.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-6](http://images.happyhaksul.com/thumb/460/459425-0006.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-7](http://images.happyhaksul.com/thumb/460/459425-0007.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-8](http://images.happyhaksul.com/thumb/460/459425-0008.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-9](http://images.happyhaksul.com/thumb/460/459425-0009.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-10](http://images.happyhaksul.com/thumb/460/459425-0010.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-11](http://images.happyhaksul.com/thumb/460/459425-0011.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-12](http://images.happyhaksul.com/thumb/460/459425-0012.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-13](http://images.happyhaksul.com/thumb/460/459425-0013.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-14](http://images.happyhaksul.com/thumb/460/459425-0014.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-15](http://images.happyhaksul.com/thumb/460/459425-0015.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-16](http://images.happyhaksul.com/thumb/460/459425-0016.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-17](http://images.happyhaksul.com/thumb/460/459425-0017.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-18](http://images.happyhaksul.com/thumb/460/459425-0018.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-19](http://images.happyhaksul.com/thumb/460/459425-0019.gif)
![[광고홍보연구방법론]Qualitative Research Methods(영문)-20](http://images.happyhaksul.com/thumb/460/459425-0020.gif)
분야
ppt- Understanding human behavior
- Experiential approach (Meaning)
- Naturalistic
- “Insider’s” perspective
- Discovery-oriented
- Process-oriented
- Holistic, contextual
- Many small “t”s (truth)
Quantitative
- Prediction, generalization
- Logical-positivist approach (Fact, logic)
- Controlled measurement
- “Outsider’s” perspective
- Confirmatory
- Outcome-oriented
- Particularistic, decontextualized
- One big “T” (Truth)
Focus groups
Projective techniques
- Word associations
- Sentence completion
- Cartoon tests, Story telling (i.e., thematic apperception tests )
Ethnography
- Participant observation
Allows the participant to describe what is meaningful or important to him or her using his or her own words rather than being restricted to predetermined categories; thus participants may feel more relaxed and candid
Allows researchers to probe for more details and ensure that participants are interpreting questions the way they were intended
Interviewers have the flexibility to use their knowledge, expertise, and interpersonal skills to explore interesting or unexpected ideas or themes.
People don’t always tell the truth
People don’t always remember things accurately
People don’t always have useful information
People sometimes tell you what they think you want to hear
