Learning Objectives
425 words
2 min read
Visual companion
Python
Type and operator map
Python Week 1: the first filter for runtime behavior
View
Revision summary
What this note is really saying
Short form
# Learning Objectives - Understand focus groups, in-depth interviews, and observation - Analyze qualitative data systematically - Integrate qualitative and quantitative research - Week 2: Research design - Understanding of exploratory research ## 1. Focus Groups **Format:** 6-10 participants, trained moderator, 1-2...
Learning Objectives
- Understand focus groups, in-depth interviews, and observation
- Analyze qualitative data systematically
- Integrate qualitative and quantitative research
- Week 2: Research design
- Understanding of exploratory research
1. Focus Groups
Format: 6-10 participants, trained moderator, 1-2 hours, discussion guide Purpose: Generate ideas, understand motivations, test concepts
Advantages: Group interaction stimulates ideas, rich insights, observe non-verbal reactions Disadvantages: Dominant participants can skew discussion, groupthink, not generalizable, requires skilled moderator
When to Use: New product development, advertising concept testing, understanding consumer language and values
2. In-Depth Interviews (IDIs)
Format: One-on-one, 30-60 minutes, semi-structured guide Purpose: Deep exploration of individual experiences, sensitive topics
Advantages: Detailed, personal stories, no peer pressure, explore sensitive topics Disadvantages: Time-consuming, expensive, interviewer bias, no group synergy
When to Use: B2B research, professional services, medical conditions, competitive intelligence
3. Observation & Ethnography
Structured Observation: Predetermined behaviors recorded systematically (count, timing). Used in retail, UX research.
Mystery Shopping: Trained observers pose as customers to evaluate service quality.
Ethnography: Researcher immerses in natural environment for extended period. Understands culture, context, and behavior from insider perspective. Used for product design, service improvement.
4. Analyzing Qualitative Data
Coding: Open coding (initial concepts), axial coding (connections), selective coding (core themes) Thematic Analysis: Identify, analyze, and report patterns (themes) in data Content Analysis: Systematic coding of text into categories for quantitative analysis
Q1: When would you choose focus groups over in-depth interviews?Focus groups for: generating ideas, group interaction, observing social dynamics, testing concepts with peer feedback. IDIs for: sensitive topics, B2B, deep personal stories, avoiding group influence. Q2: What is moderator bias in focus groups?Moderator may influence responses through tone, body language, selective probing, or leading questions. Prevention: structured guide, training, multiple moderators, analysis by independent coders. Q3: What is thematic analysis?Six-step process: 1) Familiarize with data, 2) Generate initial codes, 3) Search for themes, 4) Review themes, 5) Define and name themes, 6) Write report. Produces rich, detailed account of qualitative data. Q4: What is ethnographic research and when is it used?Researcher immerses in participants' natural environment for extended time. Used to understand culture, context, behavior holistically. Example: observing how people actually use a product at home vs. how they say they use it. Q5: How do you ensure trustworthiness in qualitative research?Triangulation (multiple sources, methods, researchers), member checking (participants verify interpretations), thick description, audit trail, prolonged engagement, reflexivity (researcher acknowledges biases). Join Discord PreviousSampling MethodsNextData Analysis & Hypothesis Testing