Qualitative Research Methods Flashcards

In narrative inquiry, a researcher collects life stories from long-term brand loyalists. The primary unit of analysis is:

Answer: The individual story or narrative

Narrative inquiry treats personal stories as the primary unit of analysis, examining how individuals construct meaning through narrative structure.

A researcher notices that participants consistently use the word 'overwhelming' when describing a new app's onboarding process. Flagging this recurring term as significant is part of which analytical step?

Answer: In vivo coding

In vivo coding uses participants' own words as code labels, preserving their language and perspective in the analysis.

Which qualitative method is best suited to understanding how a consumer decision unfolds sequentially over time?

Answer: Diary study

Diary studies capture real-time, longitudinal data about behaviors and experiences as they naturally unfold over days or weeks.

A moderator guide for an in-depth interview typically begins with which type of questions?

Answer: Warm-up and rapport-building questions

Warm-up questions ease respondents into the conversation, build rapport, and establish a comfortable environment before tackling core topics.

The ZMET (Zaltman Metaphor Elicitation Technique) is distinctive because it:

Answer: Elicits unconscious thoughts through images and metaphors

ZMET uses visual imagery to access deep metaphors and unconscious mental models that drive consumer attitudes and behavior.

When a researcher presents findings from 12 in-depth interviews and carefully notes cases that did NOT fit the dominant pattern, this practice is called:

Answer: Disconfirming case analysis

Disconfirming case analysis intentionally examines deviant or negative cases to refine, challenge, or enrich the emerging interpretation.

A brand team wants to map consumers' mental associations with a competitor's product. Which qualitative technique is most directly designed for this?

Answer: Repertory grid technique

The repertory grid technique (based on personal construct theory) systematically elicits and maps the dimensions consumers use to differentiate products.