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Qualitative Research
An unstructured exploratory research methodology based on small samples that provides insights and understanding of the problem setting.
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Quantitative Research
A research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.
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Indirect approach
A type of qualitative research in which the purpose of the project are disguised from the respondents.
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Focus Group
An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.
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Telesessions
A focus group technique using a telecommunications network.
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Depth Interview
An unstructured, direct, personal interview in a which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.
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Laddering
A technique for conducting depth interviews in which a line of questioning proceeds from product characteristics.
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Hidden issue questioning
A type of depth interview that attempts the locate personal sore spots related to deeply felt personal concerns.
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Symbolic Analysis
A technique for conducting depth interviews in which the symbolic meaning of objects is analyzed by comparing them with their opposites.
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Grounded Theory
An inductive and more structured approach in which each subsequent depth interview is adjusted based on the cumulative findings from previous depth interviews with the purpose of developing general concepts or theories.
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Protocol Interview
In a protocol interview, a respondent is placed in a decision-making situation and asked to verbalize the process and the activities that he or she would undertake to make the decision.
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Projective technique
An unstructured and indirect form of questioning that encourages the respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.
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Associative Techniques
A type of projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind.
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Word Association
A projective technique in which respondents are presented with a list of words, one at a time. After each word, they are asked to give the first word that comes to mind.
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Completion Technique
A projective technique that requires the respondent to complete an incomplete stimulus situation.
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Sentence Completion
A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them.
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Construction Technique
A projective technique in which the respondent is required to construct a response in the form of a story, dialogue, or description.
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Picture Response Technique
A projective technique in which the respondent is shown a picture and asked to tell a story describing it.
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Cartoon Test
Cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate the dialogue that one cartoon character.
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Expressive Techniques
Projective Techniques in which the respondent is presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation.
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Role Playing
Respondents are asked to assume the behavior of someone else.
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Third Person Technique
A projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.
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