Newer Methods
- Observational & Ethnographic Research
One of the more fundamental uses of qualitative research is understanding fundamental consumer behaviour through Observational research. The roots for this come from Anthropological studies where trained researchers went to observe tribes / cultures / societies - for periods as long as a couple of years.
Nowadays, this kind of research is being supplemented by more cutting edge fields like neuro-science where the observation is accompanied by measuring brain activity. This is under the assumption that very often our brain reacts without us even knowing it and asking questions or pure observation by themselves are not enough to really pinpoint what goes on.
Another application is longitudinal studies, a correlational research study that involves repeated observations of the same items over long periods of time.
- Psychological Research
Qualitative marketing research comes in a lot of different guises but qualitative psychological research has crystallised as one the most effective ways of gathering insight into the behaviours, attitudes and decision-making processes of consumers and customers. Most qualitative research companies in the world will claim that they employ psychologists and base their findings on psychological theories. The psychology backed methodologies applied in qualitative marketing research are continuously changing and being further developed. One of the examples of psychology theory developed specifically for use in marketing research is morphological psychology.
Read more about this topic: Qualitative Marketing Research
Famous quotes containing the words newer and/or methods:
“The North is full of tangled things and texts and aching eyes
And dead is all the innocence of anger and surprise,
And Christian killeth Christian in a narrow dusty room,
And Christian dreadeth Christ that hath a newer face of doom,
And Christian hateth Mary that God kissed in Galilee,”
—Gilbert Keith Chesterton (1874–1936)
“In inner-party politics, these methods lead, as we shall yet see, to this: the party organization substitutes itself for the party, the central committee substitutes itself for the organization, and, finally, a “dictator” substitutes himself for the central committee.”
—Leon Trotsky (1879–1940)