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定量和定性的研究方法研究方法是科学研究中至关重要的一环，它直接关系到研究结果的可信度和科学性。
在社会科学研究中，定量和定性研究方法是两种常用的方法论。
本文将分别介绍定量和定性研究方法，并探讨它们的特点和适用范围。
定量研究方法是一种通过量化数据进行研究分析的方法。
它强调对事物进行数量化的观察和测量，通过统计分析来得出客观、可重复的结论。
定量研究方法通常采用问卷调查、实验研究、统计分析等手段，以获取大量的数据进行分析。
这种方法的优点在于能够提供客观、可比较的数据，有利于进行横向和纵向的比较研究。
但是，定量研究方法也存在着一定的局限性，比如可能忽略了一些难以量化的因素，以及对研究对象的深入理解和解释。
定性研究方法则是一种通过描述和解释来研究事物的方法。
它强调对研究对象进行深入的观察和理解，通过文字描述和解释来揭示事物的本质和内在联系。
定性研究方法通常采用访谈、观察、案例研究等手段，以获取丰富的质性数据进行分析。
这种方法的优点在于能够深入理解和解释研究对象，揭示其内在的特点和规律。
但是，定性研究方法也存在着一定的局限性，比如可能受到研究者主观因素的影响，以及难以进行横向和纵向的比较研究。
在实际的研究中，定量和定性研究方法往往是相互结合的。
通过定量研究方法可以获取客观的数据，而通过定性研究方法可以深入理解和解释这些数据背后的内在规律。
因此，研究者应根据研究目的和研究对象的特点，选择合适的研究方法进行研究分析。
总之，定量和定性研究方法各有其优点和局限性，研究者应根据具体情况进行选择和结合，以提高研究的科学性和可信度。
同时，研究者还应不断探索和创新，以丰富和完善研究方法，为科学研究的发展做出贡献。
大学毕业论文中的定性研究方法与分析技巧毕业论文是大学生研究、探讨某一专业领域的重要学术成果，对于提升综合能力和就业竞争力有着不可忽视的作用。
在论文写作中，研究方法与分析技巧起着至关重要的作用。
定性研究方法是毕业论文中常用的一种方法，本文将介绍定性研究方法的基本概念和常见技巧。
一、定性研究方法的基本概念定性研究方法是一种基于非统计量化数据的研究方法，主要用于对事件、现象或个案进行深入的、全面的描述和解释。
与定量研究方法相比，定性研究方法更注重于研究对象的细节、背景和情境，通过对个体的观察、访谈和文献分析等方式获取数据。
二、定性研究方法的应用领域定性研究方法在社会科学、教育学、心理学等领域有着广泛的应用。
在毕业论文中，定性研究方法可以用于分析和解释实际问题，如社会现象、教育问题、心理行为等。
三、定性研究方法的步骤1. 确定研究目标和问题：在开始研究之前，需要明确研究目标和问题，并确定研究的范围和深度。
2. 研究设计和采样：选择适当的研究设计，确定研究对象和采样方法，并制定合理的样本规模。
3. 数据收集：通过观察、访谈、文献分析等方式收集数据，保证数据的真实性和可靠性。
4. 数据分析：对收集到的数据进行整理和分类，通过归纳、分类、主题分析等方法进行数据分析，提取有价值的信息和结论。
5. 结果展示和解释：对数据分析的结果进行展示和解释，通过文字、图表等方式清晰、准确地展示研究的发现和结果。
四、定性研究的分析技巧1. 建立信任：与研究对象建立起信任的关系，获取真实、准确的数据。
2. 细致观察：通过细致观察研究对象的行为、环境和情境，获取丰富的数据。
3. 适当引导：在访谈过程中，适当引导研究对象的思考和表达，获得更加深入的信息。
4. 文献分析：借助前人的研究成果和理论，进行文献分析，为研究提供理论依据和背景。
5. 多角度分析：在数据分析中，采用多种角度和方法进行分析，获得全面的结论。
充分理解和掌握定性研究方法与分析技巧对于大学毕业论文的完成至关重要。
市场调查中的定性研究方法市场调查是为了了解市场需求、消费者行为和竞争态势等关键因素而进行的重要工作。
在市场调查过程中，定性研究方法是一种常用的技术手段，用于收集和分析主观信息，并揭示被调查者的态度、感受和观点。
本文将介绍市场调查中的定性研究方法及其应用。
一、深度访谈深度访谈是一种通过与被调查者进行一对一交流获取详细信息的方法。
通过深入了解被调查者的心理和思考方式，研究人员可以收集到更加详实和细致的定性数据。
在深度访谈中，研究人员需要提前制定问题，以确保针对性和有效性。
同时，保持客观中立，倾听被访者的意见和想法，并灵活调整问题的顺序和方式以获取更具体的信息。
二、焦点小组讨论焦点小组讨论是一种受限制的小组讨论形式，目的是收集不同观点和经验的参与者对特定问题进行深入讨论和交流。
焦点小组通常由6-10人组成，具有一定的代表性。
通过引导小组成员进行自由讨论，研究人员可以获取到一系列主观的、细致的和富有洞察力的信息。
在焦点小组讨论中，研究人员需要注意控制讨论的方向和节奏，以确保讨论焦点的准确性和深度。
三、观察法观察法是通过直接观察被调查者的行为和互动来获取信息的方法。
观察法可以是参与观察，即研究人员直接融入被调查者的活动中，以获取亲身经历。
也可以是非参与观察，即研究人员仅作为观察者记录，并尽量不对被调查者的行为产生干扰。
观察法可以帮助研究人员捕捉到被调查者的非言语行为和细微变化，获得更真实、客观和具体的数据。
四、文本分析文本分析是通过对文字、语言和交流内容进行系统和定量化的分析来获取信息的方法。
研究人员可以通过分析市场报告、消费者评论、社交媒体等源头，挖掘出其中蕴含的信息和趋势。
文本分析可以采用自然语言处理技术和情感分析等方法，帮助研究人员识别关键词、主题和情感倾向，从而了解市场的特殊需求和舆情动态。
通过综合运用深度访谈、焦点小组讨论、观察法和文本分析等定性研究方法，可以帮助市场调查人员深入了解市场和消费者的需求、态度和偏好。
研究方法调查法解析研究方法是科学研究过程中的重要组成部分，它用于帮助我们获得对各种主题和问题的深入理解和洞察。
在研究中，调查法是一种常用的研究方法，它可以提供关于特定主题的详细信息和数据。
本文将对研究方法中的调查法进行解析，包括其定义、分类、应用以及优缺点。
一、调查法的定义和分类调查法是指通过收集、记录和分析各种形式的数据，来揭示事物之间的关系、现象的特征以及人类行为的规律。
调查法可以在不同的研究领域和主题中使用，例如社会学、心理学、市场研究等。
根据数据收集方式和研究目的的不同，调查法可以分为定性调查和定量调查两种。
1. 定性调查：定性调查主要通过访谈、观察和文献研究等方式来获取主题相关的主观描述性数据。
它可以帮助研究者了解参与者的观点、经验和感受，深入理解他们的行为和决策背后的动机与原因。
2. 定量调查：定量调查则注重于收集数量化的数据，通过问卷调查、实验和统计分析等手段来获取客观、可量化的结果。
定量调查可以提供更大样本量和统计分析的可能性，以支持研究者对人群行为和现象的普遍性和统计显著性的判断。
不同的调查方法可以在同一研究项目中同时使用，以实现对研究对象的全面了解。
在探讨消费者购买行为的研究中，定性调查可以帮助研究者了解消费者购买决策的心理过程和消费动机，而定量调查则可以提供更加具体和精确的数据，例如消费者的购买频率和偏好。
二、调查法的应用调查法在多个领域和主题的研究中都有广泛的应用。
以下是一些常见的应用领域和调查方法：1. 社会学研究：在社会学领域，调查法常被用于研究社会群体、社会现象和社会问题。
通过问卷调查来了解人们对社会公平感的态度和看法，或者通过访谈来研究某个群体的特定行为模式。
2. 市场研究：在市场营销领域，调查法可以帮助企业了解目标市场的需求、消费者行为和市场趋势。
市场调查可以通过在线问卷、面对面访谈等方式进行，以获取消费者的购买意向、品牌偏好等信息。
3. 心理学研究：在心理学领域，调查法可以用于研究人类的认知、情绪和行为。
毕业论文写作中如何合理应用定性研究方法在毕业论文写作过程中，研究方法的选择至关重要。
不同的研究方法能够帮助研究者深入了解问题并获得准确的研究结果。
定性研究方法是其中一种常用的方法，本文将探讨毕业论文写作中如何合理应用定性研究方法。
一、定性研究方法简介定性研究方法是一种通过深入的访谈、观察和文本分析来探索问题的研究方法。
与定量研究方法不同，定性研究侧重于描述现象、理解背后的内在含义和探索关系。
它适用于探索性研究、获取深入理解和解释现象的目的。
定性研究方法的特点包括：1. 主要通过非结构化或半结构化的访谈、观察和文本分析等手段收集数据；2. 把重点放在参与者的意见、经验和观点上，注重研究对象的主观体验；3. 结果的分析通常依赖于归纳和诠释。
二、合理应用定性研究方法的步骤定性研究方法在毕业论文中的应用需要经过以下几个步骤：1.明确研究目的和问题在选择定性研究方法之前，研究者需要明确研究的目的和问题。
通过明确目的和问题，研究者能够确定是否需要运用定性研究方法以及如何应用。
2.选择合适的样本和数据收集方法定性研究的样本通常是小型的，重点关注个体的经验和观点。
因此，选择合适的样本至关重要。
研究者可以选择网络调查、深度访谈或观察等方法来收集数据。
此外，考虑到保密性和激励，匿名性的实施和开展调查能够更好地获取数据。
3.进行数据收集在实施数据收集之前，研究者需要进行充分的准备，包括访谈提纲的设计、观察指南的制定等。
在数据收集过程中，研究者需要尽可能地与参与者建立信任关系，确保数据的质量和准确性。
4.数据分析和诠释数据分析是定性研究的精髓所在。
在数据分析过程中，研究者需要对数据进行归纳和诠释。
归纳是针对个例进行总结和概括，诠释则是对背后的内在含义进行解释。
通常，研究者可以使用编码、分类、主题分析等方法来分析数据。
5.结果呈现和讨论在呈现和讨论研究结果时，研究者需要准确地表达参与者的观点和经验，并结合理论框架对结果进行解释和讨论。
论文中的定性研究方法定性研究方法是一种用于发现和理解现象背后的深层次含义和动机的研究方法。
与定量研究方法相比，定性研究方法更加关注参与者的主观感受和观点，通过对话、观察和文字分析等方式进行数据收集和分析。
本文将探讨论文中的定性研究方法及其应用。
一、定性研究方法的定义与特点定性研究方法是一种以描述、解释和理解为目的的研究方法，主要通过非结构化或半结构化的数据收集方法来获取研究对象的主观观点、经验和感受。
相比较于定量研究方法，定性研究方法的特点主要有以下几个方面：1. 主观性：定性研究方法强调研究者对研究参与者的主观感受和观点的理解和描写。
通过深入参与者的生活环境中，定性研究方法能够获取与参与者有关的内在动机和精神状态等主观因素。
2. 描写性：定性研究方法通过详细的描写和描述来捕捉和表达研究对象的独特性和细微差别。
研究者需通过多种数据收集方式来获取全面和深入的信息，从而对现象进行全面地把握。
3. 灵活性：定性研究方法强调研究者根据研究的需要和实际情况，选择合适的研究方法和技术。
相比较于定量研究方法，定性研究方法更加灵活，可根据不同的研究目的和对象进行调整和变化。
二、定性研究方法的应用领域定性研究方法广泛应用于社会科学领域，包括教育学、心理学、社会学、人类学等。
其常见的应用领域有以下几个方面：1. 现象的理解与解释：定性研究方法通过深入参与者的生活环境和观察现象来理解和揭示其中的内在动机和背后的含义。
例如，心理学研究中的个案研究和病例研究，能够深入了解个体的思维模式和行为因素。
2. 观点和态度的探索：定性研究方法可以帮助研究者获取参与者的观点、态度和信念等主观因素。
通过访谈、问卷和观察等方式，研究者可以深入了解人们对某一现象的看法和态度。
3. 理论的发展与验证：定性研究方法有助于提出新的理论观点并验证现有理论。
通过对现象的深入探究和分析，研究者能够为理论的发展和修正提供实证依据。
三、定性研究方法的基本步骤虽然定性研究方法因研究对象和目的的不同而有所差别，但通常包括以下几个基本步骤：1. 设计研究问题：研究者需要确定研究的问题或目标，并针对性地制定相关的研究问题。
市场调研中的定性与定量研究方法在市场调研中，定性研究和定量研究是两种常用的研究方法。
定性研究侧重于深入了解受访者的想法、态度和观点，而定量研究则更关注于收集和分析数据的数量。
定性研究和定量研究在市场调研中通常需要同时使用，以获得全面的了解和数据支持。
下面将详细介绍这两种方法的步骤和应用。
一、定性研究的步骤和应用1. 确定研究目标：在进行定性研究之前，需要明确研究的目标和问题，例如了解消费者对某种产品的偏好、了解市场上的竞争对手等。
2. 设计研究方法：定性研究通常采用访谈、焦点小组讨论、观察等方法进行数据收集。
根据研究目标，选择合适的方法进行研究。
3. 选择受访者：根据研究目标和选择的研究方法，确定受访者的特征和数量。
这些受访者可以是特定的消费者群体、专家、行业内的从业人员等。
4. 数据收集：通过面对面的访谈、焦点小组讨论或观察等方式，收集受访者的意见、看法和态度。
在数据收集过程中，研究人员需要倾听受访者的观点、记录他们的回答，并进行相应的整理。
5. 数据分析：在定性研究中，数据分析通常是以主题或者模式的形式进行，而不是数值分析。
研究人员需要对收集的数据进行归纳、整理和总结，以获得对市场现象的深入理解。
6. 结果解读：根据数据分析的结果，对研究问题进行解读和总结。
定性研究的结果通常是对消费者群体的观点和态度进行描述，并提供相应的建议和改进措施。
二、定量研究的步骤和应用1. 确定研究问题：在进行定量研究之前，需要明确研究问题和假设。
例如，了解产品销售情况、市场份额等。
2. 设计问卷：定量研究通常采用问卷调查的方式进行数据收集。
设计合适的问卷，包括封面、背景信息、问题、选项等。
3. 选择样本：根据研究问题和目标群体，选择合适的样本。
样本可以是随机抽样、分层抽样等方法。
4. 数据收集：通过发放问卷或者在线调查的方式，收集受访者的回答。
在数据收集过程中，需要确保问卷的合理性、可靠性和回答的真实性。
5. 数据分析：定量研究通常采用统计方法进行数据分析。
论文写作中的定性研究方法定性研究是一种重要的研究方法，广泛应用于社会科学领域，特别是在论文写作中。
本文将介绍定性研究方法在论文写作中的运用，探讨其优势和局限性，并提供一些实用的建议。
第一部分：定性研究方法的概述定性研究方法是一种基于非数学量化数据进行分析和解释的研究方法。
与定量研究方法不同，定性研究注重对现象的深入理解和解释，更关注社会现象背后的意义、原因和影响等方面。
在论文写作中，定性研究方法可以用来分析和解释复杂的社会问题，从而为读者提供更深入的洞察。
第二部分：定性研究方法的运用定性研究方法在论文写作中可以有多种运用方式。
首先，研究者可以通过深度访谈、观察和文献综述等方式收集定性数据，这些数据可以帮助研究者丰富论文的内容，增加论证的可信度。
其次，研究者可以使用定性数据进行具体案例的比较和分析，从而得出更深入的结论。
此外，定性研究方法还可以用来解释定量数据的背后原因和影响，从而提供更全面的研究结果。
第三部分：定性研究方法的优势与定量研究方法相比，定性研究方法具有几个优势。
首先，定性研究方法可以深入挖掘研究对象的背景、动机和意义，从而提供更具体和丰富的研究结果。
其次，定性研究方法可以灵活地应用于不同的研究对象和研究领域，适用性较广。
此外，定性研究方法可以通过视觉和语言等多种方式来呈现研究结果，增加了研究的可视化效果。
第四部分：定性研究方法的局限性虽然定性研究方法有很多优势，但也存在一些局限性。
首先，定性研究方法的样本容量通常较小，可能无法代表整个研究对象的情况。
其次，定性研究方法的数据分析过程较为主观，可能存在研究者的主观判断和偏见等问题。
此外，定性研究方法的结果可能难以量化，不够具有客观性。
第五部分：定性研究方法的实用建议在进行定性研究和论文写作时，研究者可以考虑以下几点实用建议。
首先，研究者应当明确研究目的和问题，确定适合的定性研究方法。
其次，研究者应当选择适当的样本，确保研究结果具有代表性。
When to use qualitative methods: a new approach Dennis J. CahillPresident, North Union Associates, Inc., Cleveland, Ohio, USAExplores the application of qualitative research as a plausibility check for quanti-tative research. Uses the case example of a survey con-ducted by American LIVES for Douthit Communications, looking into aspects of the house purchase process. Outlines a typology of five categories of people in the real estate market, which was developed from the survey. Concludes that neither quali-tative nor quantitative tech-niques have universal applic-ability, but the use of qualita-tive techniques can bring quantitative information to life.Marketing Intelligence & Planning14/6 [1996]16–20© MCB University Press [ISSN0263-4503]In the call for papers for this special issue,one of the uses mentioned for qualitativemethods in marketing research was as pre-liminary research prior to a quantitativestudy. This is always at least one of the prime“excuses” for doing qualitative research, and,of course, this is a good reason for doing qual-itative. Further, other disciplines in business– such as management and administration –also have extensive histories of using qualita-tive research, both as preliminary researchand as “ethnography”, particularly in organi-zation studies.However, there are other reasons. BothHolbrook (1995) and Hirschman andHolbrook (1992) detail extensive uses to whichresearchers in marketing and in what Hol-brook, in particular, would like to call “con-sumer science” have put qualitative methodsof various kinds in pursuit of knowledge.Morse (1994) deals extensively with differentissues which the various types of qualitativeresearch raise – either as issues in theresearch or with the research – and, of course,Denzin and Lincoln’s (1994) encyclopaedictreatment of qualitative research (certainlynot restricted to marketing research) bringsmany methods and applications to the fore. Iwould like to explore an application which, tomy knowledge, has not been broached before– the use of qualitative as a plausibility checkto quantitative research.What about at the midpoint?An issue which rarely arises in academicresearch, but seems to arise with some fre-quency in corporate research is the place ofqualitative in the ongoing long-term focus ofthe firm. Frequently, the research in the cor-porate world is much longer-term-orientedthan academic research. A qualitative-leading-to-quantitative methodology may beundertaken for product-development pur-poses and then the product will beintroduced. The product may remain on themarket for years, with the firm wishing toundertake further investigation to seewhether it continues to serve its potentialusers some time after introduction. Shouldthe firm reuse the quantitative instrumentdeveloped, possibly several years before, orshould the research be taken de novo, as itwere?Then, there is the question of the bane ofadvertising researchers – the tracking study.It is obviously necessary to test the long-termimpact of some action – say, an advertisingcampaign – to survey the market from time totime over an extended period. And, of course,to ensure that one has comparable resultsover the period, one cannot change the sur-vey instrument. Better to be precisely wrongthan to have results that – although ambigu-ous from year to year because the instrumentwas adjusted – might be useful.Is there a way to solve such problems whilestill adhering to “scientific” methods? Ibelieve there is: the use of qualitative meth-ods after quantitative, or perhaps again afterquantitative. I started my academic career asa humanities-educated historian; as such, Iwas taught to search, not for causality whichin historical terms is difficult to establish,but for plausibility. It is in this guise – thesearch for plausibility – that post-quantita-tive qualitative methods are most useful. Iwould like to use a case example to show whatI mean.Douthit Communications, Inc. commis-sioned the American LIVES Division ofHolen North America to conduct a survey ofthe real estate market of Denver, Colorado, tohelp in the creation of a new publication toserve the needs of the real estate market inthat city with the possibility of taking thepublication national as either a supplementto or replacement for the Homes Illustratedline. Because the publication would be innov-ative in the real estate publication industry,several kinds of questions never before sys-tematically examined in real estate wereprobed. A survey instrument unique to thisstudy was developed by American LIVES andDouthit Communications; the mail surveyinstrument was 11 pages long. This surveyprocess is unique because of the several areasit covered in one instrument: the housesearch process; features desired and their usein the house; and LIVES analysis (lifestyle,[ 16]Dennis J. CahillWhen to use qualitative methods: a new approach Marketing Intelligence & Planning14/6 [1996] 16–20interests, values, expectations, and symbols)of the house buyer.The questionnaire asked several kinds ofquestions; taken together, the answers give abasis for analysing several dimensions to thehome purchase process. Among these are:why the respondents moved, type of housesought, preference for new versus pre-ownedhouse, attitudes towards realtors and theirservice, and the house-search process – whichwill be explored in this article. Further, atypology of five categories of people in thelocal real estate market was developed, whichwill be briefly outlined in the next sectionand compared with another typology whichDouthit Communications had previouslyused.The survey instrument was mailed with a$1 bill in March 1991, to 1,153 valid names andaddresses of individuals who had boughtsingle-family residences (acquired from amailing-list service) during the previous 18months in the Denver area; 496 returned thequestionnaire properly completed for a 43 percent response rate.There were 328 questionnaire items whichwere analysed: 72 questions pertaining tovalues and three pertaining to demographicswere utilized to produce the segmentationanalysis; 63 items for analysis of parts of themarket and the home search process, reducedby factor analysis and multidimensionalscaling to 18 key dimensions; 83 interior fea-tures and attitudes towards rooms of thehouse. These last two portions of the analysisrelate directly to the search process to bedescribed herein.Segmentation analysisAmerican LIVES performed a segmentationanalysis on the data. Although the methodol-ogy used to perform the analysis and createthe typology is proprietary, it is guided by twobasic consumer research principles: all peo-ple organize their lives around values andlifestyles; and consumers try to make theirlives more meaningful and consistent interms of a few basic ideas (American LIVES,1991). Different groups exhibit very differentvalues and lifestyles; the use of value andlifestyle measures give stable segments basedon subcultures – that is, as American LIVESdefines the term – distinct ways of life anddiffering ideas of what is most meaningful intheir lives. One of the strongest ways peoplehave of exhibiting their subcultures isthrough their house and its use and contents(Csikszentmihalyi and Rochberg-Halton(1981) and Hayward (1975) both approach thisissue from its deeply-rooted anthropological/sociological/psychological bases. Coleman(1983) brings a quasi-marketing slant to bear.)Thus, a research instrument which taps intothis dimension should produce results whichare national in scope and relatively stableover time.The analysis produced a five-segment typol-ogy (see Appendix 1): Winners, Authenticks,Maintainers, Wannabes, and Heartlanders(for details, see Cahill, 1994), although thisanalysis was done on all housing in Denver,American LIVES has done extensive workwith builders and the buyers of new housesacross the country, with similar segmenta-tion results – except that Maintainers rarelysurface in significant numbers among thebuyers of new houses. One major point to bementioned here is that these segments arereasonably close to the same size; they rangefrom the smallest at 16 per cent of the marketto the largest at 23 per cent. This compareswith the V ALS typology, previously used byDouthit Communciations. V ALS (values andlifestyles) was a segmentation method whichproduced nine segments, ranging in size from2 per cent of the population to 38 per cent(Mitchell, 1983) (see Susbauer et al. (1994) fordetails). After all the quantitative work hadbeen done to create the typology of buyers,another typology – of houses –was developed,from questions asked on the same surveyinstrument (see Appendix 2; for details, seeCahill, 1995).After all the quantitative work had beendone to create these two typologies, the “nor-mal” quantitative approach would dictatethat the instrument used should be given to anational probability sample in order that thetypology developed for the Denver marketcould be further tested. However, given thelength of the instrument and the size of thesample used just in Denver, the cost of sodoing would have been staggering. Further,given the fact that Douthit Communicationsdoes not publish Homes Illustrated magazinesnationally – only in approximately 20 individ-ual markets – such a national sampling wouldproduce unnecessary results, unusable forthe firm – although undoubtedly of intellec-tual interest.Douthit Communications decided to “test”the plausibility of the typologies by two quali-tative approaches. The findings of the LIVESresearch were presented to major real estatefirms in several cities in which Douthit Com-munications published Homes Illustratedmagazines. In no instance were the findingsdisputed by anyone who saw the presenta-tion; rather, the comments were uniformlythat the people typology described the types[ 17]Dennis J. CahillWhen to use qualitative methods: a new approach Marketing Intelligence & Planning14/6 [1996] 16–20of people with whom the real estate agentsdealt on a regular basis. I would contend thatthis lends plausibility to the typology’snationwide applicability – at least as adescriptive typology. And, much in this “tech-niques’s” favour, the cost of developing thisplausibility was low – in fact, it was nil as thepresentations to the real estate firms neededto be made in any case.A second qualitative round served furtherto cement the plausibility of both the peopletypology and the house typology. DouthitCommunications, Inc. retained GallupApplied Science to do an EYE-TRAC study ofits Homes Illustrated magazines of houses forsale. The Chairman wanted to find out howusers of the magazines actually read thepages in order to design the magazines better,so as to enhance the user’s experience andmake the firm’s advertisers more pleased tobe advertisers.The EYE-TRAC test itself was conducted inWaltham, Massachusetts, in August 1994.Prospective house buyers were pre-recruitedand screened by telephone using only twosampling criteria: intent to buy a housewithin the next five years, and an age rangebetween 30 and 49 years. Purchase intentionis clearly necessary for a sample which is tolook at a medium displaying houses for sale;the five-year criterion was designed to give asemblance of reality to the exercise – in fact,one-third of the sample felt “likely” to makethat purchase within the next 12 months. Theage-range criterion had a two-fold purpose.The bottom of the range was added, again, togive some reality to the exercise – those under30 are a minuscule proportion of the house-buying public; the upper age was dictated bythe equipment needs of the EYE-TRAC appa-ratus. Forty prospects were pre-recruited forthe study to yield 30 successful EYE-TRACvideotapings.On arrival at the research site, study partic-ipants were asked to complete a short self-administered questionnaire designed toobtain information about their intent to buya house and the price range they were consid-ering, a description of their current house, adescription of their ideal house, the stepsthey had already taken in the house-buyingprocess, and their attitudes towards realestate advertising in general. After complet-ing the questionnaire, they performed theEYE-TRAC portion of the study. After thatwas completed, an exit interview was admin-istered which involved a series of questionsregarding the style subjects specifically usedto look at the Homes Illustrated test bookletand the respondent’s general real-estate list-ings preferences.Thirty-four subjects made it through thecomplete process described above. Then,these individuals were asked very open-endedquestions: “Describe the home you are cur-rently living in”, and “describe your idealhome”. These questions were designed toelicit thoughts about the house types. Thenthe subjects were handed a card which con-tained descriptions of the people typologyand asked “which one, if any, of the groups ofpeople listed on the card do you most closelyidentify with yourself?” Again, in all cases,people were able to deal with the choices,whether it was house types or people types.Every subject was able to identify with aspecific type as the types were described. Thislends increased weight to the plausibility ofthe two typologies. And, the fact that the EYE-TRAC test was conducted in New England –an area where Douthit Communications haddone no presentations to real estate agents –and gave such results furthers the case forplausibility of the typologies on a nationalscope.ConclusionWhile there are times when qualitative tech-niques are inappropriate to the research goal,or appropriate only in certain portions of aresearch project, quantitative techniques donot have universal applicability, either.Although these techniques may be used tomeasure “reality” rather precisely, they oftensuffer from a lack of good descriptive mater-ial of the type which brings the informationto life. This lack is particularly felt in corpo-rate applications where implementation ofthe results is sought. Therefore, whether onehas any interest in the specific researchdescribed above, if one is involved in imple-mentation of research results – something weall should be involved in – the use of qualita-tive research at midpoint is a technique withwhich we should become familiar.It is at this point that some qualitative fol-low up – interviews or focus groups for exam-ple – can serve to flesh out the results, makingit possible for people at the firm to under-stand and internalize those results.ReferencesAmerican LIVES (1991), “Study of the Denver realestate market”.Cahill, D.J. (1994), “A two-stage model of thesearch process for single-family houses: aresearch note”, Environment and Behavior,Vol. 26 No. 1, January, pp. 38-48.[ 18]Dennis J. CahillWhen to use qualitative methods: a new approach Marketing Intelligence & Planning14/6 [1996] 16–20Cahill, D.J. (1995), “Is the real estate industryready for the marketing concept?”, Journal ofProfessional Services Marketing, Vol. 12 No. 1,pp. 39-51.Coleman, R.P. (1983), “The continuing significanceof social class to marketing”, Journal of Con-sumer Research, December, pp. 265-80.Csikszentmihalyi, M. and Rochberg-Halton, E.(1981), The Meaning of Things: Domestic Sym-bols and the Self, Cambridge University Press,Cambridge.Denzin, N.K. and Lincoln, Y.S. (Eds) (1994), Hand-book of Qualitative Research, Sage, ThousandOaks, CA.Hayward, D.G. (1975), “Home as an environmentaland psychological concept”, Landscape,October, pp. 2-9.Hirschman, E.C. and Holbrook, M.B. (1992), Post-modern Consumer Research: The Study ofConsumption as Text, Sage, Thousand Oaks,CA.Holbrook, M.B. (1995), Consumer Research:Intro-spective Essays on the Study of Consumption,Sage, Thousand Oaks, CA.Mitchell, A. (1983), The Nine American Lifestyles:Who We Are and Where We Are Going, Macmil-lan, New York, NY.Morse, J.M. (Ed.) (1994), Critical Issues in Qualita-tive Research Methods, Sage, Thousand Oaks,CA.Susbauer, J.C., Cahill, D.J., Warshawsky, R.M. andBeckman, J. (1994), “Culture consulting in afamily owned business”, Proceedings of theSmall Business Institute Directors’ AssociationConference, 2-5 February, pp. 31-6.SampleMedian age is 38.Median family income is $38,000.Median house price is $85,000.Winners – 23 per cent of the marketMedian age is 38.Median family income is $55,000.Median house price is $98,000.Male/female – 60/40 per cent.Status and luxury driven. Winners focus theirattention on self, work, and family – in thatorder. They want new and stylish.Authenticks – 18 per cent of the marketMedian age is 37.Median family income is $41,000.Median house price is $85,000.Male/female – 50/50 per cent.Anti-status and luxury. Authenticks are well-educated, creative, self-confident. New andstylish does not appeal to them.Heartlanders – 21 per cent of the marketMedian age is 41.Median family income is $35,000.Median house price is $86,000.Male/female – 35/65 per cent.Conformists and traditionalists. Heartlanderslong for a nostalgic, idealized image of the waythings were around the turn of the century.Safety and security speak to this group.Wannabes – 23 per cent of the marketMedian age is 36.Median family income is $31,000.Median house price is $72,000.Male/female – 41/59 per cent.Imitators of Winners – obsessed with successand status – but do not have a clear vision ofwhat Winners are.Maintainers – 16 per cent of the marketMedian age is 39.Median family income is $31,000.Median house price is $76,000.Male/female – 53/47 per cent.Patriotism, sports and “macho” speak to thissomewhat alienated segment; otherwise, thereare few positive responses to values questions.Appendix 2. House-type descriptionsBig outlookA modern-style home that is open, light, andairy, with a big living room and big views togo with it. It usually has plenty of glass andoutdoor garden space and a spirit of peaceand privacy.PracticalityA plain vanilla home without special frills,but containing all the basic conveniences atan affordable price. It may possibly be a fix-uphome where your labour adds to the equity.Gathering placeIts exterior may appear posh or plain, but theinterior is casual and contemporary, light andairy – welcoming kids, pets, kith and kin andfriends. A big, well-equipped kitchen andother hospitable features cater to crowds andfamily.Tradition loversWhether it be a cottage or a mansion, if itis a version of Victorian, Colonial, Tudor or[ 19]Dennis J. CahillWhen to use qualitative methods: a new approach Marketing Intelligence & Planning14/6 [1996] 16–20Spanish design, it suggests another, gentlerage. Inside, the formality of the centre halland very separate dining and living rooms isoffset by the comforts of family or keepingrooms – the whole design providing a sense ofwarmth and security.Hidden treasuresIts exterior may be plain and quiet, but thishome saves everything for the interior whichis full of delightful comfort and conveniencefeatures, large rooms and the latest inkitchens. It also looks out to private outdoorliving space.Luxury lookSomething of a show-off, this home has animposing exterior and a luxurious interior,with many high-status features, including alarge living room, special windows and spa-cious bedrooms.Cosy nestLarge or small, this style has a warm,enclosed feeling; it is a refuge from the world,with many luxury touches: a fancy masterbath, a large, well-equipped kitchen and astudy perhaps – the ultimate nest is for thosewho like to escape and burrow in.[ 20]。
