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2004 | 1 | nr 1029 Problemy teorii i praktyki marketingu | 150--161
Tytuł artykułu

Analiza danych zogniskowanych wywiadów grupowych

Warianty tytułu
Data Analysis of Focus Group Interviews
Języki publikacji
PL
Abstrakty
Przedstawiono analizę jednej z metod gromadzenia danych - wykorzystanie zogniskowanych wywiadów grupowych (FGI - focus group interviews), zwanych najczęściej fokusami. Omówiono znaczenie przygotowania planu analizy danych w całości procesu badawczego, sposób weryfikacji przeprowadzonej analizy, metody pozyskiwania i edytowania danych oraz klasyfikację zebranego materiału.
EN
This article is about main features and aims of "qualified marketing research". Author of the article defines a few aims of this kind of marketing research: looking for respondents' opinions and for their motives of their decisions (behaviour). Results of this research are background for another kind of marketing research. In this article there are presented a few main features of this kind marketing research are presented: few people are interviewed - and as a result - respondents' can be chosen to show a representation parts of various positions of the society. Then the authors divides the activity of this marketing research into a few groups - depending on the figure of respondents - individual or group interview - and another partition into nother subdivision is made. Also methods of projection in the quality marketing research are presented. As the main aim, it is said, that these methods help to reach unaware people; difficult opinions which are difficult to express, attitudes, needs and motives. There are main features of these techniques of projection like a test of not finished sentences or sociodrama. The last part of this article is a report about the most important ideas connected with analyzing data of the quality marketing research. Generally these results should be summarized immediately after an interview on the background of the whole material. (original abstract)
Twórcy
Bibliografia
  • Albrecht T.L., Johnson G.M., Walther J.B., Understanding Communication Processes in Focus Groups, [w:] D.L. Morgan (ed.) Successful Focus Groups: Advancing the State of the Art., Newbury Park, CA, Sage 1992.
  • Carey M.A., Smith M.W., Capturing the Group Effect in Focu Groups: A Special Concern in Analysis, „Qualitative Health Research” no. 4, 1994.
  • Catteral M., Maclaran P., Focus Group Data and Qualitative Analysis Programs: Coding the Moving Picture as ell as the Snapshots, „Sociological Research Online” vol. 2, no. 1, 1997.
  • Coffey A., Holbrook B., Atkinson P., Qualitative Data Analysis: Technologies and Representations, „Sociological Research Online” 1996, http://www.socresonline.org.uk/socresoline/1/1/4.html.
  • Denzin N.K., Lincoln Y.S., (eds.), Handbook of Qualitative Research, Thousand, CA, Sage 1994.
  • Hirschman E., Humanistic Inquairy in Marketing Research: Philosophy, Method and Criteria, „Journal of Marketing” no. 3, 1986.
  • Kidd P.S., Parshall M.B., Getting the Focus and the Group: Enhancing Analytical Rigor in Focus Group Research, „Qualitative Health Research” no. 3, 2000.
  • Kreuger R.A., Focus Group. A Practical Guide for Applied Research, Newbury Park CA, Sage 1988.
  • Maison D., Zogniskowane wywiady grupowe. Jakościowa metoda badań marketingowych, PWN, Warszawa 2001.
  • Merton R.K., Fiske M., Kendall P., The Focused Interview: A Manual of Problems & Procedures, Free Press, Glencoe 1956.
  • Robson S., Foster A., (ed.), Qualitative Research in Action, Edward Arnold, Llondon 1989.
  • Sagan A., Badania marketingowe. Podstawowe kierunki, Wydawnictwo Akademii Ekonomicznej, Kraków 1998.
  • Schindler R.M., The Lesson of NewCoke: The Value of Focuse Groups for Predicting the Effects of Social Influence, „Marketing Research: A Magazine of Management & Applications” December 1992.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000136103869

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