Analiza danych zogniskowanych wywiadów grupowych

• Autorzy: Artur Kotliński

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)

Słowa kluczowe

PL

Proces badawczy; Metody badawcze; Wywiad gospodarczy

EN

Research process; Research methods; Business intelligence

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Marketing : problemy teorii i praktyki marketingu
• Rocznik: 2004
• Tom: 1
• Numer: nr 1029
• Strony: 150--161

Twórcy

autor

Artur Kotliński

Bibliografia

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