|
|
 |
 |
|
|
|
|
Qualitative research can reveal unconscious mental structures and complex processes. The method uses open-ended questions and is particularly suitable when the subject matter has not been explored in depth in the past. In the B2B field we use qualitative methods for: |
|
 |
explorative research to identify market trends
|
|
the acquisition of profound insights and perceptions in the light of dynamic market development |
|
the evaluation and optimization of products or service areas |
|
the evaluation of brand and marketing strategies |
|
research questions that require profound and detailed knowledge |
|
| |
| |
Analysis methods
Qualitative data generally is not quantifiable. Analysis methods aim
at the structuring and condensing of the information in order to identify
relevant aspects.
Hence, we assess qualitative data by means of content analyses, and
- on this basis – develop protocols, summaries, profiles or
graphs and diagrams. |
|
 |
|
|
Analysis
methods
Individual inquiries
Individual inquiries consist of, amongst others; expert talks, and explorative and guided interviews. These talks are not as structured as standardized questionnaires but comprise of open items or an open list of questions. Although the interviewer directs the dialogue by means of targeted questions, they leave a wide scope for answering these topics and are open-minded towards unexpected information that may occur during the interview. A common strategy is to use non-verbal techniques and playful elements in order to specifically identify unconscious or non-rational aspects that are otherwise difficult to verbalize.. |
|
|
|
|
| |
Group inquiries
Group inquiries are discussion rounds and workshops, where five to ten persons are invited to a round table talk guided by a moderator. In such cases, participants may be part of homogenous (e.g. representatives of a certain professional guild, potential buyers of a product etc.) or heterogeneous groups (e.g. proponents and opponents of a subject, end customers and industry etc.). The moderator directs the discussion in content, provides balance between the parties, arbitrates and, if necessary, participates and aims at problem solving.
Group inquiries are normally recorded, so that nonverbal expressions can also be regarded in the evaluation process.
|
|
|
|
|
| |
Delphi inquiries
A Delphi inquiry is a special form of expert inquiries in which different perspectives and estimations can be integrated. At first, every expert gives their opinion on a special topic. After the statements have been evaluated, experts are confronted with these collective findings, giving them the opportunity to comment on the problem again. Hence, experts can emphasize and justify or revise their previous estimation. The target is to find a joint solution.
|
|
|
|
|
|
|
|
|
 |
|
Qualitative study:
Energy policy schemes for the time after the parliamentary elections
2005
A qualitative survey among the 78 spokespersons for the environment
and energy policy of all parliamentary parties being represented in
the German Landestag or Bundestag ahead of the parliamentary elections
2005. It showed the heterogeneity of the parties in regard to energy-related
topics and positions.  |
|
|
|
|
|
EuPD Research
Adenauerallee 134
D-53113 Bonn
Fon +49(0)228-97143-0
Fax +49(0)228-97143-11
welcome@eupd-research.com |
|
|
|
|
| |
 Thomas
Olbrecht
Head Research Operations Center
|
|
|
|
