Doing Qualitative Studies, Using Statistical Reasoning

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Doing Qualitative Studies, Using Statistical Reasoning

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dc.contributor.author Kristensen, Tore
dc.contributor.author Gabrielsen, Gorm
dc.date.accessioned 2016-06-02T10:51:25Z
dc.date.available 2016-07-01T01:00:04Z
dc.date.issued 2016-06-02
dc.identifier.uri http://hdl.handle.net/10398/9309
dc.description.abstract Qualitative studies are associated with interviews, focus groups and observations. We introduce experiments as a way of dealing with such studies. In contrast to the common focus on how many respondents choose a particular behaviour we focus on how much a design affect the individual. This is often concerned with analysing the effect of a design. The approach is bottom up, in that the inferences are concerned with each individual. This enables us to look at the variation between people. We consider the common preference profile, defined as that part of the individual preference profiles which is shared by all individuals. A variation seen by the individual means that the message is received with its complexity and meaningfulness, while a big ideosyncratic variations means people understand different things and a Babylonian confusion is the outcome. Findings may be generalized after the effect has been measured at an individual level. en_US
dc.format.extent 12 en_US
dc.language eng en_US
dc.subject.other Qualitative data en_US
dc.subject.other Variation en_US
dc.subject.other Idiosyncratic en_US
dc.subject.other Experiment en_US
dc.title Doing Qualitative Studies, Using Statistical Reasoning en_US
dc.type cp en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Afsætningsøkonomi en_US
dc.contributor.departmentshort en_US
dc.contributor.departmentuk Department of Marketing en_US
dc.contributor.departmentukshort MARKETING en_US
dc.description.notes Paper to be presented at Design + Research + Society: Future-Focused Thinking - The 50th Anniversary DRS Conference. June 27 -30 2016. Brighton UK en_US
dc.publisher.city Frederiksberg en_US
dc.publisher.year 2016 en_US
dc.embargo.terms 2016-07-01


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