1. Qualitative Research Methods zFocus Groups z6 to 12 similar people discuss some issue of managerial importance zOccurs in a controlled setting with a moderator and one-way mirror

2. Qualitative Research Methods zDepth interviews zOne-on-one unstructured or semi- structured interview with an individual consumer regarding a topic of some academic or managerial significance

3. Qualitative Research Methods zProjective Tests zTechniques used to tap into respondents’ deepest feelings by having them project those feelings into an unstructured, nebulous situation

4. Types of Projective Tests zWord Association

5. Types of Projective Tests zSentence Completion

6. Types of Projective Tests zCartoon Test

7. Types of Projective Tests zThird Person Technique

8. Types of Projective Tests zThematic Apperception Test

9. Types of Projective Tests zPersonification

10. Qualitative Research Methods zEthnography zResearcher goes into an environment s/he wants to study and attempts to answer the question, “What’s going on here?”

11. Qualitative Research Methods zProtocol Analysis zSubjects are placed in a decision-making situation and asked to think aloud (verbalize their thoughts) or write out thoughts

12. Qualitative Research Methods zResearcher Introspection zResearcher draws upon personal experience to help solve a research question