conversations.from: human
conversations.value: What could be a title for a book about Qualitative, Research with the genre: Medical Books, Psychology?
conversations.from: assistant
conversations.value: A title for this book could be 'Qualitative Research'
conversations.from: human
conversations.value: Do you know the first five paragraphs for this book?
conversations.from: assistant
conversations.value: Qualitative Research
  Although we already had a sense of the female big spender from a demographic and expenditure perspective, we needed to dig down and get to know her from the inside. We wanted to understand in what way, other than discretionary spend, she was different from other women of her age and generation. What really made her tick? What were her core drivers? And, lastly, we needed to discover the best way to engage with these big-spending women and activate their purchase.
  A bricolage study (ie one combining different methodologies) was conducted to get close to and build a rich and personal understanding of these women. This helped us dig deeper into the lives and motivations of the big spender and discover how best to tap into her world. There were four phases of the research:
  Our research, along with previous research investigating her lesser-spending 'heartland' consumer counterparts, allowed us to identify the core drivers that set big spenders apart from other members of the female population.
  As Figure 5.1 illustrates, the big spender's underlying confidence and desire to explore her world and its boundaries sits in stark contrast to her 'heartland' sisters who, in comparison, are driven more by a desire for security and structure, revealing an underlying fear that confident, optimistic big spenders simply do not share.
  So, while heartland consumers were reacting to perceived threats in their environment with a bunker mentality, the comparatively wealthy, generally better-educated big spenders, riding high on 10 years of good economic times and full employment, saw few, if any, real threats. They confidently stepped beyond the known, taking risks and exploring tangents. Core drivers that particularly resonated for big spenders were curiosity, independence, prestige and social contact; for them, the journey is the destination.
conversations.from: human
conversations.value: Do you know five more paragraphs?
conversations.from: assistant
conversations.value: When asked to explain these behaviours, we are capable of giving a plausible response, but it may not be the 'real' or whole answer, sometimes because we do not know why we act as we do. Understanding developed from psychotherapy and the social sciences and, more recently, discoveries in neuroscience can help to explain how, perceptually and cognitively, we structure and make sense of the world. Over time, this understanding has enriched and shaped qualitative research practice and it can help us to better understand people's inner worlds and their interactions with the world outside. Projective techniques can help us to access attitudes and beliefs which are below our conscious awareness.
  Historically, projective techniques were differentiated from enabling techniques. Projective techniques required participants to create something (eg a collage or drawing), whereas with enabling techniques they were asked to do something that often had facilitating but not interpretive value (Gordon and Langmaid, 1988: 89). However, with the burgeoning of techniques, many of which involve creating and doing, the distinction became redundant. Nowadays, the term projective technique is used more loosely, to refer to a range of tasks.
  Before embarking on an exploration of the ways in which we can access people's inner worlds through the use of projective techniques, we will briefly visit some of the theories from the social sciences and neuroscience that underpin these techniques.
  The influence of the social sciences, and in particular psychology and psychoanalysis, on qualitative research practice is usually taken as given. However, in truth, it is not easy to track the ways in which these disciplines have influenced practice because there was little generally available literature on commercial qualitative research history before the late 1980s.
  Hy Mariampolski (2001: 14–21) provides a very useful summary of the way in which the intellectual heritage of qualitative research in the United States goes back to the middle of the 19th century and incorporates psychological and psychoanalytical thinking from Sigmund Freud, Carl Rogers and Edward T Hall as well as influences from sociology (Erving Goffman), social reality (Georg Simmel, Edmund Husserl and the symbolic interactionism of G H Mead). These influences have done much to shape the way in which qualitative research is conducted today. I have borrowed from Mariampolski, in order to highlight the influence of these thinkers on qualitative research in general, and in particular the way in which this thinking has shaped the use of projective techniques in qualitative practice.
conversations.from: human
conversations.value: Reverse the sentences.
conversations.from: assistant
conversations.value: I have borrowed from Mariampolski, in order to highlight the influence of these thinkers on qualitative research in general, and in particular the way in which this thinking has shaped the use of projective techniques in qualitative practice.. These influences have done much to shape the way in which qualitative research is conducted today.
  Hy Mariampolski (2001: 14–21) provides a very useful summary of the way in which the intellectual heritage of qualitative research in the United States goes back to the middle of the 19th century and incorporates psychological and psychoanalytical thinking from Sigmund Freud, Carl Rogers and Edward T Hall as well as influences from sociology (Erving Goffman), social reality (Georg Simmel, Edmund Husserl and the symbolic interactionism of G H Mead). However, in truth, it is not easy to track the ways in which these disciplines have influenced practice because there was little generally available literature on commercial qualitative research history before the late 1980s.
  The influence of the social sciences, and in particular psychology and psychoanalysis, on qualitative research practice is usually taken as given.
  Before embarking on an exploration of the ways in which we can access people's inner worlds through the use of projective techniques, we will briefly visit some of the theories from the social sciences and neuroscience that underpin these techniques. Nowadays, the term projective technique is used more loosely, to refer to a range of tasks. However, with the burgeoning of techniques, many of which involve creating and doing, the distinction became redundant. Projective techniques required participants to create something (eg a collage or drawing), whereas with enabling techniques they were asked to do something that often had facilitating but not interpretive value (Gordon and Langmaid, 1988: 89).
  Historically, projective techniques were differentiated from enabling techniques. Projective techniques can help us to access attitudes and beliefs which are below our conscious awareness. Over time, this understanding has enriched and shaped qualitative research practice and it can help us to better understand people's inner worlds and their interactions with the world outside. Understanding developed from psychotherapy and the social sciences and, more recently, discoveries in neuroscience can help to explain how, perceptually and cognitively, we structure and make sense of the world.When asked to explain these behaviours, we are capable of giving a plausible response, but it may not be the 'real' or whole answer, sometimes because we do not know why we act as we do
conversations.from: human
conversations.value: Do you know the last three paragraphs? Start with the sentence 'However, it is easy to overstate the difficulties of carrying out qualitative research in more traditional countries'.
conversations.from: assistant
conversations.value: However, it is easy to overstate the difficulties of carrying out qualitative research in more traditional countries. Jim Ryan, an experienced Middle East researcher, has conducted group discussions in Saudi Arabia with men on the topic of Viagra. He emphasizes the similarities with other countries, provided that certain local protocols are observed. For instance, the topic was introduced as 'sexual performance', although once the groups were up and running, the subject of 'erectile dysfunction' arose naturally (Ryan, 2005).
  There are also some differences in group recruitment in Saudi Arabia, especially in relation to women. Recruiting friends and relatives through word of mouth is common, and it is normal for a female moderator to run female groups, which are held in a research participant's house, rather than a viewing lab (Ryan, 2009, personal communication).
  Morrison, and Konaway, W A [accessed 2006] Blog [Online] <http://my.opera.com/kitkreuger/blog/2006/11/14/translation-problems-in-global-marketing>