Marketing Research Principles, 2e
Putting Research Into Practice
Kenneth E. Clow and Karen E. James

Chapter 4

Qualitative Research
Videos
Clow James Marketing Research - Chapter 4 Videos

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Title and Description (time)

Qualitative Research

Clow James Marketing Research - Chapter 4 Video
Clow James Marketing Research Video Lab - Chapter 4Understanding 21st Century Qualitative Research
This video presents qualitative research in the 21st century and the goals behind qualitative research. (4:59)
Focus GroupsClow James Marketing Research Videos Chapter 4Clow James Marketing Research Video Lab - Chapter 4Focus Groups - A Guide
This video was created by a student group at the University of Western Ontario. The group covers the basic concepts of conducting a focus group. (5:40)

Clow James Marketing Research Videos Chapter 4Clow James Marketing Research Video Lab - Chapter 4Tips for Conducting Focus Groups
This video offers some good tips on conducting focus groups. (2:10)
Projective ResearchClow James Marketing Research - Chapter 4 Videos
Clow James Marketing Research Video Lab - Chapter 4ZMET Qualitative Research
Richard Smith, Director of Qualitative Research at BDRCC Continental, explains how individuals think and then describes the ZMET method of research. (6:36)
Statistics ReviewClow James Marketing Research - Chapter 4 VideosClow James Marketing Research Video Lab - Chapter 4Mean, Median and Mode: Understanding and Calculating Measures of Central Tendency
This is an excellent video for understanding the measures of central tendency and explaining how to calculate each. (6:18)
Statistics ReportingPlease see the statistic reporting video in Chapter 2 on how to create column charts.
Dealing with DataClow James Marketing Research - Chapter 4 VideosClow James Marketing Research Video Lab - Chapter 4SPSS Tutorial Mean and Frequency Analysis
This video shows how to obtain a mean and frequency count in SPSS. (2.32)
Clow James Marketing Research - Chapter 4 VideosClow James Marketing Research Video Lab - Chapter 4Recode into Different Variable
This video shows how to recode a variable into a different variable in SPSS. (3.41)


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