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Chapter 4Exploratory and Observational Research Designs

Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinOverview of Research DesignsThree major types of research designs:ExploratoryDescriptiveCausalEach type of design has a different objectiveThough all three designs can be used in a single study if appropriate: Called a Mixed-methods Design

4-#Overview of Qualitative and Quantitative Research MethodsQuantitative research: Places heavy emphasis on using numeric data obtained fromformal questionnaires or surveys administered to large numbers of responders Any other numeric source of data (i.e. secondary data)Qualitative research: Collection of data in the form of words or images using open-ended questions, observation, or found data

4-#Value of Qualitative / Exploratory ResearchExploratory research designs are used when the research objectives are to:Gather background information Clarify the research problems Create hypotheses or establish research prioritiesProbe more deeply into areas that quantitative research (i.e. descriptive or causal research) is unable access i.e. subconscious processes, mental processesProvide initial ideas about specific problems, theories, relationships, variables, and scale designs

Results may or may not be sufficient for final decision making (usually they are not)4-#Major Differences between Qualitative and Quantitative Research Methods

4-#Advantages and Disadvantages of Qualitative Research

4-#In-Depth InterviewsA data-collection method in which a well-trained interviewer asks a participant a set of semi-structured questions in a face-to-face settingDiscover subjects feelings, beliefs, opinions and why they existEncourage subjects to communicate as much detail as possibleEnsures privacy so as to foster optimal response tendenciesHelpful in generating new research ideas

4-#Steps in Conducting an In-Depth InterviewUnderstand initial questions/problemsCreate a set of research questionsDecide on the best environment for conducting the interviewSelect and screen the respondentsRespondent greeted, given interviewing guidelines, and put at easeConduct the in-depth interviewAnalyze respondents narrative responsesWrite summary report of results4-#Focus Group InterviewsA qualitative data collection methodResponses to open-ended questions are collected from a small group of participants who interactively and spontaneously discuss topics of interest to the researcherBulletin board: An online research format in which participants agree to post regularly over a period of four to five days

4-#Objectives of Focus GroupsHelps establish or refine research needs, objectives and questionsReveals consumers hidden attitudes towards brands, companies, products, ads, etc.Generate new ideas for products, promotion, market opportunities and any aspect of marketing strategyDiscover new constructs and measurement methodsExplain changing consumer preferencesObserve consumers reactions to product prototypes4-#10Focus Group Characteristics8-12 participants plus moderatorSession lasts 1 2 hoursRespondents paid $50-$200Typically held at FG facilityParticipants pre-screenedOverall cost $2000-5000+ per group4-#11Three-Phase Process for Developing a Focus Group Interview

4-#Focus Group InterviewsFocus group moderator: A person who is well trained in the interpersonal communication skills and professional manners required for a focus groupModerators guide: A detailed outline of the topics, questions, and sub-questions used by the moderator to lead the focus group session (also called a Questioning Route)

4-#Focus Group InterviewsDebriefing analysis: An interactive procedure in which the researcher(s) and moderator discuss the subjects responses to the focus group questions.Content analysis: The systematic procedure of grouping individual responses into larger themed categories or patterns and then uncovering relationships among those categories or patterns.

4-#Advantages of Focus GroupsStimulate new ideas, thoughts, and feelings about a topic foster group discussion synergiesElicit a wide range of responses and differences of opinionBring together hard-to-reach informants by other meansGood format for prototype or other audiovisual demonstrations4-#Weaknesses of Focus GroupsFindings lack generalizability to the target populationReliability of the data is limitedTrustworthiness of the interpretation is based on the care, skill and insightfulness of researchers analyzing the FGI dataGroupthink: A phenomenon in which one or two members of a group state an opinion and other members of the group are unduly influenced

4-#Focus Group Interviews Some General GuidanceBe nice, fun and accommodating a sense of humor usually helps!Proceed in phases (see Focus Group text)Offer snacks or even a mealCommunicate ground rules upfrontDont be judgmentalModerator can interject his/her POV but do so judiciouslyPrevent monopolization and groupthinkSolicit a reasonable amount of dissent and disagreementLet the conversation evolve naturally, but be ready to re-direct errant conversation back to the intended placeQuestions will almost always be answered out of sequence. May need to skip, modify or re-visit questions as the session proceeds. Flexibility is key!! 4-#17EthnographyA form of qualitative data collection that records behavior in natural settings to understand how social and cultural influences affect individual behaviors and experiencesParticipant observation: Researcher observes while participating in eventsNonparticipant observation - Researcher observes without participating in events

4-#Case StudiesAn exploratory research technique that intensively investigates one or several people, groups or situations (though usually n=1!)Tracks thoughts, feelings and behaviors of the same individual(s), group(s), or organization(s) Uses multiple interviews over several weeks Can tap into subconscious thinking and study within- group interactions over timeWhy use case studies?

4-#Projective TechniquesAn indirect method of questioning that enables a subject to project beliefs and feelings onto:a third partya task situationan inanimate objectCan be used in conjunction with focus groups or in-depth interviewsMajor Advantage: De-personalizationMajor Disadvantage - Complexity of interpretation

4-#Projective TechniquesWord association test: A projective technique in which the subject is presented with a list of words or short phrases, one at a time, and asked to respond with the first thought [word] that comes to mindSentence completion test: A projective technique where subjects are given a set of incomplete sentences and asked to complete them in their own wordsZaltman Metaphor Elicitation Technique (ZMET): A visual research technique used in in-depth interviewing that encourages research participants to share emotional and subconscious reactions to a particular topic

4-#Word AssociationWhich words come to mind when I say ?Ice CreamAdidasDeskEducationApplePartyCosmetics

4-#22Sentence CompletionA person who wears Tommy Hilfiger shirts is _____.

People who fly Delta Airlines are ______________.4-#23

MACYS

Lets get someclothes fromMacys!Cartoon Completion4-#24Thematic Apperception Test

Write a story about this image.

4-#25ZMET TechniqueCreate a collage that expresses your feelings and opinions about4-#26Observational MethodsUsed by researchers to collect primary data about human behavior and marketing phenomena without a formal research designSystematic observation of behavioral patterns of people as they interact with other people, products, events, and various other marketing stimuliRequiresAn observable phenomenonA system of observing recording the actual observations or a facsimile thereof

4-#Characteristics of Observation

4-#Two Types of Observation MethodsTechnology-mediated observation: Data collection using some type of mechanical device to capture human behavior, events, or marketing phenomena (i.e. a camera or video recording device)Scanner-based panel: A group of participating households that have a unique bar-coded card as an identification characteristic for inclusion in the research study

4-#Eye-Tracking Technology

4-#30FMRI: Functional Magnetic Resonance Imaging

4-#31EEGs - Electroencephalography

4-#32Selecting the Observation MethodAnswer the following questions:What types of behavior are relevant to the research problem?How much detail of the behavior needs to be recorded?What is the most appropriate setting (natural or artificial) to observe the behavior?Is a setting available to observe the behaviors or events? Is it practical?To what extent are the behaviors or events repetitious and frequently exhibited?What degree of directness and structure is needed to observe the behaviors or events?How aware should the subjects be that their behaviors are being observed?

4-#Benefits and Limitations of ObservationBenefitsAccuracy of recording actual behaviorWell-controlled experimental environments in lab studiesProvides detailed behavioral dataLimitationsDifficult to generalize findings due to small sample sizesCannot explain behaviors ( i.e. the why?) and mental processes Ethical issues4-#34Purposed CommunitiesPurposed communities: Online brand communities that can be used for researchFor example, MyStarbucksIdea.com is a brand community whose primary focus is producing new ideasCan also be used to track backlash emanating from anti-brand communities (ihatewalmart.com, rachelraysucks.com)4-#Social Media Monitoring and the Listening PlatformSocial media monitoring: Research based on conversations in social mediaListening platform/post: An integrated system that monitors and analyzes social media sources to provide insights that will support marketing decision makingSentiment analysis/opinion mining: The application of technological tools to identify, extract, and quantify information contained in textual social media data4-#NetnographyA research technique that requires deep engagement with online communitiesResearchers:Gain entry into the communityGather and analyze data from members of the community(sometimes) Ask for feedback on the research report from members of the communityAvoid biasing behavior or creating ill-will through participation or observation4-#