ARM Lecture Eight(3)

7/30/2019 ARM Lecture Eight(3)

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Qualitative, Observation &

Experimental Research

Topic EightClass Nine


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MR

Ad hoc Continuous

Omnibus

Retail Panel

Consumer

Panel

FG

QualitativeQuantitative

IDIs

Testing Surveys

Conjoint

Comparative

Marketing

Mix

Monadic

Pack

Advertising

Product

Price

Observation

Brand

Image

U & A

B2B

Customer

Satisfaction

Traffic

Count

Video

Business

Measures

Mystery

Shopping


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8-3

The Importance of Qualitative

Research

Most of what influences what we say and

do occurs below the level of awareness.

Thats why we need new techniques:

to get at hidden knowledge

to get at what people dont know they know.

Jerry Zaltman


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Qualitative Research in the

Research Process

Data AnalysisData Collection


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Focus Groups

Qualitative Research

Ethnography

Observation

Data

Collection

Techniques

IDIs

Case Studies

Grounded

Theory


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8-6

Why we use

qualitative research?

Polls and focus groups do a good job on

issues where people have made up their minds,

but there are a number of gridlock issues laden

with complex trade-offs that people havent

thought out.Daniel Yankelovich

Creator of Yankelovich Monitor

and ViewPoint Learning


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8-7

Uses of Qualitative Research for

Business

Market

Segmentation

Advertising

ConceptDevelopment

New Product

Development Sales Analysis

Sales Development

Productivity

Benefits

Management

Package Design

Brand Image

Positioning

Retail Design

Process

Understanding


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Data Sources

People

Organizations

Texts

Environments

Events and

happenings

Artifacts/ mediaproducts


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The Roots of Qualitative Research

Psychology

Anthropology

Communication

Sociology

Economics

Qualitative

Research


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Distinction between Qualitative & Quantitative

Theory

Testing

Theory

Building


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8-11

Qualitative

Understanding

Interpretation

Focus of Research

Quantitative

Description Explanation


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8-12

Researcher Involvement

Qualitative

High

Participation-based

Quantitative

Limited

Controlled


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8-13

Sample Design and Size

Qualitative

Non-probability

Purposive

Small sample

Quantitative

Probability

Large sample


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8-14

Turnaround

Qualitative

Shorter turnaround possible

Insight developmentongoing

Quantitative

May be time-consuming Insight development follows

data entry


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8-15

Pre-tasking Activities

Use product in home

Bring visual stimuli

Create collage

Keep diaries

Construct a story

Draw pictures


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Choosing a Qualitative Method

Types ofparticipants

Researcher

characteristics

Factors

Schedule

Budget

Topics

Projects purpose


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Non-Probability Sampling

Purposive

SamplingSnowball

Sampling

Convenience

Sampling


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8-18

Qualitative Sampling

General sampling rule:

You should keep conducting interviews

until no new insights are gained.


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8-19

The Interview Question Hierarchy


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8-20

Interviewer Responsibilities

Recommends

topics and

questions

Controls interview

Plans location and

facilities

Proposes criteriafor drawing sample

Writes screener

Recruits

Developspretasking

activities

Prepares researchtools

Supervises

transcription

Helps analyze data

Draws insights

Writes report


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8-21

Whats Included in a Recruitment Screener?

Heading

Screening

requirements

Identityinformation

Introduction

Security questions

Demographic

questions

Product/ brandusage/ purchase

questions

Lifestyle questions Attitudinal and

knowledge

questions

Articulation and

creative questions

Offer/ Termination


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Requirements for Unstructured Interviews

Distinctions

Developed dialog

Interviewer skill

Probe for

answers

Interviewer

creativity


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The Interview Mode

GroupIndividual


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8-24

IDI vs. Group

Individual Interview Group Interview

Research Objective

Explore life of individual in depth

Create case histories through repeated interviews

over time

Test a survey

Orient the researcher to a field of inquiry and the

language of the field

Explore a range of attitudes, opinions, and

behaviors

Observe a process of consensus and disagreement

Topic Concerns

Detailed individual experiences, choices,

biographies

Sensitive issues that might provoke anxiety

Issues of public interest or common concern

Issues where little is known or of a hypothetical

nature

Participants

Time-pressed participants or those difficult to recruit(e.g., elite or high-status participants)

Participants with sufficient language skills (e.g.,

those older than seven)

Participants whose distinctions would inhibit

participation

Participants whose backgrounds are similar or notso dissimilar as to generate conflict or discomfort

Participants who can articulate their ideas

Participants who offer a range of positions on issues


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Types of Research using IDIs

Culturalinterviews

Sequential

interviewing

Types

Life histories

Critical incidenttechniques

Oral histories

Ethnography


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8-26

Group Interviews

Dyads

Triads

Mini-Groups Small Groups

(Focus Group)

Supergroups


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Determining the Number of Groups

Scope

Number of distinct segments

Desired number of ideas

Desired level of detail

Homogeneity

Level of distinction


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8-28

Group Interview Modes

Telephone

Online

Videoconference

Face-to-Face


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Merging Qualitative and Quantitative

Conduct studies

simultaneously

Perform series:

Qualitative,

Quantitative,Qualitative

Ongoing qualitative

with multiple waves

of quantitative

Quantitative

precedes

Qualitative


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Selecting the Data Collection Method

Sensitive material

Behavior data

needed

Memory decay

Natural setting

Respondent

unwilling toparticipate

Purpose must be

disguised


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Research Design

How?

Where?

Task Details

What?

(event or time)

When?

Who?


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Data Collection

Watching

Listening

Touching

Smelling

Reading


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9-33

Using Observation

Systematic planning

Properly controlled

Consistently dependable

Accurate account of events


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9-34

Observation Classification

Behavioral

Nonverbal

Linguistic

Extra-linguistic

Spatial

Nonbehavioral

Physical condition

analysis

Process analysis

Record analysis


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Behavioral Observation

We noticed people scraping

the toppings off our pizza

crusts. We thought at first

there was something wrong,

but they said, We love it, we

just dont eat the crust

anymore.

Tom Santor, Donatos Pizza


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Systematic Observation

Encoding

observationinformation

Structured

Systematic

Trainedobservers

Standardized

procedures

Recording

schedules


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Observer-Participant Relationship

Direct or indirect

observation

Presence is known

or unknown

Observer involved or

not involved in events


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9-38

Extra-linguistic Observation

Vocal

Temporal

Interaction

Verbal Stylistic


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9-39

Desired Characteristics for Observers

Concentration

Detail-oriented

Unobtrusive

Experience level


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Errors Introduced by Observers

Observer DriftHalo Effect

E l ti f


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Evaluation of

Behavioral Observation

Strengths

Securing information that

is otherwise unavailable

Avoiding participantfiltering/ forgetting

Securing environmental

context

Optimizing naturalness

Reducing obtrusiveness

Weaknesses

Enduring long periods

Incurring higher expenses

Having lower reliability ofinferences

Quantifying data

Keeping large records

Being limited on

knowledge of cognitive

processes

Documents

ARM Lecture Eight(3)