Exploratory Research Design:Exploratory Research Design:Qualitative ResearchQualitative Research

Chapter VChapter V

1) Overview

2) Primary Data: Qualitative versus Quantitative

Research

3) Rationale for using Qualitative Research Procedures

4) A Classification of Qualitative Research Procedures

Chapter OutlineChapter Outline

5) Focus Group Interviews

i. Characteristics

ii. Planning and Conducting Focus Groups

iii. Telesessions

iv. Other Variations in Focus Groups

v. Advantages And Disadvantages of Focus Groups

vi. Applications of Focus Groups

6) Depth Interviews

i. Characteristics

ii. Techniques

iii. Advantages and Disadvantages of Depth Interviews

iv. Applications of Depth Interviews

7) Projective Techniques

i. Association Techniques

ii. Completion Techniques

a. Sentence Completion

b. Story Completion

iii. Construction Techniques

a. Picture Response

b. Cartoon Tests

iv. Expressive Techniques

a. Role Playing

b. Third-Person Technique

v. Advantages and Disadvantages of Projective Techniques

vi. Applications of Projective Techniquesvi. Applications of Projective Techniques

8) International Marketing Research

9) Ethics in Marketing Research

10) Internet and Computer Applications

11) Focus on Burke

12) Summary

13) Key Terms and Concepts

14) Acronyms

Marketing Research Data

Secondary Data Primary Data

Qualitative Data Quantitative Data

Descriptive

Survey Data

Observational and Other Data

Causal

Experimental Data

A Classification of MarketingResearch Data

Fig. 5.1Fig. 5.1

Qualitative Research

To gain a qualitative understanding of the underlying reasons and motivations

Small number of non-representative cases

Unstructured

Non-statistical

Develop an initial understanding

Objective

Sample

Data Collection

Data Analysis

Outcome

Quantitative Research

To quantify the data and generalize the results from the sample to the population of interest

Large number of representative cases

Structured

Statistical

Recommend a final course of action

Qualitative versus Quantitative Qualitative versus Quantitative ResearchResearch

Table 5.1Table 5.1

Qualitative Research Procedures

Direct (Non disguised)

Indirect (Disguised)

Focus Groups Depth Interviews

Projective Techniques

Association Techniques

Completion Techniques

Construction Techniques

Expressive Techniques

A Classification of Qualitative A Classification of Qualitative Research ProceduresResearch Procedures

Fig. 5.2Fig. 5.2

Developing outline and screening participants Moderator’s fee Facility rental, recruiting Food Respondent incentives ($30*10 people) Analysis and report

Extras

Videotaping Travel costs for moderator and observers Total

$ 200 500 800 100 300 500$2,450

350 1,200 $4,000

Cost

Sample Costs of a Focus GroupSample Costs of a Focus GroupRIP 5.1RIP 5.1

Item

Group Size 8-12

Group Composition Homogeneous, respondents, prescreened

Physical setting Relaxed, informal atmosphere

Time duration 1-3 hours

Recording Use of audiocassettes and videotapes

Moderator Observational, interpersonal, and communication skills of the moderator

Characteristics of Focus GroupsCharacteristics of Focus GroupsTable 5.2Table 5.2

1. Kindness with firmness: The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction.

2. Permissiveness: The moderator must be permissive yet alert to signs that the group’s cordiality or purpose is disintegrating.

3. Involvement: The moderator must encourage and stimulate intense personal involvement.

4. Incomplete understanding: The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding.

Key Qualifications of Key Qualifications of Focus Group ModeratorsFocus Group Moderators

RIP 5.2RIP 5.2

5. Encouragement: The moderator must encourage unresponsive members to participate.

6. Flexibility: The moderator must be able to improvise and alter the planned outline amid the distractions of the group process.

7. Sensitivity: The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level.

RIP 5.2 Contd.RIP 5.2 Contd.

Determine the objectives of the Marketing Research Project and Define the Problem

Specify the objectives of qualitative Research

State the Objectives/Questions to be Answered by Focus Groups

Write a screening questionnaire

Develop a Moderator’s Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action

Procedure for Planning and Procedure for Planning and Conducting Focus GroupsConducting Focus Groups

Fig. 5.3Fig. 5.3

Buick divisionBuick division ofof General MotorsGeneral Motors used focus groups and used focus groups and survey research to help develop the Regal two-door, six survey research to help develop the Regal two-door, six passenger coupe. Buick held 20 focus groups across the passenger coupe. Buick held 20 focus groups across the country to determine what features customers wanted in a country to determine what features customers wanted in a car. The focus groups told GM they wanted a stylish car, car. The focus groups told GM they wanted a stylish car, legitimate back seat, at least 20 miles per gallon, and 0 to legitimate back seat, at least 20 miles per gallon, and 0 to 60 miles per hour acceleration in 11 seconds or less.60 miles per hour acceleration in 11 seconds or less.

Use of Focus Group at GMUse of Focus Group at GMRIP 5.3RIP 5.3

Based on these results, Buick engineers created clay models of the car and mock-ups of the interior. These were shown to another set of focus groups of target buyers. These respondents did not like the oversized bumpers and the severe slope of the hood, but liked the four-disc brakes and independent suspension.

Y K 7 4 9

V O

5.3 contd.

RIP 5.3 Contd.RIP 5.3 Contd.

Focus groups also helped refine the advertising campaign for the Regal. Participants were asked which competing cars most resembled Buick in image and features. The answer was Oldsmobile, a sister GM division. In an effort to differentiate the two, Buick was repositioned above Oldsmobile by focusing on comfort and luxury features.

The tag line for the 1998 Regal, “official car of the Supercharged family,” was based on focus group findings. This repositioning has greatly aided the sales of Buick Regal.

5.3 contd..

A Cartoon TestA Cartoon TestFigure 5.4Figure 5.4

Let’s see if we can pick up some housewares at

Sears

SearsSears

Gee, I’d much rather get

house-wares than jewelry. Thanks, you

cheap *%#$!!!!

1. Degree of Structure2 Probing of individual

respondents3. Moderator bias4. Interpretation bias5. Uncovering

subconscious information

6. Discovering innovative information

7. Obtaining sensitive information

8. Involve unusual behavior or questioning

9. Overall usefulness9. Overall usefulness

Relatively highLow

Relatively mediumRelatively lowLow

High

Low

No

Highly useful

Relatively mediumHigh

Relatively high Relatively medium Medium to high

Medium

Medium

To a limited extentUseful

Relatively lowMedium

Low to highRelatively highHigh

Low

High

Yes

Somewhat useful

Focus Groups Depth Interviews Projective Techniques

Comparison of Focus Groups, Depth Comparison of Focus Groups, Depth Interviews, and Projective TechniquesInterviews, and Projective Techniques

Criteria

Table 5.3Table 5.3