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Copyright © 2002 South-Western/Thomson Learning

Qualitative Research

CHAPTER

five

CHAPTER

five

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Learning Objectives

1. To define qualitative research.

2. To explore the popularity of qualitative research.

3. To understand why qualitative research is not held in high esteem by some practitioners and academicians.

4. To learn about focus groups and their tremendous popularity.

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Learning Objectives

5. To gain insight into conducting and analyzing a focus group.

6. To understand the controversy regarding online focus groups.

7. To learn about other forms of qualitative research.

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Qualitative Research Defined

Findings not subject to quantification .

To examine attitudes, feelings, and motivations

The Qualitative versus Quantitative Controversy

See Table 5.1 (next slide)

Popularity of Qualitative Research

Less expensive, ability to better understand motivations, improved efficiency

To define qualitative research.The Nature of Qualitative

Research

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Table 5.1

Qualitative versus Quantitative Research

Comparative Dimension Qualitative Research Quantitative Research

Types of questions Probing Limited probing

Sample size Small Large

Information per respondent Substantial Varies

Administration requirements Special skills Fewer special skills needed

Type of Analysis Subjective Statistical

Hardware Tape recorders,video, pictures

Questionnaires, computers,printouts

Ability to replicate Low HighTraining the researcher Psychology,sociology

marketing, consumer behavior

Statistics, decision models, marketing research

Type of research Exploratory Descriptive or casual

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Limitations on Qualitative Research

• Does not distinguish small differences in a marketing mix.

• Not necessarily representative of the population of interest

• No certification body in marketing research

To understand why qualitative research is not held in high esteem.

The Nature of Qualitative Research

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Focus Groups Defined

•Consists of 8 to 12 participants

•Led by moderator

•In-depth discussion on one topic

To learn about focus groups and their popularity.

The Growing Role of Focus Groups

Goal: To learn and understand what people have to say

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The Popularity of Focus Groups

About 25 percent of all research expenditures is spent on focus groups.

Conducting Focus Groups

Preparing for a Focus Group

The Setting: focus group facility often in a conference style room

Recruiting Participants: mall intercept, telephone

To gain insight into conducting and analyzing a focus group.

The Growing Role of Focus Groups

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Steps in Conducting a Focus GroupFigure 5.1

Prepare for the group.

Select a focus group facility and recruit the

participants.

Select a moderator.

Create a discussion guide.

Conduct the group.

Prepare the focus group report..

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Selecting the Moderator

1. Genuine interest in people

2. Acceptance and appreciation for the differences in people

3. Good listening skills

4. Good observation skills

5. Interest in a wide range of topics

6. Good oral and written skills

7. Objectivity

To gain insight into conducting and analyzing a focus group.

The Growing Role of Focus Groups

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8. Knowledge of research and marketing

9. Flexibility

10. Attention to detail

Client-focused skills:

1. Understand client’s business

2. Provide strategic leadership

3. Provide feedback to the client

4. Reliable, responsive, trustworthy

5. A comfortable match with the client

To gain insight into conducting and analyzing a focus group.

The Growing Role of Focus Groups

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Developing a Discussion Guide

•An outline of the topics to be covered

•Three stages:• Rapport is established• Provoke intense discussion• Summarize significant conclusions

Preparing a Focus Group Report

Advantages and Disadvantages of Focus Groups

To gain insight into conducting and analyzing a focus group.

The Growing Role of Focus Groups

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Advantages of Online Focus Groups

•No geographic barriers

•Lower costs

•Fast turn-around time

•Respondents may be more open

Disadvantages of Online Focus Groups

•Group dynamics

•Non-verbal inputs

•Client involvement

Internet Focus Groups To understand the controversy regarding Internet focus groups.

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•Security

•Attention to topic

•Exposure to external stimuli

•Role and skill of the moderator

Other Trends in Focus Groups

•Videoconferenced Focus Groups

•Viewing Focus Groups on the Internet

To understand the controversy regarding Internet focus groups.

Internet Focus Groups

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Depth Interviews

Unstructured one-on-one interview

Projective Techniques

Techniques for penetrating a person’s defense mechanisms

Use of Projective Tests

•Used in conjunction with nonprojective open-and closed-ended questions

•A basis for gathering more revealing information

Other Qualitative Methodologies

To learn about other forms of qualitative research.

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Types of Projective Techniques

•Word Association Tests

•Sentence and Story Completion

•Cartoon Tests

•Photo Sorts

•Consumer Drawings

•Story Telling

•Third-Person Technique

To learn about other forms of qualitative research.

Other Qualitative Methodologies

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The Future of Qualitative Research

1. Criteria and evaluations have emotional and subconscious content

2. The emotional and subconscious content is an important determinant of buying and usage decisions.

3. Such content is not adequately or accurately verbalized by the respondent through direct communication.

4. Such content is adequately verbalized through indirect techniques.

To learn about other forms of qualitative research.

Rationale behind qualitative research tests:

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Summary

• The Nature of Qualitative Research

• The Growing Role of Focus Groups

• Internet Focus Groups

• Other Qualitative Methodologies

• The Future of Qualitative Research

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The End

Copyright © 2002 South-Western/Thomson Learning