Qualitative Reaserch

8/8/2019 Qualitative Reaserch

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Qualitative ResearchProf Timira Shukla


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5-2

A Classification of Marketing Research Data

Survey

Data

Observational

and Other Data

Experimental

Data

Qualitative Data Quantitative Data

Descriptive Causal

Research Data

Secondary Data Primary Data


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5-3

Qualitative vs. Quantitative Research

Qualitative Research

To gain a qualitativeunderstanding of the

underlying reasons andmotivations

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 andgeneralize the results from

the sample to the populationof interest

Large number ofrepresentative cases

Structured

Statistical

Recommend a final course of

action


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5-4

A Classification of Qualitative Research Procedures

AssociationTechniques

CompletionTechniques

ConstructionTechniques

ExpressiveTechniques

Direct (Nondisguised)

Indirect(Disguised)

Focus Groups Depth Interviews

Projective

Techniques

Qualitative ResearchProcedures


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Characteristics of Focus Groups

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, andcommunication skills of the moderator


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Key Qualifications of Focus Group Moderators

1. Kindness with firmness: The moderator must combine a disciplineddetachment with understanding empathy so as to generate thenecessary interaction.

2. Permissiveness: The moderator must be permissive yet alert to signsthat the groups cordiality or purpose is disintegrating.

3. Involvement: The moderator must encourage and stimulate intensepersonal involvement.

4. Incomplete understanding: The moderator must encouragerespondents to be more specific about generalized comments byexhibiting incomplete understanding.


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Key Qualifications of Focus Group Moderators

5. Encouragement: The moderator must encourage unresponsivemembers to participate.

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

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


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Procedure for Planning and Conducting Focus Groups

Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

Develop a Moderators Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action

State the Objectives/Questions to be Answered by Focus Groups

Write a Screening Questionnaire


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Variations in Focus Groups

Two-way focus group. This allows one target groupto listen to and

l earn from a related group.For example, a focus group of physicians viewed a

focus group of arthritis patients discussing thetreatment they desired.

Dual-moderator group. A focus group conducted bytwo moderators: One moderator is responsible for

the smooth flowof the session, and the otherensures that specific issues are discussed.

Dueling-moderator group. There are twomoderators, but they deliberately take oppositepositions on the issues to be discussed.


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Variations in Focus Groups

Respondent-moderator group. The moderator asksselected participants to play the role ofmoderatortemporarily to improve group dynamics.

Client-participant groups. Client personnel are

identified and made part of the discussion group.

Mini groups. These groups consist of a moderatorand only 4 or 5 respondents.

Tele-session groups. Focus group sessions by phoneusing the conference call technique.

Online Focus groups. Focus groups conducted onlineover the Internet.


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Advantages of Focus Groups

1. Synergism2. Snowballing

3. Stimulation

4. Security

5. Spontaneity

6. Serendipity

7. Specialization

8. Scientific scrutiny9. Structure

10. Speed


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Disadvantages of Focus Groups

1. Misuse2. Misjudge

3. Moderation

4. Messy

5. Misrepresentation


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Depth Interview Techniques: Laddering

In laddering, the line of questioning proceeds fromproduct characteristics to user characteristics. This

technique allows the researcher to tap into the

consumer's network of meanings.

Wide body aircrafts (product characteristic)

I can get more work done

I accomplish more

I feel good about myself (user characteristic)

Advertising theme: You will feel good about yourself when flyingour airline. You're The Boss.


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Depth Interview Techniques:Hidden Issue Questioning

In hidden issue questioning, the focus is not onsocially shared values but rather on personal sorespots; not on general lifestyles but on deeply feltpersonal concerns.

fantasies, work lives, and social lives

historic, elite, masculine-camaraderie, competitiveactivities

Advertising theme: communicate aggressiveness,high status, and competitive heritage of the airline.


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Depth Interview Techniques:Symbolic Analysis

Symbolic analysis attempts to analyze the symbolic meaningof objects by comparing them with their opposites. The logicalopposites of a product that are investigated are: non-usage ofthe product, attributes of an imaginary non-product, andopposite types of products.

What would it be like if you could no longer use airplanes?

Without planes, I would have to rely on letters and longdistance calls.

Airlines sell to the managers face-to-face communication.

Advertising theme: The airline will do the same thing for amanager as Federal Express does for a package.


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Definition of Projective Techniques

An unstructured, indirect form of questioningthat encourages respondents to project theirunderlying motivations, beliefs, attitudes orfeelings regarding the issues of concern.

In projective techniques, respondents areasked to interpret the behavior of others.

In interpreting the behavior of others,

respondents indirectly project their ownmotivations, beliefs, attitudes, or feelings intothe situation.


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Word Association

In word association, respondents are presented with a list ofwords, one at a time and asked to respond to each with the firstword that comes to mind. The words of interest, called testwords, are interspersed throughout the list which also containssome neutral, or filler words to disguise the purpose of thestudy. Responses are analyzed by calculating:

(1) the frequency with which any word is given as a response;

(2) the amount of time that elapses before a response is given;and

(3) the number of respondents who do not respond at all to atest word within a reasonable period of time.


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Word Association

EXAMPLE

STIMULUS MRS. M MRS. Cwashday everyday ironingfresh and sweet clean

pure air soiledscrub don't; husband does cleanfilth this neighborhood dirtbubbles bath soap and waterfamily squabbles children

towels dirty wash


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Completion Techniques

In Sentence completion, respondents are given incompletesentences and asked to complete them. Generally, they areasked to use the first word or phrase that comes to mind.

A person who shops at Sears is______________________

A person who receives a gift certificate good for Sak's FifthAvenue would be__________________________________

J. C. Penney is most liked by_________________________

When I think of shopping in a department store, I________

A variation of sentence completion is paragraph completion, inwhich the respondent completes a paragraph beginning with thestimulus phrase.


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Completion Techniques

In story completion, respondents are given part ofa story enough to direct attention to a particulartopic but not to hint at the ending. They arerequired to give the conclusion in their own words.


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Construction Techniques

With a picture response, the respondents areasked to describe a series of pictures of ordinary aswell as unusual events. The respondent'sinterpretation of the pictures gives indications of thatindividual's personality.

In cartoon tests, cartoon characters are shown in aspecific situation related to the problem. Therespondents are asked to indicate what one cartoon

character might say in response to the comments ofanother character. Cartoon tests are simpler toadminister and analyze than picture responsetechniques.


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A Cartoon Test

Lets see if we canpick up some

house wares atSears

Figure 5.4

SearsSears


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Expressive Techniques

In expressive techniques, respondents arepresented with a verbal or visual situation and askedto relate the feelings and attitudes of other people tothe situation.

Role playing Respondents are asked to play therole or assume the behavior of someone else.

Third-person technique The respondent ispresented with a verbal or visual situation and therespondent is asked to relate the beliefs andattitudes of a third person rather than directlyexpressing personal beliefs and attitudes. This thirdperson may be a friend, neighbor, colleague, or atypical person.


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Advantages of Projective Techniques

They may elicit responses that subjects wouldbe unwilling or unable to give if they knewthe purpose of the study.

Helpful when the issues to be addressed arepersonal, sensitive, or subject to strong socialnorms.

Helpful when underlying motivations, beliefs,and attitudes are operating at a subconsciouslevel.


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Disadvantages of Projective Techniques

Suffer from many of the disadvantages ofunstructured direct techniques, but to agreater extent.

Require highly trained interviewers.

Skilled interpreters are also required toanalyze the responses.

There is a serious risk of interpretation bias.

They tend to be expensive. May require respondents to engage in

unusual behavior.


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Guidelines for Using Projective Techniques

Projective techniques should be usedbecause the required informationcannot be accurately obtained by direct

methods. Projective techniques should be used

for exploratory research to gain initialinsights and understanding.

Given their complexity, projectivetechniques should not be used naively.


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Comparison of Focus Groups, Depth Interviews,and Projective Techniques

1.Degree of Structure

2. Probing of individualrespondents

3. Moderator bias4. Interpretation bias5. Uncovering

subconsciousinformation

6.Discovering innovativeinformation

7. Obtaining sensitiveinformation

8. Involve unusualbehavior or questioning

9. Overall usefulness

Relatively high

Low

Relatively mediumRelatively lowLow

High

Low

No

Highly useful

Relatively medium

High

Relatively highRelatively mediumMedium to high

Medium

Medium

To a limitedextentUseful

Relatively low

Medium

Low to highRelatively highHigh

Low

High

Yes

Somewhatuseful

FocusGroups

DepthInterviews

ProjectiveTechniques

Criteria

Table 5.3


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Advantages of Online Focus Groups

Geographical constraints are removed and timeconstraints are lessened.

Unique opportunity to re-contact group participantsat a later date.

Can recruit people not interested in traditional focusgroups: doctors, lawyers, etc.

Moderators can carry on side conversations withindividual respondents.

There is no travel, video taping, or facilities toarrange; so the cost is much lower.


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Disadvantages of Online Focus Groups

Only people that have access to the Internet canparticipate.

Verifying that a respondent is a member of a targetgroup is difficult.

There is lack of general control over the respondent'senvironment.

Only audio and visual stimuli can be tested. Productscan not be touched (e.g., clothing) or smelled (e.g.,perfumes).

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Qualitative Reaserch