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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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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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Using Observation
Systematic planning
Properly controlled
Consistently dependable
Accurate account of events
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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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Extra-linguistic Observation
Vocal
Temporal
Interaction
Verbal Stylistic
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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
Recommended