Projection TechniquesProjection Techniques

Exploratory Research Designs :Exploratory Research Designs :Qualitative Research & Projective TechniquesQualitative Research & Projective TechniquesScott D. Kirklin MBAScott D. Kirklin MBA

OutlineOutline

1)1) OverviewOverview

2)2) Primary Data: Qualitative versus Primary Data: Qualitative versus Quantitative ResearchQuantitative Research

3)3) Rationale for Using Qualitative Research Rationale for Using Qualitative Research ProceduresProcedures

4)4) A Classification of Qualitative Research A Classification of Qualitative Research ProceduresProcedures

2

Focus Groups Vs. IDI Focus Groups Vs. IDI Interviews OutlineInterviews Outline

Focus Group Interviewsi. Characteristicsii. Planning and Conducting Focus Groupsiii. Telephone and Web-enablediv. Other Variations in Focus Groupsv. Advantages and Disadvantages of Focus Groups vi. Applications of Focus Groups

Depth Interviews i. Characteristicsii. Techniquesiii. Advantages and Disadvantages of Depth Interviews iv. Applications of Depth Interviews

3

Projective Techniques Projective Techniques OutlineOutline

Projective TechniquesProjective Techniques i. Association Techniquesi. Association Techniques ii. Completion Techniquesii. Completion Techniques a. Sentence Completiona. Sentence Completion b. Story Completionb. Story Completion iii. Construction Techniquesiii. Construction Techniques a. Picture Responsea. Picture Response b. Cartoon Testsb. Cartoon Tests iv. Expressive Techniquesiv. Expressive Techniques a. Role Playinga. Role Playing b. Third-Person Techniqueb. Third-Person Technique v. Advantages and Disadvantages of Projective v. Advantages and Disadvantages of Projective TechniquesTechniques vi. Applications of Projective Techniquesvi. Applications of Projective Techniques

4

A Classification of Marketing Research A Classification of Marketing Research DataData

Survey Data

Observational and Other

Data

Experimental Data

Qualitative Data Quantitative Data

Descriptive Causal

Marketing Research Data

Secondary Data Primary Data

5

Qualitative vs. Qualitative vs. Quantitative ResearchQuantitative Research

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

6

A Classification of Qualitative Research A Classification of Qualitative Research ProceduresProcedures

Association

Techniques

Completion

Techniques

Construction Techniques

Expressive Techniques

Direct (Non disguised)

Indirect (Disguised)

Focus Groups Depth Interviews

Projective Techniques

Qualitative Research Procedures

7

Key Qualifications of Focus Group Key Qualifications of Focus Group ModeratorsModerators

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.

8

Key Qualifications of Focus Group Key Qualifications of Focus Group ModeratorsModerators

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.

9

Procedure for Planning and Conducting Focus Procedure for Planning and Conducting Focus GroupsGroups

Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

Develop a Discussion Guide

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 Screener

10

Variations in Focus Variations in Focus GroupsGroups

Two-way focus groupTwo-way focus group. This allows one target group to listen to . This allows one target group to listen to and learn from a related group. For example, a focus group of and learn from a related group. For example, a focus group of physicians viewed a focus group of arthritis patients discussing physicians viewed a focus group of arthritis patients discussing the treatment they desired. the treatment they desired.

Dual-moderator groupDual-moderator group. A focus group conducted by two . A focus group conducted by two moderators: One moderator is responsible for the smooth flow moderators: One moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are of the session, and the other ensures that specific issues are discussed.discussed.

Dueling-moderator groupDueling-moderator group. There are two moderators, but they . There are two moderators, but they deliberately take opposite positions on the issues to be deliberately take opposite positions on the issues to be discussed. discussed. 11

Variations in Focus Variations in Focus GroupsGroups

Respondent-moderator groupRespondent-moderator group. The moderator asks selected . The moderator asks selected participants to play the role of moderator temporarily to improve participants to play the role of moderator temporarily to improve group dynamics.group dynamics.

Client-participant groupsClient-participant groups. Client personnel are identified and . Client personnel are identified and made part of the discussion group. made part of the discussion group.

Mini groupsMini groups. These groups consist of a moderator and only 4 or 5 . These groups consist of a moderator and only 4 or 5 respondents. respondents.

Telephone and Web-enabled groupsTelephone and Web-enabled groups. Focus group sessions by . Focus group sessions by phone or web camera two-way interaction.phone or web camera two-way interaction.

12

Advantages of Focus Advantages of Focus GroupsGroups

1.1. SynergismSynergism

2.2. SnowballingSnowballing

3.3. StimulationStimulation

4.4. SecuritySecurity

5.5. SpontaneitySpontaneity

6.6. SerendipitySerendipity

7.7. SpecializationSpecialization

8.8. Scientific scrutinyScientific scrutiny

9.9. StructureStructure

10.10. SpeedSpeed

13

Disadvantages of Focus Disadvantages of Focus GroupsGroups

1.1. MisuseMisuse

2.2. MisjudgeMisjudge

3.3. ModerationModeration

4.4. MessyMessy

5.5. MisrepresentationMisrepresentation

14

Definition of Projective Definition of Projective TechniquesTechniques

An unstructured, indirect form of An unstructured, indirect form of questioning that encourages respondents to questioning that encourages respondents to project their underlying motivations, beliefs, project their underlying motivations, beliefs, attitudes or feelings regarding the issues of attitudes or feelings regarding the issues of concern. concern.

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

In interpreting the behavior of others, In interpreting the behavior of others, respondents indirectly project their own respondents indirectly project their own motivations, beliefs, attitudes, or feelings motivations, beliefs, attitudes, or feelings into the situation. into the situation.

15

Word AssociationWord Association

In In word associationword association, respondents are presented with a list of , respondents are presented with a list of words, one at a time and asked to respond to each with the words, one at a time and asked to respond to each with the first word that comes to mind. The words of interest, called first word that comes to mind. The words of interest, called test words, are interspersed throughout the list which also test words, are interspersed throughout the list which also contains some neutral, or filler words to disguise the purpose contains some neutral, or filler words to disguise the purpose of the study. Responses are analyzed by calculating: of the study. Responses are analyzed by calculating:

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

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

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

16

Word AssociationWord Association

EXAMPLE:EXAMPLE:

STIMULUSSTIMULUS MRS. MMRS. M MRS. CMRS. C washday washday everyday everyday ironing ironing fresh fresh and sweet and sweet clean clean pure pure air air soiled soiled scrub scrub don't; husband does don't; husband does clean clean filth filth this neighborhood this neighborhood dirt dirt bubbles bubbles bath bath soap and soap and

water water family family squabbles squabbles children children towels towels dirty dirty washwash

17

Completion TechniquesCompletion TechniquesIn Sentence completion, respondents are given incomplete sentences and In Sentence completion, respondents are given incomplete sentences and

asked to complete them. Generally, they are asked to use the first asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind. word or phrase that comes to mind.

A person who shops at Sears is ______________________A person who shops at Sears is ______________________

  

A person who receives a gift certificate good for Sak's Fifth Avenue would be A person who receives a gift certificate good for Sak's Fifth Avenue would be ____________________________________________________________________

  

J. C. Penney is most liked by _________________________J. C. Penney is most liked by _________________________

  

When I think of shopping in a department store, I ________When I think of shopping in a department store, I ________

A variation of sentence completion is paragraph completion, in which A variation of sentence completion is paragraph completion, in which the respondent completes a paragraph beginning with the stimulus the respondent completes a paragraph beginning with the stimulus phrase. phrase.

18

Completion TechniquesCompletion Techniques

In In story completionstory completion, respondents are given , respondents are given part of a story – enough to direct attention to part of a story – enough to direct attention to a particular topic, but not to hint at the a particular topic, but not to hint at the ending. They are required to give the ending. They are required to give the conclusion in their own words. conclusion in their own words.

19

Construction Construction TechniquesTechniques

With a With a picture response, picture response, the respondents are the respondents are asked to describe a series of pictures of ordinary asked to describe a series of pictures of ordinary as well as unusual events. The respondent's as well as unusual events. The respondent's interpretation of the pictures gives indications of interpretation of the pictures gives indications of that individual's personality. that individual's personality.

  

In In cartoon testscartoon tests, cartoon characters are shown , cartoon characters are shown in a specific situation related to the problem. The in a specific situation related to the problem. The respondents are asked to indicate what one respondents are asked to indicate what one cartoon character might say in response to the cartoon character might say in response to the comments of another character. Cartoon tests comments of another character. Cartoon tests are simpler to administer and analyze than are simpler to administer and analyze than picture response techniques. picture response techniques.

20

A Cartoon TestA Cartoon Test

Let’s see if we can pick up

some housewares at

Sears

SearsSears

21

Expressive TechniquesExpressive Techniques

In In expressive techniquesexpressive techniques, respondents are , respondents are presented with a verbal or visual situation and asked presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to to relate the feelings and attitudes of other people to the situation. the situation.

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

Third-person techniqueThird-person technique The respondent is The respondent is presented with a verbal or visual situation and the presented with a verbal or visual situation and the respondent is asked to relate the beliefs and respondent is asked to relate the beliefs and attitudes of a third person rather than directly attitudes of a third person rather than directly expressing personal beliefs and attitudes. This third expressing personal beliefs and attitudes. This third person may be a friend, neighbor, colleague, or a person may be a friend, neighbor, colleague, or a “typical” person.“typical” person.

22

Advantages of Advantages of Projective TechniquesProjective Techniques

They may elicit responses that subjects They may elicit responses that subjects would be unwilling or unable to give if would be unwilling or unable to give if they knew the purpose of the study. they knew the purpose of the study.

Helpful when the issues to be addressed Helpful when the issues to be addressed are personal, sensitive, or subject to are personal, sensitive, or subject to strong social norms. strong social norms.

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

23

Disadvantages of Projective Disadvantages of Projective TechniquesTechniques

Suffer from some of the disadvantages of Suffer from some of the disadvantages of unstructured direct techniques, but to a greater unstructured direct techniques, but to a greater extent. extent.

Require highly-trained interviewers. Require highly-trained interviewers.

Skilled interpreters are also required to analyze Skilled interpreters are also required to analyze the responses. the responses.

There is a risk of interpretation bias. There is a risk of interpretation bias.

They tend to be expensive. They tend to be expensive.

May require respondents to engage in unusual May require respondents to engage in unusual behavior. behavior.

24

Guidelines for Using Projective Guidelines for Using Projective Techniques Techniques

Projective techniques should be used because Projective techniques should be used because the required information cannot be accurately the required information cannot be accurately obtained by direct methods.obtained by direct methods.

Projective techniques should be used for Projective techniques should be used for exploratory research to gain initial insights exploratory research to gain initial insights and understanding.and understanding.

Given their complexity, projective techniques Given their complexity, projective techniques should not be used naively. should not be used naively.

25

Comparison of Focus Groups, In-depth Comparison of Focus Groups, In-depth Interviews, Interviews,

and Projective Techniquesand Projective Techniques

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 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

Criteria

26

Advantages of Online Advantages of Online Focus GroupsFocus Groups

Geographical constraints are removed and time constraints are Geographical constraints are removed and time constraints are lessened. lessened.

Unique opportunity to re-contact group participants at a later date.Unique opportunity to re-contact group participants at a later date.

Can recruit people not interested in traditional focus groups: Can recruit people not interested in traditional focus groups: doctors, management, etc.doctors, management, etc.

Moderators can carry on ‘side conversations’ with individual Moderators can carry on ‘side conversations’ with individual respondents.respondents.

There is no travel, video taping, or facilities to arrange; so the cost There is no travel, video taping, or facilities to arrange; so the cost is much lower. is much lower. 27

Disadvantages of Online Focus Disadvantages of Online Focus GroupsGroups

Only people that have access to the Internet can participate. Only people that have access to the Internet can participate.

Verifying that a respondent is a member of a target group is Verifying that a respondent is a member of a target group is more difficult. more difficult.

There is lack of general control over the respondent's There is lack of general control over the respondent's environment.environment.

Only audio and visual stimuli can be tested. Products can not Only audio and visual stimuli can be tested. Products can not be touched (e.g., packaging) or manipulated (e.g., adhering a be touched (e.g., packaging) or manipulated (e.g., adhering a patch). patch).

28

Questions?Questions?

29