AgendaAgenda

Exploratory Research–Qualitative vs quantitative–Projective techniques–Focus groups

Narrowing down your topicNarrowing down your topic

• Area of Interest

Research Questions

Research Objectives

EXPLORATORY

RESEARCH

Exploratory research and Exploratory research and qualitative analysisqualitative analysis

From total ambiguity to not quite total ambiguity

Exploratory researchExploratory research

Initial research conducted to clarify and define the nature of a problem

often a first and preliminary stepmay be a single investigation or a

series of informal studiesmay be a single technique or a

combination of techniquesalmost always qualitative

DefinitionsDefinitions

Quantitative: studies that use mathematical analysis that can reveal statistically significant differences

Qualitative: research data not subject to quantification

Qualitative versus QuantitativeQualitative versus Quantitative

Types ofquestions

probing Limitedprobing

Sample size small large

Informationper subject

much varies

administration interviewer -special skills

Fewer specialskills required

Type ofanalysis

Subjectiveinterpretive

Statisticalsummarization

Hardware Taperecorders,video,pictures,discussionguides

Questionnaire,computers,printouts

Ability toreplicate

low high

Type ofresearch

exploratory Descriptive orcausal

Qualitative versus QuantitativeQualitative versus Quantitative

Advantages cheaper can help identify

small problems with significant impact

motivations/

feelings improve efficiency

of quantitative

Limitations does not

distinguish small differences

not necessarily representative of population

very dependent upon skill of researcher

QualitativeQualitative

Why conduct exploratory Why conduct exploratory researchresearch

Diagnosisscreening alternativesdiscovering new ideas

I wonder...

TypesTypes

Secondary Research

Depth InterviewsFocus groups

Projective techniques

Projective techniquesProjective techniques

Indirect means of questioning that enables a respondent to “project” beliefs and feelings onto a third person, onto an inanimate object or into a task situation

assumes that people are reluctant, unaware or unable to relate their true experiences, perceptions or beliefs

“A man is least himself when he talksin his own person; when given a maskhe will tell the truth.”

--Oscar Wilde

Common typesCommon types

Word association– subject is presented with a list of words,

one at a time, and asked to respond with the first word that comes to mind.

Sentence/story completion– respondent completes a sentence or

story with the first word or phrase that comes to mind.

Word Association ExamplesWord Association Examples

CHEESE Kraft Cheddar Goat

Sentence Completion

People who drink beer are ______________________

A man who drinks light beer is ___________________

Imported beer is most liked by ___________________

A woman will drink beer when____________________

Common typesCommon types

Third person techniques– subject is asked why a third person

behaves in a certain fashion or what s/he thinks about a particular event/object/activity

– role playing: the acting out of third person’s behaviour

Common typesCommon types

Thematic Apperception Test (TAT)– A series of pictures are shown to

subject who is then asked to provide a description of the pictures.

– Cartoon completion tests– Photo sorts

Consumer drawings

Focus groupsFocus groups

A group interview

Focus Groups DefinedFocus Groups Defined

Focus groups had their beginnings in group therapy used by physicians. Today, a focus group consists of 8 to 12 participants led by

a moderator in an in-depth discussion on one particular topic or concept.

Most frequently used to conduct exploratory research

May also be used after a survey or quantitative study to clarify findings– Quantitative research tends to be long

on what and short on why

Types of Focus GroupsTypes of Focus Groups

Focus groupsthat exploresubconsciousmotivation

Focus groupsthat exploresubconsciousmotivation

Focus groups thatenable a clientto observe andlisten to how

consumers thinkand feel aboutproducts and

services

Focus groups thatenable a clientto observe andlisten to how

consumers thinkand feel aboutproducts and

services

Exploratory Clinical Experiencing

Focus groups that aid in the

precise definition of the problem, in pilot testing, or in

generating hypotheses for

testing or concepts for

further research

Steps in Conducting a Focus Steps in Conducting a Focus GroupGroup

Prepare for the Group:Select a focus groupfacility and recruit

the participants

Select a Moderator:Create a

discussion guide

Conduct the Group

Prepare the FocusGroup Report

Focus Groups: Key TermsFocus Groups: Key Terms

Focus Group Facility– Facility consisting of conference or

living room setting and a separate observation room. Facility also has audiovisual recording equipment.

– Not all focus groups are conducted in this contrived setting.

Focus Groups: Key TermsFocus Groups: Key Terms

Focus Groups Composition– The ideal size is 6-10 participants.– Homogenous groups seem to work best

Focus Groups Moderator– The person hired by the client to lead

the focus group. This person may need a background in psychology, sociology, or marketing.

Focus Groups: Key TermsFocus Groups: Key Terms

Discussion Guide– A written outline of topics to cover

during a focus group discussion.– Contains prefatory remarks to inform

the group about he nature of the focus group and an outline of topics/questions to be addressed

Advantages- the 10 S’sAdvantages- the 10 S’s

synergismserendipitysnowballingstimulationsecurity

spontaneityspecializationscrutinystructurespeed

Disadvantages of Focus GroupsDisadvantages of Focus Groups

The immediacy and apparent understandability of focus group findings can mislead instead of inform.

Focus group recruiting is a problem if the type of person recruited responds differently to the issues being discussed than other target segments.

“Moderator style” may contribute to respondent bias.

Respondents can be a problem if they are overly introverted (and do not speak) or are overly dominating (and try to sway the discussion). This can also lead to a halo effect

Trends in Focus GroupsTrends in Focus Groups

Telephone Focus Groups– Focus groups that are conducted via

conference calling.Two-Way Focus Groups– A target focus group observes another

focus group, and then discussed what it learned through observing.

Nominal Grouping Session– Qualitative research method in which

consumers, brought together in small groups, independently generate ideas about a subject and then discuss the ideas.

Internet based focus groups– what are some advantages and

disadvantages