qualitative mktg research

8/19/2019 Qualitative Mktg Research

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A Classifcation o Marketing

Research Data

Survey

Data

Observational

and OtherData

Experi

al Dat

!ig" #"$

%ualitative Data %uantitative

Descriptive Caus

Marketing Research Data

Secondary Data &riary Data


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%ualitative 's" %uantitative Research

Qualitative Research

(o gain a )ualitativeunderstanding o theunderlying reasons andotivations

Sall nuber o non*representative cases

+nstructured

,on*statistical

Develop an initialunderstanding

Ob-ective

Saple

Data Collection

Data Analysis

Outcoe

Quantitative Researc

(o )uantiy the data andgenerali.e the results rthe saple to the popuo interest

/arge nuber orepresentative cases

Structured

Statistical

Recoend a fnal couaction

(able #"$


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A Classifcation o %ualitative Research&rocedures

Association (echni)ues

Copletion (echni)ues

Construction (echni)ues

Expressive (echni)ue

!ig" #"0

Direct 1,on*disguised2

3ndirect1Disguised2

!ocus 4roups Depth 3ntervie5s

&ro-ective (echni)ues

%ualitative Research&rocedures


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Characteristics o !ocus4roups

4roup Si.e 6*$0

4roup Coposition 7oogeneous8 respondents8prescreened

&hysical Setting Relaxed8 inoral atosphere

(ie Duration $*9 hours

Recording +se o audiocassettes and videotap

Moderator Observational8 interpersonal8 andcounication skills o the

oderator

(able #"0


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:ey %ualifcations o !ocus 4roupModerators

$" Kindness with frmness; (he oderator ustcobine a disciplined detachent 5ithunderstanding epathy so as to generate thenecessary interaction"

0" Permissiveness; (he oderator ust beperissive yet alert to signs that the group


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:ey %ualifcations o !ocus 4roupModerators8 cont"

#" Encouragement; (he oderator ustencourage unresponsive ebers toparticipate"

>" Flexibility; (he oderator ust be able to

iprovise and alter the planned outline aidthe distractions o the group process"

?" Sensitivity; (he oderator ust be sensitiveenough to guide the group discussion at anintellectual as 5ell as eotional level"


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&rocedure or &lanning andConducting !ocus 4roups

!ig" #"9

Deterine the Ob-ectives and Defne the &roble

Speciy the Ob-ectives o %ualitative Research

Develop a Moderator


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'ariations in !ocus4roups• wo!way "ocus group# (his allo5s one target

group to listen to and learn ro a related group" !exaple8 a ocus group o physicians vie5ed a ocugroup o arthritis patients discussing the treatentthey desired"

• $ual!moderator group# A ocus group conducteby t5o oderators; One oderator is responsibleor the sooth Bo5 o the session8 and the otherensures that specifc issues are discussed"

• $ueling!moderator group# (here are t5ooderators8 but they deliberately take oppositepositions on the issues to be discussed"


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'ariations in !ocus4roups• Respondent!moderator group# (he oderator

asks selected participants to play the role ooderator teporarily to iprove group dynaic

• %lient!participant groups# Client personnel areidentifed and ade part o the discussion group"

• &ini groups# (hese groups consist o a oderatoand only = or # respondents"

• ele!session groups# !ocus group sessions byphone using the conerence call techni)ue"

• 'nline Focus groups# !ocus groups conductedonline over the 3nternet"


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Advantages o !ocus 4roups

$" Synergis0" Sno5balling

9" Stiulation

=" Security

#" Spontaneity

>" Serendipity?" Speciali.ation

6" Scientifc scrutiny

" Structure

$" Speed


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Disadvantages o

!ocus 4roups

$" Misuse

0" Mis-udge

9" Moderation

=" Messy

#" Misrepresentation


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Online 'ersus (raditional !ocus 4roups

(able #"9

%haracteristic 'nline Focus (roups raditional Focus (rou

4roup si.e =*> 6*$0

4roup coposition Any5here in the 5orld Dra5n ro the local are

(ie duration $*$"# hours $*9 hours

&hysical setting Researcher has little control +nder the control o theresearcher

Respondent identity Dicult to veriy Can be easily verifed

Respondent attentiveness Respondents can engageother tasks Attentiveness can be onitored


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(able #"98 cont"

Respondent recruiting Easier" Can be recruited online8 e*ail8 Recruited by traditio

eanspanel8 or by traditional eans 1telephone8 ail8 ail pa

4roup dynaics /iited Synergistic8 sno5balling1band5agon2 eFect

Openness o respondentsRespondents are ore candid Respondents are candid8except or due to lack o ace*to*ace contact sensitive topics

,onverbal counication Gody language cannot beobserved Gody language and eotions Eotions expressedusing sybols observed

+se o physical stiuli /iited to those that can be displayed A variety o stiuli1products8 on the 3nternet advedeonstrations8 etc"2 can be used


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(able #"98 cont"

(ranscripts Available iediately (ie consuing and expto obtain

Observers< counication Observers can counic5ith the Observers can anually send notes5ith oderator the oderator on a split*screen to the ocus group roo

+ni)ue oderator skills (yping8 coputer usage8 ailiarity Observational5ith chat roo slang

(urnaround tie Can be set up and copleted (akes any days or setuin a e5 days copletion

Client travel costs ,one Can be expensive

Gasic ocus group costs Much less expensive More expensive; acility rood8 taping8 transcr

preparation


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Advantages o Online !ocus 4rou

• 4eographical constraints are reoved andtie constraints are lessened"

• +ni)ue opportunity to re*contact groupparticipants at a later date"

• Can recruit people not interested in traditionalocus groups; doctors8 la5yers8 etc"

• Moderators can carry on side conversations5ith individual respondents"

• (here is no travel8 videotaping8 or acilities toarrange so the cost is uch lo5er"


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Disadvantages o Online !ocus 4rou

• Only people that have access to the 3nternet caparticipate"

• 'eriying that a respondent is a eber o atarget group is dicult"

• (here is lack o general control over the

respondentHs environent"• Only audio and visual stiuli can be tested"

&roducts can not be touched 1e"g"8 clothing2 orselled 1e"g"8 perues2"


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Depth 3ntervie5 (echni)ues;

/addering

3n laddering8 the line o )uestioning proceeds ro productcharacteristics to user characteristics" (his techni)ue allo5s the

researcher to tap into the consuerHs net5ork o eanings"

ide body aircrats1product characteristic2

3 can get ore 5ork done

3 accoplish ore

3 eel good about ysel 1user characteristic2

Advertising thee; Jou 5ill eel good about yoursel 5hen Byingour airline" KJouHre (he Goss"L


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Depth 3ntervie5 (echni)ues;7idden 3ssue %uestioning

3n hidden issue )uestioning8 the ocus is not onsocially shared values but rather on personal KsorespotsL not on general liestyles but on deeply eltpersonal concerns"

antasies8 5ork lives8 and social lives

historic8 elite8 Kasculine*caaraderie8L copetitiveactivities

Advertising thee; counicate aggressiveness8 higstatus8 and copetitive heritage o the airline"


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Depth 3ntervie5 (echni)ues;Sybolic Analysis

Symbolic analysis attepts to analy.e the syboliceaning o ob-ects by coparing the 5ith theiropposites" (he logical opposites o a product that areinvestigated are; non*usage o the product8 attributes oiaginary Knon*product8L and opposite types o produc

Khat 5ould it be like i you could no longer useairplanesNL

Kithout planes8 3 5ould have to rely on letters and londistance calls"L

Airlines sell to the anagers ace*to*ace counicatioAdvertising thee; (he airline 5ill do the sae thing oanager as !ederal Express does or a package"


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!ocus 4roups 'ersus Depth3ntervie5s

(able #"=

%haracteristic Focus(roups

$epthIntervie

4roup synergy and dynaics *

&eer pressure@group inBuence *

Client involveent *

4eneration o innovative ideas *

3n*depth probing o individuals *

+ncovering hidden otives *

Discussion o sensitive topics *

! 4 ' D th


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!ocus 4roups 'ersus Depth3ntervie5s

(able #"=8 cont"

,ote; A indicates a relative advantage over the

other procedure8 a * indicates a relative

3ntervie5ing copetitors

3ntervie5ing proessionalrespondents

Scheduling o respondents

Aount o inoration

Gias in oderation andinterpretation

Cost per respondent

*

*

*

**

*

%haracteristic Focus

(roups

$ep

Interv


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Defnition o &ro-ective (echni)ues

•

An unstructured8 indirect or o )uestioning thatencourages respondents to pro-ect theirunderlying otivations8 belies8 attitudes oreelings regarding the issues o concern"

• 3n pro-ective techni)ues8 respondents are askedto interpret the behavior o others"

• 3n interpreting the behavior o others8respondents indirectly pro-ect their o5notivations8 belies8 attitudes8 or eelings into thesituation"


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ord Association3n word association8 respondents are presented 5ita list o 5ords8 one at a tie8 and asked to respond to

each 5ith the frst 5ord that coes to ind" (he5ords o interest8 called test 5ords8 are interspersedthroughout the list 5hich also contains soe neutral8or fller 5ords to disguise the purpose o the study"Responses are analy.ed by calculating;

1$2 the re)uency 5ith 5hich any 5ord is given as a

response102 the aount o tie that elapses beore a respons

is given and

192 the nuber o respondents 5ho do not respondat all to a test 5ord 5ithin a reasonable period otie"


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ord AssociationEPAM&/E

SI&*+*S &RS# & &RS# %5ashday everyday ironing

resh and s5eet clean

pure air soiled

scrub donHt husband does clean

flth this neighborhood dirtbubbles bath soap and 5ater

aily s)uabbles children

to5els dirty 5ash


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Copletion (echni)ues3n sentence completion8 respondents are givenincoplete sentences and asked to coplete the"4enerally8 they are asked to use the frst 5ord or phras

that coes to ind"

A person 5ho shops at Sears is QQQQQQQQQQQQQQQQQQQQQQ A person 5ho receives a git certifcate good or SakHs!ith Avenue 5ould be QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ

" C" &enney is ost liked by QQQQQQQQQQQQQQQQQQQQQQQQQ hen 3 think o shopping in a departent store8 3 QQQQQ

A variation o sentence copletion is paragraph

copletion8 in 5hich the respondent copletes aara ra h be innin 5ith the stiulus hrase"


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Copletion (echni)ues3n story completion8 respondents are givenpart o a story enough to direct attention to aparticular topic but not to hint at the ending" (hey are re)uired to give the conclusion in their

o5n 5ords"


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Construction (echni)ues

ith a picture response, the respondents are aske

to describe a series o pictures o ordinary as 5ell aunusual events" (he respondentHs interpretation othe pictures gives indications o that individualHpersonality"

3n cartoon tests8 cartoon characters are sho5n in

specifc situation related to the proble" (hrespondents are asked to indicate 5hat one cartoocharacter ight say in response to the coents oanother character" Cartoon tests are sipler tadinister and analy.e than picture responstechni)ues"

A Cartoon


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A Cartoon (est

/et


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Expressive (echni)ues

3n expressive techni)ues8 respondents are presente5ith a verbal or visual situation and asked to relate theeelings and attitudes o other people to the situation"

Role playing Respondents are asked to play the rolor assue the behavior o soeone else"

hird!person techni)ue (he respondent is presente5ith a verbal or visual situation and the respondent iasked to relate the belies and attitudes o a thirdperson rather than directly expressing personal belieand attitudes" (his third person ay be a riendneighbor8 colleague8 or a KtypicalL person"


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Advantages o &ro-ective (echni)ues

• (hey ay elicit responses that sub-ects 5ouldbe un5illing or unable to give i they kne5 thepurpose o the study"

• 7elpul 5hen the issues to be addressed arepersonal8 sensitive8 or sub-ect to strong socialnors"

• 7elpul 5hen underlying otivations8 belies8and attitudes are operating at a subconsciouslevel"


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Disadvantages o &ro-ective (echni)ues

• SuFer ro any o the disadvantages ounstructured direct techni)ues8 but to a greaterextent"

• Re)uire highly*trained intervie5ers"

• Skilled interpreters are also re)uired to analy.e th

responses"• (here is a serious risk o interpretation bias"

• (hey tend to be expensive"

• May re)uire respondents to engage in unusualbehavior"


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4uidelines or +sing &ro-ective (echni)ues

• &ro-ective techni)ues should be used

because the re)uired inoration cannot

be accurately obtained by direct ethod

• &ro-ective techni)ues should be used or

exploratory research to gain initialinsights and understanding"

• 4iven their coplexity8 pro-ective

techni)ues should not be used naively"

Coparison o !ocus 4roups Depth 3ntervie5s


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Coparison o !ocus 4roups8 Depth 3ntervie5s8and &ro-ective (echni)ues

-# $egree o" Structure

.# Probing o" individualrespondents

/# &oderator bias

0# Interpretation bias

1# *ncoveringsubconsciousin"ormation

2# $iscoveringinnovativein"ormation

3# 'btaining sensitivein"ormation

4# Involve unusualbehavior or)uestioning

5# 'verall use"ulness

Relatively high+ow

RelativelymediumRelatively low+ow

6igh

+ow

7o

6ighly use"ul

Relativelymedium6igh

Relatively high

Relativelymedium &edium

to high

&edium

&edium

o a limitedextent

Relative&edium

+ow to hRelative6igh

+ow

6igh

8es

Somewhuse"ul

Focus(roups

$epthInterviews

Pro9ectechni)

%riteria

(able #"#


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Analysis o %ualitativeData

$2Data reduction Select 5hich aspects o thedata are to be ephasi.ed8 inii.ed8 or setaside or the pro-ect at hand"

02Data display Develop a visual interpretation othe data 5ith the use o such tools as a diagrachart8 or atrix" (he display helps to illuinate

patterns and interrelationships in the data"92Conclusion dra5ing and verifcation Considers

the eaning o analy.ed data and assess itsiplications or the research )uestion at hand"


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• %ualitative research is crucial

• (he oderator should be ailiar 5ith thelanguage8 culture8 and patterns o social interactio

• ,onverbal cues 1voice intonations8 inBections8gestures2 are iportant

• (he si.e o the ocus group could vary acrosscultures

• !ocus 4roups ay not be appropriate in soecultures

3nternational Marketing Research


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3nternational MR8 cont"• E)uivalence o eaning o stiuli across

cultures should be established"

• /ine dra5ings sub-ect to e5er probleso interpretation than photographs"


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Ethical 3ssues

•Ethical issues related to the respondents andthe general public are o priary concern"

• Disguise can violate the respondentsH right tokno5 and result in psychological har"

• 3n debriefng sessions8 respondents should beinored about the true purpose and givenopportunities to ask )uestions"

• (he use o )ualitative research results or)uestionable purposes raises ethical concerns


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Ethical 3ssues8 cont"

• Deceptive procedures that violaterespondents< right to privacy andinored consent should be avoided

• 'ideo* or audio*taping the respondents5ithout their prior kno5ledge or

consent raises ethical concerns"• (he coort level o the respondentsshould be addressed"


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qualitative mktg research

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