Chapter 2: Qualitative Research Flashcards
What is Qualitative Research used for?
To generate a hypothesis
Focus Groups
Conversation between qualified interviewer and multiple respondents (6 to 9) with the interviewer as moderator
Example Topics for Focus Groups
- To understand consumer preferences
- To generate new ideas on existing products
- To develop creative concepts for new ads
- To interpret quantitative findings (reason for increase/decrease in sales)
What is Quantitative Research used for?
To validate hypotheses
Pros of Focus Groups
- Interaction benefit = broader insight
- Good format to generate ideas
- Possibility to show illustration material
- Time and cost advantage
Cons of Focus Groups
- Social pressure will lean towards dominant participant
- Not suitable for taboo subjects
- Trained interviewers needed
- Complex analysis
Online Focus Groups
Done through online forums
- Give opinion on statements posted by the moderator or other participants
- Pay attention to composition of focus groups
- Same substantive value as a physical group discussion
Pros of Online Focus Groups
- No travel, video recordings or facilities necessary (less expensive)
- No geographical restrictions
- Less socially desirable responses because of anonymity
- Deepening is possible
Cons of Online Focus Groups
- No non-verbal communication
- Technical infrastructure needed
- 24/7 involvement of moderator
- Good written communication skills required
- No projective techniques
- Respondents may drop out
In-depth Interview
An interview with the aim of trying to uncover underlying motivations, feelings and attitudes
Example Topics for In-depth Interview
- Sensitive, confidential topics
- Situations with strong social norms
- Consumption of a product in which senses are important
- Interviews with experts
Pros of In-depth Interview
- Discovering hidden feelings
- Unstructured, flexible
- Non-verbal communication
- No or less social pressure
- Illustration material possible
Cons of In-depth Interview
- Time-consuming and therefor expensive
- Trained interviewers needed
- Subjective interpretation of the interviewer possible
- No generalisation
Projective Techniques
Indirect form of questioning that require respondents to describe vague and ambiguous stimulus situations
Word Association
Respondents are presented with a list of words, one at a time, and are asked to respond immediately with the first word that comes to mind
Purpose of Word Association
- To check if words are associated with what they should be associated with
- To discover what consumers think about a brand or product
Completing Sentences and Stories
Variation of the word association technique where respondent receives a sentence or a story and must quickly complete it
Purpose of Completing Sentences and Stories
- Checking that the right association is made
- Describing the image of a brand
Cartoon Test
Respondents are asked to fill in empty text bubbles in a cartoon
Third-person Technique
Respondent projects their ideas/feelings/attitude towards another person
Purpose of Third-person Technique
- Indirectly expresses his personal beliefs and attitudes
Identification / Personification test
A respondent is asked to describe a typical user of a product or brand
Types of Identification / Personification tests
- Shopping list
- Planet list
- Withdrawal
- Animism
Shopping List in Identification / Personification Test
Participants imagine that a product or brand is a person and then create a shopping list for them
Planet List in Identification / Personification Test
Participants imagine that different brands or products are planets in a solar system. They are then asked to describe these planets, including their characteristics, size, distance from other planets and inhabitants
Withdrawal in Personification / Identification Test
Participants imagine what would happen if a particular brand or product were to be withdrawn from the market
Animism in Identification / Personification Test
Participants are asked to describe the brand or product as if it were a living being with a personality, feelings and motivations
Purpose of Shopping List in Identification / Personification Test
Reveals perceived lifestyle and values associated with a brand
Purpose of Planet List in Identification / Personification Test
Highlights market positioning and brand relationships
Purpose of Withdrawal in Identification / Personification Test
Assesses brand loyalty and consumer dependence
Purpose of Animism in Identification / Personification Test
Uncovers the emotional and personality traits linked to a brand
Photo Talking
Respondent selects the photo that matches the best and the worst with a brand, product or service and questions are asked regarding the chosen photos
Pros of Projective Techniques
- Possibility to get responses respondents are unwilling to give
- Helpful when underlying motivations, beliefs and attitudes are operating at a subconscious level
Cons of Projective Techniques
- Skilled interviewers & interpreters required
- Subjective interpretation
- Tends to be expensive
