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Market Research: Set Up > Chapter 2: Qualitative Research > Flashcards

Chapter 2: Qualitative Research Flashcards

1
Q

What is Qualitative Research used for?

A

To generate a hypothesis

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2
Q

Focus Groups

A

Conversation between qualified interviewer and multiple respondents (6 to 9) with the interviewer as moderator

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3
Q

Example Topics for Focus Groups

A
  • 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)
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4
Q

What is Quantitative Research used for?

A

To validate hypotheses

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5
Q

Pros of Focus Groups

A
  • Interaction benefit = broader insight
  • Good format to generate ideas
  • Possibility to show illustration material
  • Time and cost advantage
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6
Q

Cons of Focus Groups

A
  • Social pressure will lean towards dominant participant
  • Not suitable for taboo subjects
  • Trained interviewers needed
  • Complex analysis
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7
Q

Online Focus Groups

A

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

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8
Q

Pros of Online Focus Groups

A
  • No travel, video recordings or facilities necessary (less expensive)
  • No geographical restrictions
  • Less socially desirable responses because of anonymity
  • Deepening is possible
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9
Q

Cons of Online Focus Groups

A
  • No non-verbal communication
  • Technical infrastructure needed
  • 24/7 involvement of moderator
  • Good written communication skills required
  • No projective techniques
  • Respondents may drop out
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10
Q

In-depth Interview

A

An interview with the aim of trying to uncover underlying motivations, feelings and attitudes

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11
Q

Example Topics for In-depth Interview

A
  • Sensitive, confidential topics
  • Situations with strong social norms
  • Consumption of a product in which senses are important
  • Interviews with experts
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12
Q

Pros of In-depth Interview

A
  • Discovering hidden feelings
  • Unstructured, flexible
  • Non-verbal communication
  • No or less social pressure
  • Illustration material possible
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13
Q

Cons of In-depth Interview

A
  • Time-consuming and therefor expensive
  • Trained interviewers needed
  • Subjective interpretation of the interviewer possible
  • No generalisation
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14
Q

Projective Techniques

A

Indirect form of questioning that require respondents to describe vague and ambiguous stimulus situations

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15
Q

Word Association

A

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

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16
Q

Purpose of Word Association

A
  • To check if words are associated with what they should be associated with
  • To discover what consumers think about a brand or product
17
Q

Completing Sentences and Stories

A

Variation of the word association technique where respondent receives a sentence or a story and must quickly complete it

18
Q

Purpose of Completing Sentences and Stories

A
  • Checking that the right association is made
  • Describing the image of a brand
19
Q

Cartoon Test

A

Respondents are asked to fill in empty text bubbles in a cartoon

20
Q

Third-person Technique

A

Respondent projects their ideas/feelings/attitude towards another person

21
Q

Purpose of Third-person Technique

A
  • Indirectly expresses his personal beliefs and attitudes
22
Q

Identification / Personification test

A

A respondent is asked to describe a typical user of a product or brand

23
Q

Types of Identification / Personification tests

A
  • Shopping list
  • Planet list
  • Withdrawal
  • Animism
24
Q

Shopping List in Identification / Personification Test

A

Participants imagine that a product or brand is a person and then create a shopping list for them

25
Q

Planet List in Identification / Personification Test

A

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

26
Q

Withdrawal in Personification / Identification Test

A

Participants imagine what would happen if a particular brand or product were to be withdrawn from the market

27
Q

Animism in Identification / Personification Test

A

Participants are asked to describe the brand or product as if it were a living being with a personality, feelings and motivations

28
Q

Purpose of Shopping List in Identification / Personification Test

A

Reveals perceived lifestyle and values associated with a brand

29
Q

Purpose of Planet List in Identification / Personification Test

A

Highlights market positioning and brand relationships

30
Q

Purpose of Withdrawal in Identification / Personification Test

A

Assesses brand loyalty and consumer dependence

31
Q

Purpose of Animism in Identification / Personification Test

A

Uncovers the emotional and personality traits linked to a brand

32
Q

Photo Talking

A

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

33
Q

Pros of Projective Techniques

A
  • Possibility to get responses respondents are unwilling to give
  • Helpful when underlying motivations, beliefs and attitudes are operating at a subconscious level
34
Q

Cons of Projective Techniques

A
  • Skilled interviewers & interpreters required
  • Subjective interpretation
  • Tends to be expensive

Market Research: Set Up (5 decks)

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