chapter 4 Flashcards
Qualitative research:
is a term used loosely to refer to research in which find- ings are not subject to quantification or quantitative analysis
small samples but researchers prefer a larger sample
subjective, inteprecte
used for exploratory
Quantitative research:
uses mathematical analysis
quantitative research might be used to find statistically significant differences between heavy and light consumers, qualitative research could be used to exam- ine the attitudes, feelings, and motivations that make someone a heavy or light consumer.
used for descriptive or casual
Popularity of qualitative research
Much cheaper, no better way to understand the indepth motiatiosn of consumers, can improve the efficiency of qunattive research
but now there is a blend between qualitative and quant
Limitations of qualitative research
Doesnt represent the poukation of interest to the researcher
Small sample size and free-flowing discussion can lead qualitative research projects down many paths.
Because the subjects of qualitative research are free to talk about what interests them, a dominant individual in a group discussion can lead the group into areas of only tangential interest to the researcher. It takes a highly skilled researcher to get the discussion back on track without stifling the group’s interest, enthusiasm, and willingness to speak out
Focus groups:
A group of 8 to 12 participants who are led by a moderator in an in-depth discussion on one par- ticular topic or concept.
looks at group dynamics
goal of a focus group
The goal of focus group research is to learn and understand what people have to say and why. The emphasis is on getting people to talk at length and in detail about the subject at hand. The intent is to find out how they feel about a product, concept, idea, or organization; how it fits into their lives; and their emotional involvement with it
How popular are focus groups?
Most marketing research firms, advertising agen- cies, and consumer-goods manufacturers use focus groups. Acceptance and usage of focus groups have increased consistently over the years, with spending on them running into billions of dollars.
Focus groups tend to be used more extensively by consumer-goods companies than by industrial-goods organizations, since forming industrial groups poses a host of problems not found in consumer research
steps to conduct a focus group
- prepare for the group by selecting a focus group facility and recruit the participants
- select a moderator and create a discussion guide
- conduct the group
- prepare the focus group report
setting of focus groups
Focus groups are usually held in a focus group facility. The setting is often a confer- ence room, with a large one-way mirror built into one wall. Microphones are placed in an unobtrusive location (usually the ceiling) to record the discussion. Behind the mir- ror is the viewing room, which holds chairs and note-taking benches or tables for the clients. The viewing room also houses the recording or videotaping equipment.
Might do a living room instead because its informal so will make the partrticpants at ease
Could also televise the oroceedings to a remote viewing room rather thna a one way mirror→ offers the avdnatage of being able to move and speak in a normal tone without being heard through the wall
participants of focus groups
Focus group participants are recruited from a variety of sources. Two traditional procedures are mall-intercept interviewing and random telephone screening
Researchers normally establish criteria for the group participants.
There has been a growing trend of using influentials as participants in focus groups. These are people who are considered to be two to five years ahead of the curve and involved with setting new trends for products, services, and lifestyles.
Influentials typically have taken time to learn about new, emerging trends and products, and tend to use word of mouth to convince others that these are trends they should follow.
Usually, researchers strive to avoid repeat, or “professional,” respondents in focus groups. Professional respondents are viewed by many researchers as actors or, at the very least, less than candid participants.
not more than 8 people
why do people participate in focus groups
money, topic is interesting, a convenient time,is fun, know a lot about the product, curious, offer an opportunity to express opinions
The study also found that participants who came only for the money were less committed to research and tended to fulfill their roles in a more per- functory way.
Key elements of focus groups
moderator , discussion guide
Key attributes for conducting a focus group :
genuine interest in people, their behvauur emotions
Acceptance and appreciation for the differences in people, especially those whose lives vary greatly from your own.
Good listening skills—the ability both to hear what is being said and to identify what is not being said.
Goodobservationskills—theabilitytoseeindetailwhatishappeningornothap- pening and to interpret body language
Interest in a wide range of topics and the ability to immerse yourself in the topic and learn the necessary knowledge and language quickly.
Good oral and written communication skills—the ability to clearly express your- self and to do so confidently in groups of all types and sizes.
Objectivity—the ability to set your personal ideas and feelings aside and remain open to the ideas and feelings of others.
Soundknowledgeofthebasicprinciples,foundations,andapplicationsofresearch, marketing, and advertising.
Flexibility, the ability to live with uncertainty, make fast decisions, and think on your feet
Good attention to detail and organizational skills.
Dicussion guide
Regardless of how well trained and personable the moderator is, a successful focus group requires a well-planned discussion guide.
Discussion guide: A written outline of topics to be covered during a focus group discussion
Usually the guide is generated by the modera- tor based on the research objectives and client information needs. It serves as a checklist to ensure that all salient topics are covered and in the proper sequence.
who is the moderator
The person hired by the client to lead the focus group; this person should have a background in psy- chology or sociology or, at least, marketing.
Needs tow sets of skills
The two sets of skills: have to conduct a group properly and have good business skills to effectively interact with the clients
The guide tends to lead the discussion through three stages.
In the first stage, rap- port is established, the rules of group interactions are explained, and objectives are given. In the second stage, the moderator attempts to provoke intensive discussion. The final stage is used for summarizing significant conclusions and testing the limits of belief and commitment.
