Chapter 4: Qualitative Research Flashcards
Qualitative research
Research whose findings are not subject to quantification or quantitative analysis
Quantitative research
Research that uses mathematical analysis
Why is qualitative research popular?
- Much cheaper than quan research
- Best way to understand in-depth motivations and feelings of target market
- Can improve efficiency of quan research
Limitations of qualitative research
- Qual research does not distinguish small differences in attitudes as effectively as quan research
- Not necessarily representative of the population of interest
Focus group
A group of 8-12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept
Goal of focus group
To learn and understand what people have to say and why about a product, concept, idea, or organization
Group dynamics
Interaction among people in a group, important for focus gorups
Conducting focus groups
- Need the right setting
2. Need the right participants
Setting of focus group
Held in focus group facilities, A research facility consisting of a conference-room or living-room setting and a separate observation room with a one-way mirror or live audiovisual feed
Participants of focus group
Researchers normally establish criteria for the group particpants. Can use influentials as well.
Recruitment method for focus groups
- Mall-intercept interviewing
2. Random telephone screening
Key elements of focus groups
- Moderator
- Discussion guide
- Length of focus group
- Client’s role
- Focus group report
Focus group moderator
The person hired by the client to lead the focus group, this person should have background in psychology or sociology, or at least marketing
Skills/attributes needed for focus group moderator
- Business skills
- Good listening & observation skills
- Objective
- Flexible
- Good communication skills
- Interest in people
- Attention to detail & organized
Discussion guide of focus group
A written outline of topics to be covered during a focus group discussion
3 stages of discussion guide
- Rapport is established, rules of group interactions are explained, and objectives are given
- Moderator attempts to provoke intensive discussion
- Moderator summarizes significant conclusions and tests the limits of belief and commitment
Length of focus group
Average length is 90 minutes, and the longer it goes the more information is obtained
Number of questions vs time in focus group
- Fewer questions + more time = elaborate answers
2. More questions + less time = rushed
Client’s role in focus groups
The client selects the supplier and sometimes the moderator as well, and sometimes even the market
Focus group report
An instant analysis is completed right after a focus group so the client gets a chance to hear and react to the moderators perceptions
Focus group trends
- Video transmissions
2. Focus group panels
Focus group panels
A panel of 8-12 qualified respondents who agree to participate in a series of focus groups on a given product, service or topic for once a month for a six-month period
Prosumers
Marketing professionals added to focus groups
Advantages of focus groups
- Stimulation of new ideas and thoughts through discussion among participants
- First-hand consumer info received in a shorter amount of time
- Opportunity to observe consumers behind a glass
- Executed quickly
Disadvantages of focus groups
- Immediacy can cause managers to be misled
- Follows an inductive approach
- Process may be compromised
- Moderator’s behaviour may modify outcome of responses
- Shy respondents
Other qualitative methods
- Individual depth interview (IDIs)
2. Projective tests
Individual depth interviews (IDIs)
One-on-one interviews that probe and elicit detailed answers to questions, often using non-directive techniques to uncover hidden motivations
Advantages of IDIs
- No group pressure
- 1-1 situation makes respondent feel more important
- Heightened sense of awareness from respondent
- More flexible than focus group
- More information from respondent
- More probing
- Interview can be conducted anywhere
Disadvantages of IDIs
- More expensive
- Less client involvement
- More inefficient, physically exhausting for moderator
- No leverage from group dynamics
Hermeneutic research
Research that focuses on interpretation through conversations
In this approach, the researcher answers the participant’s questions
Delphi method
Rounds of individual data collection from knowledgeable people; Results are summarized and returned to the participants for further refinement
Projective test
A technique for tapping respondents’ deepest feelings by having them project those feelings into an unstructured situation
Word association tests
Projective tests in which the interviewers says a word and the respondent must mention the first thing that comes to mind
Analogies
Comparison of two items based on similarities
Personification
Drawing a comparison between a product and a person
Sentence and story completion tests
Projective tests in which respondents complete sentences or stories in their own words
Cartoon tests
A projective tests in which respondent fills in the dialogue of one of two characters in a cartoon
Photo sorts
A projective technique in which a respondent sorts photos of different types of people identifying those people she or he feels would use the specified product or service
Multi-sensory sorts (MuSeS)
A projective technique that uses a consumers’ senses of sight, touch, hearing, smell, and taste to measure perception of brands
Consumer drawings
A projective technique in which respondents draw what they are feeling or how they perceive an object
Storytelling
A pro tech in which respondents are required to tell stories about their experiences - for example, with a company or product; also known as the metaphor technique
Third-person technique
A pro tech in which the interviewer learns about respondents’ feelings by asking them to answer for a third party, such as ‘your neighbour’ or ‘most people’
