Chapter 4: Qualitative Research

Question 1

Qualitative research

Answer 1

Research whose findings are not subject to quantification or quantitative analysis

Question 2

Quantitative research

Answer 2

Research that uses mathematical analysis

Question 3

Why is qualitative research popular?

Answer 3

• Much cheaper than quan research
• Best way to understand in-depth motivations and feelings of target market
• Can improve efficiency of quan research

Question 4

Limitations of qualitative research

Answer 4

• Qual research does not distinguish small differences in attitudes as effectively as quan research
• Not necessarily representative of the population of interest

Question 5

Focus group

Answer 5

A group of 8-12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept

Question 6

Goal of focus group

Answer 6

To learn and understand what people have to say and why about a product, concept, idea, or organization

Question 7

Group dynamics

Answer 7

Interaction among people in a group, important for focus gorups

Question 8

Conducting focus groups

Answer 8

1. Need the right setting

2. Need the right participants

Question 9

Setting of focus group

Answer 9

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

Question 10

Participants of focus group

Answer 10

Researchers normally establish criteria for the group particpants. Can use influentials as well.

Question 11

Recruitment method for focus groups

Answer 11

1. Mall-intercept interviewing

2. Random telephone screening

Question 12

Key elements of focus groups

Answer 12

1. Moderator
2. Discussion guide
3. Length of focus group
4. Client’s role
5. Focus group report

Question 13

Focus group moderator

Answer 13

The person hired by the client to lead the focus group, this person should have background in psychology or sociology, or at least marketing

Question 14

Skills/attributes needed for focus group moderator

Answer 14

• Business skills
• Good listening & observation skills
• Objective
• Flexible
• Good communication skills
• Interest in people
• Attention to detail & organized

Question 15

Discussion guide of focus group

Answer 15

A written outline of topics to be covered during a focus group discussion

Question 16

3 stages of discussion guide

Answer 16

1. Rapport is established, rules of group interactions are explained, and objectives are given
2. Moderator attempts to provoke intensive discussion
3. Moderator summarizes significant conclusions and tests the limits of belief and commitment

Question 17

Length of focus group

Answer 17

Average length is 90 minutes, and the longer it goes the more information is obtained

Question 18

Number of questions vs time in focus group

Answer 18

1. Fewer questions + more time = elaborate answers

2. More questions + less time = rushed

Question 19

Client’s role in focus groups

Answer 19

The client selects the supplier and sometimes the moderator as well, and sometimes even the market

Question 20

Focus group report

Answer 20

An instant analysis is completed right after a focus group so the client gets a chance to hear and react to the moderators perceptions

Question 21

Focus group trends

Answer 21

1. Video transmissions

2. Focus group panels

Question 22

Focus group panels

Answer 22

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

Question 23

Prosumers

Answer 23

Marketing professionals added to focus groups

Question 24

Advantages of focus groups

Answer 24

1. Stimulation of new ideas and thoughts through discussion among participants
2. First-hand consumer info received in a shorter amount of time
3. Opportunity to observe consumers behind a glass
4. Executed quickly

Question 25

Disadvantages of focus groups

Answer 25

1. Immediacy can cause managers to be misled
2. Follows an inductive approach
3. Process may be compromised
4. Moderator’s behaviour may modify outcome of responses
5. Shy respondents

Question 26

Other qualitative methods

Answer 26

1. Individual depth interview (IDIs)

2. Projective tests

Question 27

Individual depth interviews (IDIs)

Answer 27

One-on-one interviews that probe and elicit detailed answers to questions, often using non-directive techniques to uncover hidden motivations

Question 28

Advantages of IDIs

Answer 28

1. No group pressure
2. 1-1 situation makes respondent feel more important
3. Heightened sense of awareness from respondent
4. More flexible than focus group
5. More information from respondent
6. More probing
7. Interview can be conducted anywhere

Question 29

Disadvantages of IDIs

Answer 29

1. More expensive
2. Less client involvement
3. More inefficient, physically exhausting for moderator
4. No leverage from group dynamics

Question 30

Hermeneutic research

Answer 30

Research that focuses on interpretation through conversations
In this approach, the researcher answers the participant’s questions

Question 31

Delphi method

Answer 31

Rounds of individual data collection from knowledgeable people; Results are summarized and returned to the participants for further refinement

Question 32

Projective test

Answer 32

A technique for tapping respondents’ deepest feelings by having them project those feelings into an unstructured situation

Question 33

Word association tests

Answer 33

Projective tests in which the interviewers says a word and the respondent must mention the first thing that comes to mind

Question 34

Analogies

Answer 34

Comparison of two items based on similarities

Question 35

Personification

Answer 35

Drawing a comparison between a product and a person

Question 36

Sentence and story completion tests

Answer 36

Projective tests in which respondents complete sentences or stories in their own words

Question 37

Cartoon tests

Answer 37

A projective tests in which respondent fills in the dialogue of one of two characters in a cartoon

Question 38

Photo sorts

Answer 38

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

Question 39

Multi-sensory sorts (MuSeS)

Answer 39

A projective technique that uses a consumers’ senses of sight, touch, hearing, smell, and taste to measure perception of brands

Question 40

Consumer drawings

Answer 40

A projective technique in which respondents draw what they are feeling or how they perceive an object

Question 41

Storytelling

Answer 41

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

Question 42

Third-person technique

Answer 42

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’