L2 Qualitative Research

Question 1

Do perceptions trump reality?

Answer 1

Yes they do. Expectations influence taste

• the power of brands
• price = quality inference

Question 2

Does information before the taste alter the “Objective” taste?

Answer 2

Yes.

But if the information is given after the tasting, then the objective taste is used when giving a rating.

Question 3

Why did the blind test for Coke fail? What is the solution?

Answer 3

Because Coke is not for the taste but for the experience.
Blind taste tests eliminate social influence.

The limitation to the method is that social influence matters in the real world.
Blind tests failed to tap into symbolism

–> Solution: Exploratory research

Question 4

The value of exploratory research

Answer 4

obtaining insights vs. answers

especially valuable when question is uncertain

Question 5

General Characteristics of exploratory research

Answer 5

• can start without a theory
• open-ended questions (if any)
• small samples
• requires lots of interpretation

Question 6

Ethnography

Answer 6

• study of phenomena in their natural environment
• how things happen “for real”
• highly intensity situations (communities)
• verbal information insufficient
• sensitive phenomena
• sharing participants way of life over a long period of time
• Field notes, artifacts, photographies
• both observation and interaction can take place
• interpretation of verbal and nonverbal information

Question 7

Focus Group

Answer 7

• 8 to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept
• cheaper, direct interaction with real consumers
  –> used to obtain to find the meaning behind findings of quantitative research
  Caveats (Vorsichtsmaßnahmen)
  small sample size (does not capture small differences in marketing mix for example)

Question 8

Why and when use a focus group?

Answer 8

• idea generation
• refine a problem
• unclear underlying dimensions
• subconscious feelings
• group dynamics (Do others attitude matter)

Question 9

IDI

Answer 9

Individual Depth Interviews

Question 10

When use IDI?

Answer 10

• sensitive topics
• understand the individual’s journey in depth

-> usually conduct many like 20 or 30

Question 11

Laddering technique

Answer 11

attributes –> consequences –> values

• Laddering is about going in depth

Question 12

Example Laddering technique

Answer 12

Attribute: 
What do you like of this book?
\: it is thin
Consequence:
Why is it important that it is thin?
\: It gives essential information
Values: 
Why do you care about essential information?
\: Easier to learn