Transcript Chapter 8 - Dr V Kumar

Chapter 8
Qualitative and Observational
Research
Need for Qualitative Research
• To understand consumers’ minds
• To account for difference in attitudes in
international context
• To know more about things that cannot be
easily measured
• It is a less structured method and more
intense than questionnaire-based interviews
Types of Qualitative Research
• Individual interviews
a) Non-directive interviews: Respondents given freedom to
respond within the bounds of the topics of interest to the
interviewer.
b) Semi-structured interviews: The interviewer attempts to
cover a specific list of topics or sub-areas. The timing, exact
wording and the time allotted to each question is left to the
interviewers discretion.
Advantages and Disadvantages of
Qualitative Research Techniques
Advantages of Interviews
- Flexibility to probe respondent
- Telephone interviews are cost effective
Disadvantages of Interviews
- Results depend on skills of interviewer
- Recording all responses may not be possible
Types of Qualitative Research (contd.)
• Focus groups: A focus group discussion is the process of
obtaining possible ideas or solutions to a marketing problems
from a group of respondents by discussing it. Focus groups are of
various kinds:
Types of Qualitative Research (contd.)
a) Exploratory focus groups:
Used to generate hypotheses for testing or concepts for
future research
b) Experiencing focus groups:
Allows the researcher to experience the emotional
framework in which the product is being used
c) Clinical focus groups:
Used to gain insights into the true motivations and feelings
in the consumer’s mind that are subconscious in nature
Types of Qualitative Research (contd.)
Although each country is unique in its cultural characteristics, there
are some common differences that should be addressed:
Time frame: It takes different lengths of time to complete projects
in different countries
Structure: Most focus groups panels consist of 4 to 6 people as
against 8 to 10 in the US and interviews can last up to 4 hours.
Recruiting and rescreening: The processes of screening and
recruiting must be monitored very carefully.
Approach: Foreign moderators are not as structured and as
authoritative as U.S. moderators.
Focus Groups are used to...
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Generate and test ideas for new products, product
concepts, and product positioning
Generate hypotheses that can be studied in later research
Collect information that can be used for designing
questionnaires
Check if marketing strategies are transferable across
countries
Focus Group Moderator: Critical Skills
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Establish a quick rapport so that the group gets to the topic of interest
in as short time as possible
Demonstrate genuine interest in the views of the group members
Avoid use of technical jargon and sophisticated terminology that will
turn off the participants
Be flexible in implementing the interview agenda so that the group
does not lose its spontaneity.
Introduce and maintain a smooth flow in the discussion.
Exert control over the group so that no one individual or subgroup
dominates the discussion
Advantages and Disadvantages
of Focus Groups
Advantages
- People are more candid in a group
- Very useful if there are 5 to 9 participants
Disadvantages of Focus Groups
- Some members of the panel may be very
aggressive
- Social status of respondents important in
some cultures
Types of Qualitative Research (contd)
• Projective techniques: The presentation of an ambiguous,
unstructured object, activity or person that a respondent is asked to
interpret and explain.There are different categories of projective
techniques.
•Word association techniques: Asks respondents to give the first
word or phrase that comes to mind after the researcher presents a
word or phrase.
Example: “What comes to your mind when you think of …..”
Types of Qualitative Research (contd)
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Completion tests: Involves giving respondents an
incomplete and ambiguous sentence, which is to be
completed with a phrase.
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Picture Interpretation technique: Respondents are
shown an ambiguous picture and are asked to describe
it.
Types of Qualitative Research (contd)
-Third Person techniques: Involves asking respondents how
friends, neighbors or the average man would think or react to a
situation.
-Role playing:Respondents assume the role or behavior of another
person and in the process may project their own attitudes into the
role that they are playing.
Protocol: In this method respondents are asked to think aloud
while a decision is being made or a problem is being solved.
Hence it serves as a record of the respondent’s thought process.
These methods are designed to specifically prevent the
researcher from imposing his/her views on the respondents.
Advantages and Disadvantages
of Projective Techniques
Advantages
- Does not impose a cultural referent on respondent
Disadvantages
- Interpretation very subjective
- Difficult to establish rules for coding and
analyzing
Advantages and Disadvantages of
Protocols
Advantages
- Provide insight into the effectiveness of ad
campaigns
- Insight into different uses for a single product
- Help researchers understand customer
terminology
Disadvantages
- Very unstructured
- Onus of interpretation on researcher
- May get only partial information
Types of Observational Methods
•Direct observation: An observer disguises as a shopper and
watches shoppers approach a product category.
• Contrived observation: Involves studying the behavior of people
placed in a contrived observation situation.
• Content Analysis: It is used to analyze written material into
meaningful units using carefully applied rules.
• Physical trace measures: Involves recording the natural
“residue” of behavior
• Humanistic inquiry: Involves immersing the researcher in the
system that is being studied rather than the traditional method
where the researcher is a dispassionate observer.
• Behavior recording devices: Have been developed to overcome
deficiencies to human observers.
Advantages of Observational Methods
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In face-to-face interviews, the interviewer has the
flexibility to probe the respondent and direct the interview
in a manner that helps the study.
Advantages in technology have made telephone interviews
both economical and informative
Focus group sessions are very useful if the number of
participants is restricted and all are allowed to freely
express opinions.
Protocols are useful in providing information regarding
effectiveness of advertising and promotional campaigns.
They let the researcher know exactly what the customers
think of a marketing strategy.
Disadvantages of Observational Methods
- People react differently if they know they are
being observed
- Cannot measure motives, attitudes or
intentions
- Very subjective
- Language differences make interpretation
difficult
Frequency and Ease of Use
Cultural Influences: Researchers should make sure that they
understand the product usage, other acceptable substitutes to the
product, and cultural differences before they launch the data
collection process.
Biases in qualitative and observational research
- Research design and approach
- Communication
- Interpretation of results