Transcript m310_qualitative_research_v2

Exploratory and
Qualitative Research
Methods
Dr. Michael R. Hyman, NMSU
Exploratory Research
• Initial research conducted to clarify and
define the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected
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Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Problem Definition
Exploratory
Research
(Optional)
Statement of
Research Objectives
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Why Conduct Exploratory
Research?
Diagnose a situation
Screening of alternatives
Discover new ideas
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Categories of Exploratory
Research
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Experience surveys
Secondary data analysis
Case studies
Pilot studies
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Experience Surveys
Ask knowledgeable individuals about a
particular research problem
- Most are quite willing to talk
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Secondary Data Analysis
• Data collected for a purpose other
than the project at hand
• Economical
• Quick source for background
information
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Case Study Method
• Intensely investigates one or a few
situations similar to the problem
• Investigate in depth
• Careful study
• May require cooperation
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Pilot Study
• A collective term
• Any small scale exploratory study that
uses sampling
• But does not apply rigorous standards
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Qualitative Studies
• In-Depth Interviews
• Focus Group
Interviews
• Projective
Techniques
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Qualitative Methods
• Less structured
• More intensive
• Smaller number of respondents,
so non-probability sample
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Some
Appropriate
Uses for
Qualitative
Research
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Qualitative versus Quantitative
Research
• Purpose
– Exploratory (initial understanding) vs
descriptive and conclusive (recommend
course of action)
• Small (non-representative) versus large
(representative) samples
• Broad range of flexible questioning versus
structured questions
• Subjective interpretation versus statistical
analysis
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Qualitative vs. Quantitative Research
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Types of Qualitative Research
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Depth Interviews
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Classifying Surveys by Degree of Structure
and Degree of Disguise
Structured
Undisguised
Disguised
Unstructured
Example:
Example:
Typical descriptive survey
with straight-forward, structured
questions
Survey with open-ended
questions to discover “new”
answers or focus group interview
Example:
Example:
Survey interview to measure
brand A’s image versus
competitive brands’ images or
brand recall (unaided recall)
Projection techniques used
mostly for exploratory research
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Types of Depth Interviews
• Non-directive
– Maximum flexibility/probing
– Requires excellent interviewer
• Semi-structured
– General interview schedule
– Somewhat flexible
– Excellent for expert interviews
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Beginning
of a Depth
Interview
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Focus Groups
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Focus Group Interview
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Unstructured
Free flowing/relaxed
1 to 3 hour group interview
Run by moderator
Starts with broad topic and
focus in on specific issues
• Audio/video recorded and
observed live via two-way
mirror
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Group Composition
• 6 to 10 pre-screened
people
• 3 to 4 sessions
• Relatively
homogeneous within
each session
• Similar lifestyles and
experiences
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What is Included in a Recruitment Screener?
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Factors Influencing Participant Contributions in
Group Interviews
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Focus Group Moderator
• Focuses discussion
• Has loose control
• Develops rapport-helps people relax
• Interacts
• Listens to what
people have to say
• Everyone gets a
chance to speak
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Procedure
for
Planning
and
Conducting
Focus
Groups
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Focus Groups: Types and
Purposes
Types
• Exploratory
• Clinical
• Experiencing
Purposes
• Problem definition
• Hypothesis generation
• Concept testing
• Pilot testing
• Explore subconscious
motivation
• Product/brand usage
attitudes and beliefs
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Some
Marketing
Research
Uses of
Focus
Groups
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Advantages of Online
Focus Groups
• Fast
• Inexpensive
• Bring together many participants from
wide-spread geographical areas
• Respondent anonymity
• Transcript automatically recorded
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Disadvantages of Online
Focus Groups
• Less group interaction
• Absence of tactile stimulation
• Absence of facial expression and body
language
• Moderator’s job is different
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Advantages of Focus Groups Over
Depth Interviews
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“A man is least himself when he talks
in his own person; when given a mask
he will tell the truth.”
--Oscar Wilde
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Projective Techniques
• Present ambiguous
unstructured object
• From motivation research
binge of 1950s
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Types of Projective Techniques
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Thematic apperception test (T.A.T.)
Word association test (latency)
Sentence completion
Unfinished scenario completion
Third-person role playing
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TAT
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TAT
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TAT
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TAT
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Would you think Ms. A or Ms. B would drink more
milk, or possibly the same amount? (Give reason)
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TAT
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TAT
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TAT
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TAT
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Word Association
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Sentence Completion
People who drink beer are ______________________
A man who drinks light beer is ___________________
Imported beer is most liked by ___________________
A woman will drink beer when______________________
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Unfinished Scenario
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Third-person
Role Playing
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