Transcript QualitativeResearch05

Exploratory Research Design:
Qualitative Research
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A Classification of Marketing Research Data
Fig. 5.1
Marketing Research Data
Secondary Data
Primary Data
Qualitative Data
Descriptive
Survey
Data
Observational
and Other Data
Quantitative Data
Causal
Experimental
Data
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Qualitative vs. Quantitative Research
Table 5.1
Qualitative Research
Quantitative Research
Objective
To gain a qualitative
understanding of the
underlying reasons and
motivations
To quantify the data and
generalize the results from
the sample to the population
of interest
Sample
Small number of nonrepresentative cases
Large number of
representative cases
Data Collection
Unstructured
Structured
Data Analysis
Non-statistical
Statistical
Outcome
Develop an initial
understanding
Recommend a final course of
action
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A Classification of Qualitative Research Procedures
Fig. 5.2
Qualitative Research
Procedures
Direct (Non
disguised)
Focus Groups
Association
Techniques
Indirect
(Disguised)
Projective
Techniques
Depth Interviews
Completion
Techniques
Construction
Techniques
Expressive
Techniques
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Characteristics of Focus Groups
Table 5.2
Group Size
8-12
Group Composition
Homogeneous, respondents,
prescreened
Physical Setting
Relaxed, informal atmosphere
Time Duration
1-3 hours
Recording
Use of audiocassettes and videotapes
Moderator
Observational, interpersonal, and
communication skills of the moderator
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Key Qualifications of Focus Group Moderators
1. Kindness with firmness: The moderator must combine a disciplined
detachment with understanding empathy so as to generate the
necessary interaction.
2. Permissiveness: The moderator must be permissive yet alert to signs
that the group’s cordiality or purpose is disintegrating.
3. Involvement: The moderator must encourage and stimulate intense
personal involvement.
4. Incomplete understanding: The moderator must encourage
respondents to be more specific about generalized comments by
exhibiting incomplete understanding.
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Key Qualifications of Focus Group Moderators
5. Encouragement: The moderator must encourage unresponsive
members to participate.
6. Flexibility: The moderator must be able to improvise and alter the
planned outline amid the distractions of the group process.
7. Sensitivity: The moderator must be sensitive enough to guide the
group discussion at an intellectual as well as emotional level.
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Procedure for Planning and Conducting Focus Groups
Fig. 5.3
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
State the Objectives/Questions to be Answered by Focus Groups
Write a Screening Questionnaire
Develop a Moderator’s Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
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Variations in Focus Groups
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Two-way focus group. This allows one target group
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Dual-moderator group. A focus group conducted by
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Dueling-moderator group. There are two
to listen to and learn from a related group. For
example, a focus group of physicians viewed a focus
group of arthritis patients discussing the treatment
they desired.
two moderators: One moderator is responsible for
the smooth flow of the session, and the other
ensures that specific issues are discussed.
moderators, but they deliberately take opposite
positions on the issues to be discussed.
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Variations in Focus Groups
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Respondent-moderator group. The moderator asks
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Client-participant groups. Client personnel are
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Mini groups. These groups consist of a moderator
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Tele-session groups. Focus group sessions by phone
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Online Focus groups. Focus groups conducted online
selected participants to play the role of moderator
temporarily to improve group dynamics.
identified and made part of the discussion group.
and only 4 or 5 respondents.
using the conference call technique.
over the Internet.
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Advantages of Focus Groups
1.
2.
3.
4.
5.
6.
7.
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10.
Synergism (group>individual)
Snowballing (chain reaction)
Stimulation (excitement increases)
Security(similar feelings/opinions; comfort)
Spontaneity (when they want to answer)
Serendipity (in group, ideas out of the blue
Specialization (use of interviewer-expert)
Scientific scrutiny (personal observation)
Structure (flexibility and depth)
Speed (several people at the same time)
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Disadvantages of Focus Groups
1. Misuse (results presented as
conclusive; when only exploratory)
2. Misjudge (subjective process)
3. Moderation (skills of the moderator)
4. Messy (because of unstructured form)
5. Misrepresentation (not a
representative sample of population)
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Depth Interview Techniques: Laddering
Example: Consider a study, conducted by an airline, of attitudes toward
airlines among male middle-managers.
In laddering, the line of questioning proceeds from
product characteristics to user characteristics. This
technique allows the researcher to tap into the
consumer's network of meanings.
Wide body aircrafts
(product characteristic)
I can get more work done
(consequences)
I accomplish more
(consequences)
I feel good about myself
(values; user characteristic)
Advertising theme: You will feel good about yourself when flying
our airline. “You're The Boss.”
Depth Interview Techniques:
Hidden Issue Questioning
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In hidden issue questioning, the focus is not on
socially shared values but rather on personal “sore
spots;” not on general lifestyles but on deeply felt
personal concerns.
In the study conducted by the airline, respondents
were questioned about fantasies, work lives, and
social lives to identify hidden life issues. The answers
indicated that glamorous, historic, elite, “masculinecamaraderie,” competitive activities (e.g., car racing)
were of personal interest to the managers.
Based on these answers, advertising campaigns could
be developed; e.g. this airline used the answers in
order to communicate its aggressiveness, high status,
and competitive heritage.
Depth Interview Techniques:
Symbolic Analysis
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Symbolic analysis attempts to analyze the symbolic meaning
of objects by comparing them with their opposites. The logical
opposites of a product that are investigated are: non-usage of
the product, attributes of an imaginary “non-product,” and
opposite types of products.
Example: The airline asked the following question: “What would
it be like if you could no longer use airplanes?”
The answer: “Without planes, I would have to rely on letters, email, and long distance calls.”
This suggests that what airline sells to the managers is face-toface communication.
Thus, an effective ad might be one that guarantees that:
The airline will do the same thing for a manager as Federal
Express does for a package.
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Advantages of in-depth interviews
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Help to answer not only the “What?’ and “How?” but
also the “Why?” questions
Managers are more likely to agree to be interviewed
than complete a questionnaire
Stimulate respondents to elaborate on the topic being
discussed
In certain cultures, in-depth interviews work much
better than focus groups
Informal, allow respondents to talk freely about the
topic
Very useful when
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there are many questions to ask
questions are complex or open-ended
the order and logic of questions may have to be varied
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Definition of Projective Techniques
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An unstructured, indirect form of questioning
that encourages respondents to project their
underlying motivations, beliefs, attitudes or
feelings regarding the issues of concern.
In projective techniques, respondents are
asked to interpret the behavior of others.
In interpreting the behavior of others,
respondents indirectly project their own
motivations, beliefs, attitudes, or feelings into
the situation.
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1. Word Association
In word association, respondents are presented with a list of
words, one at a time and asked to respond to each with the first
word that comes to mind. The words of interest, called test
words, are interspersed throughout the list which also contains
some neutral, or filler words to disguise the purpose of the
study. Responses are analyzed by calculating:
(1) the frequency with which any word is given as a response;
(2) the amount of time that elapses before a response is given;
and
(3) the number of respondents who do not respond at all to a
test word within a reasonable period of time.
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Word Association
EXAMPLE: a study of women’s attitudes toward detergents.
STIMULUS
MRS. M
MRS. C
washday
everyday
ironing
fresh
and sweet
clean
pure
air
soiled
scrub
don't; husband does
clean
filth
this neighborhood
dirt
bubbles
bath
soap and water
family
squabbles
children
towels
dirty
wash
Thus, the women differ in personality and in their attitudes
toward housekeeping: Mrs. M is resigned to dirt (she sees
dirt as inevitable and does not want to do much about it;
she does not get pleasure from her family); Mrs. C sees dirt
too, but is energetic, factual minded, and less emotional.
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2. Completion Techniques
In Sentence completion, respondents are given incomplete
sentences and asked to complete them. Generally, they are
asked to use the first word or phrase that comes to mind.
It is similar to word association; but may provide more
information about the subject’s feelings; however, it is not as
disguised as word association – respondents may guess the
purpose of the study and provide biased answers.
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Sak's Fifth
Avenue would be __________________________________
J. C. Penney is most liked by _________________________
When I think of shopping in a department store, I ________
A variation of sentence completion is paragraph completion, in
which the respondent completes a paragraph beginning with the
stimulus phrase.
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Completion Techniques
In story completion, respondents are given part of
a story – enough to direct attention to a particular
topic but not to hint at the ending. They are required
to give the conclusion in their own words.
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3. Construction Techniques
With a picture response (the roots can be traced to
TAT=Thematic Apperception Test), the respondents
are asked to describe a series of pictures of ordinary
as well as unusual events. The respondent's
interpretation of the pictures gives indications of that
individual's personality.
In cartoon tests, cartoon characters are shown in a
specific situation related to the problem. The
respondents are asked to indicate what one cartoon
character might say in response to the comments of
another character. Cartoon tests are simpler to
administer and analyze than picture response
techniques.
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A Cartoon Test
Sears
Let’s see if we can
pick up some
house wares at
Sears
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4. Expressive Techniques
In expressive techniques, respondents are
presented with a verbal or visual situation and asked
to relate the feelings and attitudes of other people to
the situation.
Role playing Respondents are asked to play the
role or assume the behavior of someone else.
Third-person technique The respondent is
presented with a verbal or visual situation and the
respondent is asked to relate the beliefs and attitudes
of a third person rather than directly expressing
personal beliefs and attitudes. This third person may
be a friend, neighbor, colleague, or a “typical”
person.
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Advantages of Projective Techniques
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They may elicit responses that subjects would
be unwilling or unable to give if they knew
the purpose of the study.
Helpful when the issues to be addressed are
personal, sensitive, or subject to strong social
norms.
Helpful when underlying motivations, beliefs,
and attitudes are operating at a subconscious
level.
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Disadvantages of Projective Techniques
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Suffer from many of the disadvantages of
unstructured direct techniques, but to a
greater extent.
Require highly trained interviewers.
Skilled interpreters are also required to
analyze the responses.
There is a serious risk of interpretation bias.
They tend to be expensive.
May require respondents to engage in
unusual behavior; therefore may not be
representative of the population.
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Guidelines for Using Projective Techniques
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Projective techniques should be used
because the required information
cannot be accurately obtained by direct
methods.
Projective techniques should be used
for exploratory research to gain initial
insights and understanding.
Given their complexity, projective
techniques should not be used naively.
Comparison of Focus Groups, Depth Interviews,
and Projective Techniques
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Table 5.3
Criteria
Focus
Groups
1. Degree of Structure
Relatively high
2. Probing of individual
Low
respondents
3. Moderator bias
Relatively medium
4. Interpretation bias
Relatively low
5. Uncovering
Low
subconscious
information
6. Discovering innovative High
information
7. Obtaining sensitive
Low
information
8. Involve unusual
No
behavior or questioning
9. Overall usefulness
Highly useful
Depth
Interviews
Projective
Techniques
Relatively medium Relatively low
High
Medium
Relatively high
Low to high
Relatively medium Relatively high
Medium to high
High
Medium
Low
Medium
High
To a limited
extent
Useful
Yes
Somewhat
useful
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Advantages of Online Focus Groups
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Geographical constraints are removed and
time constraints are lessened.
Unique opportunity to re-contact group
participants at a later date.
Can recruit people not interested in traditional
focus groups: doctors, lawyers, etc. or who
have no time
Moderators can carry on side conversations
with individual respondents, probing deeper.
There is no travel, video taping, or facilities to
arrange; so the cost is much lower.
People are more likely to fully express their
thoughts (in the privacy of their homes)
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Disadvantages of Online Focus Groups
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Only people that have access to the
Internet/phone can participate.
Verifying that a respondent is a member
of a target group is difficult.
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There is lack of general control over the
respondent's environment
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cannot control the pace of the interview;
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recording the data may be difficult;
respondents will probably allocate less time
than in the face-to-face interview
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– this may lead to issues of reduced reliability:
 respondents are either less willing to explore the
topic or may even refuse to take part in the
study.
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Only audio and visual stimuli can be
tested. Products can not be touched
(e.g., clothing) or smelled (e.g.,
perfumes).
Lack of personal contact, which
otherwise might
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help establish trust
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Sensitive questions may be asked
provide opportunity to witness the nonverbal behavior of the respondent
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If not, wrong interpretations are possible