4-1 Chapter Four. 4-2 Qualitative: Research yielding findings that are not subject to quantification or quantitative analysis. Its research conclusions.

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Chapter Four

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Qualitative:

• Research yielding findings that are not subject to quantification or quantitative analysis. Its research conclusions are not based on precisely measurable statistics but on more subjective observations and analysis.

Quantitative:

• Research that uses mathematical analysis. Typically research analysis is done using measurable and numeric standards.

The Nature of Qualitative Research

Key Terms & Definitions

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Qualitative vs. Quantitative Research


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1. Attitudinal, perception, and belief differences revealed during qualitative research might not be easily measureable. Quantitative research will more precisely measure these differences.

2. Qualitative research is often not statistically representative of the general population. Although qualitative results might give you a good idea about the population, they do not allow you to precisely gauge the population’s responses based on the limited sample typical of qualitative research.

3. Anyone can purport to be an expert.

General Limitations of Qualitative Research


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Factors to Consider:

• Time/budget• How the research results will be used• Product/service tangibility• Research goals and objectives • Participant availability and willingness• Desired analysis sophistication• Whether quantitative research follows

Qualitative Research Methods


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

Focus Group Defined:

The Importance of Focus Groups


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Some Key Characteristics:

The Importance of Focus GroupsContinued


• Good for idea generation, brainstorming, and understanding customer vocabulary

• Can be helpful in gaining insight to motives, attitudes, perceptions

• Can reveal needs / likes and dislikes / prejudices driven by emotions

• Group dynamics: the moderator must manage this factor deftly

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Focus Groups Steps


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1a. Decide on the key focus group objectives

1b. Use secondary research to hone questions

1c. Select focus group facility and participants

1d. Begin recruiting after deciding on participant incentives

2a. Select a moderator

2b. Develop a moderator guide to chart flow of focus group

3. Conduct the focus group--generally about two hours

4a. Review the video tape and analyze the results

4b. Prepare a written report

Conducting a Focus Group


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• Selection process:• Potential opinion leaders are best• Participants must be screened for relevance to the topic

• A focus group facility--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.

• A person hired by the client to lead the focus group; this person should have a background in psychology or sociology or, at least, marketing.

• Create moderator's guide to include:• Timetable for each topic, clear goals/questions to be answered• Strategy for keeping group on task/focused• Managing the group dynamics is critical

The Participants:

The Moderator:

The Facility:

Conducting a Focus GroupContinued


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• Smile – make a connection with individuals.

• Get physical – clear acknowledgement such as a handshake or dialog.

• Turn on the charm – make an extra effort to respond warmly.

• Offer empathy – if there are problems or concerns, address these issues.

• Be real – make actions sincere without phoniness or lies.

• Mind the details – include logistics such as mentioning where food, drink, and bathrooms; make sure everyone is comfortable.

• Come to complete closure – make comments final and say firm goodbyes.

The Moderator Builds Rapport


Tools, Tips and Techniques

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• Genuine interest in people • Acceptance and appreciation for the differences in

people • Good listening skills

• Good observation skills

• Interest in a wide range of topics and the ability to immerse themselves in the topic

What Makes a Good ModeratorKey Factors


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• Good oral and written communication skills

• Objectivity; remaining open to the ideas and feelings of others

• Sound knowledge of the basic principles, foundations, and applications of research, marketing, and advertising

• Flexibility: the ability to think on your feet

• Good attention to detail and organizational ability

What Makes a Good ModeratorKey Factors


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• Research begins in home country.• Copies of U.S. tapes should be sent to foreign

moderators to allow for conversion and translation.

• U.S. Moderator should schedule conference calls, to discuss research

• Research should be modified to take into consideration cultural bias, local privacy laws, and the market they want to appeal to.

Planning Global Focus Groups


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• Japan – Scheduling concerns related to professionals long work days.

• Germany – Highly restrictive privacy laws.• France – Frequent transportation strikes• England – Mixed educational levels• Scandinavia – Best technology infrastructure and

fluent English-speaking professionals in Europe

Major Global Markets


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• Focus groups can make managers believe they truly understand a situation even if it is only a small slice.

• Focus groups appeal to the desire for quick, simple answers to problems.

• Some focus groups create an impersonal atmosphere that discourages honesty.

• Some respondents may also be a problem if they are to introverted or coping with a dominant personality in the room.

• Much of the success relies on a moderator to control and soothe the situation.

Disadvantages to Focus Groups


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• Video Transmissions

• Focus Group Panels

• “Prosumers”— Marketing Professionals Used as Respondents

New Trends in Focus Group Methods


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

DepthInterviews (IDIs):

Other Qualitative Methods


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• Group pressure is eliminated• Respondent feels important and truly wanted• Respondent attains a heightened state of awareness• Encourages the revelation of new information• Respondents can be questioned at length to reveal

feelings and motivations• Individual interviews allow greater flexibility to the direction

of questioning• The interviewer becomes more sensitive to nonverbal

feedback• A singular viewpoint can be obtained without influence

from others• Interviews can be conducted anywhere

Advantages of IDIs


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Disadvantages of IDIs


• Costs in terms of time and money• Less client involvement• Do not cover much material in one day• Do not allow for a group discussion and resolution• Some respondent reactions cannot be generated

from a one-on-one session

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The Delphi Method:

It involves a number of rounds of data collection. In the classical Delphi procedure, the first round is unstructured, in order to allow individual experts relative freedom to identify and elaborate the pertinent issues from their point of view. These issues are then consolidated by the researcher into a structured questionnaire.


Hermeneutic Research:Research that focuses on interpretation through conversations

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Techniques that tap into respondents’ deepest feelings by having them project those feelings into an unstructured situation.

ProjectiveTests:

• Word Association Test• Analogy• Personification• Sentence and Story Completion Test



• Cartoon Tests and Photo Sorts• Customer Drawings• Storytelling• Third Person Technique

Examples:

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Projective test in which the interviewer says a word and the respondent must mention the first thing that comes to mind.

Word Association

Tests:

• Avoids defense mechanisms• Delays in response identify emotional

reactions• Provides brand and product name

suggestions



• Most respondents use antonyms or synonyms• Emotional delays can skew

ideas• Idea generating only

Pros/Cons:

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A projective test in which respondents complete sentences or stories in their own words.

Storytelling:

1. Best Buy is…2. The people who shop at Best Buy are…3. Best Buy should really…4. I don’t understand why Best Buy doesn’t…5. The last time I was at Best Buy….



Examples:

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A projective test in which a respondent sorts photos of different types of people, identifying those people who she or he feels would use the specified product or service.

Photo Sorts:



Example:

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

Cartoon Tests:



Example:

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• Qualitative Research• Quantitative Research• Focus Group• Group Dynamics• Focus Group Facility• Focus Group Moderator• Discussion Guide• Instant Analysis• Individual Depth Interviews• Hermeneutic Research• Delphi Technique

Links and button are active when in “Slide Show Mode”Key Terms & Definitions

• Projective Test• Word Association Test• Analogies• Personification• Sentence and Story Completion Tests• Cartoon Test• Photo Sorts• Consumer Drawings• Storytelling• Third Person Technique

4-1 Chapter Four. 4-2 Qualitative: Research yielding findings that are not subject to quantification or quantitative analysis. Its research conclusions.

Documents

research facility

research results

secondary research

john wiley sons

focus group facility

key focus group objectives

chart flow of focus

qualitative results