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Observation, FocusGroups, and Other

Qualitative Measures

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Ch 8 2

Categories of Research

• Quantitative research: researchinvolving the use of structuredquestions in which response options

have been predetermined and a largenumber of respondents involved

• Qualitative research: researchinvolving collecting, analyzing, andinterpreting data by observing whatpeople do and say

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Ch 8 3

Categories of Research

• Pluralistic research: combination ofboth quantitative and qualitativeresearch methods in order to gain the

advantages of both

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Ch 8 4

Observation Techniques

• Observation methods: techniques inwhich the researcher relies on his orher powers of observation rather than

communicating with a person in orderto obtain information

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Ch 8 5


• Types of observation:

– Direct versus indirect

– Disguised versus undisguised – Structured versus unstructured

– Human versus mechanical

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Ch 8 6


Direct versus Indirect• Direct observation: observing

behavior as it occurs

• Indirect observation: observing the

effects or results of the behaviorrather than the behavior itself

– Archives

– Physical traces – Structured versus unstructured

– Human versus mechanical

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Ch 8 7


Disguised versus Undisguised

• Disguised observation: subject isunaware that he or she is beingobserved

• Undisguised observation: respondentis aware of observation

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Ch 8 8


Structured versus Unstructured

• Structured observation: researcheridentifies beforehand which behaviorsare to be observed and recorded

• Unstructured observation: norestriction is placed on what theobserver would note: all behavior in

the episode under study is monitored

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Ch 8 9


Human versus Mechanical

• Human observation: observer is aperson hired by the researcher, or,perhaps the observer is the

researcher

• Mechanical observation: humanobserver is replaced with some form

of static observing device

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Ch 8 10


Appropriate Conditions for Use

• Short duration

• Public

• Faulty recall conditions

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Ch 8 11


Advantages of Observational Data

• Insight into actual, not reported,behaviors

• No chance for recall error

• Better accuracy

• Less cost

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Limitations of Observational Data

• Small number of subjects

• Subjective interpretations

• Inability to pry beneath the behaviorobserved

• Motivations, attitudes, and other

internal conditions areunobserved…we don’t know why?

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Ch 8 13

Home Depot: An Example of

Direct ObservationShopper/Store Use ProfileAverage time in store: 32.4 (minutes)

Customer party size: 1.2 (persons)

Average expenditures: 57.34 (dollars)

Payment method 73.0% (credit card)

Number of aisles traveled: 5.7Requests for assistance: 0.5

Stops and looks at items 5.4

Items handled per stop 2.1

Total items handled 9.3

Items purchased 2.5

Product Categories of Purchases

Appliances 10%

Hand tools 22%

Electrical 31%

Plumbing 14%

Roofing 3%

Garden 35%

Other 26%We know WHAT

BUT, We don’t know WHY!

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Ch 8 14

Focus Groups

• Focus groups are small groups ofpeople brought together and guidedby a moderator through an

unstructured, spontaneousdiscussion for the purpose of gaininginformation relevant to the researchproblem.

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Ch 8 15

Focus Groups

• The moderator’s task is to ensurethat open discussion is “focused” onsome area of interest.

• Focus groups are used to generateideas, to learn the respondents’“vocabulary,” to gain some insightsinto basic needs and attitudes.

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Ch 8 16

Types of Focus Groups

• Traditional: Select 6 to 12 personsand meet in a dedicated room withone-way mirror for client viewing, for

about two hours.

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Ch 8 17

Types of Focus Groups

• Nontraditional: Online with clientviewing from distant locations; mayhave 25 or even 50 respondents;

allow client interaction; may take placein nontraditional locations.

• Online focus groups are a form of

nontraditional focus groups.

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Ch 8 18

Focus Groups

Online Focus Groups

• Online focus group: one in which therespondents and/or clientscommunicate and/or observe by useof the Internet

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Ch 8 19

Focus Groups

Online Focus Groups

• Advantages: – No physical setup is necessary – Transcripts are captured on file in

real time – Participants can be in widely

separated geographical areas – Participants are comfortable in their

home or office environments – The moderator can exchange

private messages with individualparticipants

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Ch 8 20

Focus Group Facility Floor

Plan

Source: Market Trends (www.markettrends.com)

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Ch 8 21

Pros of Focus Groups

• Generate fresh ideas

• Allow clients to observe theirparticipants

• May be directed at understanding awide variety of issues

• Allow fairly easy access to specialrespondent groups

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Ch 8 22

Cons of Focus Groups

• Representativeness of participants

• Interpretation sometimes difficult

• High cost per participant

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Ch 8 23

The Proper Use of Focus

Groups• Focus groups should not be used

when the research objective is topredict a specific number based upon

sample data.

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Ch 8 24

The Proper Use of Focus

Groups• Focus groups should be used when

the research objective is to describerather than predict.

– How do consumers describe abetter package?

– How would they describe their

satisfaction with our service? – How could they describe their

ideas for an ad campaign?

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Ch 8 25

Operational Issues of Focus

Groups• Size: 6 to 12

• Who: homogeneous

• Recruiting: use incentives

• Selection: what is purpose?

• Where: conducive to groupdiscussion

• When moderator gets involved: early• Reporting results: report qualitative

data

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Ch 8 26

Focus Groups

Reporting and Use of Results• Factors to remember when analyzing

data:

– Some sense must be made bytranslating the qualitativestatements of participants intocategories and then reporting the

degree of consensus apparent inthe focus groups

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Ch 8 27

Focus Groups

Reporting and Use of Results• Factors to remember when analyzing

data:

– Demographics and buyer behaviorcharacteristics of focus groupparticipants should be judgedagainst the target market profile to

assess what degree the groupsrepresent the target market

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Ch 8 28

Focus Groups

Reporting and Use of Results• A focus group’s analysis should

identify major themes as well assalient areas of disagreement among

the participants

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Ch 8 29

Other Qualitative Techniques

• Depth interview is a set of probingquestions posed one-on-one to asubject by a trained interviewer so as

to gain an idea of what the subjectthinks about something or why he orshe behaves a certain way.

• Protocol analysis involves placing aperson in a decision-making situationand asking him or her to verbalizeeverything he or she considers when

making a decision.

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Ch 8 30

Other Qualitative Techniques

• Projective techniques involve situationsin which participants are placed in(projected into) simulated activities in

the hopes that they will divulge thingsabout themselves that they might notreveal under direct questioning

– Word association test

– Sentence completion – Picture test

– Cartoon or balloon test

– Role-playing activity

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Ch 8 31

Sentence Completion ExampleINSTRUCTIONS. Write in words to complete each of the sentences

below.

For college students, credit cards are…

College students use credit cards to…

When a college freshman gets a new credit card application,he/she…

When a college student reaches the limit of his/her credit cardhe/she…

When a college senior gets a new credit card application,he/she…

If parents of college students learned about their children’scredit card situations, they would…

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Ch 8 33

Physiological Measurements

• Physiological measurements: involves monitoring a respondent’s

involuntary responses to marketing

stimuli via the use of electrodes andother equipment

– Pupilometer

– Galvonometer

Burns05 Ppt 08

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