Exploratory Research Design: Qualitative Research
Exploratory Research Design:Qualitative Research
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Primary data may be qualitative or quantitative in nature
Qualitative Research – A unstructured exploratory research methodology based on small samples that provides insights and understanding of the problem setting
Quantitative Research – A research methodology that seeks to quantify the data and typically applies some form of statistical analysis
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Survey Data
Observational and Other
Data
Experimental Data
Fig. 5.1
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
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Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 5.1
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Association
Techniques
Completion
Techniques
Construction Techniques
Expressive Techniques
Fig. 5.2
Direct (Non disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
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Direct Approach-One type of qualitative research in which the purposes of the project are disclosed to the respondent or are oblivious, given the nature of the interview
A direct approach is not disguised
Indirect approach – A type of qualitative research in which the purposes of the project are disguised from the respondents
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An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner
The moderator leads the discussion
The value of the technique lies in the unexpected findings often obtained from a free flowing group discussion
Focus groups are there to ascertain in depth, their beliefs, feelings, ideas, attitudes, and insights regarding the topics of concern
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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
Table 5.2
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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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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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Fig. 5.3
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
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
State the Objectives/Questions to be Answered by Focus Groups
Write a Screening Questionnaire
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Two-way focus group. This allows one target group 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.
Dual-moderator group. A focus group conducted by two moderators: One moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed.
Dueling-moderator group. There are two moderators, but they deliberately take opposite positions on the issues to be discussed.
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Respondent-moderator group. The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics.
Client-participant groups. Client personnel are identified and made part of the discussion group.
Mini groups. These groups consist of a moderator and only 4 or 5 respondents.
Tele-session groups. Focus group sessions by phone using the conference call technique.
Online Focus groups. Focus groups conducted online over the Internet.
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1. Synergism – Putting a group of people together will produce a wider range of information, insights and ideas
2. Snowballing – One persons comment triggers a chain reaction
3. Stimulation 4. Security5. Spontaneity6. Serendipity7. Specialization8. Scientific scrutiny9. Structure10. Speed
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1. Misuse2. Misjudge3. Moderation4. Messy5. Misrepresentation
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1. Understanding consumers perceptions, preferences and behavior concerning a product category
2. Obtaining impressions of new product concept
3. Generate new ideas about older products 4. Developing creative concepts and copy
material for advertisements
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An unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes and feelings on topic
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A depth interview may take from 30 minutes to 1 hour
They are unstructured and direct way of obtaining information
Depth interviews are conducted on one to one basis by a skilled interviewer
There is a rough outline followed by interviewer but the order is dependent on responses of respondent
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In laddering, the line of questioning proceeds from product characteristics to user characteristics. Thistechnique allows the researcher to tap into theconsumer's network of meanings.
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Q : Why do you buy Maybeline cosmetics?A: “ I buy Maybeline cosmetics because it is
a good brand name at a reasonable price”.Q : Why are reasonably priced cosmetics so
important to you?A : “Well buying a quality product that isnt
high priced makes me feel good about myself because I am spending my money wisely”.
Q : Spending money wisely is a good characteristic for you is it?
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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.
fantasies, work lives, and social lives
historic, elite, “masculine-camaraderie,” competitive activities
Advertising theme: communicate aggressiveness, high status, and competitive heritage of the airline.
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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.
“What would it be like if you could no longer use airplanes?” “Without planes, I would have to rely on letters and long
distance calls.”
Airlines sell to the managers face-to-face communication.
Advertising theme: The airline will do the same thing for a manager as Federal Express does for a package.
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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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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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EXAMPLE
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
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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.
A person who watches a Movie at Laxmi Pride is ______________________
CinePolis is most liked by _________________________
When I think of watching a Movie in a Multiplex, 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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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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With a picture response, 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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Let’s see if we can pick up some house
wares at Brand Factory
Figure 5.4
Brand FactoryBrand Factory
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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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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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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.
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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.
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1. Degree of Structure2. Probing of individual
respondents3. Moderator bias4. Interpretation bias5. Uncovering
subconscious information
6. Discovering innovative information
7. Obtaining sensitive information
8. Involve unusual behavior or questioning
9. Overall usefulness
Relatively highLow
Relatively mediumRelatively lowLow
High
Low
No
Highly useful
Relatively mediumHigh
Relatively high Relatively medium Medium to high
Medium
Medium
To a limited extentUseful
Relatively lowMedium
Low to highRelatively highHigh
Low
High
Yes
Somewhat useful
Focus Groups
Depth Interviews
Projective Techniques
Criteria
Table 5.3
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Qualitative data analysis uses words as the units of analysis and is guided by fewer universal rules and standards
The goal in qualitative research is to decipher, examine, and interpret meaningful patterns or themes that emerge out of the data
Three general steps that should be followed when analyzing qualitative data
1.
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Three general steps that should be followed when analyzing qualitative data
1. Data Reduction
2. Data Display
3. Conclusion drawing and Verification
Software Packages : Word Processors, Word Retrievers, Text-Base Managers, Code-and-retrieve programs, code based theory builders, and conceptual network builders
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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.
Moderators can carry on side conversations with individual respondents.
There is no travel, video taping, or facilities to arrange; so the cost is much lower.
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Only people that have access to the Internet can participate.
Verifying that a respondent is a member of a target group is difficult.
There is lack of general control over the respondent's environment.
Only audio and visual stimuli can be tested. Products can not be touched (e.g., clothing) or smelled (e.g., perfumes).
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Thank You?