Session-6

Business Research Method

Session-6Prof. Ravi Shekhar Kumar

The ladder of success is never crowded at the top.

...Napoleon Hill

Agenda of Session

Introduction to Qualitative Research

Forms of Qualitative Research

Sampling for Qualitative Research

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Introduction to Qualitative Research

Why do we need qualitative research? It gives you an intimate understanding of

consumers◘ Helps understand people and their social and cultural

contexts

◘ Makes products, positioning, advertising, packaging more relevant

◘ Allows marketers to use their marketing spends more effectively.

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How is Qualitative Research different from current experiences of discussion forums… Focus is on listening

…the moderator only rephrases to clarify and does not make dominantstatements of opinion

Attempted objectivity…the moderator does not try to influence/ lead the ideas, attitudes,

opinions expressed

Non-competitive…the opinion of all respondents is valued and domination is discouraged…participation is encouraged and sought …not dependent on lung power

No stakes to prove…the moderator does not have a vested interest in the findings desired

Information is sought one-way…the moderator avoids/ does not share his/ her own opinions

Strangers/ peers enhance comfort in sharing information…the moderator is not seeking personal advice…the moderator does not know/ is not biased towards any of the

respondents

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So then what is Qualitative Research?“Centrally concerned with understanding things”

Exploring, Explaining, Linking…the evidence - associations, symbols, rituals, ……with the interpretation - their meaning, value, ……and

Identifying…the deep-rooted bonds/ strength - emotional pay-offsbeyond the rational, the relationships, ……potential triggers of change, loyalty drivers…

Develop…hypotheses of likely future outcomes

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Qualitative vs. Quantitative ResearchQualitative 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

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And the key limitations… Is diagnostic, not evaluative

Recommended when short-listing ideas, not choosing a winner Highlights factors that influence in-market success, but does not

predict the quantum of success

Does not represent all your consumers as Involves purposeful sampling for recruitment Number of people met is also relatively low

Respondents are invited to a GD, they may exhibit Socially desirable behaviour and rational responses, conformity and

other group dynamic influenced behaviours

Control issues Strong personalities can dominate if not adequately controlled

Is highly researcher dependent

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Survey Data

Observational & Other Data

Experimental Data

Qualitative Data Quantitative Data

Descriptive Causal

Research Data

Secondary Data Primary Data

A Classification of Research Data

Forms of Qualitative Study

Qualitative research …also called Qual, Quali …what defines it?

Reflects flexibility and adaptability of Qualitative research.

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Forms of Qualitative Research

In-depth Interview

Focused Group Discussion

Expert Interview

Projective Technique

Ethnographic Technique

Netnographic Study

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In-depth Interview In-depth Interviews One on one interviews Encourages an intimate dialogue Variations in interviews Depth Interviews – 45 minutes to 1 hour

Intensive Depth Interviews – 2 to 3 hours

Focused Interviews – 30 minutes (for advertising check)

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Focused Group Discussions Focused Group Discussions (FGD) Consists of 8 - 10 homogenous people Encourages discussion on a particular subject among the

participants spontaneously Moderated by a researcher whose role is to guide the

discussion Variations in group discussions Focus Group Discussions (FGD) – 1.5 to 2 hours

Extended Group Discussions (EGD) – 3 hours

Mini Group Discussions (MGD) – 4 to 6 respondents… sensitive yet group format is more comforting

Conflict Discussions – contrasting behavior… owners of microwave Vs non intenders

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Choosing the appropriate tools In-depth interview when Need depth on an individual’s practices and attitudes Understand practices, product interaction… mapping claimed Vs

real… Harpic usage, cleaning of exhaust fans Sensitivity of the subject… body odor Reality context… kind of houses, kind of bathroom, kind of

surroundings

Focus groups discussion when Need width of responses on practices, attitudes & beliefs Consumer dynamics will spark new thoughts Exploring triggers & barriers Concept evaluation & development Contrasting user profiles

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Ethnography – The MethodologyNature of Observation

ACTIVE

A researcher takes part in the process of respondent performing

their behavior More like a scene where respondent demonstrates how they usually do it

for you. Periodic questioning or clarification

is done at the spot.

PASSIVE

A researcher acts as an outsider when the respondent is

performing their behavior Everything proceeds naturally

and uninterruptedQuestioning and clarification is done before or after the process

In-home visit

Accompanied shopping Cooking observations

A day in the life Mystery shopping

Shadowing

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Projective Technique- Broad types

WordPictureBrand personification …

Grouping by preference

DrawingRole play …

Guided fantasy…

SentencesConversations Bubbles...

Netnography Ethnography: Study of a community

Netnography: Study of an online community

Data Sources: Archival Netnographic Data Social Network Analysis Elicited Netnographic Data

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Advantages Large sample possible quickly

Immediate analysis

Considerably cheaper

Sensitive topics accessible

Historic archives often available

Disadvantages Identity validation

Loss of non-verbals

Loss of intangibles

Reliability & integrity of information

Information overload

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Qualitative Research Sample Design Qualitative research needs to represent the

‘spectrum’ of all possible points of view on the giventopic

Two principles of qualitative research sampling: Principle of Exhaustion Represent all the diversities in the TG Who are likely to have diverse points of view on the relevant

topic Principle of Minimalism To make the sample time and cost efficient.

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Research Issue: Urban male attitudes to Mutual Funds…

Step 1: Write down all the TG parameters which arelikely to affect attitudes to Mutual Funds Plan for the study in 4 metros

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Exercise

Exercise: Urban male attitudes to Mutual Funds…

Principle of exhaustion:All the parameters which are likely to affect attitudes to Mutual Funds SEC: amount of money, ratio of spending : saving, education, access to fin. advisors

A1 plus, A, B, C

Age: all with independent income, but differing life-stages

Young adults, 24-27 years, first jobbers

Adults, 28-35 years

Mature adults, 36-45 years

Senior adults, 50-60 years, having a regular source of income

Occupation: different income cycles

Salaried employees

Businessmen

Self employed professionals

Investment profile: different types of interactions with mutual funds

Non investors (only have savings profile)

Investors, rejecters of mutual funds

Investors, have invested in mutual funds

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SEC A1+

Young Adults Adults Mature Adults Senior Adults

Salaried employees Businessmen Self employed professionals

Non investors

Investors, rejecters of mutual funds

Investors,Invest in mutual funds

Question : What is the maximum no. of groups possible?Answer: 144 from one metro & total 576 focus group discussions !!!!

Exercise: Urban male attitudes to Mutual Funds…

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Evoking both the rules of Qualitative Sampling

Qualitative research needs to represent the totalpossible spectrum of opinions possible Principle of Exhaustion Represent all the diversities in the TG Who are likely to have diverse points of view on the relevant

topic

And, Qualitative research needs to be time and cost

effective Principle of Minimalism Collapsing Polarization Rotation

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Principle of Minimalism Demonstration SEC A1+, A, B, C minimum of 4 groups Reduce it to 2 groups

Collapsing SEC A, SEC B & C, retain the homogeneity within SEC’s Polarizing SEC A1+, SEC C representing sharp diversities

Ages (24-27), (28-35), (36-45), (50-60) minimum of 4 groups Reduce it to 2 groups

Collapsing (24-35), (36-60) Polarizing (24-27), (50-60)

What is being compromised? Homogeneity in collapsing especially in 36-60 years Range of responses in polarizing, people in 36 to 45 have unique financial

needs and responsibilities at this life-stage Solution?

Combination of collapsing and polarizing (24-35 years, married with young kids) (40-55 years, married with older kids)

Homogeneity + representation of spectrum.

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Mumbai Delhi TotalNon - investors

Salaried employees SEC A1+Adults 24 - 35 yrs

SEC B2CSeniors 40 – 55 yrs

2 FGDs

Businessmen & SEPs SEC B2CSeniors 40 – 55 yrs

SEC A1+Adults 24 - 35 yrs

2 FGDs

Investors, not investing in mutual funds

Salaried employees SEC B2CSeniors 40 – 55 yrs

SEC A1+Adults 24 - 35 yrs

2 FGDs

Businessmen & SEPs SEC A1+Adults 24 - 35 yrs

SEC B2CSeniors 40 – 55 yrs

2 FGDs

Investors in mutual funds

Salaried employees SEC A1+Seniors 40 – 55 yrs

SEC B2CAdults 24 - 35 yrs

2 FGDs

Businessmen & SEPs SEC B2CAdults 24 - 35 yrs

SEC A1+ Seniors 40 – 55 yrs

2 FGDs

Total 6 groups 6 groups 12 FGDs

Examples of the three methods of evoking the Principle of Minimalism

Collapsing Polarizing Rotation

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In sum: Type of sampling Purposive. Always.

Two principles of sampling in qualitative research Principle 1: Exhaustion

Represent the total diversity which needs to be represented in the study To ensure that findings represent the full spectrum of diverse view

points vis-à-vis the topic under investigation

Principle 2: Minimalism To make the study time and cost effective Three methods of minimizing qualitative research design

− Collapsing retaining homogeneity within groups, heterogeneity across groups

− Polarizing representing polar ends of points of view− Rotation alternating the sample descriptors across centers, across

user profiles within centers.

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A few recruitment do’s & don’ts Attempt to get homogenous sets unless the design includes a

conflict group As per TG definition of age, SEC, occupation, usership, …

Mask the category you want to research Else the consumer rehearses and comes as the Marketing

consultant

Don’t make the recruitment criteria so stringent that you aremeeting a very small niche compared to your universe

For creative/ developmental interactions pre-decide if you wantcreative/ better than average consumers Build in surrogates Check for creativity

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A few recruitment do’s & don’ts… Don’t put in only 2 peer groups into a single group – can result

in group conflict Never more than 2 friends even in a peer group …unless the entire

group is one group of friends …but then you need many suchgroups

With small kids you may need to start the interview with themother & child and then move off the mother

Mixed gender groups don’t work due to high socially desirablebehaviour patterns or impression management efforts

Its best to keep age bands narrow In kids even a gap of 2 years sometimes is a different stage of

development

Thank You