CHAPTER 8 QUALITATIVE RESEARCH

WHAT IS QUALITATIVE RESEARCH? Tell the researcher how (process) and why (meaning) things happen as they do. An array of interpretive techniques which seek to describe, decode, translate, and otherwise comes to terms with meaning, not the frequency, of certain phenomena. Ideal for extracting feelings, emotions, motivations, perceptions, consumer language, or self-described behavior.

Qualitative techniques are used at both data collection and data analysis stages. Data collection stage Data analysis stage Focus groups Individual depth interviews Case studies Ethnography Grounded theory Observation Content analysis Behavioral observation/debriefing of observers Study of artifacts and trace evidence form the physical environment

QUALITATIVE VS. QUANTITATIVE RESEARCH Research data Primary data Secondary data Qualitative data Quantitative data Descriptive Causal Survey data Observational & other data Experimental data

Qualitative research procedure Direct (nondisguised) Indirect (disguised) Focus group Depth interview Projective techniques

Qlt. - Provides depth & detail data Qnt. - Provides data related to how much, how often, how many, when and who Qlt. - Provides a detailed description of events, situation and interaction between people and things Qnt. - Attempts precise measurement of something Qlt. - Build theory but rarely tests it Qnt. - Tests theory

Qlt. - Involvement of researcher in collecting and interpreting data Qnt. - Involvement of researcher in interpreting data Qlt. - Evolution of methodology is acceptable Qnt. - Evolution of methodology is not acceptable Qlt. - Detailed descriptions of events, situations and interaction (verbal or visual) Qnt. - Coded, categorized and reduced to numbers used for statistical analysis

Qlt. - Smaller sample size Qnt. - Larger sample size Qlt. - Act of research in progress is often known by competitors Qnt. - Act of research can be conducted in highly secured environment

THE PROCESS OF QUALITATIVE RESEARCH Much of qualitative research involves the deliberate preparation of the participant, called pretasking. This step is important due to the desire to extract detail and meaning from the participant.

Placing the product or medium with instructions for in-home use Having the participant bring visual stimuli Having the participant prepare a visual collage Having the participants keep detailed diaries of behavior and perceptions Having the participants draw a picture of an experience Having the participants write a dialogue of a hypothetical experience

QUALITATIVE RESEARCH METHODOLOGIES The researcher selects methodologies based on – The project’s purpose Schedule Budget The issue(s) or topic(s) being studied Types of participants needed The researcher’s skill, personality and preference

Sampling Sample size - Vary by techniques but are generally small Nonprobability sampling An arbitrary and subjective procedure where each population element does not have a chance of being included.

Purposive sampling Participants are selected arbitrarily for their unique characteristics, or their experiences, attitudes, or perceptions Snowball sampling Participants refer researcher to others who have characteristics, experiences, or attitudes similar to or different from their own Convenience sampling Researchers select any readily available individuals as participants

Interviews The interview is the primary data collection technique for gathering data in qualitative methodologies. Interviews vary based on – The number of people (individual or group) The level of structure (unstructured, semistructured and structured) The proximity of the interviewer to the participant The number of interviews conducted during the research (face-to-face, phone or online)

Projective techniques These techniques encourage the participants to reveal hidden or suppressed attitudes, ideas, emotions and motives. Word or picture association Sentence completion Cartoons or empty balloons Thematic apperception test Component sorts Sensory sorts Laddering or benefit chain Imagination exercises Imaginary universe Visitor from another planet Personification Authority figures Ambiguities and paradoxes Semantic mapping Brand mapping

Individual Depth Interviews An interaction between an individual interviewer and a single participant. Generally take between 20 minutes (telephone interview) and 2 hours (face-to-face interview). Participants are usually paid to share their insights and ideas.

Group Interviews A data collection method using a single interviewer with more than one research participant. Group interviews vary widely in size: dyads (2), triads (3), mini groups (2-6), small groups (6-10), super groups (up to 20). In terms of composition, groups can be heterogeneous or homogeneous; experts or nonexperts.

The number of groups is determined by: The scope of the issues being studied The number of distinct market segments of interest The number of new ideas or insights desired The level of detail of information The level of geographic or ethnic distinctions The homogeneity of the group

Focus groups The focus group is a panel of people (6-10), led by a trained moderator, who meets for 90 minutes to 2 hours. Free association Picture sort Photo sort Role playing

Focus groups are especially valuable in the following scenarios: Obtaining general background about a topic or issue Generating research questions to be explored Interpreting previously obtained results Stimulating new ideas for products and programs Highlighting areas of opportunity Diagnosing problems that mangers need to address Generating impressions and perceptions of brands and product ideas Generating a level of understanding about influences in the participant’s world