CHAPTER 5 Qualitative Research Copyright © 2000 by John Wiley & Sons, Inc.

Learning Objectives 1. To define qualitative research. 2. To explore the popularity of qualitative research. 3. To understand why qualitative research is not held in high esteem by some practicioners and academics. 4. To learn about focus groups and their tremendous popularity.

Learning Objectives 5. To gain insight into conducting and analyzing a focus group. 6. To study other forms of qualitative research.

Qualitative Research Defined To define qualitative research. THE NATURE OF QUALITATIVE RESEARCH Qualitative Research Defined Research findings not subject to quantification or quantitave analysis. Used to examine attitudes, feelings, and motivations The Qualitative versues Quantitative Controversy Popularity of Qualitative Research Less expensive, ability to better understand in-depth motivations, improved efficiency

Limitations on Qualitative Research To define qualitative research. THE NATURE OF QUALITATIVE RESEARCH Limitations on Qualitative Research Does not distinguish small differences well Not necessarily representative of the population of interest No certification body in marketing research

Consists of 8 to 12 participants led by moderator To define qualitative research. THE GROWING ROLES OF FOCUS GROUPS Focus Groups Defined Consists of 8 to 12 participants led by moderator Goal: to learn and understand what people have to say The emphasis: getting people to talk in detail A response from one person may stimulate other responses

The Popularity of Focus Groups Today, more than $378 million a year To define qualitative research. THE GROWING ROLES OF FOCUS GROUPS The Popularity of Focus Groups Today, more than $378 million a year Used for extensively by consumer goods companies Conducting Focus Groups Preparing for a Focus Group The Setting: conference-room style Recruiting Participants: mall intercept, telephone

Figure 5.1 Steps in Conducting a Focus Group Prepare for the group. Select a focus group faciity and recruit the participants. Select a moderator. Create a discussion guide. Prepare the focus group report. Conduct the group.

Selecting the Moderator 1. Genuine interest in people To define qualitative research. THE GROWING ROLES OF FOCUS GROUPS Selecting the Moderator 1. Genuine interest in people 2. Acceptance and appreciation for the differences in people 3. Good listening skills 4. Good observation skills 5. Interest in a wide range of topics 6. Good oral and written skills 7. Objectivity

8. Knowledge research and marketing 9. Flexibility To define qualitative research. THE GROWING ROLES OF FOCUS GROUPS 8. Knowledge research and marketing 9. Flexibility 10. Attention to detail Client focused skills: 1. Understand client’s business 2. Provide strategic leadership 3. Provide feedback to the client 4. Reliabile, responsive, trustworthy 5. A comfortable match with the client

Developing a Discussion Guide An outline of the topics to be covered To define qualitative research. THE GROWING ROLES OF FOCUS GROUPS Developing a Discussion Guide An outline of the topics to be covered Three stages: Rapport is established Provoke intense discussion Summarize significant conclusions Preparing a Focus Group Report Advantages and Disadvantages of Focus Groups

Videoconferenced Focus Groups Online Focus Groups To define qualitative research. TRENDS IN FOCUS GROUPS Videoconferenced Focus Groups Online Focus Groups Advantages of Online Focus Groups No geographc barriers, lower cost,faster, efficient interaction Disadvantages of Online Focus Groups Group dynamics, non-verbal inputs, client involvement, security, attention to topic, external stimuli, role of moderator

Unstructured one-on-one interview Projective Techniques To define qualitative research. OTHER QUALITATIVE DIFFERENCES Depth Interviews Unstructured one-on-one interview Projective Techniques Techniques for penetrating a person’s defense mechanisms Use of Projective Techniques A basis for gathering more revealing information

Types of Projective Techniques Word Association Tests To define qualitative research. OTHER QUALITATIVE DIFFERENCES Types of Projective Techniques Word Association Tests Sentence and Story Completion Cartoon Tests Photo Sorts Consumer Drawings Story Telling Third-Person Technique

1. Criteria and evaluations have emotional and subconscious content To define qualitative research. THE FUTURE OF QUALITATIVE RESEARCH 1. Criteria and evaluations have emotional and subconscious content 2. The emotional and subconscious content is an important determinant of buying and usage decisions. 3. Such content is not adequately or accurately verbalized by the respondent through direct communication. 4. Such content is adequately verbalized through indirect techniques.

The End Copyright © 2000 by John Wiley & Sons, Inc.