Chapter Four

The Nature of Qualitative Research Research yielding findings that are not subject to quantification or quantitative analysis. Its research conclusions are not based on precisely measurable statistics but on more subjective observations and analysis. Quantitative: Research that uses mathematical analysis. Typically research analysis is done using measurable and numeric standards. The professor might want to point out that qualitative is more for depth and not breadth, and quantitative is just the opposite. Key Terms & Definitions

Qualitative vs. Quantitative Research Key Terms & Definitions

General Limitations of Qualitative Research 1. Attitudinal, perception, and belief differences revealed during qualitative research might not be easily measureable. Quantitative research will more precisely measure these differences. 2. Qualitative research is often not statistically representative of the general population. Although qualitative results might give you a good idea about the population, they do not allow you to precisely gauge the population’s responses based on the limited sample typical of qualitative research. 3. Anyone can purport to be an expert. Key Terms & Definitions

Qualitative Research Methods Factors to Consider: Time/budget How the research results will be used Product/service tangibility Research goals and objectives Participant availability and willingness Desired analysis sophistication Whether quantitative research follows Key Terms & Definitions

The Importance of Focus Groups Focus Group Defined: A group of eight to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept. Key Terms & Definitions

The Importance of Focus Groups Continued Some Key Characteristics: Good for idea generation, brainstorming, and understanding customer vocabulary Can be helpful in gaining insight to motives, attitudes, perceptions Can reveal needs / likes and dislikes / prejudices driven by emotions Group dynamics: the moderator must manage this factor deftly Key Terms & Definitions

Key Terms & Definitions Focus Groups Steps This slide can be used in conjunction with the next slide which outlines the steps more specifically. 4-8 Key Terms & Definitions

Conducting a Focus Group 1a. Decide on the key focus group objectives 1b. Use secondary research to hone questions 1c. Select focus group facility and participants 1d. Begin recruiting after deciding on participant incentives 2a. Select a moderator 2b. Develop a moderator guide to chart flow of focus group 3. Conduct the focus group--generally about two hours 4a. Review the video tape and analyze the results 4b. Prepare a written report The steps in this slide correspond to the previous slide that outlines the 4 general steps of focus group procedure. Key Terms & Definitions

Conducting a Focus Group Continued The Participants: Selection process: Potential opinion leaders are best Participants must be screened for relevance to the topic A focus group facility--A research facility consisting of a conference room or living room setting and a separate observation room with a one-way mirror or live audiovisual feed. A person hired by the client to lead the focus group; this person should have a background in psychology or sociology or, at least, marketing. Create moderator's guide to include: Timetable for each topic, clear goals/questions to be answered Strategy for keeping group on task/focused Managing the group dynamics is critical The Facility: The Moderator: If the professor has the information, give the students some insight about the expenses (costs) associated with arranging these three parts of focus group procedure. Key Terms & Definitions

The Moderator Builds Rapport Tools, Tips and Techniques Smile – make a connection with individuals. Get physical – clear acknowledgement such as a handshake or dialog. Turn on the charm – make an extra effort to respond warmly. Offer empathy – if there are problems or concerns, address these issues. Be real – make actions sincere without phoniness or lies. Mind the details – include logistics such as mentioning where food, drink, and bathrooms; make sure everyone is comfortable. Come to complete closure – make comments final and say firm goodbyes. Key Terms & Definitions

What Makes a Good Moderator Key Factors Genuine interest in people Acceptance and appreciation for the differences in people Good listening skills Good observation skills Interest in a wide range of topics and the ability to immerse themselves in the topic Key Terms & Definitions

What Makes a Good Moderator Key Factors Good oral and written communication skills Objectivity; remaining open to the ideas and feelings of others Sound knowledge of the basic principles, foundations, and applications of research, marketing, and advertising Flexibility: the ability to think on your feet Good attention to detail and organizational ability Key Terms & Definitions

Planning Global Focus Groups Research begins in home country. Copies of U.S. tapes should be sent to foreign moderators to allow for conversion and translation. U.S. Moderator should schedule conference calls, to discuss research Research should be modified to take into consideration cultural bias, local privacy laws, and the market they want to appeal to. Key Terms & Definitions

Key Terms & Definitions Major Global Markets Japan – Scheduling concerns related to professionals long work days. Germany – Highly restrictive privacy laws. France – Frequent transportation strikes England – Mixed educational levels Scandinavia – Best technology infrastructure and fluent English-speaking professionals in Europe Key Terms & Definitions

Disadvantages to Focus Groups Focus groups can make managers believe they truly understand a situation even if it is only a small slice. Focus groups appeal to the desire for quick, simple answers to problems. Some focus groups create an impersonal atmosphere that discourages honesty. Some respondents may also be a problem if they are to introverted or coping with a dominant personality in the room. Much of the success relies on a moderator to control and soothe the situation. Key Terms & Definitions

New Trends in Focus Group Methods Video Transmissions Focus Group Panels “Prosumers”— Marketing Professionals Used as Respondents Key Terms & Definitions

Other Qualitative Methods One-on-one interviews that probe and elicit detailed answers to questions, often using non-directive techniques to uncover hidden motivations. Depth Interviews (IDIs): Key Terms & Definitions

Key Terms & Definitions Advantages of IDIs Group pressure is eliminated Respondent feels important and truly wanted Respondent attains a heightened state of awareness Encourages the revelation of new information Respondents can be questioned at length to reveal feelings and motivations Individual interviews allow greater flexibility to the direction of questioning The interviewer becomes more sensitive to nonverbal feedback A singular viewpoint can be obtained without influence from others Interviews can be conducted anywhere Key Terms & Definitions

Key Terms & Definitions Disadvantages of IDIs Costs in terms of time and money Less client involvement Do not cover much material in one day Do not allow for a group discussion and resolution Some respondent reactions cannot be generated from a one-on-one session Key Terms & Definitions

Other Qualitative Methods Hermeneutic Research: Research that focuses on interpretation through conversations The Delphi Method: It involves a number of rounds of data collection. In the classical Delphi procedure, the first round is unstructured, in order to allow individual experts relative freedom to identify and elaborate the pertinent issues from their point of view. These issues are then consolidated by the researcher into a structured questionnaire. 4-21 Key Terms & Definitions

Other Qualitative Methods Techniques that tap into respondents’ deepest feelings by having them project those feelings into an unstructured situation. Projective Tests: Examples: Examples of each one of these is good to illustrate the positive and negative aspects of qualitative techniques. Word Association Test Analogy Personification Sentence and Story Completion Test Cartoon Tests and Photo Sorts Customer Drawings Storytelling Third Person Technique Key Terms & Definitions

Other Qualitative Methods Word Association Tests: Projective test in which the interviewer says a word and the respondent must mention the first thing that comes to mind. Word Association Tests: Pros/Cons: Professor might engage class in word association to illustrate points. Avoids defense mechanisms Delays in response identify emotional reactions Provides brand and product name suggestions Most respondents use antonyms or synonyms Emotional delays can skew ideas Idea generating only Key Terms & Definitions

Other Qualitative Methods A projective test in which respondents complete sentences or stories in their own words. Storytelling: Examples: Best Buy is… The people who shop at Best Buy are… Best Buy should really… I don’t understand why Best Buy doesn’t… The last time I was at Best Buy…. Professor might ask students to complete one of the examples. Key Terms & Definitions

Other Qualitative Methods A projective test in which a respondent sorts photos of different types of people, identifying those people who she or he feels would use the specified product or service. Photo Sorts: Example: Professor might ask class what this photo sort would say about a product or service. Key Terms & Definitions

Other Qualitative Methods A projective test in which the respondent fills in the dialogue of one of two characters in a cartoon. Cartoon Tests: Example: Professor might provide class with what one character is saying and ask them to respond for the second. Key Terms & Definitions

Key Terms & Definitions Qualitative Research Quantitative Research Focus Group Group Dynamics Focus Group Facility Focus Group Moderator Discussion Guide Instant Analysis Individual Depth Interviews Hermeneutic Research Delphi Technique Projective Test Word Association Test Analogies Personification Sentence and Story Completion Tests Cartoon Test Photo Sorts Consumer Drawings Storytelling Third Person Technique Links and button are active when in “Slide Show Mode” Key Terms & Definitions 4-27