1. CHAPTER 8
QUALITATIVE RESEARCH

2. 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.

3. 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

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

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

6. 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

7. 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

8. 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

9. 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.

10. 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

11. 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

12. 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.

13. 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

14. 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)

15. 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

16. 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.

17. 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.

18. 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

19. 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

20. 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