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

2. 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.

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

4. 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

5. 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

6. 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

7. 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

8. 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.

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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.

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