1. Qualitative Research

2. To define qualitative research
Learning Objectives
To define qualitative research
To explore the popularity of qualitative research
To understand why qualitative research is not held in high esteem by some practitioners and academicians
To learn about focus groups and their tremendous popularity
To gain insight into conducting and analyzing a focus group
To understand the controversy regarding online focus groups
To understand the growing popularity of Internet focus groups
To learn about other forms of qualitative research
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3. The Nature of Qualitative Research
To define qualitative research.
Qualitative Research Defined
Findings not subject to quantification. To examine attitudes, feelings, and motivations
Quantitative Research Defined
To find statistically significant differences
The Qualitative versus Quantitative Controversy
See Table 5.1 (next slide)
Popularity of Qualitative Research
Less expensive, ability to better understand motivations, improved efficiency
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4. Quantitative Research
Exhibit Qualitative
versus
Quantitative Research
Comparative Dimension
Qualitative Research
Quantitative Research
Types of questions
Probing
Limited probing
Sample size
Small
Large
Information per respondent
Substantial
Varies
Administration requirements
Special skills
Fewer special skills
needed
Type of Analysis
Subjective
Statistical
Hardware
Tape recorders,
video, pictures
Questionnaires, computers,
printouts
Ability to replicate
Low
High
Training the researcher
Psychology,sociology
marketing, consumer
behavior
Statistics, decision models,
marketing research
Type of research
Exploratory
Descriptive or casual
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5. Popularity of Qualitative Research
The Nature of Qualitative Research
To explore the popularity of qualitative research
Popularity of Qualitative Research
Much cheaper than quantitative research
Better at understanding the in-depth motivations and feeling of consumers
Improves the efficiency of quantitative research
Becoming common to combine qualitative and quantitative research
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6. The Nature of Qualitative Research
To understand why qualitative research is not held in high esteem.
Limitations on Qualitative Research
Does not distinguish small differences in a marketing mix.
Not necessarily representative of the population of interest
No certification body in marketing research
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7. The Growing Role of Focus Groups
To gain insight into conducting and analyzing a focus group
Focus Groups Defined
Consists of 8 to 12 participants
Led by moderator
In-depth discussion on one topic
Goal: To learn and understand what people have to say
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8. The Growing Role of Focus Groups
To learn about focus groups and their tremendous popularity
Popularity of Focus Groups
Focus groups but on aspect of qualitative research but it is overwhelming the most popular
How Popular?
Marketing Research firms, advertising agencies and consumer good manufacturers use them
Most research expenditures for qualitative research are for focus groups
Focus groups allow the researcher to experience the emotional framework in which the product is being used
Used by consumer goods companies more than by industrial goods organizations
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9. Select a focus group facility and recruit the participants.
Exhibit 5.2 Steps in Conducting a Focus Group
Prepare for the group.
Select a focus group facility and recruit the participants.
Select a moderator.
Create a discussion guide.
Prepare the focus group report..
Conduct the group.
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10. The Growing Role of Focus Groups
To gain insight into conducting and analyzing a focus group.
Preparing for a Focus Group
The Setting: focus group facility often in a conference style room
The Participants
mall intercept
telephone
combining psychographics and demographics to recruit group participants
Go to where the target market is to find qualified respondents
Strive to avoid repeat or “professional” respondents
Why do people agree to participate in focus groups?
Money
Topic is interesting
It was a convenient time
Focus groups are fun
Respondent knows a lot about the product
Curiosity
Focus groups offer an opportunity to express opinions
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11. The Growing Role of Focus Groups
To gain insight into conducting and analyzing a focus group.
Selecting the Moderator
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
Good oral and written skills
Objectivity
Knowledge of marketing and research
Flexibility
Good attention to detail
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12. The Growing Role of Focus Groups
To gain insight into conducting and analyzing a focus group.
Rapport:
Techniques for building rapport
Ask personal questions during warm-up
Include personal information about yourself (moderator)
Ask respondents for assistance
Lighten things up with humor
Client–focused skills
Know client’s business
Provide the strategic leadership
Provide feedback to client
Be reliable, responsive, trustworthy, independent
Personal style to match client
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13. The Growing Role of Focus Groups
To gain insight into conducting and analyzing a focus group.
Discussion Guide
An outline of the topics to be covered
Three stages:
Rapport is established
Provoke intense discussion
Summarize significant conclusions
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14. The Growing Role of Focus Groups
To gain insight into conducting and analyzing a focus group.
Focus Group Report
Instant analysis
Moderator debriefing
Advantages and disadvantages of instant analysis
Formal report—usually a PowerPoint presentation (copies are distributed)
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15. The Growing Role of Focus Groups
To gain insight into conducting and analyzing a focus group.
Benefits and Drawbacks of Focus Groups
Advantages
Interaction among respondents
Offers opportunity to observe customers
Can be executed more quickly than other types of research
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16. The Growing Role of Focus Groups
To gain insight into conducting and analyzing a focus group.
Benefits and Drawbacks of Focus Groups
Disadvantages of focus groups
Immediacy and apparent understandability of focus groups may mislead (tiny sample)
May not be typical customer
Setting may make participants uncomfortable
Style of moderator may bias discussion
Dominate participant or introverted participant may bias group
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17. To understand the controversy regarding Internet focus groups.
Online Focus Groups
To understand the controversy regarding Internet focus groups.
Advantages of Online Focus Groups
No geographic barriers
Lower costs
Fast turn-around time
Respondents may be more open
Efficient moderator-client interaction
The natural talker neutralized
Access to the hard-to-reach target population
Ability of client to interact with moderator
Likelihood of distraction is lower
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18. To understand the controversy regarding Internet focus groups.
Online Focus Groups
To understand the controversy regarding Internet focus groups.
Disadvantages of Online Focus Groups
Group dynamics
Non-verbal inputs
Client involvement
Security
Attention to the topic
Exposure to external stimuli
Role and skill of the moderator
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19. To understand the growing popularity of Internet focus groups.
Online Focus Groups
To understand the growing popularity of Internet focus groups.
Creating a Virtual Focus Group Facility
Basic method—”freestyle” or “on the fly”
Advantages
Disadvantages
Stimuli-mockup of print ad or short product demo on video
Virtual waiting room
Maintaining control
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20. Types of Online Focus Groups
To understand the growing
popularity of Internet focus groups.
Types of Online Focus Groups
Real-time online focus groups
Time-extended online focus groups
Do Online Focus Groups Produce Different Results from Traditional Focus Groups?
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21. Trends in Focus Groups Combination online and telephone focus groups
Online Focus Groups
To understand the growing
popularity of Internet focus groups.
Trends in Focus Groups
Combination online and telephone focus groups
Videoconferencing
Viewing focus groups online
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22. Other Qualitative Methodologies
To learn about other forms of qualitative research.
Depth Interviews
Unstructured one-on-one interview
Advantages
Disadvantages
Determinates of depth interviews
Skills of interviewer
Proper interpretation
Lack of popularity of depth interviewing
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23. Other Qualitative Methodologies
To learn about other forms of qualitative research.
Classic applications of depth interviews
Communication checks
Sensory evaluation
Exploratory research
New product development
Packaging or usage research
Customer Care Research
Depth interviewing to understand the dynamics of the purchase process
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24. Other Qualitative Methodologies
To learn about other forms of qualitative research.
Projective Techniques
To delve below surface response to obtain true feelings, meanings, and motivation
Types of Projective Test
Word association tests
Sentence and story completion
Cartoon tests
Photo tests
Consumer drawings
Storytelling
Third-person techniques
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25. The Future of Qualitative Research
To learn about other forms of qualitative research.
Rationale behind qualitative research tests:
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.
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26. The Nature of Qualitative Research The Growing Role of Focus Groups
SUMMARY
The Nature of Qualitative Research
The Growing Role of Focus Groups
Other Qualitative Methodologies
The Future of Qualitative Research
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27. The End Copyright © 2004 John Wiley & Sons, Inc.
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