1. Learning Objectives 1 Copyright © 2002 South-Western/Thomson Learning Qualitative Research CHAPTER five

2. Learning Objectives 2 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 practitioners and academicians. 4. To learn about focus groups and their tremendous popularity.

3. Learning Objectives 3 5. To gain insight into conducting and analyzing a focus group. 6. To understand the controversy regarding online focus groups. 7. To learn about other forms of qualitative research.

4. Learning Objectives 4 Qualitative Research Defined Findings not subject to quantification. To examine attitudes, feelings, and motivations The Qualitative versus Quantitative Controversy See Table 5.1 (next slide) Popularity of Qualitative Research Less expensive, ability to better understand motivations, improved efficiency To define qualitative research. The Nature of Qualitative Research

5. Learning Objectives 5 Table 5.1 Qualitative versus Quantitative Research Comparative Dimension Qualitative ResearchQuantitative Research Types of questionsProbingLimited probing Sample sizeSmallLarge Information per respondentSubstantialVaries Administration requirementsSpecial skillsFewer special skills needed Type of AnalysisSubjectiveStatistical HardwareTape recorders, video, pictures Questionnaires, computers, printouts Ability to replicateLowHigh Training the researcherPsychology,sociology marketing, consumer behavior Statistics, decision models, marketing research Type of researchExploratoryDescriptive or casual

6. Learning Objectives 6 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 To understand why qualitative research is not held in high esteem. The Nature of Qualitative Research

7. Learning Objectives 7 Focus Groups Defined Consists of 8 to 12 participants Led by moderator In-depth discussion on one topic To learn about focus groups and their popularity. The Growing Role of Focus Groups Goal: To learn and understand what people have to say

8. Learning Objectives 8 The Popularity of Focus Groups About 25 percent of all research expenditures is spent on focus groups. Conducting Focus Groups Preparing for a Focus Group The Setting: focus group facility often in a conference style room Recruiting Participants: mall intercept, telephone To gain insight into conducting and analyzing a focus group. The Growing Role of Focus Groups

9. Learning Objectives 9 Steps in Conducting a Focus GroupFigure 5.1 Prepare for the group. Select a focus group facility and recruit the participants. Select a moderator. Create a discussion guide. Conduct the group. Prepare the focus group report..

10. Learning Objectives 10 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 To gain insight into conducting and analyzing a focus group. The Growing Role of Focus Groups

11. Learning Objectives 11 8. Knowledge of 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. Reliable, responsive, trustworthy 5. A comfortable match with the client To gain insight into conducting and analyzing a focus group. The Growing Role of Focus Groups

12. Learning Objectives 12 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 To gain insight into conducting and analyzing a focus group. The Growing Role of Focus Groups

13. Learning Objectives 13 Advantages of Online Focus Groups No geographic barriers Lower costs Fast turn-around time Respondents may be more open Disadvantages of Online Focus Groups Group dynamics Non-verbal inputs Client involvement Internet Focus Groups To understand the controversy regarding Internet focus groups.

14. Learning Objectives 14 Security Attention to topic Exposure to external stimuli Role and skill of the moderator Other Trends in Focus Groups Videoconferenced Focus Groups Viewing Focus Groups on the Internet To understand the controversy regarding Internet focus groups. Internet Focus Groups

15. Learning Objectives 15 Depth Interviews Unstructured one-on-one interview Projective Techniques Techniques for penetrating a person’s defense mechanisms Use of Projective Tests Used in conjunction with nonprojective open-and closed-ended questions A basis for gathering more revealing information Other Qualitative Methodologies To learn about other forms of qualitative research.

16. Learning Objectives 16 Types of Projective Techniques Word Association Tests Sentence and Story Completion Cartoon Tests Photo Sorts Consumer Drawings Story Telling Third-Person Technique To learn about other forms of qualitative research. Other Qualitative Methodologies

17. Learning Objectives 17 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. To learn about other forms of qualitative research. Rationale behind qualitative research tests:

18. Learning Objectives 18 Summary The Nature of Qualitative Research The Growing Role of Focus Groups Internet Focus Groups Other Qualitative Methodologies The Future of Qualitative Research

19. Learning Objectives 19 The End Copyright © 2002 South-Western/Thomson Learning