1. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-1 Chapter Four Select the Research Method Exploratory Research Designs: Depth Interviews

2. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-2 Learning Objectives  Identify the fundamental differences between qualitative and quantitative research designs used in the collection of primary data and explain their appropriateness in creating useful managerial information.  Explain the basic pros and cons of using qualitative methods of data collection.  Explain and describe in-depth interviews.

3. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-3 Introduction  If secondary data sources are not sufficient, the researcher must decide on the appropriate research design to generate primary data.  Need to consider the research objectives and specific data requirements.  Decide which research design best fits those objectives and requirements.  Choose either an exploratory, descriptive or causal research design.

4. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-4 Introduction Exploratory research design Undertaken when objectives focus on gaining background information, defining terms and establishing research priorities. Exploratory research design Undertaken when objectives focus on gaining background information, defining terms and establishing research priorities.

5. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-5 Quantitative Research  Research that places heavy emphasis on using formalised, standard questions and pre- determined response options in questionnaires administered to large numbers of respondents.  Descriptive and causal designs.

6. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-6 Main Goals of Quantitative Research 1.To make accurate predictions about relationships; 2.Gain meaningful insights into these relationships; 3.Validate the existing relationships; 4.Test hypotheses.  See exhibit 4.2

7. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-7 Qualitative Research  To gain preliminary insights to decision problems and opportunities.  Qualitative research refers to selected research methods mostly in exploratory research designs.  Places heavy emphasis on open-ended, semi-structured and even unstructured questions in questionnaires or face-to-face interviews.  See exhibit 4.3

8. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-8 Major Advantages and Disadvantages of Qualitative Methods  Economical and timely data collection.  Richness of the data.  Accuracy of recording marketplace behaviors.  Preliminary insights into building models and scale measurements.  Lack of generalisability.  Inability to distinguish small differences.  Lack of reliability and validity.  Difficulty finding well- trained investigators, interviewers and observers. Advantages of Qualitative MethodsDisadvantages of Qualitative Methods

9. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-9 Exploratory research designs may include:  Focus group interviews, experience surveys and pilot studies, to classify problems or opportunities.  A multiple design approach, where both qualitative and quantitative methods are used to collect data.  See Exhibit 4.3

10. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-10 Differences between Qualitative and Quantitative Research Designs Research goals/objectives Discovery and identification of new ideas, thoughts, feelings; preliminary insights on and understanding of, ideas and objects Validation of facts, estimates, relationships, predictions Type of Research Normally exploratory designsDescriptive and causal designs Type of Questions Open-ended, semistructured, unstructured, deep probing Mostly structured Time of Execution Relatively short time frames Usually significantly longer time frames Factors/CharacteristicsQualitative MethodsQuantitative Methods

11. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-11 Differences between Qualitative and Quantitative Research Designs (continued) Representativeness Small samples, limited to the sampled respondents Large samples, normally good representation of target populations Type of analysis Debriefing, subjective content, interpretive, semiotic analyses Statistical, descriptive, causal predictions and relationships Researcher skills Interpersonal communications, observations, interpretive skills Scientific, statistical procedure, and translation skills; and some subjective interpretive skills Generalisability of results Very limited; only preliminary insights and understanding Usually very good; inferences about facts, estimates of relationships Factors/CharacteristicsQualitative MethodsQuantitative Methods

12. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-12 When to Use Qualitative Research Methods in Exploratory Designs  In the process of correctly identifying a business problem or opportunity situation or establishing information requirements.  Interested in obtaining some preliminary insights into the motivational, emotional, attitudinal and personality factors that influence marketplace behaviours.  In the process of building theories and models to explain marketplace behaviours or relationships between two or more marketing constructs.  Attempting to develop reliable and valid scale measurements for investigating specific market factors, consumer qualities (e.g. attitudes, emotional feelings, preferences, beliefs, perceptions) and behavioural outcomes.  Trying to determine the preliminary effectiveness of their marketing strategies on actual marketplace behaviours.  Interested in new-product or service development or repositioning current product images. Qualitative research methods are appropriate when decision makers or researchers are:

13. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-13 Research Objectives of In- depth Interviews In-depth Interviews To discover preliminary insights of what the subject thinks or believes about the topic of concern or why the subject exhibits certain behaviours. To obtain unrestricted and detailed comments that include feelings, beliefs, or opinions that can help better understand the different elements of the subject’s thoughts and the reasons why they exist. To have the respondent communicate as much detail as possible about his or her knowledge and behaviour towards a given topic or object.

14. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-14 Techniques for in-depth interviewing  Attitudinal and behavioural data  Motivations, feelings, opinions  Past, present and future  Eg. Marriott used in depth interviews to understand how to deliver better on-site services to business customers  QUESTION: How would we recruit the business customers?

15. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-15 Skills Required  Interpersonal communication skills  Listening skills  Interpretative skills  Personality suitability  Ability to probe

16. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-16 Advantages and Disadvantages of In-depth Interviews  Flexibility to collect data on activities and behaviour patterns, and attitudes, motivations and feelings.  Large amount of detailed data possible.  The possibility to probe the respondent further.  Lack of generalisability.  Inability to distinguish small differences.  Lack of reliability and validity.  Potential for biases to emerge.  Potential interviewer errors.  Costs and time (may not always be a disadvantage). Advantages of In-depth InterviewsDisadvantages of In-depth Interviews

17. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-17 Experience Interviews  Informal gathering of information from individuals thought to be knowledgeable on the issues relevant to the research question.  Eg. People who are experienced in the situation, such as dissatisfied customers.

18. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-18 Protocol Interviews  The subject is placed in a specified decision making situation and asked to express verbally the process and activities that he or she would undertake to make a decision.  Useful when research problem focuses on selected aspects (eg. Motivational or procedural) of making a purchase decision.  Eg. Asking Del customers to verbalise the steps and activities they went through in the purchase decision.

19. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-19 Articulative Interviews  Qualitative group interviews that focus on listening for and identifying key conflicts in a person's orientation values towards products and services.  Structured to elicit narratives.

20. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-20 Projective Techniques  Indirect method of questioning that enables a subject to project beliefs and feelings onto a third party, into the task situation or an inanimate object.

21. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-21 Word Association  A projective technique in which the subject is presented with a list of words or short phrases and asked to respond with the first thing that comes to mind.  Eg. What comes to mind when I say ‘red’, and the researcher uses the findings to look for hidden meanings and associations.

22. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-22 Sentence Completion  The subjects are given a set of incomplete sentences and asked to complete them in their own words.  People who eat at Red Rooster are……….  Red Rooster reminds me of…..

23. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-23 Picture Tests  Subjects are given a picture and instructed to describe their reactions by writing a short narrative story about the picture.  Useful to test the impact of pictures for use on product packaging, print ads, and brochures.

24. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-24 Thematic Apperception Test (TAT)  Subjects are presented with a series of pictures and asked to provide a description of or a story about the pictures.  Typically there is continuity in the pictures, and they are ambiguous.

25. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-25 Cartoon or Balloon Tests  A subject is given a cartoon drawing and suggests the dialogue in which the characters may engage.

26. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-26 Role-Playing Interviews  A subject is asked to act out someone else’s behaviour in a specified setting.  The subject assumes the identity of a third person.

27. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-27 Questioning Techniques in Qualitative Research Experience surveys Surveys that refer to informal gatherings of individuals thought to be knowledgeable on the issues. To quickly gather information that can be used to develop future research topics. Protocol interviews Process where subject is placed in a decision-making situation and is asked to express the process and activities undertaken to make a decision. To provide the researcher with insights and understanding of those motivational and/or procedural activities within the overall decision process. Projective techniques Indirect methods of questioning that enable a subject to project beliefs and feelings onto a third party. To learn more about the subjects’ true thoughts and feelings. Word association test To test the impact of pictures for use on product packaging, print ads and brochures. TypeDescriptionPurpose Interviewers read pre-selected words, and ask subject to respond with immediate thoughts.

28. Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 4-28 Questioning Techniques in Qualitative Research ( continued ) Cartoon or balloon test Cartoon characters appear in a vague manner with blank balloon spaces, and the respondent writes in thoughts or feelings about the characters. To identify the respondent’s latent feelings about the situation that the cartoon portrayed. Role-playing interviews A subject acts out someone else’s behaviour in a specified setting. To learn more about the subjects’ likely actions. In-depth interviews A formalised process in which an interviewer asks a subject a set of semi-structured probing questions in a face-to-face setting. To uncover insights; obtain unrestricted and detailed comments; to gather details of knowledge and behaviours towards a given topic or object. Focus group interviews A formalised process of fostering an small-group, interactive spontaneous discussion on a particular topic or concept. To provide the researcher with as much information as possible about how the group regards the topic or concept. TypeDescriptionPurpose