1. Qualitative Research Methods (Reference: Zikmund & Babin Ch. 6)
MKT Marketing Research Lecture Slides (Dr. Alhassan G. Abdul-Muhmin)
Qualitative Research Methods
(Reference: Zikmund & Babin Ch. 6)

2. Learning Objectives
At the end of this discussion you should be able to:
Explain the differences between qualitative and quantitative research methods
Explain the role of qualitative research in exploratory research designs
List and explain the main qualitative research orientations
List and explain key characteristics of common techniques used in qualitative research
Identify and describe the advantages and disadvantages of these techniques

3. QUALITATIVE RESEARCH
Research techniques that allow a researcher to obtain elaborate interpretations of market phenomena without depending on numerical measurements.
Characteristics
Uses small versus large samples
Emphasizes unstructured (broad range of) versus structured questioning methods
Involves subjective interpretation rather than “objective” statistical inference; is researcher-dependent
Has an exploratory purpose rather than descriptive and conclusive

4. Qualitative vs. Quantitative Research
Qualitative Research
Quantitative Research
Purpose
Discover ideas
Test hypotheses or specific research questions
Approach
Observe and interpret
Measure and test
Data Collection Methods
Unstructured; free- forms
Structured; response categories provided
Researcher Independence
Researcher is intimately involved; results are subjective
Researcher is uninvolved; results are objective
Sample
Small samples – often natural setting
Large samples to allow generalization
Most often used in:
Exploratory research designs
Descriptive and causal research designs

5. Qualitative vs. Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Objective
Sample
Data Collection
Data Analysis
Outcome

6. Qualitative Research Orientations
Four main qualitative research orientations
Phenomenology – originating in philosophy and psychology
Ethnography – origins in anthropology
Grounded theory – originates from sociology
Case studies – roots in psychology and business research

7. Phenomenology Based on the ideas that:
human experience is inherently subjective and determined by the context in which a person lives
behavior is shaped by a person’s relationship with the environment in which s/he lives
therefore the best way to understand this behavior is to understand the context in which the behavior occurs
this engaging in a conversational interview with the subject
Researcher may need to become part of the “group” to effectively study it
Special form is hermeneutics – relying on analysis of texts in which a person tells a story about themselves

8. Ethnography
Methods of studying cultures through becoming highly active in the culture.
Typically uses observation as a data collection tool, hence the term participant-observation.
The observation can be human or mechanical; but is often purposeful, i.e. focusing on specific features of behaviors that are of interest to the study

9. Grounded Theory
Inductive investigation process in which the researcher uses empirical evidence to develop a theory for explaining a given phenomenon
Researcher repeatedly poses questions about the observed evidence and uses the responses to develop a deeper explanation (theory)
Particularly applicable in dynamic situations involving significant change – where new insights are needed to explain phenomena that have not been previously encountered

10. Case Studies
Documented history of a particular person, group, organization, or event.
This intense examination of one or a few situations typically:
Involves in-depth investigation and careful study
Requires cooperation from the investigated subjects (cases)
Case analyses are used to develop themes that can help explain a phenomenon
Used extensively in business research and teaching

11. QUALITATIVE RESEARCH TOOLS
Focus group interviews (discussions)
Depth interviews
Conversations
Semi-structured interviews
Word Association/Sentence completion
Observation
Collages
Thematic Apperception Tests (TAT)/Cartoon Tests

12. 1. Focus Group Interviews (Discussions)
Unstructured, free-flowing interview (discussion) with a small group of people about the subject area of the research
Unstructured
Free flowing
Group discussion
Group Composition
About 6-10 people
Relatively homogeneous
Similar lifestyles and experiences
Now sometimes conducted online – “Online Focus Groups”
Approach: Ethnography,, Case studies

13. The Focus Group Moderator
The person in charge of “moderating” the group discussions
Usually he:
Develops rapport - helps people relax
Interacts
Listens to what people have to say
Everyone gets a chance to speak
Maintains loose control and focuses discussion
Stimulates spontaneous responses

14. 2. Depth Interviews
Unstructured, extensive one-on-one interviews conducted with subjects of ultimate concern (typically consumers or customers).
Purpose is to gain valuable insights for the main study
May sometimes involve testing aspects of the research design, such as questionnaire clarity, length, etc
Approach: Ethnography, Grounded theory, Case studies

15. 3. Conversations
Unstructured dialogue in which researcher engages the respondent in a discussion of the subject matter of interest
Combines features of focus group and depth interviews
Similar to depth interview (in the sense of engaging one respondent at a time)
Similar to focus group discussion in the sense of allowing free discussion rather than asking specific questions
Approach: Phenomenology; grounded theory

16. 4. Semi-Structured Interviews
Open-ended questions with answers solicited in writing – typically in the form of short essays
Respondents are free to write as much as or as little as they choose
Requires the researcher to prepare the questions (opening and follow-up questions) in advance
Approach: Grounded theory; ethnography

17. 5a. Word Association Tests
A projective technique in which subjects are presented with a word and asked to indicate what other words come to mind, e.g.
What comes to mind when you hear the following words?
Soft drinks
Mercedes
Technique may be used to develop an associative network of words related to a focal word
Useful in brand name testing and product concept testing

18. 5b. Sentence Completion Tests
A projective technique in which subjects are given incomplete sentences and asked to complete them with the word or phrase that first comes to mind, e.g.
People who drive sports cars are __________
A man who drinks light beer is ____________
Sports cars are most liked by ______________
A sports car is ______________

19. 6. Observation
Unobtrusive data collection method in which the researcher watches a phenomenon and records notes describing the phenomenon (e.g. a behavior)
Observation can be personal or mechanical; disguised or undisguised; structured or unstructured, etc
Approach: Grounded theory; ethnography; case studies

20. 7. Collages
Collage – a pattern (larger picture, story, etc) made by sticking pictures or materials on a surface
In this research method, respondents are asked to assemble pictures to represent their thoughts/feelings about a phenomenon
Collages are then analyzed for meaning
Approach: Phenomenology; Grounded theory

21. 8a. Thematic Apperception Tests (T.A.T.)
A projective technique in which subjects are presented with a series of pictures and are then asked to form a story about the pictures
TAT Illustration.ppt (Hamilton Power Tools Corporation)

22. 8b. Picture Frustration (Cartoon) Tests
Respondent is presented with a cartoon drawing representing an incomplete dialogue and asked to suggest a dialogue that the characters might engage in
See p. 153 of your text

23. PROJECTIVE TECHNIQUES
A collection of exploratory research techniques based on indirect questioning in which respondents are asked to project themselves into a particular person, object, or situation
Often used where direct questioning is not likely to provide honest responses
Word association tests
Sentence completion method
Third-person technique
Role playing
T.A.T.
Picture frustration version of T.A.T.