1. Chapter Four

2. The Nature of Qualitative Research
Research yielding findings that are not subject to quantification or quantitative analysis. Its research conclusions are not based on precisely measurable statistics but on more subjective observations and analysis.
Quantitative:
Research that uses mathematical analysis. Typically research analysis is done using measurable and numeric standards.
The professor might want to point out that qualitative is more for depth and not breadth, and quantitative is just the opposite.
Key Terms & Definitions

3. Qualitative vs. Quantitative Research
Key Terms & Definitions

4. General Limitations of Qualitative Research
1. Attitudinal, perception, and belief differences revealed during qualitative research might not be easily measureable. Quantitative research will more precisely measure these differences.
2. Qualitative research is often not statistically representative of the general population. Although qualitative results might give you a good idea about the population, they do not allow you to precisely gauge the population’s responses based on the limited sample typical of qualitative research.
3. Anyone can purport to be an expert.
Key Terms & Definitions

5. Qualitative Research Methods
Factors to Consider:
Time/budget
How the research results will be used
Product/service tangibility
Research goals and objectives
Participant availability and willingness
Desired analysis sophistication
Whether quantitative research follows
Key Terms & Definitions

6. The Importance of Focus Groups
Focus Group Defined:
A group of eight to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept.
Key Terms & Definitions

7. The Importance of Focus Groups
Continued
Some
Key
Characteristics:
Good for idea generation, brainstorming, and understanding customer vocabulary
Can be helpful in gaining insight to motives, attitudes, perceptions
Can reveal needs / likes and dislikes / prejudices driven by emotions
Group dynamics: the moderator must manage this factor deftly
Key Terms & Definitions

8. Key Terms & Definitions
Focus Groups Steps
This slide can be used in conjunction with the next slide which outlines the steps more specifically.
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Key Terms & Definitions

9. Conducting a Focus Group
1a. Decide on the key focus group objectives
1b. Use secondary research to hone questions
1c. Select focus group facility and participants
1d. Begin recruiting after deciding on participant incentives
2a. Select a moderator
2b. Develop a moderator guide to chart flow of focus group
3. Conduct the focus group--generally about two hours
4a. Review the video tape and analyze the results
4b. Prepare a written report
The steps in this slide correspond to the previous slide that outlines the 4 general steps of focus group procedure.
Key Terms & Definitions

10. Conducting a Focus Group
Continued
The Participants:
Selection process:
Potential opinion leaders are best
Participants must be screened for relevance to the topic
A focus group facility--A research facility consisting of a conference room or living room setting and a separate observation room with a one-way mirror or live audiovisual feed.
A person hired by the client to lead the focus group; this person should have a background in psychology or sociology or, at least, marketing.
Create moderator's guide to include:
Timetable for each topic, clear goals/questions to be answered
Strategy for keeping group on task/focused
Managing the group dynamics is critical
The Facility:
The Moderator:
If the professor has the information, give the students some insight about the expenses (costs) associated with arranging these three parts of focus group procedure.
Key Terms & Definitions

11. The Moderator Builds Rapport
Tools, Tips and Techniques
Smile – make a connection with individuals.
Get physical – clear acknowledgement such as a handshake or dialog.
Turn on the charm – make an extra effort to respond warmly.
Offer empathy – if there are problems or concerns, address these issues.
Be real – make actions sincere without phoniness or lies.
Mind the details – include logistics such as mentioning where food, drink, and bathrooms; make sure everyone is comfortable.
Come to complete closure – make comments final and say firm goodbyes.
Key Terms & Definitions

12. What Makes a Good Moderator
Key Factors
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 and the ability to immerse themselves in the topic
Key Terms & Definitions

13. What Makes a Good Moderator
Key Factors
Good oral and written communication skills
Objectivity; remaining open to the ideas and feelings of others
Sound knowledge of the basic principles, foundations, and applications of research, marketing, and advertising
Flexibility: the ability to think on your feet
Good attention to detail and organizational ability
Key Terms & Definitions

14. Planning Global Focus Groups
Research begins in home country.
Copies of U.S. tapes should be sent to foreign moderators to allow for conversion and translation.
U.S. Moderator should schedule conference calls, to discuss research
Research should be modified to take into consideration cultural bias, local privacy laws, and the market they want to appeal to.
Key Terms & Definitions

15. Key Terms & Definitions
Major Global Markets
Japan – Scheduling concerns related to professionals long work days.
Germany – Highly restrictive privacy laws.
France – Frequent transportation strikes
England – Mixed educational levels
Scandinavia – Best technology infrastructure and fluent English-speaking professionals in Europe
Key Terms & Definitions

16. Disadvantages to Focus Groups
Focus groups can make managers believe they truly understand a situation even if it is only a small slice.
Focus groups appeal to the desire for quick, simple answers to problems.
Some focus groups create an impersonal atmosphere that discourages honesty.
Some respondents may also be a problem if they are to introverted or coping with a dominant personality in the room.
Much of the success relies on a moderator to control and soothe the situation.
Key Terms & Definitions

17. New Trends in Focus Group Methods
Video Transmissions
Focus Group Panels
“Prosumers”— Marketing Professionals Used as Respondents
Key Terms & Definitions

18. Other Qualitative Methods
One-on-one interviews that probe and elicit detailed answers to questions, often using non-directive techniques to uncover hidden motivations.
Depth
Interviews (IDIs):
Key Terms & Definitions

19. Key Terms & Definitions
Advantages of IDIs
Group pressure is eliminated
Respondent feels important and truly wanted
Respondent attains a heightened state of awareness
Encourages the revelation of new information
Respondents can be questioned at length to reveal feelings and motivations
Individual interviews allow greater flexibility to the direction of questioning
The interviewer becomes more sensitive to nonverbal feedback
A singular viewpoint can be obtained without influence from others
Interviews can be conducted anywhere
Key Terms & Definitions

20. Key Terms & Definitions
Disadvantages of IDIs
Costs in terms of time and money
Less client involvement
Do not cover much material in one day
Do not allow for a group discussion and resolution
Some respondent reactions cannot be generated from a one-on-one session
Key Terms & Definitions

21. Other Qualitative Methods
Hermeneutic Research:
Research that focuses on interpretation through conversations
The Delphi Method:
It involves a number of rounds of data collection. In the classical Delphi procedure, the first round is unstructured, in order to allow individual experts relative freedom to identify and elaborate the pertinent issues from their point of view. These issues are then consolidated by the researcher into a structured questionnaire.
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Key Terms & Definitions

22. Other Qualitative Methods
Techniques that tap into respondents’ deepest feelings by having them project those feelings into an unstructured situation.
Projective
Tests:
Examples:
Examples of each one of these is good to illustrate the positive and negative aspects of qualitative techniques.
Word Association Test
Analogy
Personification
Sentence and Story Completion Test
Cartoon Tests and Photo Sorts
Customer Drawings
Storytelling
Third Person Technique
Key Terms & Definitions

23. Other Qualitative Methods Word Association Tests:
Projective test in which the interviewer says a word and the respondent must mention the first thing that comes to mind.
Word Association Tests:
Pros/Cons:
Professor might engage class in word association to illustrate points.
Avoids defense mechanisms
Delays in response identify emotional reactions
Provides brand and product name suggestions
Most respondents use antonyms
or synonyms
Emotional delays can skew ideas
Idea generating only
Key Terms & Definitions

24. Other Qualitative Methods
A projective test in which respondents complete sentences or stories in their own words.
Storytelling:
Examples:
Best Buy is…
The people who shop at Best Buy are…
Best Buy should really…
I don’t understand why Best Buy doesn’t…
The last time I was at Best Buy….
Professor might ask students to complete one of the examples.
Key Terms & Definitions

25. Other Qualitative Methods
A projective test in which a respondent sorts photos of different types of people, identifying those people who she or he feels would use the specified product or service.
Photo Sorts:
Example:
Professor might ask class what this photo sort would say about a product or service.
Key Terms & Definitions

26. Other Qualitative Methods
A projective test in which the respondent fills in the dialogue of one of two characters in a cartoon.
Cartoon Tests:
Example:
Professor might provide class with what one character is saying and ask them to respond for the second.
Key Terms & Definitions

27. Key Terms & Definitions
Qualitative Research
Quantitative Research
Focus Group
Group Dynamics
Focus Group Facility
Focus Group Moderator
Discussion Guide
Instant Analysis
Individual Depth Interviews
Hermeneutic Research
Delphi Technique
Projective Test
Word Association Test
Analogies
Personification
Sentence and Story Completion Tests
Cartoon Test
Photo Sorts
Consumer Drawings
Storytelling
Third Person Technique
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Key Terms & Definitions
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