Learning Objectives

CHAPTER Four

Qualitative Research

Copyright 2004 John Wiley & Sons, Inc.

Learning Objectives

Learning Objectives 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.

Learning Objectives

Learning Objectives 5. To gain insight into conducting and analyzing a focus group. 6. To understand the controversy regarding online focus groups. 7. To understand the growing popularity of Internet focus groups. 8. To learn about other forms of qualitative research.

Learning Objectives

The Nature of Qualitative Research

Qualitative Research Defined

To define qualitative research.

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

Table 4.1

Learning Objectives

Qualitative versus Quantitative Research

Comparative Dimension
Types of questions Sample size Information per respondent Administration requirements Type of Analysis Hardware Ability to replicate Training the researcher

Qualitative Research
Probing Small Substantial Special skills Subjective Tape recorders, video, pictures Low Psychology,sociology marketing, consumer behavior Exploratory

Quantitative Research
Limited probing Large Varies Fewer special skills needed Statistical Questionnaires, computers, printouts High Statistics, decision models, marketing research

Type of research

Descriptive or casual

Learning Objectives

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

Learning Objectives

The Growing Role of Focus Groups

To learn about focus groups and their popularity.

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

Learning Objectives

The Growing Role of Focus Groups

To gain insight into conducting and analyzing a focus group.

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

LearningGroup Objectives Figure 4.1 Steps in Conducting a Focus

Prepare for the group.

Select a focus group facility and recruit the participants.

Select a moderator. Prepare the focus group report.. Create a discussion guide.

Conduct the group.

Learning Objectives

The Growing Role of Focus Groups

To gain insight into conducting and analyzing a focus group.

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

Learning Objectives

The Growing Role of Focus Groups

To gain insight into conducting and analyzing a focus group.

8. Knowledge of research and marketing

9. Flexibility 10. Attention to detail

Client-focused skills:
1. Understand clients business 2. Provide strategic leadership

3. Provide feedback to the client

4. Reliable, responsive, trustworthy 5. A comfortable match with the client

Learning Objectives

The Growing Role of Focus Groups

To gain insight into conducting and analyzing a focus group.

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

Learning Objectives

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 Disadvantages of Online Focus Groups

Group dynamics
Non-verbal inputs Client involvement

Learning Objectives

Internet Focus Groups

To understand the controversy regarding Internet focus groups.

Security
Attention to topic Exposure to external stimuli

Role and skill of the moderator

Other Trends in Focus Groups

Video conferenced Focus Groups

Viewing Focus Groups on the Internet

Learning Objectives

Other Qualitative Methodologies Depth Interviews

To learn about other forms of qualitative research.

Unstructured one-on-one interview

Advantages Disadvantages

Applications of depth interviews

1. Communication 2. Sensory evaluations 3. Exploratory research 4. New product development, prototype stage 5. Packaging or usage research

Learning Objectives

Other Qualitative Methodologies

To learn about other forms of qualitative research.

Projective Techniques Techniques for penetrating a persons defense mechanisms

Use of Projective Tests Used in conjunction with nonprojective open-and closed-ended questions A basis for gathering more revealing information

Learning Objectives

Other Qualitative Methodologies

To learn about other forms of qualitative research.

Types of Projective Techniques

Word Association Tests Sentence and Story Completion

Cartoon Tests
Photo Sorts Consumer Drawings Story Telling Third-Person Technique

Learning Objectives

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.

Learning Objectives

Summary

The Nature of Qualitative Research

The Growing Role of Focus Groups Internet Focus Groups

Other Qualitative Methodologies

The Future of Qualitative Research

Learning Objectives

The End

Copyright 2004, John Wiley & Sons, Inc.