Chapter FourChapter Four

Copyright © 2006John Wiley & Sons, Inc.

Qualitative

Research

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1. To define qualitative research2. To explore the popularity of qualitative research3. To understand why qualitative research is not held in high

esteem by some practitioners and academicians4. To learn about focus groups and their tremendous popularity5. To gain insight into conducting and analyzing a focus group6. To understand the controversy regarding online focus groups7. To understand the growing popularity of Internet focus

groups8. To learn about other forms of qualitative research

Learning Objectives

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•Qualitative Research Defined

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 Exhibit 4.1 (next slide)

•Popularity of Qualitative Research

Less expensive, ability to better understand motivations, improved efficiency

To define qualitative research.The Nature of

Qualitative Research

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Comparative Dimension Qualitative Research Quantitative Research

Types of questions Probing Limited probing

Sample size Small Large

Information per respondent Substantial Varies

Administration requirements Special skills Fewer special skillsneeded

Type of Analysis Subjective Statistical

Hardware Tape recorders, video, pictures

Questionnaires, computers, printouts

Ability to replicate Low High

Training the researcher Psychology, sociology marketing, consumer behavior

Statistics, decision models, marketing research

Type of research Exploratory Descriptive or casual

Exhibit 4.1 Qualitative versus Quantitative Research

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• Popularity of Qualitative Research– Much cheaper than quantitative research– Better at understanding the in-depth

motivations and feeling of consumers– Improves the efficiency of quantitative research– Becoming common to combine qualitative and

quantitative research

The Nature of Qualitative Research

To explore the popularity of qualitative research

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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

The Nature of Qualitative Research

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To gain insight into conducting and analyzing a

focus group

The Growing Role of Focus

Groups• 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

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• Popularity of Focus Groups– Focus groups but on aspect of qualitative research but

it is overwhelming the most popular• How Popular?

– Marketing Research firms, advertising agencies and consumer good manufacturers use them

– Most research expenditures for qualitative research are for focus groups

– Focus groups allow the researcher to experience the emotional framework in which the product is being used

– Used by consumer goods companies more than by industrial goods organizations

To learn about focus groups and their tremendous popularity

The Growing Role of Focus

Groups

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Exhibit 4.2 Steps in Conducting a Focus GroupPrepare 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..

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To gain insight into conducting and analyzing a focus group.

• Preparing for a Focus Group– The Setting: focus group

facility often in a conference style room

• The Participants – Mall intercept – Telephone – Combining psychographics

and demographics to recruit group participants

– Go to where the target market is to find qualified respondents

– Strive to avoid repeat or “professional” respondents

• Why do people agree to participate in focus groups?– Money– Topic is interesting– It was a convenient time– Focus groups are fun– Respondent knows a lot

about the product– Curiosity– Focus groups offer an

opportunity to express opinions

The Growing Role of Focus

Groups

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To gain insight into conducting and analyzing a focus group.

• Selecting the Moderator 1. Genuine interest in people2. Acceptance and appreciation for the differences in people3. Good listening skills4. Good observation skills5. Interest in a wide range of topics6. Good oral and written skills7. Objectivity8. Knowledge of marketing and research9. Flexibility 10.Good attention to detail

The Growing Role of Focus

Groups

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To gain insight into conducting and analyzing a focus group.

• Rapport: Techniques for building rapport1. Ask personal questions during warm-up2. Include personal information about yourself (moderator)3. Ask respondents for assistance4. Lighten things up with humor

• Client–focused skills1. Know client’s business2. Provide the strategic leadership3. Provide feedback to client4. Be reliable, responsive, trustworthy, independent5. Personal style to match client

The Growing Role of Focus

Groups

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To gain insight into conducting and analyzing a focus group.

• Discussion Guide– An outline of the topics to be covered– Three stages:

• Rapport is established

• Provoke intense discussion

• Summarize significant conclusions

The Growing Role of Focus

Groups

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To gain insight into conducting and analyzing a focus group.

• Focus Group Report– Instant analysis

• Moderator debriefing

– Advantages of instant analysis– Disadvantages of instant analysis– Formal report—usually a PowerPoint

presentation (copies are distributed)

The Growing Role of Focus

Groups

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To gain insight into conducting and analyzing a focus group.

• Benefits and Drawbacks of Focus Groups– Advantages

• Interaction among respondents

• Offers opportunity to observe customers

• Can be executed more quickly than other types of research

The Growing Role of Focus

Groups

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To gain insight into conducting and analyzing a focus group.

• Benefits and Drawbacks of Focus Groups– Disadvantages of focus groups

• Immediacy and apparent understandability of focus groups may mislead (tiny sample)

• May not be typical customer

• Setting may make participants uncomfortable

• Style of moderator may bias discussion

• Dominate participant or introverted participant may bias group

The Growing Role of Focus

Groups

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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

• Efficient moderator-client interaction

• The natural talker neutralized

• Access to the hard-to-reach target population

• Ability of client to interact with moderator

• Likelihood of distraction is lower

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To understand the controversy regarding Internet focus groups.

– Disadvantages of Online Focus Groups• Group dynamics

• Non-verbal inputs

• Client involvement

• Security

• Attention to the topic

• Exposure to external stimuli

• Role and skill of the moderator

Online Focus Groups

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To understand the growing popularity of Internet focus groups.

• Creating a Virtual Focus Group Facility– Basic method– “freestyle” or “on the fly”

• Advantages• Disadvantages

– Stimuli-mockup of print ad or short product demo on video

• Advantages• Disadvantages

– Virtual waiting room– Maintaining control

Online Focus Groups

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To understand the growing popularity of Internet focus groups.

• Types of Online Focus Groups– Real-time online focus groups– Time-extended online focus groups

• Do Online Focus Groups Produce Different Results from Traditional Focus Groups?

Online Focus Groups

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To understand the growing popularity of Internet focus groups.

• Trends in Focus Groups– Combination online and telephone focus groups– Videoconferencing– Viewing focus groups online

Online Focus Groups

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Other Qualitative

Methodologies

To learn about other forms of qualitative research.

• Depth Interviews – Unstructured one-on-one interview

• Advantages

• Disadvantages

– Determinates of depth interviews• Skills of interviewer

• Proper interpretation

• Lack of popularity of depth interviewing

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To learn about other forms of qualitative research.

– Classic applications of depth interviews• Communication checks

• Sensory evaluation

• Exploratory research

• New product development

• Packaging or usage research

– Customer Care Research• Depth interviewing to understand the dynamics of

the purchase process

Other Qualitative

Methodologies

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To learn about other forms of qualitative research.

• Projective Techniques– To delve below surface response to obtain true feelings,

meanings, and motivation• Types of Projective Test

– Word association tests– Sentence and story completion– Cartoon tests– Photo tests– Consumer drawings– Storytelling– Third-person techniques

Other Qualitative

Methodologies

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The Future of Qualitative Research

To learn about other forms of qualitative research.

• Rational behind qualitative research– Criteria and evaluations have emotional and

subconscious content

– The emotional and subconscious content is an important determinant of buying and usage decisions.

– Such content is not adequately or accurately verbalized by the respondent through direct communication.

– Such content is adequately verbalized through indirect techniques.

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• Problems– Small sample sizes– Subjective interpretation– Inability to validate and replicate qualitative

research

The Future of Qualitative Research

To learn about other forms of qualitative research.

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• Positive– Use of online focus groups will grow– Focus groups provide data and insights not

available through any other techniques– Low cost and ease of application– Qualitative-quantitative split will begin to close

To learn about other forms of qualitative research.

The Future of Qualitative Research

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• The Nature of Qualitative Research

• The Growing Role of Focus Groups

• Other Qualitative Methodologies

• The Future of Qualitative Research

SUMMARY

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The End

Copyright © 2006 John Wiley & Sons, Inc.