market and social research part 6

Learning outcomes – by the end of this

lecture you should be able to:

•explain the popularity of qualitative

research;

•identify the main techniques used in

qualitative research

•identify when use of each would be

most appropriate

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Qualitative research Quantitative research

Types of questions Probing Non-probing

Type of

information

Cannot be counted Can be counted

Sample size Small Large

Information per

respondent

Much Little

Administration Specially trained

researchers

Few specialist skills

required

Type of analysis Subjective, interpretative Statistical

Equipment Tape recorders, etc Computers

Ease of replication Difficult Easy

Type of research Exploratory Descriptive or Causal

Validation Impossible to validate Possible to validate



Qualitative research -

…is a widely used term for research that does not

subject research findings to quantification or

quantitative analysis (Proctor)

….helps the marketer to understand the richness,

depth and complexity of consumers (Malhotra and

Birks)

….is …. concerned with understanding rather than with

measurement (Hague and Jackson)

…is what may account for certain types of behaviour.

It seeks deeper understanding of factors which

influence people: it is impressionistic rather than

conclusive: it probes rather than counts. Intrinsically,

it is subjective’ (Chisnell).



Qualitative research….

…is the collection, analysis and

interpretation of data that cannot

be meaningfully quantified, or

summarised in the form of

numbers



It is not the case that qualitative

research is ‘good’ and quantitative

research ‘bad’

Right is what is appropriate for particular

research circumstances.

Quantitative research shows

conclusively that 100% of people will

die, - so what?



Qualitative techniques attempt:•to gain an understanding of the existence of attitudes and opinions. •to assess their breadth and depth

Do not measure the “amount” of emotion or opinion, but they may give an indication of the dominant feelings.

Discussion, observation and projective methods used to elicit responses

Leading questions are allowed



There are problems with measuring human nature. Inaccurate readings may be due to

•the instrument•the situation •the interviewer •lack of knowledge or forgetting.

There are several names for such problems:

•Mere Measurement Effect, •Satisficing and Acquiescence•Response Bias



Mere measurement – the act of

measurement creates and alters views

Satisficing – giving a sufficient answer

when a better one might have been

available

Acquiescence Response Bias - a form

of sympathy where a respondent agrees

with a proposition rather than

disagreeing. A problem with children

and the elderly, who often agree before

considering a question fully.



Response Quality &

Response Quantity are

affected by intrinsic and

extrinsic factors

Intrinsic = a part of the

project the researcher can

change e.g. sampling

Extrinsic = researcher cannot

change



Qualitative data collection:

•Personal interviews•Depth interviews•Focus group discussions•Projective technique•Ethnography•Observational techniques•Telephone interviews

•Questionnaires



Collection of qualitative data: by talking to

people!

The interview is a kind of conversation: a

conversation with a purpose. …the interview

appears to be a quite straightforward and non-

problematic way of finding things out. A

situation where one person talks and another

listens: what could be easier? We do it all the

time.

However

most of us have basic literacy skills to write a

book but few attain literary art. (Powney and

Watts )



Interviews defined:-

‘A conversation initiated by the interviewer for the

specific purpose of obtaining research-relevant

information and focused by him/her on content

specified by research objectives of systematic

description, prediction or explanation (Cohen and

Manion)

..a conversation directed to a definite purpose

other than satisfaction in the conversation itself

(Chisnell)



Types of personal interviews:

•Structured – an agreed series of questions asked in a

prescribed order. Interviewer led, with little variation

•Semi-structured - an agreed series of questions or topics

covered in whatever order the interviewer deems

appropriate. Informant led – interviewer guided.

•Unstructured (non-directive) - Only the most general idea

or outline will be prepared

•be totally informant led.

In nondirective interviews the respondent is given

maximum freedom to respond within the bounds of

topics of interest to the interviewer.

(Kumar, Aaker and Day)



Types of personal interviews (One to

one):

In-depth interviews –, interviewers

probe each respondent in

considerable depth: one informant

will not influence

any other informant.



Group interviews: group interviews,

or focus groups,

‘….the process of obtaining possible

ideas or solutions to a marketing

problem from a group of

respondents by discussing it. The

emphasis in this method is on the

results of group interaction when

focused on a series of topics a

discussion leader (or moderator, or

facilitator) introduces (Kumar, Aaker

and Day



Group interviews provide:

•Rich data

•Versatility

•Ability to study special respondents

•Ability to explore ‘what if….’ questions

However, they:

•Cannot provide generalised findings

•Are open to misuse

•Are expensive

•Are time-consuming

•Are subjective in interpretations



Focus groups Individual interviews

Group interaction

Group interaction is present. This may stimulate new thoughts from respondents

There is no group interaction. Therefore, stimulation for news ideas comes from the interviews

Group/peer pressure

Group pressure and stimulation –peer pressure and role playing may occur and be confusing to interpret

In the absence of group pressure, the thinking of respondents is not challenged and there is no peer pressure

Respondent competition

Present – less time to get data from each person

Non-competitive environment – ample time to get detailed data

Influence Responses may be ‘contaminated’ by opinions of other group members

No potential for ‘contamination’

Subject sensitivity

Informants may be reluctant to talk openly

Informant more likely to open up to researcher

Interviewer fatigue

One interviewer can conduct several groups sessions

Fatigue and boredom can set in over an interviewing programme

Amount of information

A large amount of data can be collected quickly

A lot of information can be gathered, but it can be a time-consuming process

Stimuli Limited amount of stimulus materials can be used

A comparatively large amount of stimulus material can be used

Interviewer schedule

Difficult to arrange groups Less scheduling problems - the interviewer fits in with informants

I



All qualitative methods may

include projective techniques.

With these, an ambiguous

stimulus is presented to

respondents and, in reacting to

or describing the stimulus,

respondents will reveal their

own feelings



Projective techniques can

include such approaches as:

•word association tests

•sentence and story

completion

•cartoon tests and bubble

drawing

•third person techniques

•analogies

•personification

•mapping

•role playing



Ethnography - describes behaviour in a natural setting

The researcher becomes part of the community under study, the ethnographer enters into the respondent’s world.

Stages:

1. Decision on Location2. Decision on Team Composition3. Entry-point Analysis4. Arrival and full immersion5. Identification of Informants6. Data Gathered and Reported7. Departure from the field



Awareness of body language also

helps qualitative inquiries.

The researcher must examine:

•Proxemics. The use of space,

the proximity

•Kinesics. Movement and body

posture

•Oculesics. Eye behaviour, gaze,

eye movements

•Vocalics. Tone, intonation &

other features of the voice



22

The topic guide:-

•Examine the research question

•List topics of interest

•Develop a list of relevant ides and create a list

of relevant vocabulary

•Decide on projective/elicitation techniques

•Lay out the guide

Essential for all qualitative research

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market and social research part 6

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