Qualitative ResearchQualitative Research

MKTG 3342MKTG 3342

Fall 2008Fall 2008

Professor Edward FoxProfessor Edward Fox

Research Research ObjectivesObjectives

ExploratoryResearch

Source: Adapted from Prentice Hall

CausalResearch

Test hypotheses about cause and-effect relationships.

Test hypotheses about cause and-effect relationships.

Gather preliminary information that will help define the problem and suggest hypotheses

Gather preliminary information that will help define the problem and suggest hypotheses

DescriptiveResearch

Describe customer’s attitudes and demographics

Determine product’s market potential

Describe customer’s attitudes and demographics

Determine product’s market potential

ExploratoryResearch

Primary DataPrimary Data

Primary data are survey, observation, or experimental data collected to address the current research problem

Recall that secondary data is information that was previously been collected for a different purpose

Research DesignResearch Design

Primary research requires a Primary research requires a research research designdesign::

The research design is a detailed The research design is a detailed blueprint used to guide the conduct blueprint used to guide the conduct of marketing research so that the of marketing research so that the research questions are answered and research questions are answered and the research objectives are realizedthe research objectives are realized

Research may be either qualitative or Research may be either qualitative or quantitativequantitative

Qualitative ResearchQualitative Research

Qualitative research is a loosely defined term. It implies that the research findings are not determined by quantification or quantitative analysis.

This video clip features Jerome Conlon, of Consumer Insights and Brand Planning, speaking about the marketing research donefor Starbucks.

Click to play.

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Qualitative vs. Quantitative Qualitative vs. Quantitative ResearchResearch

(1 of 2)(1 of 2)

Comparison Dimension Qualitative Research Quantitative Research

Types of questions Probing Limited probing

Sample size Small Large

Information per Much Variesrespondent

Administration Requires interviewers Fewer specialized skillswith special skills required

Types of analysis Subjective, interpretive Statistical, summarization

Qualitative vs. Quantitative Qualitative vs. Quantitative ResearchResearch

(2 of 2)(2 of 2)

Comparison Dimension Qualitative Research Quantitative Research

Tools Tape recorders, projection Questionnaires, computers

devices, video, pictures printouts

Ability to replicate Low High

Training needed by Psychology, sociology, Statistics, decision models,

the researcher social psychology, DSS, computer program-

consumer behavior ming, marketing

Type of research Exploratory Descriptive or causal

Qualitative Research MethodsQualitative Research Methods

IncludeIncludeDepth InterviewsDepth InterviewsProjective Techniques Projective Techniques Focus GroupsFocus GroupsObservation (Ethnography)Observation (Ethnography)

… … and other methodsand other methods

Depth InterviewDepth Interview

Example: Wide Seats in an AirplaneExample: Wide Seats in an AirplaneI:I: “Why do you like wide seats in an “Why do you like wide seats in an

airplane?”airplane?”R: R: “It makes me comfortable.”“It makes me comfortable.”I:I: “Why is it important to be comfortable?”“Why is it important to be comfortable?”R:R: “I can accomplish more.”“I can accomplish more.”I: I: “Why is important that you can accomplish “Why is important that you can accomplish

more?”more?”R:R: “I feel good about myself.”“I feel good about myself.”

Implication: Wide seats may relate to self-esteem!Implication: Wide seats may relate to self-esteem!

Projective TechniquesProjective Techniques

Eliciting Eliciting deep-seated feelings/opinionsdeep-seated feelings/opinions by by enabling the respondents to project enabling the respondents to project themselves into unstructured situations. themselves into unstructured situations.

Word AssociationWord Association Sentence CompletionSentence Completion Role playingRole playing Story telling with picturesStory telling with pictures

… … and several othersand several others

Popularity of Focus Group Popularity of Focus Group ResearchResearch

Most marketing research firms, Most marketing research firms, advertising agencies, and consumer advertising agencies, and consumer goods manufacturers use focus goods manufacturers use focus groups.groups.

Focus groups tend to be used more Focus groups tend to be used more extensively by consumer goods extensively by consumer goods companies than by industrial goods companies than by industrial goods organizations.organizations.

FocusFocus GroupGroup

Focus GroupFocus Group

Spot source of marketing problemSpot source of marketing problem Spark new product ideasSpark new product ideas Develop questionnaires for quantitative Develop questionnaires for quantitative

researchresearch Identify new advertising themesIdentify new advertising themes Diagnose competitors’ strengths and Diagnose competitors’ strengths and

weaknessesweaknesses

A group of people who discuss a subject A group of people who discuss a subject under the direction of a moderator. Focus under the direction of a moderator. Focus groups are used to:groups are used to:

Focus Group Research - Focus Group Research - OverviewOverview

The goal of focus group research is to learn and understand what people have to say and why

The emphasis is on getting people to talk at length and in detail about the subject at hand

The intent is to find out how they feel about a product, concept, idea, or organization, how it fits into their lives, and their emotional involvement with it

Benefits of Focus Group Benefits of Focus Group ResearchResearch

Synergy - together, the group can provide Synergy - together, the group can provide more insights than insights obtained more insights than insights obtained individually.individually.

Snowballing - chain reaction to comment Snowballing - chain reaction to comment by one individual.by one individual.

Stimulation - group interaction excites Stimulation - group interaction excites people.people.

Spontaneity/serendipity - participants may Spontaneity/serendipity - participants may get ideas on the spot and discuss them. get ideas on the spot and discuss them.

Focus Group Research - StepsFocus Group Research - Steps

1.1. Define objectives of studyDefine objectives of study

2.2. Develop questions for discussion - Develop questions for discussion - Moderator GuideModerator Guide

3.3. Recruit participantsRecruit participants

4.4. Conduct Session with a moderatorConduct Session with a moderator

5.5. Analyze and report results to decision Analyze and report results to decision makersmakers

Results can be misleading if the focus group is Results can be misleading if the focus group is not conducted properly.not conducted properly.

Focus Group IssuesFocus Group Issues (1 of 2)(1 of 2)

How many people in a focus group?How many people in a focus group?

What type of people should be recruited?What type of people should be recruited?

Should participants be …Should participants be …

Knowledgeable?Knowledgeable?

Diverse?Diverse?

Representative? Representative?

Focus Group IssuesFocus Group Issues (2 of 2)(2 of 2)

How should participants be recruited?How should participants be recruited?

Should they be given monetary incentives?Should they be given monetary incentives?

Where should the focus group be held?Where should the focus group be held?

How much interaction among participants?How much interaction among participants?

What is the role and qualification of the What is the role and qualification of the moderator?moderator?

How to write the moderator guide?How to write the moderator guide?

Should management observe the focus group?Should management observe the focus group?

How should the report be written?How should the report be written?

Differences in Qualitative Differences in Qualitative Research between the U.S. Research between the U.S.

and the U.K.and the U.K.AreaArea U.S.U.S. U.K.U.K.

Focus group sizeFocus group size 10 to 1210 to 12 6 to 86 to 8

Focus group lengthFocus group length 2 hours2 hours 1.5 to 4 1.5 to 4

hourshours

LocationLocation Professional facilityProfessional facility Recruiters’ homesRecruiters’ homes

Client viewingClient viewing CommonCommon RareRare

Topic guidesTopic guides Long and detailedLong and detailed Short and flexibleShort and flexible

RecruitmentRecruitment By income/occupationBy income/occupation By social classBy social class

Sample sizeSample size Of more concernOf more concern Of little concernOf little concern

CredibilityCredibility ModerateModerate HighHigh

Trends in Focus Group Trends in Focus Group ResearchResearch

Telephone Focus GroupsTelephone Focus Groups Focus groups that are conducted via Focus groups that are conducted via

conference calling.conference calling.

Videoconference Focus GroupsVideoconference Focus Groups Staffers can watch focus groups via Staffers can watch focus groups via

videoconferencing and avoid the costs of videoconferencing and avoid the costs of travel. travel.

On-line focus groups On-line focus groups Focus groups that are conducted through Focus groups that are conducted through

internet (Chat rooms) - internet (Chat rooms) - http://www.greenfieldonline.comhttp://www.greenfieldonline.com

Summary of Key PointsSummary of Key Points Exploratory or qualitative research is Exploratory or qualitative research is

used to obtain deep insights into the used to obtain deep insights into the behavior of few consumers, or to gain behavior of few consumers, or to gain preliminary information about the marketpreliminary information about the market

Common exploratory research methods Common exploratory research methods include depth interviews, projective include depth interviews, projective techniques, and focus groupstechniques, and focus groups

The focus group is the most common The focus group is the most common method of conducting qualitative method of conducting qualitative researchresearch

The method consists of five simple steps; The method consists of five simple steps; care must be taken to implement those care must be taken to implement those steps correctlysteps correctly