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1) Overview
2) Primary Data: Qualitative versus Quantitative
Research
3) Rationale for Using Qualitative Research
Procedures
4) A Classification of Qualitative Research
Procedures
5) Focus Group Interviews
6) Depth Interviews
7) Projective Techniques
A Classification of Marketing Research Data
Survey
Data
Observational
and Other Data
Experimental
Data
Qualitative Data Quantitative Data
Descriptive Causal
Narketing Research Data
Secondary Data Primary Data
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Qualitative Research
To gain a qualitative
understanding of the
underlying reasons and
motivations
Small number of non-
representative cases
Unstructured
Non-statistical
Develop an initial
understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and
generalize the results from
the sample to the population
of interest
Large number of
representative cases
Structured
Statistical
Recommend a final course of
action
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Association
Techniques
Completion
Techniques
Construction
Techniques
Expressive
Techniques
Direct (Non
disguised)
!ndirect
(Disguised)
Focus Groups
Depth !nterviews
Projective
Techniques
Qualitative Research
Procedures
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Group Size 8-12
Group Composition Homogeneous, respondents,
prescreened
Physical Setting Relaxed, informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Noderator Observational, interpersonal, and
communication skills of the moderator
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1. !"#$#%&& (")* +",-#%&&: The moderator must combine a disciplined
detachment with understanding empathy so as to generate the
necessary interaction.
2. .%,-"&&"/%#%&&: The moderator must be permissive yet alert to signs
that the group's cordiality or purpose is disintegrating.
3. 0#/12/%-%#): The moderator must encourage and stimulate intense
personal involvement.
+. 0#31-42%)% 5#$%,&)6#$"#7: The moderator must encourage
respondents to be more specific about generalized comments by
exhibiting incomplete understanding.
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5. 8#315,67%-%#): The moderator must encourage unresponsive
members to participate.
6. 92%:";"2")<: The moderator must be able to improvise and alter the
planned outline amid the distractions of the group process.
7. =%#&")"/")<: The moderator must be sensitive enough to guide the
group discussion at an intellectual as well as emotional level.
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Two-way focus group. This allows one target group to listen to
and learn from a related group. For example, a focus group of
physicians viewed a focus group of arthritis patients discussing
the treatment they desired.
Dual-moderator group. A focus group conducted by two
moderators: One moderator is responsible for the smooth flow
of the session, and the other ensures that specific issues are
discussed.
Dueling-moderator group. There are two moderators, but they
deliberately take opposite positions on the issues to be
discussed.
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Respondent-moderator group. The moderator asks selected
participants to play the role of moderator temporarily to improve
group dynamics.
Client-participant groups. Client personnel are identified and
made part of the discussion group.
Mini groups. These groups consist of a moderator and only 4 or
5 respondents.
Tele-session groups. Focus group sessions by phone using the
conference call technique.
Online Focus groups. Focus groups conducted online over the
Internet.
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1. Synergism
putting a group of people together will produce a
wider range of information, insights and ideas
than will individuals responses secured privately
2. Snowballing
one person's comment triggers a chain reaction
from the other participants
3. Stimulation
usually after a brief introductory period, the
respondents want to express their ideas and
expose their feelings as the general level of
excitement over the topic increases in the group
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4. Security
because the participant's feelings are similar to
those of other group members, they feel
comfortable and are therefore wiling to express
their ideas and feelings
5. Spontaneity
because respondents are not required to answer
specific questions, their responses can be
spontaneous and should therefore provide an
accurate idea of their views
6. Serendipity
ideas are more likely to arise out in a group than
in an individual interview
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7. Specialization
because a number of participants are involved
simultaneously, use of high trained interviewer
8. Scientific scrutiny
the group interview allows close scrutiny of the data
collection process (the session can be recorded for
further analysis)
9. Structure
the group interview allows for flexibility in the topics
covered and the analysis
10. Speed
because a number of individuals are being interviewed
at the same time, data collection and analysis proceed
relatively quickly
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Representative of the population?
Subjective interpretation
High cost-per-participant
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Defining a problem more precisely
Generating alternative courses of action
Developing an approach to the problem
Obtaining information helpful in structuring
consumer questionnaires
Generating hypotheses that can be tested
quantitatively
Interpreting previously obtained quantitative
results
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Understanding consumers perceptions, preferences,
and behaviors concerning a product category
Obtaining impressions of new product concepts
Generating new ideas about older products
Developing creative concepts and copy material for
advertisements
Securing price impressions
Obtaining preliminary consumer reaction to specific
marketing programs
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In a study designed to come up with new credit cards features,
respondents merely listed features of existing credit cards when
questioned in a structured way.
The depth interviews were employed to probe the respondents.
The interview asked respondents to ask themselves:
What is important to be?
What problems to I have?
How do I wish I could live?
Depth Interviews identified the need for an
intelligent card
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Probing if of critical importance in
obtaining meaningful responses and
uncovering hidden issues
Probing is done by asking such
questions:
Why do you say that?
That's interesting, could you say more?
Would you like to add something else?
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In laddering, the line of questioning proceeds from
product characteristics to user characteristics. This
technique allows the researcher to tap into the
consumer's network of meanings.
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme: You will feel good about yourself when flying
our airline. You're The Boss.
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In hidden issue questioning, the focus is not on
socially shared values but rather on personal sore
spots; not on general lifestyles but on deeply felt
personal concerns.
fantasies, work lives, and social lives
historic, elite, masculine-camaraderie, competitive
activities
Advertising theme: communicate aggressiveness,
high status, and competitive heritage of the airline.
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Symbolic analysis attempts to analyze the symbolic meaning
of objects by comparing them with their opposites. The logical
opposites of a product that are investigated are: non-usage of
the product, attributes of an imaginary non-product, and
opposite types of products.
What would it be like if you could no longer use airplanes?
Without planes, I would have to rely on letters and long
distance calls.
Airlines sell to the managers face-to-face communication.
Advertising theme: The airline will do the same thing for a
manager as Federal Express does for a package.
Applications of Depth Interviews
Detailed probing of the respondents Discussion of
confidential, sensitive or embarrassing topics
Situations where strong socials norms exist and the
respondents may be easily swayed by group
response
Detailed understanding of complicated behavior
Interviews with professional people
Interviews with competitors
Situations where the product consumption is sensory
in nature, affecting mood states and emotions
(perfumes, bath soap)
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An unstructured, indirect form of questioning
that encourages respondents to project their
underlying motivations, beliefs, attitudes or
feelings regarding the issues of concern.
In projective techniques, respondents are
asked to interpret the behavior of others.
In interpreting the behavior of others,
respondents indirectly project their own
motivations, beliefs, attitudes, or feelings into
the situation.
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In word association, respondents are presented with a list of
words, one at a time and asked to respond to each with the first
word that comes to mind. The words of interest, called test
words, are interspersed throughout the list which also contains
some neutral, or filler words to disguise the purpose of the
study. Responses are analyzed by calculating:
(1) the frequency with which any word is given as a response;
(2) the amount of time that elapses before a response is given;
and
(3) the number of respondents who do not respond at all to a
test word within a reasonable period of time.
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EXAMPLE
STIMULUS MRS. M MRS. C
washday everyday ironing
fresh and sweet clean
pure air soiled
scrub don't; husband does clean
filth this neighborhood dirt
bubbles bath soap and water
family squabbles children
towels dirty wash
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In Sentence completion, respondents are given incomplete
sentences and asked to complete them. Generally, they are
asked to use the first word or phrase that comes to mind.
Someone who drinks hot tea is ______________________
Tea is good to drink when ______________________
Making hot tea is ______________________
My friends think tea is ______________________
A variation of sentence completion is paragraph completion, in
which the respondent completes a paragraph beginning with the
stimulus phrase.
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In story completion, respondents are given part of a
story enough to direct attention to a particular topic
but not to hint at the ending. They are required to
give the conclusion in their own words.
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With a picture response, the respondents are asked
to describe a series of pictures of ordinary as well as
unusual events. The respondent's interpretation of
the pictures gives indications of that individual's
personality.
In cartoon tests, cartoon characters are shown in a
specific situation related to the problem. The
respondents are asked to indicate what one cartoon
character might say in response to the comments of
another character. Cartoon tests are simpler to
administer and analyze than picture response
techniques.
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In response to direct
questioning, consumers
are hesitant to say they
want food that is bad for
them.
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What is she saying
about her protection
from the sun's
ultraviolet rays?
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Suppose that you want to know why some people do not
eat ice cream regularly. Develop a cartoon test for this
purpose .
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In expressive techniques, respondents are
presented with a verbal or visual situation and asked
to relate the feelings and attitudes of other people to
the situation.
Role playing Respondents are asked to play the
role or assume the behavior of someone else.
Third-person technique The respondent is
presented with a verbal or visual situation and the
respondent is asked to relate the beliefs and attitudes
of a third person rather than directly expressing
personal beliefs and attitudes. This third person may
be a friend, neighbor, colleague, or a typical person.
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They may elicit responses that subjects would
be unwilling or unable to give if they knew the
purpose of the study.
Helpful when the issues to be addressed are
personal, sensitive, or subject to strong social
norms.
Helpful when underlying motivations, beliefs,
and attitudes are operating at a subconscious
level.
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Suffer from many of the disadvantages of
unstructured direct techniques, but to a
greater extent.
Require highly trained interviewers.
Skilled interpreters are also required to
analyze the responses.
There is a serious risk of interpretation bias.
They tend to be expensive.
May require respondents to engage in
unusual behavior.
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Projective techniques should be used
because the required information
cannot be accurately obtained by direct
methods.
Projective techniques should be used
for exploratory research to gain initial
insights and understanding.
Given their complexity, projective
techniques should not be used naively.
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