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1/21/2017

Business Research Method

Prof. Ravi Shekhar Kumar


XLRI- Xavier School of Management, Jamshedpur
ravishekhar@xlri.ac.in
Session-4

Qualitative research also called Qual, Quali


what defines it?

Reflects flexibility & adaptability of Qualitative


research.

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Forms of Qualitative Research


In-depth Interview
Expert Interview
Focused Group Discussion
Projective Technique
Ethnographic Technique
Netnographic Study

In-depth Interview
One on one interviews
Encourages an intimate dialogue
Variations in interviews
Depth Interviews 45 minutes to 1 hour
Intensive Depth Interviews 2 to 3 hours
Focused Interviews 30 minutes (for advertising check)
Appearance of Interviewer must match with respondent

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Focused Group Discussions


Consists of 8 - 10 homogenous people
Encourages discussion on a particular subject among the
participants spontaneously
Moderated by a researcher whose role is to guide the
discussion
Variations in group discussions
Focus Group Discussions (FGD) 1.5 to 2 hours
Extended Group Discussions (EGD) 3 hours
Mini Group Discussions (MGD) 4 to 6 respondents sensitive yet group
format is more comforting
Conflict Discussions contrasting behavior owners of microwave Vs non
intenders

Focus Groups vs Depth Interviews

Characteristic Focus Depth


Groups Interviews
Group synergy & dynamics + -
Peer pressure/group influence - +
Generation of innovative ideas + -
In-depth probing of individuals - +
Uncovering hidden motives - +
Discussion of sensitive topics - +

Note: + indicates a relative advantage over the other procedure,


- indicates a relative disadvantage.

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Focus Groups vs Depth Interviews

Characteristic Focus Depth


Groups Interviews
Interviewing competitors - +
Interviewing professional respondents - +
Scheduling of respondents - +
Amount of information + -
Bias in moderation & interpretation + -
Cost per respondent + -
Time (interviewing & analysis) + -
Note: + indicates a relative advantage over the other procedure,
- indicates a relative disadvantage.

Choosing the appropriate tools


In-depth interview when
Need depth on an individuals practices and attitudes
Understand practices, product interaction mapping claimed Vs
real Harpic usage, cleaning of exhaust fans
Sensitivity of the subject body odor
Reality context kind of houses, kind of bathroom, kind of
surroundings

Focus groups discussion when


Need width of responses on practices, attitudes & beliefs
Consumer dynamics will spark new thoughts
Exploring triggers & barriers
Concept evaluation & development
Contrasting user profiles

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Defining Projective Techniques


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
behaviour of others.
In interpreting the behaviour of others, respondents indirectly
project their own motivations, beliefs, attitudes, or feelings into the
situation.

Projective Technique- Broad types


Guided fantasy
Drawing Thematic Appreciation Test
Role play
Sentences
Conversations
Bubbles...
Grouping by
preference

, Word
Picture
Brand personification

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Advantages of Projective Techniques


They may elicit responses that subjects would be unwilling/
hesitant or unable to give if they knew the purpose of the
study. But researchers must be aware of ethical issue.

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.

Disadvantages of Projective Techniques


Require highly-trained interviewers.
Skilled interpreters are required to analyze responses.
There is a serious risk of interpretation bias.
They tend to be expensive.
May require respondents to engage in unusual behaviour.

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Guidelines for Using Projective Techniques


Projective techniques should be used because the required
information cannot be accurately obtained by direct
methods.
Projective techniques should be used to gain initial insights
& understanding.
Given their complexity, projective techniques should not
be used naively.

Ethnography
Nature of Observation

ACTIVE PASSIVE
9A researcher takes part in the
process of respondent performing 9A researcher acts as an
their behavior outsider when the respondent is
9More like a scene where respondent performing their behavior
demonstrates how they usually do it 9Everything proceeds naturally
for you. and uninterrupted
9Periodic questioning or clarification 9Questioning and clarification is
is done at the spot. done before or after the process

Shadowing Accompanied shopping Cooking observations

In-home visit A day in the life Mystery shopping

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Netnography
Ethnography: Study of a community

Netnography: Study of an online community

Data Sources:
Archival Netnographic Data
Social Network Analysis
Elicited Netnographic Data

Netnography: Good & Bad

Advantages Disadvantages
Large sample possible Identity validation
quickly
Loss of non-verbals
Immediate analysis
Loss of intangibles
Considerably cheaper
Reliability & integrity of
Sensitive topics accessible information
Historic archives often Information overload
available

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Qualitative Research Sample Design


Qualitative research needs to represent the spectrum of all
possible points of view on the given topic

Two principles of qualitative research sampling:


Principle of Exhaustion
Represent all the diversities in the TG
Who are likely to have diverse points of view on the relevant
topic

Principle of Minimalism
To make the sample time & cost efficient.

Exercise
Research Issue: Urban male attitudes to Mutual
Funds

Step 1: Write down all the TG parameters which are


likely to affect attitudes to Mutual Funds
Plan for the study in 4 metros

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Exercise: Urban male attitudes to Mutual Funds


Principle of exhaustion:
All the parameters which are likely to affect attitudes to Mutual Funds
SEC: amount of money, ratio of spending : saving, education, access to fin. advisors
A1 plus, A, B, C
Age: all with independent income, but differing life-stages
Young adults, 24-27 years, first jobbers
Adults, 28-35 years
Mature adults, 36-45 years
Senior adults, 50-60 years, having a regular source of income
Occupation: different income cycles
Salaried employees
Businessmen
Self employed professionals
Investment profile: different types of interactions with mutual funds
Non investors (only have savings profile)
Investors, rejecters of mutual funds
Investors, have invested in mutual funds

Exercise: Urban male attitudes to Mutual Funds


SEC A1+

Young Adults Adults Mature Adults Senior Adults

Self employed
Salaried employees Businessmen
professionals

Non investors

Investors,
rejecters of mutual funds

Investors,
Invest in mutual funds

Question : What is the maximum no. of groups possible?


Answer: 144 from one metro & total 576 focus group discussions !!!!

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Evoking both Rules of Qualitative Sampling


Qualitative research needs to represent total possible
spectrum of opinions possible
Principle of Exhaustion
Represent all the diversities in the TG
Who are likely to have diverse points of view on the
relevant topic
And,
Qualitative research needs to be time & cost effective
Principle of Minimalism
Collapsing
Polarization
Rotation

Principle of Minimalism
Demonstration
SEC A1+, A, B, C minimum of 4 groups
Reduce it to 2 groups
Collapsing SEC A, SEC B & C, retain the homogeneity within SECs
Polarizing SEC A1+, SEC C representing sharp diversities
Ages (24-27), (28-35), (36-45), (50-60) minimum of 4 groups
Reduce it to 2 groups
Collapsing (24-35), (36-60)
Polarizing (24-27), (50-60)
What is being compromised?
Homogeneity in collapsing especially in 36-60 years
Range of responses in polarizing, people in 36 to 45 have unique financial needs and
responsibilities at this life-stage
Solution?
Combination of collapsing and polarizing
(24-35 years, married with young kids)
(40-55 years, married with older kids)
Homogeneity + representation of spectrum.

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Examples of the three methods of evoking the Principle of Minimalism


Collapsing Polarizing Rotation
Mumbai Delhi Total
Non - investors

Salaried employees SEC A1+ SEC B2C 2 FGDs


Adults 24 - 35 yrs Seniors 40 55 yrs
Businessmen & SEPs SEC B2C SEC A1+ 2 FGDs
Seniors 40 55 yrs Adults 24 - 35 yrs

Investors, not investing in mutual funds

Salaried employees SEC B2C SEC A1+ 2 FGDs


Seniors 40 55 yrs Adults 24 - 35 yrs

Businessmen & SEPs SEC A1+ SEC B2C 2 FGDs


Adults 24 - 35 yrs Seniors 40 55 yrs

Investors in mutual funds

Salaried employees SEC A1+ SEC B2C 2 FGDs


Seniors 40 55 yrs Adults 24 - 35 yrs

Businessmen & SEPs SEC B2C SEC A1+ 2 FGDs


Adults 24 - 35 yrs Seniors 40 55 yrs

Total 6 groups 6 groups 12 FGDs

In sum:
Type of sampling: Purposive. Always.

Two principles of sampling in qualitative research


Principle 1: Exhaustion
Represent the total diversity which needs to be represented in study
To ensure that findings represent the full spectrum of diverse view points
vis--vis the topic under investigation
Principle 2: Minimalism
To make study time & cost effective
Three methods of minimizing qualitative research design
Collapsing retaining homogeneity within groups, heterogeneity
across groups
Polarizing representing polar ends of points of view
Rotation alternating the sample descriptors across centers, across
user profiles within centers.

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A few recruitment dos & donts


Attempt to get homogenous sets unless the design includes
a conflict group
As per TG definition of age, SEC, occupation, usership,
Mask the category you want to research
Else the consumer rehearses and comes as the Marketing consultant
Dont make the recruitment criteria so stringent that you are
meeting a very small niche compared to your universe
For creative/ developmental interactions pre-decide if you
want creative/ better than average consumers
Build in surrogates
Check for creativity

A few recruitment dos & donts


Dont put in only 2 peer groups into a single group can
result in group conflict
Never more than 2 friends even in a peer group unless the entire group is
one group of friends but then you need many such groups
With small kids you may need to start the interview with the
mother & child and then move off the mother
Mixed gender groups dont work due to high socially
desirable behaviour patterns or impression management
efforts
Its best to keep age bands narrow
In kids even a gap of 2 years sometimes is a different stage of development

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