Dr.

Nazia Iqbal
Qualitative research
Qualitative research is a method of inquiry
appropriated in many different academic disciplines,
traditionally in the social sciences, but also in market
research and further contexts. Qualitative researchers
aim to gather an in-depth understanding of human
behavior and the reasons that govern such behavior.
The qualitative method investigates the why and how of
decision making, not just what, where, when. Hence,
smaller but focused samples are more often needed,
rather than large samples.

All research ultimately has a qualitative grounding -
Donald T. Campbell
Quantitative research
In the social sciences, quantitative research refers to
the systematic empirical investigation of quantitative
properties and phenomena and their relationships. The
objective of quantitative research is to develop and
employ mathematical models, theories and/or
hypotheses pertaining to phenomena. The process of
measurement is central to quantitative research
because it provides the fundamental connection
between empirical observation and mathematical
expression of quantitative relationships.

There's no such thing as qualitative data. Everything is
either 1 or 0 - Fred Kerlinger
Purpose
Qualitative
Contextualization
Interpretation
Understanding actors'
perspectives
Quantitative
Generalizability
Prediction
Causal explanations
Features
Qualitative
1. The aim is a complete,
detailed description.
2. Researcher may only
know roughly in
advance what he/she is
looking for.
3. Recommended during
earlier phases of
research projects.
Quantitative
1. The aim is to classify
features, count them,
and construct statistical
models in an attempt to
explain what is
observed.
2. Researcher knows
clearly in advance what
he/she is looking for.
3. Recommended during
latter phases of research
projects.
Features
Qualitative
4. The design emerges as
the study unfolds.
5. Researcher is the data
gathering instrument.
6. Data is in the form of
words, pictures or
objects.
Quantitative
4. All aspects of the study
are carefully designed
before data is collected.
5. Researcher uses tools,
such as questionnaires
or equipment to collect
numerical data.
6. Data is in the form of
numbers and statistics.
Features
Qualitative
7. Subjective - individuals
interpretation of events is
important, e.g., uses
participant observation, in-
depth interviews etc.
8. Qualitative data is more
rich, time consuming, and
less able to be generalized.
9. Researcher tends to
become subjectively
immersed in the subject
matter.
Quantitative
7. Objective seeks precise
measurement & analysis of
target concepts, e.g., uses
surveys, questionnaires etc.
8. Quantitative data is more
efficient, able to test
hypotheses, but may miss
contextual detail.
9. Researcher tends to remain
objectively separated from
the subject matter.
Main points
Qualitative research involves analysis of data such as words
(e.g., from interviews), pictures (e.g., video), or objects (e.g.,
an artefact).
Quantitative research involves analysis of numerical data.
The personality / thinking style of the researcher and/or
the culture of the organization is under-recognized as a key
factor in preferred choice of methods.
Overly focusing on the debate of qualitative versus
quantitative frames the methods in opposition. It is
important to focus also on how the techniques can be
integrated, such as in mixed methods research. More good
can come of social science researchers developing skills in
both realms than debating which method is superior.
Research Objectives
Exploratory
Research
Causal
Research

Test hypotheses about
cause and-effect
relationships.

Gather preliminary
information that will help
define the problem and
suggest hypotheses
Descriptive
Research
Describe customers
attitudes and
demographics
Determine products
market potential
Exploratory
Research
Primary 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 Design
Primary research requires a research design:
The research design is a detailed blueprint
used to guide the conduct of marketing
research so that the research questions are
answered and the research objectives are
realized
Research may be either qualitative or
quantitative
Research design is the plan of action prior to
implementation. Like a blue print for a house. We are
trying to build a new house. Drawing up our plans.
Two story, master down, kids bedroom as far away
from the master bedroom, Jack&Jill bathroom. Realtor
tells us a lot of these decisions have to be made before
framing. Research design is similar. Decision plan
prior to implementation.
First step - need to understand whether
Exploratory - Getting an initial feel for the market,
preliminary qualitative insights.
Descriptive - Want information in terms of concrete
numbers
Causal - Want to infer causal relationship

Qualitative Research
Qualitative research is a loosely defined
term. It implies that the research findings
are not determined by quantification or
quantitative analysis.
Qualitative vs. Quantitative Research
(1 of 2)
Comparison Dimension Qualitative Research Quantitative Research
Types of questions Probing Limited probing
Sample size Small Large
Information per Much Varies
respondent
Administration Requires interviewers Fewer specialized skills
with special skills required
Types of analysis Subjective, interpretive Statistical, summarization

Qualitative vs. Quantitative Research
(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 Methods
Include
Depth Interviews
Projective Techniques
Focus Groups
Observation (Ethnography)
and other methods
Depth Interview
Example: Wide Seats in an Airplane
I: Why do you like wide seats in an airplane?
R: It makes me comfortable.
I: Why is it important to be comfortable?
R: I can accomplish more.
I: Why is important that you can accomplish
more?
R: I feel good about myself.

Implication: Wide seats may relate to self-esteem!
Projective Techniques
Eliciting deep-seated feelings/opinions by enabling
the respondents to project themselves into
unstructured situations.
Word Association
Sentence Completion
Role playing
Story telling with pictures
and several others
Popularity of Focus Group Research
Most marketing research firms, advertising agencies,
and consumer goods manufacturers use focus groups.
Focus groups tend to be used more extensively by
consumer goods companies than by industrial goods
organizations.
Focus Group
Spot source of marketing problem
Spark new product ideas
Develop questionnaires for quantitative research
Identify new advertising themes
Diagnose competitors strengths and weaknesses
A group of people who discuss a subject under the
direction of a moderator. Focus groups are used to:
Focus Group Research - Overview
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 Research
Synergy - together, the group can provide more
insights than insights obtained individually.
Snowballing - chain reaction to comment by one
individual.
Stimulation - group interaction excites people.
Spontaneity/serendipity - participants may get
ideas on the spot and discuss them.
Focus Group Research - Steps
1. Define objectives of study
2. Develop questions for discussion - Moderator
Guide
3. Recruit participants
4. Conduct Session with a moderator
5. Analyze and report results to decision makers

Results can be misleading if the focus group is not
conducted properly.
Focus Group Issues(1 of 2)
How many people in a focus group?
What type of people should be recruited?
Should participants be
Knowledgeable?
Diverse?
Representative?

Focus Group Issues
(2 of 2)
How should participants be recruited?
Should they be given monetary incentives?
Where should the focus group be held?
How much interaction among participants?
What is the role and qualification of the moderator?
How to write the moderator guide?
Should management observe the focus group?
How should the report be written?
Differences in Qualitative Research
between the U.S. and the U.K.
Area U.S. U.K.
Focus group size 10 to 12 6 to 8
Focus group length 2 hours 1.5 to 4 hours
Location Professional facility Recruiters homes
Client viewing Common Rare
Topic guides Long and detailed Short and flexible
Recruitment By income/occupation By social class
Sample size Of more concern Of little concern
Credibility Moderate High
Trends in Focus Group
Research

Telephone Focus Groups
Focus groups that are conducted via conference
calling.
Videoconference Focus Groups
Staffers can watch focus groups via
videoconferencing and avoid the costs of travel.
On-line focus groups
Focus groups that are conducted through internet
(Chat rooms) - http://www.greenfieldonline.com
Summary of Key Points
Exploratory or qualitative research is used to
obtain deep insights into the behavior of few
consumers, or to gain preliminary information
about the market
Common exploratory research methods include
depth interviews, projective techniques, and
focus groups
The focus group is the most common method
of conducting qualitative research
The method consists of five simple steps; care
must be taken to implement those steps
correctly
Thanks