What happened, how often things happen, how many, how much will be served through quantitative research

h It deals with precise measurement of something Deals with frequency Quantitative methodologies generally measure consumer behavior, awareness, knowledge, opinions or attitudes The responses can be coded or categorized You can generalize the results for population from the sample results

Deals with meaning and in-depth understanding or detail of something

Through qualitative research you can extract feelings, emotions, motivations, perceptions Here, you are giving a chance to the respondent, to explain or express his/her views or emotions and feelings
Qualitative data are too subjective and they may contain human error and biasness

Group Interviews

Focus Groups

Observation

Data Collection Techniques

IDIs

Case Studies

Action Research

Grounded Theory

People Organizations

Texts
Environments Artifacts/ media products

Events and happenings

Market Segmentation Advertising Concept Development New Product Development Sales Analysis Sales Development Productivity Enhancement

Benefits Management Package Design Brand Image Positioning Retail Design Process Understanding

Theory Building

Theory Testing

Qualitative Understanding Interpretation

Quantitative Description Explanation

Qualitative High Participationbased Quantitative Limited Controlled

 Probability
Non

Sampling

Probability Sampling

Purposive Sampling

Snowball Sampling

Convenience Sampling

Interviews can be conducted face to face or on phone and online Face to face interviews are costly, one at a time can be conducted but there is a possibility to observe and record verbal and non-verbal behavior Phone or online interviews can be conducted more than one at a time, less costly and save time

 Interviewer

should be trained

He/she

should make the respondents comfortable not harass them

Should
Listen

carefully be able to extract insights from

Should

dialogue

Heading Screening requirements Identity information Introduction Security questions Demographic questions

Product/ brand usage/ purchase questions Lifestyle questions Attitudinal and knowledge questions Articulation and creative questions Offer/ Termination

Unstructured
Semi-structured Structured

Individual

Group

Oral histories

An individual depth interview (IDI) is an interaction between an individual interviewer and a single participant.

Sequential interviewing

Life histories

Types
Critical incident techniques
Ethnography

Cultural interviews

Visitor from another planet

Association

Semantic Mapping Sensory sorts

Component Sorts personification Imagination Exercises

Data Collection Techniques

Sentence Completion Cartoons

Thematic Apperception

Dyads Triads Mini-Groups Small Groups Super groups

 Groups

can be homogeneous( consisting of similar individuals, commonality of opinions, backgrounds, actions) or heterogeneous(consisting of different individuals, variety of opinions, backgrounds, actions)

Group

can have experts or non experts

Drawback is the increased difficulty in recruiting, arranging and coordinating group discussions The moderator has to control the extrovert or dominant personality and encourage introvert personality to share ideas Training and Experience or moderator is required

Scope Number of distinct segments

Desired number of ideas Desired level of detail Level of distinction Homogeneity(the less
homogeneity, the more groups needed)

 The

focus group is a panel of people (typically up of 6 to 10 participants), led by a trained moderator, who meet for 90 min to 2 hours

Objective

might be a new product , a new employee motivation program or improved production line organization Output of the session is a list of ideas and behavioral observations

Select participants to represent the types of users Decide what you want to learn Write a "script" for the moderator Allow the moderator flexibility in using the script Tape the sessions

Obtaining general background Generating research questions to be explored Interpreting previously obtained quantitative results Stimulating new ideas for products and programs. Highlighting areas of opportunity for specific managers to pursue. Diagnosing problems Generating impressions and perceptions Generating a level of understanding

 Telephone
Online

Focus Group

Focus Group (Ex: Hallmark) Focus Group

Videoconferencing

Case study, also referred to as the case history Case study does not use large samples or a rigid protocol to examine a limited number of variables, case study methods involve an indepth, longitudinal examination of a single instance or event: a case. The researcher extracts information from company brochures, annual reports, sales receipts and news paper and magazine articles

Action Research is designed to address complex, practical problems about which little is known The scenario is studied, a corrective action is determined, planned and implemented ; the results of the action are observed and recorded ; and the action is assessed as effective or not

EX: A restaurant receiving complaint for the first time The alternative actions can be:
Ignore the problem Do

customer

whatever is necessary to replace unsatisfactory meal within the shortest period of time Apologize to the customer

THANK YOU