5: Qualitative and ObservationalResearch Designs

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Qualitative Research

Qualitative research relies on the collection of data

in the form of spoken or written text or images using open-ended

questions, observation, or “found” data

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Goals of Qualitative Research

Gain preliminary insight into research problemsProbe more deeply into areas that quantitative

research is too superficial to access – i.e. subconscious processes

Provide initial ideas about specific problems, theories, relationships, variables, and scale design

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Quantitative Research

Quantitative research usesformal standard questions and

predetermined response options inquestionnaires or surveys

administered to large numbers of respondents.

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Goals of Quantitative Research

Make accurate predictions about consumer behaviors

Validate relationships suggested by qualitative research and test hypotheses in statistically sound ways

Derive mathematical models that describe consumer behaviors and marketing phenomena

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Quantitative vs Qualitative

Quantitative Validation of facts, estimates,

predications, relationships Descriptive and causal

designs Mostly structured Good representation of target

populations – big samples Statistical, descriptive, causal

predictions, relationships analyses possible

More objective analysis method

Qualitative Discovery of ideas,

feelings, preliminary insights and understanding of ideas

Exploratory designs only Open-ended, semi-

structured or unstructured Small samples, limited

generalizability More subjective content

analysis

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Primary Qualitative Methods

Focus groupsIn-depth interviews“Hybrids”Ethnography – “Deep Dives”NetnographyCase StudiesObservation Methods – manual &

mechanical

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In-depth Interview

An in-depth interview is a formal interview process in which a

well-trained interviewer asks subjects a set of semi-structured questions

in face-to-face setting

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Objectives of IDI

Discover what subjects think about a topic and why

Understand subjects’ feelings, beliefs, opinions and why they exist

Encourage subject to communicate as much detail as possible

Generate new research ideas

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Focus Groups

A focus group is a formal process that brings a

small group of people together for an interactive, spontaneous discussion.

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Focus Group Characteristics

8-12 participants plus moderatorSession lasts 1 – 2 hoursRespondents paid $50-$200Typically held at FG facilityParticipants pre-screenedOverall cost $2000-5000+ per group

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Objectives of Focus Groups

Identify data for defining and redefining research needs

Reveal consumers’ hidden attitudesGenerate new ideas for products, market opportunities

and marketing strategyDiscover new constructs and measurement methodsExplain changing consumer preferencesHelp develop advertising / promotion ideas

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The Focus Group Process

Phase 1: Planning the study

Phase 2: Conducting the discussions

Phase 3: Analyzing and reporting the results

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FG Phase 1 Decisions

ParticipantsWho should be included?How many groups should be held?How will participants be recruited and

screened ?SizeLocation

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FG Phase 2 Components

Select a moderator and prepare guideBegin the session with “ice-breaker”Introduce the first topic and continueClose the session

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FG Phase 2 Guidance

Be nice, fun and accommodatingOffer snacksCommunicate ground rulesPrevent monopolization and groupthinkSolicit a reasonable amount of dissent and

disagreementLet conversation evolve naturallyExpect to forego some questions

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FG Phase 3 Activities

Conduct a debriefing analysisTranscribe discussionsContent analyze responsesDevelop report Decide next steps

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Ethnography

Ethnography is a form of qualitative data collection

that records behavior in natural settings to understand how social

and cultural influencesaffect individual behaviors and experiences

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Forms of Ethnographic Research

Participatingobservation

Non-participatingobservation

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Netnography

Netnography is an ethnographic research technique that studies “found data”

(consumer generated) on the internet produced by virtual communities.

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Case Studies

The case study technique involvesthoroughly investigating one or more

consumers (or consumer groups) of interest.

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Projective Techniques

Word Association Tests Thought Completion Tests Thematic Apperception Test Zaltman Metaphor Elicitation Technique

(ZMET) Q-Sort

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Word Association

Which words come to mind when I say:Ice CreamAdidasDeskEducationApplePartyCosmetics

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Sentence Completion

A person who wears Tommy Hilfilger shirts is _____.

When I think of Delta Airlines, I ______________.

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MACY’S

Let’s get someclothes fromMacy’s!

Cartoon Completion

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Thematic Apperception Test

Write a story about this image.

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ZMET Technique

Create a collage that expresses your feelings and opinions about…

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Mechanical Observation

Observation is the systematicwitnessing and recording of

behavioral patterns of objects, people, and events without

directly communicating with them

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Eye-Tracking - VisionTrack

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fMRI – Functional Magnetic Resonance Imaging

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EEGs - Electroencephalography

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Benefits and Limitations of Observation

BenefitsAccuracy of

recording actual behavior

Well-controlled experimental environments

Provides detailed behavioral data

LimitationsDifficult to

generalize findingsCannot explain

behaviors ( i.e. the “why?”)

Problems in setting up and recording behaviors

Ethical issues