qualitative research chapter four. chapter four objectives define qualitative research explore the...
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Qualitative Research
Chapter Four
Chapter Four
Chapter Four ObjectivesChapter Four Objectives
• Define qualitative research
• Explore the popularity of qualitative research
• Understand the limitations of qualitative research
• Learn about focus groups and their tremendous popularity
• Gain insight into conducting and analyzing a focus group
• Recognize the growing popularity of online focus groups and their disadvantages
• Learn about other types of qualitative research
Chapter Four
Qualitative Research:1. Findings are not subject to quantification or
quantitative analysis2. Conclusions are not based on precise, measurable
statistics3. Based on more subjective observations and analysis
Quantitative Research:1. Uses mathematical analysis2. Typically research analysis is done using measurable,
numeric standards
Nature of Qualitative Research
Chapter Four
Qualitative vs. Quantitative Research
Chapter Four
Popularity of Qualitative Research
• Usually less expensive than quantitative research
• Can provide “true” impressions and results on consumer behaviour (“first-hand”)
• Can improve efficiency of quantitative data
Limitations of Qualitative Research
Chapter Four
• May not distinguish small differences in attitudes and opinions regarding a marketing mix
• May not always be a representative sample of the population
• Opinions in groups may be swayed significantly by a strong-willed respondent
Focus groups:• Are excellent for idea generation, brainstorming, understanding
customer vocabulary• Provide insight to motives, attitudes, perceptions• Can reveal needs, likes, dislikes driven by emotions
A focus group is:• A group of 8–12 respondents• Led by a moderator• An in-depth discussion• On one particular topic or concept
Importance of Focus Groups
Group DynamicInteracting among
people in a group. The moderator must manage
this issue carefully.
Chapter Four
1. Decide on research objectives for focus group2. Use secondary research to refine group
questions3. Select focus group facility and overview of ideal
group participants4. Begin recruiting with participant incentives5. Select a moderator6. Develop a discussion guide to chart flow of
focus group7. Conduct the focus group8. Review the videotape, your notes, and analyze
the results9. Prepare a written report for client
Conducting a Focus Group
Chapter Four
•Potential opinion leaders are best• Participants must be screened for relevance to the topic
• A conference room or living room setting •Separate observation room with a one-way mirror or live AV feed
• Leads the focus group• Psychology or sociology background is preferred
• Sets a timetable for each topic, and clear goals/questions• Is a strategy for keeping group on task / focused• Managing the group dynamics is critical
The Participants:
The Moderator:
The Location:
Conducting a Focus Group
Chapter Four
The Discussion Guide:
The Moderator
Moderators should:1. Meet and greet the participants before focus group.2. Ask simple/light personal questions during warm-up.3. Reveal something personal information about
yourself.4. Ask for the participants’ assistance during the
process. “Your opinion is valuable…”5. Use humour when appropriate.6. Dress the same as the respondents.7. Start the focus group session sitting down.8. Have a client-approved discussion guide to assist.
Chapter Four
A good moderator: • Is genuinely interested in people, including their:
• Behaviours• Emotions• Lifestyles• Prejudices and opinions
Is accepting and appreciative of participant differences• Is objective and open minded• Has good listening skills• Has good observation skills (can pick-up on body language)• Is interested in a wide array of subjects• Prepares for the topic at hand to enhance credibility
What Makes a Good Moderator?
Chapter Four
• Good oral, written, and organizational skills
• Able to manage conversation flow
• Good at follow-up questioning and probing
• Excellent attention to detail and is precise
• Understands client’s business and industry
• Reliable, responsive, trustworthy
•Ability to provide feedback and be a sounding board for client
What Makes a Good Moderator?
Chapter Four
• Participants’ candor• Looks the customer “in the eye”• Generates fresh ideas / brainstorming• Allows client to observe and comment onsite• Can be executed quickly• Can enhance other data collection methods
• Expertise needed• Participation issues (e.g., “no shows”)• Interpretation is subjective• Often misused as representative of the general population
Benefits and Drawbacks of Focus Groups
Chapter Four
• Low costs and no geographic barriers• Can be executed quickly• Good for generating fresh ideas / brainstorming• Can enhance other data collection methods• Efficient moderator-client interaction•Participants provide valuable information for the next research phase
• Group dynamics• Non-verbal inputs• Client involvement• Exposure to external stimuli• Role and skill of moderator
Online Focus Groups
Chapter Four
Other Qualitative Methodologies
Key Techniques:• Laddering approach• Hidden issue questioning• Symbolic analysis approach
One-on-one discussions that probe to elicit detailed answers, often using non-directive techniques to uncover hidden motivations.
DepthInterviews:
Chapter Four
Advantages of Depth Interviews:• Group pressure is eliminated
• Often geared towards getting underlying information
• Interviewer becomes more sensitive to nonverbal clues
• Respondent can be more forthright, since focus is on them
• An interview can be conducted anywhere
• More personalized attention given
Disadvantages of Depth Interviews:• More costly than a focus group
• An interview lacks the advantage of group dynamics
Other Qualitative Methodologies
Chapter Four
Other Qualitative Methodologies
A technique tapping respondents’ deepest feelings by having them project those feelings into an unstructured situation.
ProjectiveTests:
Types of Projective Tests:• Word Association• Cartoon Tests• Photo Sorts• Consumer Drawings• Storytelling• Sentence and Story Completion• Third-Person Technique
Chapter Four
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