chapter 7 qualitative research tools © 2010 south-western/cengage learning. all rights reserved....

Chapter 7Chapter 7Qualitative Qualitative

Research ToolsResearch Tools

© 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

EIGHTH EDITION

BUSINESS MARKET RESEARCH

ZIKMUND BABINCARR GRIFFIN

© 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part. 7–2

LEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMES

1.1. List and understand the differences between List and understand the differences between qualitative research and quantitative researchqualitative research and quantitative research

2.2. Understand the role of qualitative research in Understand the role of qualitative research in exploratory research designsexploratory research designs

3.3. Describe the basic qualitative research orientationsDescribe the basic qualitative research orientations

4.4. Prepare a focus group interview outlinePrepare a focus group interview outline

5.5. Recognize technological advances in the application Recognize technological advances in the application of qualitative research approachesof qualitative research approaches

After studying this chapter, you should be able to


LEARNING OUTCOMES (cont’d)LEARNING OUTCOMES (cont’d)LEARNING OUTCOMES (cont’d)LEARNING OUTCOMES (cont’d)

6.6. Recognize common qualitative research tools and Recognize common qualitative research tools and know the advantages and limitations of their useknow the advantages and limitations of their use

7.7. Know the risks associated with acting on only Know the risks associated with acting on only exploratory resultsexploratory results

After studying this chapter, you should be able to


What is Qualitative Research?What is Qualitative Research?

• Qualitative business researchQualitative business research Research that addresses business objectives through Research that addresses business objectives through

techniques that allow the researcher to provide techniques that allow the researcher to provide elaborate interpretations of phenomena without elaborate interpretations of phenomena without depending on numerical measurementdepending on numerical measurement Its focus is on discovering true inner meanings and new Its focus is on discovering true inner meanings and new

insights. insights.

• Researcher-dependentResearcher-dependent Researcher must extract meaning from unstructured Researcher must extract meaning from unstructured

responses such as text from a recorded interview or a responses such as text from a recorded interview or a collage representing the meaning of some collage representing the meaning of some experience.experience.


Uses of Qualitative ResearchUses of Qualitative Research

• Qualitative research is useful when:Qualitative research is useful when: It is difficult to develop specific and actionable It is difficult to develop specific and actionable

decision statements or research objectives.decision statements or research objectives.

The research objective is to develop a detailed and The research objective is to develop a detailed and in-depth understanding of some phenomena.in-depth understanding of some phenomena.

The research objective is to learn how a phenomenon The research objective is to learn how a phenomenon occurs in its natural setting or to learn how to express occurs in its natural setting or to learn how to express some concept in colloquial terms.some concept in colloquial terms.

The behavior the researcher is studying is particularly The behavior the researcher is studying is particularly context-dependent.context-dependent.

A fresh approach to studying the problem is needed.A fresh approach to studying the problem is needed.


Qualitative “versus” Quantitative Qualitative “versus” Quantitative ResearchResearch• Quantitative business researchQuantitative business research

Descriptive and conclusiveDescriptive and conclusive Addresses research objectives through empirical Addresses research objectives through empirical

assessments that involve numerical measurement and assessments that involve numerical measurement and statistical analysis.statistical analysis.

• Qualitative business researchQualitative business research ExploratoryExploratory

Uses small versus large samplesUses small versus large samples Asks a broad range of questions versus structured questionsAsks a broad range of questions versus structured questions Subjective interpretation versus statistical analysisSubjective interpretation versus statistical analysis


EXHIBIT 7.EXHIBIT 7.11 Comparing Qualitative and Quantitative ResearchComparing Qualitative and Quantitative Research


Contrasting Exploratory and Contrasting Exploratory and Confirmatory ResearchConfirmatory Research• Qualitative dataQualitative data

Data that are not characterized by numbers but rather Data that are not characterized by numbers but rather are textual, visual, or oral.are textual, visual, or oral. Focus is on stories, visual portrayals, meaningful Focus is on stories, visual portrayals, meaningful

characterizations, interpretations, and other expressive characterizations, interpretations, and other expressive descriptions.descriptions.

• Quantitative dataQuantitative data Represent phenomena by assigning numbers in an Represent phenomena by assigning numbers in an

ordered and meaningful way.ordered and meaningful way.


Qualitative Research OrientationsQualitative Research Orientations

• Major Orientations of Qualitative ResearchMajor Orientations of Qualitative Research

1.1. Phenomenology—originating in philosophy and Phenomenology—originating in philosophy and psychologypsychology

2.2. Ethnography—originating in anthropologyEthnography—originating in anthropology

3.3. Grounded theory—originating in sociologyGrounded theory—originating in sociology

4.4. Case studies—originating in psychology and in Case studies—originating in psychology and in business researchbusiness research


What Is a Phenomenological Approach What Is a Phenomenological Approach to Research?to Research?• PhenomenologyPhenomenology

A philosophical approach to studying human A philosophical approach to studying human experiences based on the idea that human experiences based on the idea that human experience itself is inherently subjective and experience itself is inherently subjective and determined by the context in which people live.determined by the context in which people live.

Seeks to describe, reflect upon, and interpret Seeks to describe, reflect upon, and interpret experiences.experiences.

Relies on conversational interview tools and Relies on conversational interview tools and respondents are asked to tell a story about some respondents are asked to tell a story about some experience.experience.


What Is Hermeneutics?What Is Hermeneutics?

• HermeneuticsHermeneutics An approach to understanding phenomenology that An approach to understanding phenomenology that

relies on analysis of texts through which a person tells relies on analysis of texts through which a person tells a story about him- or herself.a story about him- or herself.

• Hermeneutic UnitHermeneutic Unit A text passage from a respondent’s story that is A text passage from a respondent’s story that is

linked with a key theme from within the respondent’s linked with a key theme from within the respondent’s story or provided by the researcher.story or provided by the researcher.


What Is Ethnography?What Is Ethnography?

• EthnographyEthnography Represents ways of studying cultures through Represents ways of studying cultures through

methods that involve becoming highly active within methods that involve becoming highly active within that culture.that culture.

• Participant-observationParticipant-observation An ethnographic research approach where the An ethnographic research approach where the

researcher becomes immersed within the culture that researcher becomes immersed within the culture that he or she is studying and draws data from his or her he or she is studying and draws data from his or her observations.observations.


What Is Grounded Theory?What Is Grounded Theory?

• Grounded TheoryGrounded Theory Represents an inductive investigation in which the Represents an inductive investigation in which the

researcher poses questions about information researcher poses questions about information provided by respondents or taken from historical provided by respondents or taken from historical records.records. The researcher asks the questions to him or herself and The researcher asks the questions to him or herself and

repeatedly questions the responses to derive deeper repeatedly questions the responses to derive deeper explanations.explanations.

Key questions:Key questions: What is happening here?What is happening here? How is it different?How is it different?


What Are Case Studies?What Are Case Studies?

• Case StudiesCase Studies The documented history of a particular person, group, The documented history of a particular person, group,

organization, or event.organization, or event.

• ThemesThemes Are identified by the frequency with which the same Are identified by the frequency with which the same

term (or a synonym) arises in the narrative term (or a synonym) arises in the narrative description.description.


EXHIBIT 7.2EXHIBIT 7.2 Common Qualitative Research ToolsCommon Qualitative Research Tools


Focus Group InterviewFocus Group Interview

• An unstructured, free-flowing interview with a An unstructured, free-flowing interview with a small group (6-10 people) led by a moderator small group (6-10 people) led by a moderator who encourages dialogue among respondents.who encourages dialogue among respondents.

• Advantages:Advantages:1.1. Relatively fastRelatively fast

2.2. Easy to executeEasy to execute

3.3. Allow respondents to piggyback off each other’s ideasAllow respondents to piggyback off each other’s ideas

4.4. Provide multiple perspectivesProvide multiple perspectives

5.5. Flexibility to allow more detailed descriptionsFlexibility to allow more detailed descriptions

6.6. High degree of scrutinyHigh degree of scrutiny


Focus Group RespondentsFocus Group Respondents

• Group CompositionGroup Composition 6 to 10 people6 to 10 people Relatively homogeneousRelatively homogeneous Similar lifestyles and Similar lifestyles and

experiencesexperiences


The Focus Group ModeratorThe Focus Group Moderator

• ModeratorModerator A person who leads a focus group interview and A person who leads a focus group interview and

insures that everyone gets a chance to speak and insures that everyone gets a chance to speak and contribute to the discussion.contribute to the discussion.

• Qualities of a good moderator:Qualities of a good moderator: Develops rapport with the groupDevelops rapport with the group Good listenerGood listener Tries not to interject his or her own opinionsTries not to interject his or her own opinions Controls discussion without being overbearingControls discussion without being overbearing


Planning a Focus Group OutlinePlanning a Focus Group Outline

• Discussion guideDiscussion guide Includes written introductory comments informing the Includes written introductory comments informing the

group about the focus group purpose and rules and group about the focus group purpose and rules and then outlines topics or questions to be addressed in then outlines topics or questions to be addressed in the group session.the group session.


EXHIBIT 7.3EXHIBIT 7.3 Discussion Guide for a Focus Group InterviewDiscussion Guide for a Focus Group Interview


Focus Group Discussion GuideFocus Group Discussion Guide

1.1. Welcome and introductions should take place first.Welcome and introductions should take place first.

2.2. Begin the interview with a broad icebreaker that does Begin the interview with a broad icebreaker that does not reveal too many specifics about the interview.not reveal too many specifics about the interview.

3.3. Questions become increasingly more specific as the Questions become increasingly more specific as the interview proceeds.interview proceeds.

4.4. If there is a very specific objective to be accomplished, If there is a very specific objective to be accomplished, that question should probably be saved for last.that question should probably be saved for last.

5.5. A debriefing statement should provide respondents A debriefing statement should provide respondents with the actual focus group objectives and answering with the actual focus group objectives and answering any questions they may have.any questions they may have.


VideoconferencingVideoconferencing

• VideoconferencingVideoconferencing Managers can watch on television rather than having Managers can watch on television rather than having

to take a trip to a focus group facility.to take a trip to a focus group facility.


Interactive Media and Online Focus Interactive Media and Online Focus GroupsGroups• Online focus groupOnline focus group

A qualitative research effort in which a group of A qualitative research effort in which a group of individuals provides unstructured comments by individuals provides unstructured comments by entering their remarks into an electronic Internet entering their remarks into an electronic Internet display board of some type.display board of some type.

• Focus blogFocus blog A type of informal, “continuous” focus group A type of informal, “continuous” focus group

established as an Internet blog for the purpose of established as an Internet blog for the purpose of collecting qualitative data from participant comments.collecting qualitative data from participant comments.


Online Versus Face-to-face Focus Online Versus Face-to-face Focus Group TechniquesGroup Techniques

• AdvantagesAdvantages FastFast InexpensiveInexpensive Bring together many Bring together many

participants from wide-participants from wide-spread geographical spread geographical areasareas

Respondent anonymityRespondent anonymity Transcript Transcript

automatically recordedautomatically recorded

• Disadvantages Disadvantages Less control over who Less control over who

participatesparticipates Participants cannot Participants cannot

touch or taste touch or taste somethingsomething

Cannot see facial Cannot see facial expression and body expression and body languagelanguage

Moderators’ ability to Moderators’ ability to probe and ask probe and ask questions is reducedquestions is reduced


Disadvantages of Focus GroupsDisadvantages of Focus Groups

• Focus groups:Focus groups: Require objective, sensitive, and effective Require objective, sensitive, and effective

moderators.moderators.

May have unique sampling problems.May have unique sampling problems.

May not be useful for discussing sensitive topics in May not be useful for discussing sensitive topics in face-to-face situations.face-to-face situations.

Cost a considerable amount of money, particularly Cost a considerable amount of money, particularly when they are not conducted by someone employed when they are not conducted by someone employed by the company desiring the focus group.by the company desiring the focus group.


Depth InterviewsDepth Interviews

• Depth interviewDepth interview A one-on-one interview between a professional A one-on-one interview between a professional

researcher and a research respondent conducted researcher and a research respondent conducted about some relevant business or social topic.about some relevant business or social topic.

• LadderingLaddering A particular approach to probing asking respondents A particular approach to probing asking respondents

to compare differences between brands at different to compare differences between brands at different levels.levels.

Produces distinctions at the:Produces distinctions at the: attribute levelattribute level benefit levelbenefit level value or motivation levelvalue or motivation level


ConversationsConversations

• ConversationsConversations An informal qualitative data-gathering approach in An informal qualitative data-gathering approach in

which the researcher engages a respondent in a which the researcher engages a respondent in a discussion of the relevant subject matter.discussion of the relevant subject matter.

• Semi-structured interviewsSemi-structured interviews Written form and ask respondents for short essay Written form and ask respondents for short essay

responses to specific open-ended questions.responses to specific open-ended questions. AdvantagesAdvantages

An ability to address more specific issuesAn ability to address more specific issues Responses are easier to interpretResponses are easier to interpret Without the presence of an interviewer, semi-structured Without the presence of an interviewer, semi-structured

interviews can be relatively cost effectiveinterviews can be relatively cost effective


Social NetworkingSocial Networking

• One of the most impactful trends in recent times.One of the most impactful trends in recent times. For many, social networking sites have become the For many, social networking sites have become the

primary tool for communicating with friends both far primary tool for communicating with friends both far and near and known and unknown.and near and known and unknown. MySpaceMySpace Second LifeSecond Life ZeboZebo

• A large portion of this information discusses A large portion of this information discusses business and consumer-related information.business and consumer-related information. Companies monitor these sites for information related Companies monitor these sites for information related

to their brands.to their brands.


Free-Association and Sentence Free-Association and Sentence Completion MethodsCompletion Methods• Free-association techniquesFree-association techniques

Record a respondent’s first cognitive reactions (top-of-Record a respondent’s first cognitive reactions (top-of-mind) to some stimulus.mind) to some stimulus.

Allow researchers to map a respondent’s thoughts or Allow researchers to map a respondent’s thoughts or memory.memory.

• Sentence completionSentence completion People who drink beer are People who drink beer are A man who drinks light beer is A man who drinks light beer is Imported beer is most liked by Imported beer is most liked by The woman drinking beer in the commercial The woman drinking beer in the commercial


Other TechniquesOther Techniques

• ObservationObservation Field notesField notes

The researcher’s descriptions of what actually happens in the The researcher’s descriptions of what actually happens in the field.field.

These notes then become the text from which meaning is These notes then become the text from which meaning is extracted.extracted.

Advantageous for gaining insight into things that Advantageous for gaining insight into things that respondents cannot or will not verbalize.respondents cannot or will not verbalize.

• CollagesCollages Respondents prepare a collage to represent their Respondents prepare a collage to represent their

experiences.experiences. Analyzed for meaning.Analyzed for meaning.


Other Techniques (cont’d)Other Techniques (cont’d)

• Projective Research TechniquesProjective Research Techniques An indirect means of questioning enabling An indirect means of questioning enabling

respondents to project beliefs and feelings onto a respondents to project beliefs and feelings onto a third party, an inanimate object, or a task situation.third party, an inanimate object, or a task situation.

Particularly useful in studying sensitive issues.Particularly useful in studying sensitive issues.


Other Techniques (cont’d)Other Techniques (cont’d)

• Thematic Apperception Test (TAT)Thematic Apperception Test (TAT) Presents subjects with an ambiguous picture(s) in Presents subjects with an ambiguous picture(s) in

which consumers and products are the center of which consumers and products are the center of attention.attention.

Investigator asks the subject to tell what is happening Investigator asks the subject to tell what is happening in the picture(s) now and what might happen next.in the picture(s) now and what might happen next.


EXHIBIT 7.5EXHIBIT 7.5 An Example of a An Example of a TAT PictureTAT Picture


Exploratory Research in Science and Exploratory Research in Science and in Practicein Practice• Misuses of exploratory and qualitative researchMisuses of exploratory and qualitative research

InterpretationInterpretation Qualitative research cannot draw conclusive references.Qualitative research cannot draw conclusive references.

ReplicabilityReplicability When the same conclusion is reached based on another When the same conclusion is reached based on another

researcher’s interpretation.researcher’s interpretation.

““Motivational research” eraMotivational research” era Produced some interesting and bizarre reasons for Produced some interesting and bizarre reasons for

consumer’s behaviorconsumer’s behavior


Barriers to Scientific DecisionsBarriers to Scientific Decisions

EmotionEmotionEmotionEmotion

TimeTimeTimeTime MoneyMoneyMoneyMoney

Business Business DecisionsDecisions

Business Business DecisionsDecisions

chapter 7 qualitative research tools © 2010 south-western/cengage learning. all rights reserved....

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