Exploratory Research Design:
Exploratory Research Design:
Qualitative Research
Qualitative Research
Chapter V
1) Overview
2) Primary Data: Qualitative versus Quantitative
Research
3) Rationale for using Qualitative Research Procedures
4) A Classification of Qualitative Research Procedures
Chapter Outline
5) Focus Group Interviews
i. Characteristics
ii. Planning and Conducting Focus Groups
iii. Telesessions
iv. Other Variations in Focus Groups
v. Advantages And Disadvantages of Focus Groups
vi. Applications of Focus Groups
6) Depth Interviews
i. Characteristics
ii. Techniques
iii. Advantages and Disadvantages of Depth Interviews
7) Projective Techniques
i. Association Techniques
ii. Completion Techniques
a. Sentence Completion
b. Story Completion
iii. Construction Techniques
a. Picture Response
b. Cartoon Tests
iv. Expressive Techniques
a. Role Playing
b. Third-Person Technique
v. Advantages and Disadvantages of Projective
Techniques
8) International Marketing Research
9) Ethics in Marketing Research
10) Internet and Computer Applications
11) Focus on Burke
12) Summary
13) Key Terms and Concepts
Marketing Research Data
Secondary Data Primary Data
Qualitative Data Quantitative Data
Descriptive
Survey Data
Observational and Other Data
Causal
Experimental Data
[image:6.720.62.712.27.521.2]A Classification of Marketing
Research Data
Fig. 5.1
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding Objective Sample Data Collection Data Analysis Outcome Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of
action
Qualitative versus Quantitative
Qualitative versus Quantitative
Research
Research
Table 5.1
Qualitative Research Procedures
Direct (Non
disguised) (Disguised)Indirect
Focus Groups Depth Interviews
Projective Techniques
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
A Classification of Qualitative
A Classification of Qualitative
Research Procedures
[image:8.720.24.649.25.509.2]Research Procedures
Fig. 5.2
Developing outline and screening participants Moderator’s fee
Facility rental, recruiting Food
Respondent incentives ($30*10 people) Analysis and report
Extras
Videotaping
Travel costs for moderator and observers Total
$ 200
500 800 100 300 500 $2,450 350 1,200 $4,000 Cost
Sample Costs of a Focus Group
Sample Costs of a Focus Group
RIP 5.1
RIP 5.1
Group Size 8-12
Group Composition Homogeneous, respondents, prescreened
Physical setting Relaxed, informal atmosphere
Time duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational, interpersonal, and
communication skills of the moderator
Characteristics of Focus Groups
Characteristics of Focus Groups
Table 5.2
1. Kindness with firmness: The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction.
2. Permissiveness: The moderator must be permissive yet alert to signs that the group’s cordiality or purpose is disintegrating.
3. Involvement: The moderator must encourage and stimulate intense personal involvement.
4. Incomplete understanding: The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding.
Key Qualifications of
Key Qualifications of
Focus Group Moderators
Focus Group Moderators
RIP 5.2
5. Encouragement: The moderator must encourage unresponsive members to participate.
6. Flexibility: The moderator must be able to improvise and alter the planned outline amid the distractions of the group process.
7. Sensitivity: The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level.
RIP 5.2 Contd.
Determine the objectives of the Marketing Research Project and Define the Problem
Specify the objectives of qualitative Research
State the Objectives/Questions to be Answered by Focus Groups
Write a screening questionnaire
Develop a Moderator’s Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
Procedure for Planning and
Procedure for Planning and
Conducting Focus Groups
Conducting Focus Groups
Fig. 5.3
Buick division
Buick division ofof General MotorsGeneral Motors used focus groups and used focus groups and survey research to help develop the Regal two-door, six
survey research to help develop the Regal two-door, six
passenger coupe. Buick held 20 focus groups across the
passenger coupe. Buick held 20 focus groups across the
country to determine what features customers wanted in a
country to determine what features customers wanted in a
car. The focus groups told GM they wanted a stylish car,
car. The focus groups told GM they wanted a stylish car,
legitimate back seat, at least 20 miles per gallon, and 0 to
legitimate back seat, at least 20 miles per gallon, and 0 to
60 miles per hour acceleration in 11 seconds or less.
60 miles per hour acceleration in 11 seconds or less.
Use of Focus Group at GM
Use of Focus Group at GM
RIP 5.3
Based on these results, Buick engineers created clay models of the car and mock-ups of the interior.
These were shown to another set of focus groups of target buyers. These respondents did not like the
oversized bumpers and the severe slope of the hood, but liked the four-disc brakes and independent
suspension.
Y K 7 4 9
V O
RIP 5.3 Contd.
RIP 5.3 Contd.
The tag line for the 1998 Regal, “official car of the Supercharged family,” was based on focus group findings. This repositioning has greatly aided the sales of Buick Regal.
A Cartoon Test
[image:18.720.84.644.86.228.2]A Cartoon Test
Figure 5.4
Figure 5.4
Let’s see if we can pick up some housewares at
Sears
Sears
Sears
Gee, I’d much rather get house-wares than jewelry.
1. Degree of Structure
2 Probing of individual respondents
3. Moderator bias
4. Interpretation bias
5. Uncovering subconscious information
6. Discovering innovative information
7. Obtaining sensitive information
8. Involve unusual
behavior or questioning
9. Overall usefulness
9. Overall usefulness
Relatively high Low Relatively medium Relatively low Low High Low No Highly useful Relatively medium High Relatively high Relatively medium
Medium to high
Medium
Medium
To a limited
extent Useful Relatively low Medium
Low to high
Relatively high High Low High Yes Somewhat useful
Focus Groups Depth Interviews Projective
Techniques
Comparison of Focus Groups, Depth
Comparison of Focus Groups, Depth
Interviews, and Projective Techniques
[image:19.720.23.702.124.528.2]Interviews, and Projective Techniques
Criteria
