Exploratory Research Design: Chapter V Exploratory Research Design: Qualitative Research

Chapter Outline 1) Overview 2) Primary Data: Qualitative versus Quantitative Research 3) Rationale for using Qualitative Research Procedures 4) A Classification of Qualitative Research Procedures

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 ii. Techniques iii. Advantages and Disadvantages of Depth Interviews iv. Applications 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 vi. Applications 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 14) Acronyms

A Classification of Marketing Observational and Other Data Research Data Fig. 5.1 Marketing Research Data Secondary Data Primary Data Qualitative Data Quantitative Data Descriptive Causal Experimental Data Survey Data Observational and Other Data

Qualitative versus Quantitative Research Table 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 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 Objective Sample Data Collection Data Analysis Outcome

A Classification of Qualitative Research Procedures Fig. 5.2 Qualitative Research Procedures Direct (Non disguised) Indirect (Disguised) Projective Techniques Depth Interviews Focus Groups Association Techniques Completion Techniques Construction Techniques Expressive Techniques

Sample Costs of a Focus Group RIP 5.1 Item Cost 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 $2,450 350 1,200 $4,000

Characteristics of Focus Groups Table 5.2 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

Focus Group Moderators Key Qualifications of Focus Group Moderators RIP 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.

RIP 5.2 Contd. 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.

Procedure for Planning and Conducting Focus Groups Fig. 5.3 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

Use of Focus Group at GM RIP 5.3 Buick division of General Motors used focus groups and survey research to help develop the Regal two-door, six passenger coupe. Buick held 20 focus groups across the country to determine what features customers wanted in a car. The focus groups told GM they wanted a stylish car, legitimate back seat, at least 20 miles per gallon, and 0 to 60 miles per hour acceleration in 11 seconds or less.

5.3 contd. 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.

RIP 5.3 Contd. Focus groups also helped refine the advertising campaign for the Regal. Participants were asked which competing cars most resembled Buick in image and features. The answer was Oldsmobile, a sister GM division. In an effort to differentiate the two, Buick was repositioned above Oldsmobile by focusing on comfort and luxury features.

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.

Let’s see if we can pick up some housewares at Sears A Cartoon Test Figure 5.4 Sears Let’s see if we can pick up some housewares at Sears

Comparison of Focus Groups, Depth Interviews, and Projective Techniques Table 5.3 Projective Techniques Criteria Focus Groups Depth Interviews 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 Relatively high Low Relatively medium Relatively low High No Highly useful Relatively medium High Relatively high Relatively medium Medium to high Medium To a limited extent Useful Relatively low Medium Low to high Relatively high High Low Yes Somewhat useful