Qualitative Research MKTG 3342 Fall 2008 Professor Edward Fox

Research Objectives Exploratory Research Source: Adapted from Prentice Hall Causal Research Test hypotheses about cause and- effect relationships. Gather preliminary information that will help define the problem and suggest hypotheses Descriptive Research Describe customer’s attitudes and demographics Determine product’s market potential Describe customer’s attitudes and demographics Determine product’s market potential Exploratory Research

Primary Data Primary data are survey, observation, or experimental data collected to address the current research problem Recall that secondary data is information that was previously been collected for a different purpose

Research Design Primary research requires a research design: The research design is a detailed blueprint used to guide the conduct of marketing research so that the research questions are answered and the research objectives are realized The research design is a detailed blueprint used to guide the conduct of marketing research so that the research questions are answered and the research objectives are realized Research may be either qualitative or quantitative Research may be either qualitative or quantitative

Qualitative Research Qualitative research is a loosely defined term. It implies that the research findings are not determined by quantification or quantitative analysis.

Qualitative vs. Quantitative Research (1 of 2) Comparison Dimension Qualitative ResearchQuantitative Research Types of questions ProbingLimited probing Sample size SmallLarge Information per MuchVaries respondent Administration Requires interviewersFewer specialized skills with special skills required Types of analysis Subjective, interpretiveStatistical, summarization

Qualitative vs. Quantitative Research (2 of 2) Comparison DimensionQualitative Research Quantitative Research ToolsTape recorders, projection Questionnaires, computers devices, video, pictures printouts Ability to replicateLow High Training needed by Psychology, sociology, Statistics, decision models, the researcher social psychology, DSS, computer program- consumer behavior ming, marketing Type of researchExploratory Descriptive or causal

Qualitative Research Methods Include Depth Interviews Depth Interviews Projective Techniques Projective Techniques Focus Groups Focus Groups Observation (Ethnography) Observation (Ethnography) … and other methods

Depth Interview Example: Wide Seats in an Airplane I:“Why do you like wide seats in an airplane?” R: “It makes me comfortable.” I:“Why is it important to be comfortable?” R:“I can accomplish more.” I: “Why is important that you can accomplish more?” R:“I feel good about myself.” Implication: Wide seats may relate to self-esteem!

Projective Techniques Eliciting deep-seated feelings/opinions by enabling the respondents to project themselves into unstructured situations. Word Association Word Association Sentence Completion Sentence Completion Role playing Role playing Story telling with pictures Story telling with pictures … and several others

Popularity of Focus Group Research Most marketing research firms, advertising agencies, and consumer goods manufacturers use focus groups. Most marketing research firms, advertising agencies, and consumer goods manufacturers use focus groups. Focus groups tend to be used more extensively by consumer goods companies than by industrial goods organizations. Focus groups tend to be used more extensively by consumer goods companies than by industrial goods organizations.

Focus Group

Spot source of marketing problem Spot source of marketing problem Spark new product ideas Spark new product ideas Develop questionnaires for quantitative research Develop questionnaires for quantitative research Identify new advertising themes Identify new advertising themes Diagnose competitors’ strengths and weaknesses Diagnose competitors’ strengths and weaknesses A group of people who discuss a subject under the direction of a moderator. Focus groups are used to:

Focus Group Research - Overview The goal of focus group research is to learn and understand what people have to say and why The emphasis is on getting people to talk at length and in detail about the subject at hand The intent is to find out how they feel about a product, concept, idea, or organization, how it fits into their lives, and their emotional involvement with it

Benefits of Focus Group Research Synergy - together, the group can provide more insights than insights obtained individually. Synergy - together, the group can provide more insights than insights obtained individually. Snowballing - chain reaction to comment by one individual. Snowballing - chain reaction to comment by one individual. Stimulation - group interaction excites people. Stimulation - group interaction excites people. Spontaneity/serendipity - participants may get ideas on the spot and discuss them. Spontaneity/serendipity - participants may get ideas on the spot and discuss them.

Focus Group Research - Steps 1. Define objectives of study 2. Develop questions for discussion - Moderator Guide 3. Recruit participants 4. Conduct Session with a moderator 5. Analyze and report results to decision makers Results can be misleading if the focus group is not conducted properly.

Focus Group Issues (1 of 2) How many people in a focus group? How many people in a focus group? What type of people should be recruited? What type of people should be recruited? Should participants be … Should participants be … Knowledgeable? Knowledgeable? Diverse? Diverse? Representative? Representative?

Focus Group Issues (2 of 2) How should participants be recruited? How should participants be recruited? Should they be given monetary incentives? Should they be given monetary incentives? Where should the focus group be held? Where should the focus group be held? How much interaction among participants? How much interaction among participants? What is the role and qualification of the moderator? What is the role and qualification of the moderator? How to write the moderator guide? How to write the moderator guide? Should management observe the focus group? Should management observe the focus group? How should the report be written? How should the report be written?

Differences in Qualitative Research between the U.S. and the U.K. AreaU.S.U.K. Focus group size10 to 126 to 8 Focus group length2 hours1.5 to 4 hours LocationProfessional facilityRecruiters’ homes Client viewingCommonRare Topic guidesLong and detailedShort and flexible RecruitmentBy income/occupationBy social class Sample sizeOf more concernOf little concern CredibilityModerateHigh

Trends in Focus Group Research Telephone Focus Groups Telephone Focus Groups Focus groups that are conducted via conference calling. Focus groups that are conducted via conference calling. Videoconference Focus Groups Videoconference Focus Groups Staffers can watch focus groups via videoconferencing and avoid the costs of travel. Staffers can watch focus groups via videoconferencing and avoid the costs of travel. On-line focus groups On-line focus groups Focus groups that are conducted through internet (Chat rooms) - Focus groups that are conducted through internet (Chat rooms) -

Summary of Key Points Summary of Key Points Exploratory or qualitative research is used to obtain deep insights into the behavior of few consumers, or to gain preliminary information about the market Exploratory or qualitative research is used to obtain deep insights into the behavior of few consumers, or to gain preliminary information about the market Common exploratory research methods include depth interviews, projective techniques, and focus groups Common exploratory research methods include depth interviews, projective techniques, and focus groups The focus group is the most common method of conducting qualitative research The focus group is the most common method of conducting qualitative research The method consists of five simple steps; care must be taken to implement those steps correctly The method consists of five simple steps; care must be taken to implement those steps correctly