Qualitative Research

Researcher makes elaborate interpretations of market phenomena without depending on numerical measurements. –Researcher dependent –Highly subjective –Preliminary results –Innovative results

Qualitative vs. Quantitative Research Research AspectQualitativeQuantitative PurposeDiscover ideasTest hypotheses ApproachObserve & interpretMeasure & test Data CollectionUnstructuredStructured Researcher Involvement w/ study subjects Intimately involvedUninvolved observer SamplesSmallLarge Used inExploratory researchConclusive research

Common Qualitative Techniques Focus Group Interviews –Small group discussions In-depth Interviews –1-on-1 probing discussion Word Association / Sentence Completion –Recording 1 st thoughts after exposure to a stimulus Collages –Respondent assembles pictures that represent his/her thoughts/feelings Cartoon Tests –Respondent tells a story based on an ambiguous picture

Conducting Focus Group Interviews

Focus Group Interviews Unstructured, free-flowing interviews with small groups of people. Consists of –Moderator or interviewer –6 to 10 participants –Note taker Moderator introduces topic and encourages group members to discuss the subject amongst themselves. Allow people to discuss their true feelings in their own words

Advantages of Focus Group Interviews Relatively fast Easy to execute Inexpensive Numerous topics can be discussed (unlike surveys) Multiple insights can be gained

Drawbacks of Focus Group Interviews Require sensitive and effective moderators –Without such, self-appointed participants may dominate a session –Halo effect on attitudes toward the concept or topic of discussion may occur, if group reacts negatively to a dominant member Participants may not be representative of the population of interest.

Requirements for Effective Focus Groups Six to ten participants Carefully screen participants –Want people who have knowledge about the topic at hand Homogeneous participants in terms of some characteristic under study Relaxed atmosphere If possible, room with one-way mirror and audio- and video-recording capabilities Session duration around one hour Trained moderator Compensate for participation

7 Habits of Effective Moderators 1.Establish personal contact with each respondent early 2.Help respondents feel relaxed early on 3.Win respondents to your side 4.Deal with loud respondents; but don’t intimidate other respondents Don’t look at them when you ask questions Don’t acknowledge their raised hands 5.Deal with inconsistent, unclear answers by mobilizing the group to help 6.Create an environment where anything a respondent wants to say is acceptable 7.Don’t assume you know what a respondent means by an ambiguous answer

When NOT to use Focus Groups Emotionally charged environment Researcher has lost control over critical aspects of the study Statistical projections are needed Other methodologies can produce better quality information Other methodologies can produce more economical information of the same quality Researcher cannot ensure the confidentiality of sensitive information

Types of Focus Group Questions Opening Question –Round robin question –Designed to be answered rather quickly –Designed to identify characteristics participants have in common –Preferably factual (rather than attitude or opinions) Introductory Question –Introduce general topic of discussion Key Questions –2 to 5 max –The questions you really want answers to Ending Questions –Bring closure to the discussion. Most common is the summary question

Some Things to Consider Avoid Dichotomous Questions –Questions answerable with a “yes” or “no” Avoid asking “Why” –Has a sharpness or pointedness that reminds one of interrogations Asked Uncued Questions first; Cued Questions second –Uncued: Open-ended; usually based on recent experiences or impressions –Cued: Questions that specify some topic or aspect of a topic