Qualitative Research Chapter Four

Chapter Four Objectives Define qualitative research Explore the popularity of qualitative research Understand the limitations of qualitative research Learn about focus groups and their tremendous popularity Gain insight into conducting and analyzing a focus group Recognize the growing popularity of online focus groups and their disadvantages Learn about other types of qualitative research Chapter Four

Qualitative Research: 1.Findings are not subject to quantification or quantitative analysis 2.Conclusions are not based on precise, measurable statistics 3.Based on more subjective observations and analysis Quantitative Research: 1.Uses mathematical analysis 2.Typically research analysis is done using measurable, numeric standards Nature of Qualitative Research Chapter Four

Qualitative vs. Quantitative Research Chapter Four

Popularity of Qualitative Research Usually less expensive than quantitative research Can provide “true” impressions and results on consumer behaviour (“first-hand”) Can improve efficiency of quantitative data

Limitations of Qualitative Research Chapter Four May not distinguish small differences in attitudes and opinions regarding a marketing mix May not always be a representative sample of the population Opinions in groups may be swayed significantly by a strong-willed respondent

Focus groups: Are excellent for idea generation, brainstorming, understanding customer vocabulary Provide insight to motives, attitudes, perceptions Can reveal needs, likes, dislikes driven by emotions Focus groups: Are excellent for idea generation, brainstorming, understanding customer vocabulary Provide insight to motives, attitudes, perceptions Can reveal needs, likes, dislikes driven by emotions A focus group is: A group of 8–12 respondents Led by a moderator An in-depth discussion On one particular topic or concept Importance of Focus Groups Group Dynamic Interacting among people in a group. The moderator must manage this issue carefully. Chapter Four

1.Decide on research objectives for focus group 2.Use secondary research to refine group questions 3.Select focus group facility and overview of ideal group participants 4.Begin recruiting with participant incentives 5.Select a moderator 6.Develop a discussion guide to chart flow of focus group 7.Conduct the focus group 8.Review the videotape, your notes, and analyze the results 9.Prepare a written report for client Conducting a Focus Group Chapter Four

Potential opinion leaders are best Participants must be screened for relevance to the topic A conference room or living room setting Separate observation room with a one-way mirror or live AV feed Leads the focus group Psychology or sociology background is preferred Sets a timetable for each topic, and clear goals/questions Is a strategy for keeping group on task / focused Managing the group dynamics is critical The Participants: The Moderator: The Location: Conducting a Focus Group Chapter Four The Discussion Guide:

The Moderator Moderators should: 1.Meet and greet the participants before focus group. 2.Ask simple/light personal questions during warm-up. 3.Reveal something personal information about yourself. 4.Ask for the participants’ assistance during the process. “Your opinion is valuable…” 5.Use humour when appropriate. 6.Dress the same as the respondents. 7.Start the focus group session sitting down. 8.Have a client-approved discussion guide to assist. Chapter Four

A good moderator: Is genuinely interested in people, including their: Behaviours Emotions Lifestyles Prejudices and opinions Is accepting and appreciative of participant differences Is objective and open minded Has good listening skills Has good observation skills (can pick-up on body language) Is interested in a wide array of subjects Prepares for the topic at hand to enhance credibility What Makes a Good Moderator? Chapter Four

Good oral, written, and organizational skills Able to manage conversation flow Good at follow-up questioning and probing Excellent attention to detail and is precise Understands client’s business and industry Reliable, responsive, trustworthy Ability to provide feedback and be a sounding board for client What Makes a Good Moderator? Chapter Four

Participants’ candor Looks the customer “in the eye” Generates fresh ideas / brainstorming Allows client to observe and comment onsite Can be executed quickly Can enhance other data collection methods Participants’ candor Looks the customer “in the eye” Generates fresh ideas / brainstorming Allows client to observe and comment onsite Can be executed quickly Can enhance other data collection methods Expertise needed Participation issues (e.g., “no shows”) Interpretation is subjective Often misused as representative of the general population Expertise needed Participation issues (e.g., “no shows”) Interpretation is subjective Often misused as representative of the general population Benefits and Drawbacks of Focus Groups Chapter Four

Low costs and no geographic barriers Can be executed quickly Good for generating fresh ideas / brainstorming Can enhance other data collection methods Efficient moderator-client interaction Participants provide valuable information for the next research phase Low costs and no geographic barriers Can be executed quickly Good for generating fresh ideas / brainstorming Can enhance other data collection methods Efficient moderator-client interaction Participants provide valuable information for the next research phase Group dynamics Non-verbal inputs Client involvement Exposure to external stimuli Role and skill of moderator Group dynamics Non-verbal inputs Client involvement Exposure to external stimuli Role and skill of moderator Online Focus Groups Chapter Four

Other Qualitative Methodologies Key Techniques: Laddering approach Hidden issue questioning Symbolic analysis approach Key Techniques: Laddering approach Hidden issue questioning Symbolic analysis approach One-on-one discussions that probe to elicit detailed answers, often using non-directive techniques to uncover hidden motivations. Depth Interviews: Chapter Four

Advantages of Depth Interviews: Group pressure is eliminated Often geared towards getting underlying information Interviewer becomes more sensitive to nonverbal clues Respondent can be more forthright, since focus is on them An interview can be conducted anywhere More personalized attention given Disadvantages of Depth Interviews : More costly than a focus group An interview lacks the advantage of group dynamics Other Qualitative Methodologies Chapter Four

Other Qualitative Methodologies A technique tapping respondents’ deepest feelings by having them project those feelings into an unstructured situation. Projective Tests: Types of Projective Tests: Word Association Cartoon Tests Photo Sorts Consumer Drawings Storytelling Sentence and Story Completion Third-Person Technique Chapter Four