1. Introduction to Marketing Research
CHAPTER 6: QUALITATIVE RESEARCH
Idil Yaveroglu Lecture Notes

2. MR Process – Research Design
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report

3. Classification of Marketing Research Data
Secondary Data
Primary Data
Qualitative Data
Quantitative Data
Descriptive
Survey Data
Observational & Other Data
Causal
Experimental Data
Classification of Marketing Research Data

4. Qualitative Research http://www.youtube.com/watch?v=Cbq6lUgG8gA
Clotaire Rapaille

5. Qualitative versus quantitative
Qualitative research
Quantitative research
Objective
Qualification, understanding
Validation, quantification, generalization
Sample
Small, non-representative, strategic
Large, representative, random
Data collection
Intensive, unstructured
Extensive, structured
Data analysis
Non-statistical, interpreting, coding
Statistical, counting, calculating
Outcome
Develop a richer understanding
Recommend a course of action
Type of questions
Open-ended, semi-structured, probing
Mostly structured
Type of data
Verbatim transcripts, gestures
Numbers, scores
Generalizability of results
Very limited
Usually very good
End with question in-depth interviews versus focus groups

6. A Classification of Qualitative Research Procedures
Indirect
(Disguised)
Projective
Techniques
Construction
Expressive
Focus Groups
Direct
(Nondisguised)
Depth Interviews
Completion Techniques
Association Techniques

7. Focus Groups
Focus groups are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.
Problem Definition - help in distinguishing the differences between symptoms and problems
Preliminary insights–reveal unexpected aspects that impact the problem; identify what specific types of data/information are needed

8. Focus Groups
Focus groups are used to generate ideas, to learn the respondents’ “vocabulary,” to gain some insights into basic needs and attitudes.
Source for Innovation - reveal consumer’s hidden needs, desires, motives and behaviors; generate new product/ service ideas

9. Focus Groups
“It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” – Steve Jobs. Businessweek, 1998
“Marketers will never come up with a new idea. They are taught formally you ask the customer what he wants. But he only wants what he’s seen. And nothing will come out of it.”
(CEO high-tech firm in speech to top managers,
see Workman 1993)

10. Baltimore Research: Facility Overview
Source:

11. Layout of focus group room and viewing room
One-way mirror
Copyright © 2012 Pearson Education, Inc.

12. Viewing room looking into the focus group room through one-way mirror

13. Procedure for Conducting a Focus Group
Design the Focus Group Environment
Recruit and Select Focus Group Participants
Select a Moderator
Prepare the Discussion Guide
Conduct the Group Interview
Prepare the Focus Group Report

14. Focus Groups Benefits Generate fresh ideas
Allow clients to observe their participants
May be directed at understanding a wide variety of issues
Allow fairly easy access to special respondent groups
Limitations
Representativeness of participants
Interpretation sometimes difficult
High cost per participant
Some panel members may be dominating

15. Advantages of Online Focus Groups
Geographical constraints are removed and time constraints are lessened.
Unique opportunity to re-contact group participants at a later date.
Can recruit people not interested in traditional focus groups: doctors, lawyers, etc.
Moderators can carry on side conversations with individual respondents.
There is no travel, video taping, or facilities to arrange, so the cost is much lower.

16. Disadvantages of Online Focus Groups
Only people that have access to the Internet can participate.
Verifying that a respondent is a member of a target group is difficult.
There is lack of general control over the respondent's environment.
Only audio and visual stimuli can be tested. Products cannot be touched (e.g., clothing) or smelled (e.g., perfumes).
It is difficult to capture body language and emotions.

17. Depth Interviews
Like focus groups, depth interviews are an unstructured and direct way of obtaining information.
Unlike focus groups, however, depth interviews are conducted on a one-on-one basis.
These interviews typically last from 30 minutes to more than an hour.
They attempt to uncover underlying motives, prejudices, or attitudes toward sensitive issues.

18. Depth Interviews (Cont.)
Substantial probing is done to surface underlying motives, beliefs, and attitudes.
Probing is done by asking such questions as:
“Why do you say that?''
“That's interesting, can you tell me more?''
“Would you like to add anything else?”

19. In-depth interviews Types of questions
Introductory questions:
- Can you tell me something about…?
- What were your experiences with…?
- What happened when…?
Probing questions:
- Can you tell me a little bit more about…?
- Can you give me an example of what you said?
Indirect questions:
- What are typical reasons for people in the organization when they leave for another job?
- If you were to advise other people, what would you say?
- If you would like to explain to other people how the atmosphere is in the organization, what would you tell them?
Interpretive questions:
- What do you mean exactly when you say…?
- Do I understand you well that, in fact, you say…?
Silences:
…………………

20. Probing technique: Laddering
Gain insight into higher order needs; line of questioning proceeds from product characteristics to desired consumer values; taps into the consumer's network of meanings
“Do you prefer prestigious or ordinary cigarettes?”
“Prestigious”
“Why do you prefer prestigious over ordinary cigarettes?”
“To distinguish myself”
“What do ordinary cigarettes reflect?”
“Being part of the mass”
“Why do you want to distinguish yourself & not be part of the mass?”
“I don’t want to be anonymous, I want to be noticed”
 Higher order need: anonymous noticed

21. Laddering – Study of wine coolers

22. Advantages of Depth Interviews
Can uncover deeper insights about underlying motives than focus groups.
Can attribute the responses directly to the respondent, unlike focus groups.
Result in a free exchange of information and there is no social pressure to conform.
As a result of probing, it is possible to get at real issues when the topic is complex.

23. Disadvantages of Depth Interviews
Skilled interviewers capable of conducting depth interviews are expensive and difficult to find.
The quality and completeness of the results depend heavily on the interviewer's skills.
The data obtained are difficult to analyze and interpret.
Data is not generalizable
The length of the interview combined with high costs limits the number of depth interviews.

24. Projective Techniques
An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.
In projective techniques, respondents are asked to interpret the behavior of others.
In interpreting the behavior of others, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation.

25. Word Association
In word association, respondents are presented with a list of words, one at a time and asked to respond to each with the first word that comes to mind. The words of interest, called test words, are interspersed throughout the list which also contains some neutral or “filler” words to disguise the purpose of the study. Responses are analyzed by calculating:
the frequency with which any word is given as a response;
the amount of time that elapses before a response is given;
the number of respondents who do not respond at all to a test word within a reasonable period of time.

26. Word Association Test

27. Completion Techniques
In Sentence completion, respondents are given incomplete sentences and asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind.
A person who wears Tommy Hilfiger shirts is ____________________________________
As compared to Polo, Gant, and Eddie Bauer, Tommy Hilfiger shirts are
__________________________________
Tommy Hilfiger shirts are most liked by ___________________________________
A variation of sentence completion is paragraph completion, in which the respondent completes a paragraph beginning with the stimulus phrase.

28. Completion Techniques
In story completion, respondents are given part of a story – enough to direct attention to a particular topic but not to hint at the ending. They are required to give the conclusion in their own words.

29. Construction Techniques
With a picture response, the respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondent's interpretation of the pictures gives indications of that individual's personality. In cartoon tests, cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character. Cartoon tests are simpler to administer and analyze than picture response techniques.

30. Price-quality association
Each woman in the sample was shown one of the cartoons (in random order) and asked to describe first the person in the cartoon and then to indicate what she thought the beauty cream shown would be like.

31. Doesn’t have much money to spend on cosmetics
Someone who cares what she looks like – possibly a businesswomen interested in keeping her appearance
Its cream that leaves your skin clear and refreshed. It probably would keep your skin young looking by softening and cleansing the skin
Doesn’t have much money to spend on cosmetics
It’s poor quality and probably greasy and oily

32. A Cartoon Test
MACY’S
Let’s get some
clothes from
Macy’s!

34. Expressive Techniques
In expressive techniques, respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation. Role playing Respondents are asked to play the role or assume the behavior of someone else. Third-person technique The respondent is presented with a verbal or visual situation and the respondent is asked to relate the beliefs and attitudes of a third person rather than directly expressing personal beliefs and attitudes. This third person may be a friend, neighbor, colleague, or a “typical” person.

35. EXAMPLE – SHOPPING LISTS
Conducted in 1950 in response to unexpected customer resistance to Nescafe instant coffee
When women were questioned directly about why they did not like instant coffee, the typical answer was they did not like its flavor.
Researchers suspected flavor was an excuse.

36. EXAMPLE – SHOPPING LISTS
DESCRIBE EACH SHOPPER

38. Advantages of Projective Techniques
They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study.
Helpful when the issues to be addressed are personal, sensitive, or subject to strong social norms.
Helpful when underlying motivations, beliefs, and attitudes are operating at a subconscious level.

39. Disadvantages of Projective Techniques
Suffer from many of the disadvantages of unstructured direct techniques, but to a greater extent.
Require highly trained interviewers.
Skilled interpreters are also required to analyze the responses.
There is a serious risk of interpretation bias.
They tend to be expensive.
May require respondents to engage in unusual behavior.

40. Guidelines for Using Projective Techniques
Projective techniques should be used because the required information cannot be accurately obtained by direct methods.
Projective techniques should be used for exploratory research to gain initial insights and understanding.
Given their complexity, projective techniques should not be used naively.

41. Observation
Observation methods: techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information
Types of observation:
Direct versus indirect
Disguised versus undisguised
Structured versus unstructured
Human versus mechanical

42. observing behavior as it occurs
Direct Observation
Indirect Observation
observing behavior as it occurs
observing the effects or results of the behavior rather than the behavior itself
Disguised Observation
Undisguised Observation
subject is unaware that he or she is being observed
respondent is aware of observation
Structured Observation
Unstructured Observation
researcher identifies beforehand which behaviors are to be observed and recorded
no restriction is placed on what the observer would note: all behavior in the episode under study is monitored
Ethics
Archives - Archives are secondary sources such as historical records that can be applied to the present problem.
Physical traces - Physical traces are tangible evidence of some event.
Archives and physical traces are forms of indirect observation.
The observer does not attempt to manipulate the phenomenon being observed but merely records what takes place.
For example, a researcher might record traffic counts and observe traffic flows in a department store.
Content analysis:
The objective, systematic, and quantitative description of the manifest content of a communication. The unit of analysis may be words, characters (individuals or objects), themes (propositions), space and time measures (length or duration of the message), or topics (subject of the message).
Analytical categories for classifying the units are developed and the communication is broken down according to prescribed rules.
Trace analysis:
Data collection is based on physical traces, or evidence, of past behavior.
The number of different fingerprints on a page was used to gauge the readership of various advertisements in a magazine.
The age and condition of cars in a parking lot were used to assess the affluence of customers.
Internet visitors leave traces which can be analyzed to examine browsing and usage behavior by using cookies.
With disguised observation, subjects are unaware they are being studied, whereas with undisguised observation, they are aware they are being studied.
In disguised observation, the respondents are unaware that they are being observed. Disguise may be accomplished by using one-way mirrors, hidden cameras, or inconspicuous mechanical devices. Observers may be disguised as shoppers or sales clerks.
In undisguised observation, the respondents are aware that they are under observation.
Observation may be structured or unstructured.
For structured observation, the researcher specifies in detail what is to be observed and how the measurements are to be recorded, e.g., an auditor performing inventory analysis in a store.
Audit:
The researcher collects data by examining physical records or performing inventory analysis. Data are collected personally by the researcher. The data are based upon counts, usually of physical objects.
Retail and wholesale audits conducted by marketing research suppliers
In unstructured observation, the observer monitors all aspects of the phenomenon that seem relevant to the problem at hand, e.g., observing children playing with new toys.
Human observation - With human observation, the observer is a person hired by the researcher, or, perhaps, the observer is the researcher.
A researcher observes actual behavior as it occurs.
Mechanical observation - However, it is often possible, desirable, and economical to replace the human observer with some form of static observing device, as in mechanical observation. Scanners and audiometers are forms of mechanical observation.
the AC Nielsen audimeter
turnstiles that record the number of people entering or leaving a building.
On-site cameras (still, motion picture, or video)
Optical scanners in supermarkets
Human Observation
Mechanical Observation
observer is a person hired by the researcher, or, perhaps the observer is the researcher
human observer is replaced with some form of static observing device

43. Observational Data Benefits Limitations
Insight into actual, not reported, behaviors
No chance for recall error
Better accuracy
Less cost
Limitations
Small number of subjects
Subjective interpretations
Inability to pry beneath the behavior observed
Motivations, attitudes, and other internal conditions are unobserved…we don’t know why?

44. Home Depot: An Example of Direct Observation
Shopper/Store Use Profile
Average time in store: 32.4 (minutes)
Customer party size: 1.2 (persons)
Average expenditures: (dollars)
Payment method 73.0% (credit card)
Number of aisles traveled: 5.7
Requests for assistance: 0.5
Stops and looks at items 5.4
Items handled per stop 2.1
Total items handled 9.3
Items purchased 2.5
Product Categories of Purchases
Appliances 10%
Hand tools 22%
Electrical 31%
Plumbing 14%
Roofing 3%
Garden 35%
Other 26%
We know WHAT?
But we don’t know WHY?

45. Ethnographic Research
Combines observation with in-depth interviews