1. Qualitative Research Methods
Chapter 5
Basic Marketing Research
Using Microsoft® Excel
Data Analysis
Canadian Edition
Burns, Bush & Nash
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2. Copyright © 2012 Pearson Canada Inc., Toronto, Ontario
Learning Objectives
Identify circumstances where qualitative research is applicable.
Discuss applications of the observation qualitative research technique.
Discuss emerging applications of social media as a data source.
Discover why focus groups are so popular in the marketing research industry.
Examine other types of qualitative methods used by marketing researchers.
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

3. Three Data Collection Methods
Quantitative research = structured questions
Set response options, representative sample
Allows you to quantify information from research
Qualitative research = observing & listening
Nonstandardized, unstructured
Pluralistic research =
Quantitative and qualitative
Get the best of each method
NOT totally unstructured! Prep & discipline is required for good qual work
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4. Observation Techniques
Observation, no communication
Direct observation = watch behaviours
Indirect observation = results or effects
Archives = historical records of relevance
Records of sales calls, inventory movement
Physical traces = tangible evidence of an event
Checking trash for recycling
Eg Anthro studies – the inspiration for the best part of waking up ‘coffee experience’
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5. Observation Techniques [cont’d]
Disguised observation = subject unaware
Mystery shopper, hidden cameras
Undisguised observation = laboratory setting
Includes people meters recording TV behaviour
Ethical issues involved
Do people behave differently if observed?
Should inform them
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6. Observation Techniques [cont’d]
Structured observation = selected behaviours
Focus on specific factors
Unstructured observation = watch everything
Human observation = a person observing
Mechanical observation = use of device
Automatic traffic counter new retail tools measure traffic count & time spent by a specific display by sensing your mobile phone; also can be done via loyalty cards (proximity sensing)
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7. When to Use Observation
Short time interval needed
Waiting in line, making purchase
Key limitation of observation
Behaviour must be in public
Hard to get home activities, e.g. cooking
Cannot count on just asking the person
Faulty recall is common
Ever asked someone in a grocery store who just made a decision- “Just curious- why that one?”
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8. Advantages, Limitations of Observational Data
Can see actual, natural behaviours
Sometimes the only way to get accurate data
Limitations
Normally observe only a few persons
Need to be sure they are representative
Subjective interpretation of behaviours
Cannot infer motivation, attitudes
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Social Media Research
Taps content of social media communities
Can “listen” to consumer conversations
Social networks, blogs, content communities
Google alerts notify on specific topics
StumbleUpon finds sites on the topic
LinkedIn gives professional data
Twitter explores real-time conversations
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10. Social Media Research [cont’d]
Information may not be representative
Need to create meaningful categories, issues
May join the conversations
Can pose questions, analyze answers
Specialized services monitor and more
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Focus Groups
Small group, guided by moderator
Unstructured? discussion to gain information
Moderator focuses on the topic at hand
Focus groups give unique insights
Vocabulary used to describe attributes
May generate new ideas
Understand new customer groups
Many companies specialize in them
Some authors have misconceptions on Focus Groups! They’re structured yet flexible if done well
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Types of Focus Groups
Traditional: 6 to 12 people in special room
One-way mirror, two-hour sessions
Nontraditional: groups are online
Can involve 25 to 50 respondents
Focus group facility has specialized rooms
Clients can observe through one-way mirror
Sessions usually recorded in audio, video
Skilled moderator is important
12 is too many!
With just 4 or 5, participants may feel ‘exposed’. 6 to 8 is the sweet spot
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13. Focus Group Report Summary of information discussed
Categorize information, degree of consensus
Determine if groups represent target market
Evaluate, interpret key comments
List themes, diverse opinions
Sometimes give transcript of session
Eg provide ‘verbatims’
(quotes).
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Online Focus Groups
All interactions over Internet, moderator there
Participants sit at own computers
Several key advantages:
No physical setup needed
Transcripts captured electronically
Participants can be geographically diverse
Participants in comfort zone at home
Moderator can send private messages
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15. Online Focus Groups [cont’d]
Some disadvantages:
Can’t see body language
No physical inspection of products possible
Participants can become distracted
Often, client watches traditional focus group
Can do so online via video feed
In sum: growing, viable research method
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16. Advantages of Focus Groups
Generate fresh ideas
Allow clients to observe participants
Can cover a broad range of issues
Fairly easy access to special respondent groups
May wish to access doctors, lawyers
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17. Disadvantages of Focus Groups
They are not representative samples
Must be very cautious generalizing from them
May be difficult to interpret results
Moderator gives subjective evaluation
Cost per participant fairly high
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18. When to Use Focus Groups
Best to describe or explore ideas
Not as good at predicting
Get reactions to new products
Explore ideas for advertising
Cannot predict e.g. Sales
Need quantitative research for that
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19. Focus Group Objectives
Generate ideas: brainstorm with target market
Understand consumer vocabulary
How do they describe concepts?
Reveal consumer views of products or services
Needs, motives, perceptions, attitudes
Understand quantitative findings
Explore what the numbers seem to say
Get consumer interpretations of findings
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20. Running Focus Groups Need to resolve several issues in planning
How many participants? 6 to 12 usual
All may not turn up
Best to have homogenous group
Similarities increase comfort
Selection based on the purpose of group
Typically meet in specialized rooms
But can meet in conference rooms etc.
Weather or traffic or family emergencies can mean no-shows.
Dep on time of year, ‘over-recruit’, pay the excess, & send’em home.
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Depth Interviews
Probing questions, one-on-one setting
Interviewers can probe specific answers
Often more revealing, great insights
No influence of others
Laddering techniques build steps from attributes into values
Problem: lack of structure
Need well-trained interviewers
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Protocol Analysis
Place people in a decision-making situation
They verbalize every step
Gives insights into decision-making process
Do it several times with different people
Look for patterns
Useful for complex decisions
Can “slow down” simple decisions
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23. Projective Techniques
Simulated activities to reveal thinking
Useful if hesitant to reveal truth
Smoking, drinking, illegal betting
Word-Association tests:
Start thought, then respondent gives first response
Sample 100 to 200 people
Good for awareness, imagery associations
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24. Projective Techniques [cont’d]
Sentence-completion test
Give incomplete sentence, respondent finishes
“Tea is good to drink when...”
Identify central themes from responses
Typically 50 to 75 respondents
50 to 60 incomplete sentences
Find keywords that identify themes or concepts
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25. Projective Techniques [cont’d]
Picture test: give picture, get reaction
Respondent writes short story
Analyze content for feelings, concerns
Good for images in advertisements, packaging
Balloon tests show figures, empty balloon
Subjects write text in balloon
Gets at subject’s feeling about the situation
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26. Projective Techniques [cont’d]
Role-playing activity
Respondent takes on certain role
Infer feelings from the reactions
Need highly qualified professionals to interpret
In sum: projective techniques not widely used
But useful in special areas
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27. Ethnographic Research
Detailed descriptive study of a group
Look at behaviour, culture
Uses immersion, observation, interviews
Look for words, metaphors, symbols
May visit home, observe cooking, eating
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28. Physiological Measurement
Monitor involuntary responses to stimuli
Pupilometer checks pupil dilation
Response to different images tracked
Useful for website analysis
And then there’s
Galvanometer gauges electrical activity in skin
Some limited uses, but feel unnatural
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