1. Exploratory Research Design:
Chapter V
Exploratory Research Design:
Qualitative Research

2. Chapter Outline 1) Overview
2) Primary Data: Qualitative versus Quantitative
Research
3) Rationale for using Qualitative Research Procedures
4) A Classification of Qualitative Research Procedures

3. 5) Focus Group Interviews
i. Characteristics
ii. Planning and Conducting Focus Groups
iii. Telesessions
iv. Other Variations in Focus Groups
v. Advantages And Disadvantages of Focus Groups
vi. Applications of Focus Groups
6) Depth Interviews
ii. Techniques
iii. Advantages and Disadvantages of Depth Interviews
iv. Applications of Depth Interviews

4. 7) Projective Techniques
i. Association Techniques
ii. Completion Techniques
a. Sentence Completion
b. Story Completion
iii. Construction Techniques
a. Picture Response
b. Cartoon Tests
iv. Expressive Techniques
a. Role Playing
b. Third-Person Technique
v. Advantages and Disadvantages of Projective
Techniques
vi. Applications of Projective Techniques

5. 8) International Marketing Research
9) Ethics in Marketing Research
10) Internet and Computer Applications
11) Focus on Burke
12) Summary
13) Key Terms and Concepts
14) Acronyms

6. A Classification of Marketing Observational and Other Data
Research Data
Fig. 5.1
Marketing Research Data
Secondary Data
Primary Data
Qualitative Data
Quantitative Data
Descriptive
Causal
Experimental Data
Survey Data
Observational and Other Data

7. Qualitative versus Quantitative Research
Table 5.1
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Objective
Sample
Data Collection
Data Analysis
Outcome

8. A Classification of Qualitative Research Procedures
Fig. 5.2
Qualitative Research Procedures
Direct (Non disguised)
Indirect (Disguised)
Projective Techniques
Depth Interviews
Focus Groups
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques

9. Sample Costs of a Focus Group
RIP 5.1
Item
Cost
Developing outline and screening participants
Moderator’s fee
Facility rental, recruiting
Food
Respondent incentives ($30*10 people)
Analysis and report
Extras
Videotaping
Travel costs for moderator and observers
Total
$ 200
500
800
100
300
$2,450
350
1,200
$4,000

10. Characteristics of Focus Groups
Table 5.2
Group Size
Group Composition Homogeneous, respondents, prescreened
Physical Setting Relaxed, informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational, interpersonal, and communication skills of the moderator

11. Focus Group Moderators
Key Qualifications of
Focus Group Moderators
RIP 5.2
1. Kindness with firmness: The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction.
2. Permissiveness: The moderator must be permissive yet alert to signs that the group’s cordiality or purpose is disintegrating.
3. Involvement: The moderator must encourage and stimulate intense personal involvement.
4. Incomplete understanding: The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding.

12. RIP 5.2 Contd.
5. Encouragement: The moderator must encourage unresponsive members to participate.
6. Flexibility: The moderator must be able to improvise and alter the planned outline amid the distractions of the group process.
7. Sensitivity: The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level.

13. Procedure for Planning and Conducting Focus Groups
Fig. 5.3
Determine the Objectives of the Marketing Research Project and Define the Problem
Specify the Objectives of Qualitative Research
State the Objectives/Questions to be Answered by Focus Groups
Write a Screening Questionnaire
Develop a Moderator’s Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action

14. Use of Focus Group at GM
RIP 5.3
Buick division of General Motors used focus groups and survey research to help develop the Regal two-door, six passenger coupe. Buick held 20 focus groups across the country to determine what features customers wanted in a car. The focus groups told GM they wanted a stylish car, legitimate back seat, at least 20 miles per gallon, and 0 to 60 miles per hour acceleration in 11 seconds or less.

15. 5.3 contd.
Based on these results, Buick engineers created clay models of the car and mock-ups of the interior. These were shown to another set of focus groups of target buyers. These respondents did not like the oversized bumpers and the severe slope of the hood, but liked the four-disc brakes and independent suspension.

16. RIP 5.3 Contd.
Focus groups also helped refine the advertising campaign for the Regal. Participants were asked which competing cars most resembled Buick in image and features. The answer was Oldsmobile, a sister GM division. In an effort to differentiate the two, Buick was repositioned above Oldsmobile by focusing on comfort and luxury features.

17. 5.3 contd..
The tag line for the 1998 Regal, “official car of the Supercharged family,” was based on focus group findings. This repositioning has greatly aided the sales of Buick Regal.

18. Let’s see if we can pick up some housewares at Sears
A Cartoon Test
Figure 5.4
Sears
Let’s see if we can pick up some housewares at Sears

19. Comparison of Focus Groups, Depth Interviews, and Projective Techniques
Table 5.3
Projective Techniques
Criteria
Focus Groups
Depth Interviews
1. Degree of Structure
2 Probing of individual respondents
3. Moderator bias
4. Interpretation bias
5. Uncovering subconscious information
6. Discovering innovative information
7. Obtaining sensitive information
8. Involve unusual behavior or questioning
9. Overall usefulness
Relatively high
Low
Relatively medium
Relatively low
High No
Highly useful
Relatively medium
High
Relatively high Relatively medium Medium to high
Medium
To a limited extent
Useful
Relatively low
Medium
Low to high
Relatively high
High
Low
Yes
Somewhat useful