1. Qualitative Techniques in Marketing Research

3. "A qualitative observation identifies the presence or absence of something, in contrast to quantitative observation, which involves the degree to which something is present "
(MARKETECK, 2009)

5. Qualitative Research...
Is any research conducted using an observational technique or unstructured questioning.
Conducted:
when structured research is not possible,
when true response may not be available [embarrassing “touchy questions”]
to explain quantitative research results.

8. Common Methods in Marketing Research

9. Qualitative research Observation techniques
Classification of Observation
Direct vs indirect:
Direct > observing behavior as it occurs
Indirect > observing the effects of behavior
Disguised vs nondisguised
Nondisguised >Direct
Disguised > Indirect
Structured vs unstructured
Structured >predetermine what to observe
Unstructured>monitor all behavior
Human vs Mechanical
Human>observation done by human beings
Mechanical>observation by machine

10. Not Always Appropriate!!

11. Observation Appropriate Conditions
The event must occur in a short time interval,
Avoid lag affect
Must occur in a setting where the researcher can observe the behavior
Praying, cooking are not suitable things to observe
Necessary under situations of faulty recall
Faulty recall - remembering things such as how many times one looked at his wristwatch.

12. Observation: Advantages and Limitations
Greater data accuracy than direct questioning, in natural settings people behave naturally,
Problems of refusal, not at home, false response, non-cooperation etc. are absent,
No recall error,
In some situations, only way
Number of customers visiting a store
Studying children’s behavior
Limitations
Time consuming, too many things to observe,
may not be representative,
difficulty in determining root cause of the behavior.

13. Focus Group An interview conducted by a trained moderator
in a non-structured and natural manner with a
small group of respondents.
Group size
Group composition Homogenous, respondents prescreened
Physical setting Relaxed, informal setting
Time duration hours
Recording Use of audio and video cassettes
Moderator Observational, interpersonal, good communication skills needed.

14. Focus Groups Objectives: - Generate new product or service ideas
Understand consumer vocabulary
Useful for ad campaigns
Reveal consumer needs, motives,
perceptions and attitudes,
Generating future research objectives
Facilitate understanding of the
quantitative studies

15. Focus Group: Advantages and Disadvantages
Major Advantages:
Synergism, Snowballing, Stimulation, Security, Spontaneity, Speed and Cost savings.
Major Disadvantages:
Lack of representativeness, Misuse, Misjudge, Moderation problem, and Difficulty of analysis

16. Seven advantages of Focus Group I

17. Seven advantages of Focus Group

18. Five Disadvantages of Focus Group

19. Other Qualitative Techniques
Depth Interview: An unstructured interview that seeks opinions of respondents on a one-to-one basis. Useful for sensitive issues, politics etc.
Protocol Analysis: Involves placing a person in a decision making situation and asking him/her to state everything he/she considers in making a decision. Useful in 1. Purchasing involving a long time frame (car, house) and 2. Where the decision process is too short (greeting card).
Projective technique: Involve situations in which participants are placed in simulated activities hoping that they will divulge information about themselves that are unlikely to be revealed under direct questing.

20. Example: Delphi technique for Retail Food

21. Projective Techniques
These are indirect interviewing methods which enable sampled respondents to project their views, beliefs and feelings onto a third-party or into some task situation.
The researcher sets up a situation for the respondents asking them to express their own views, or to complete/ interpret some ambiguous stimulus presented to them.
Various types. More common ones are:
Free Word Association
Sentence Completion
Unfinished scenario/story completion
Cartoon completion test

22. FREE WORD ASSOCIATION
In this technique, a list of carefully selected stimulus words or phrases related to the topic of research are read out, one at a time, to a respondent. The respondent is asked to respond with the first word or phrase that comes to his/her mind. The list of words should contain a mixture of test words and neutral words.

23. CARTOON COMPLETION TEST
In the cartoon technique, the respondent is shown a comic-strip like cartoon with two characters in a conversation. While the speech of one character is shown in his/her balloon,the other balloon is empty.
The respondent is asked to assume the role of the other person and fill the empty balloon with a speech.
Where can I get a watch of this quality?

24. SUMMARY Qualitative research can be used alone
or as part of mixed research
Main advantage is that is capable
generating rich data on WHY?
Useful when looking at NEW things
Rich data may be difficult to analyse