Definition of Qualitative Research

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Definition of Qualitative Research

• Qualitative Research means that the research
  findings are not subject to quantification or
  quantitative analysis.
• Explained in words, not numbers
• Focuses on a deep understanding of individual
  consumers

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Definition of Quantitative Research

• Quantitative Research means that the research
  findings are subject to quantification or
  quantitative analysis.
• For Example
• Can be used to test for statistically significant
  differences between various groups of consumers
• Can be used to examine changes in consumers,
  e.g., a change in attitude after viewing an ad

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Quantitative Research

• Comparison of qualitative and quantitative
  research
• Questions Probing Closed
• Sample Size Small Large
• Information Much Varies
• Analysis Subjective Statistical
• Replicate Low High
• Type of Research Exploratory Descriptive or
  causal

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Triangulation of Research

• What does it mean to triangulate research?
• We move from qualitative to quantitative
• techniques and back again.

Define the problem - qualitative
Define and test hypotheses - quantitative
Explore the results in depth - qualitative
Research is a back-and-forth process
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Types of Qualitative Research

• Types of Qualitative Research
• Focus groups
• Depth interviews
• Projective techniques

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Uses of Qualitative Research

• Uses of Qualitative Research
• Clarify the research question
• Get feedback on alternative hypotheses,
  strategies, or designs
• Explore motivations and attitudes in more depth
  than with quantitative research
• Encourage new ideas
• Use research results to determine the focus of
  subsequent quantitative research

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Limitations of Qualitative Research

• Limitations of Qualitative Research
• Lack of generalizability
• i.e., you cannot assume the results of
  qualitative research apply to people not actually
  being studied
• Why not?
• Scale sample sizes are very small
• Lack of representativeness of subjects, they are
  not chosen randomly
• Interaction bias because the researcher is
  closely involved with the subjects

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Focus Groups

• What constitutes a focus group?
• 8-12 participants
• moderator-led
• discussion
• group dynamics
• goal in-depth information on a particular topic
• how consumers feel about a product
• how a product fits into consumers lives
• emotional involvement with the product

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Focus Groups

• Who uses focus groups?
• consumer goods firms
• advertising agencies
• marketing research firms
• nonprofit organizations

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Focus Groups

• Types of focus groups
• Exploratory focus groups
• problem/opportunity development
• Clinical focus groups
• subconscious motivation (psychology)
• Experiencing focus groups
• focus on use of a product

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Steps in Conducting a Focus Group
Prepare for the Group Select a focus group
facility and recruit the participants
Select a Moderator Create a discussion guide
Prepare the Focus Group Report
Conduct the Group
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Consumer A    tomatoes Sure deodorant Oreos Miller
beer Yoplait yogurt milk lettuce apples 6 pack
of Coca-Cola 1 bag of Tostitos tortilla chips
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Focus Groups

• Advantages of focus groups
• Interaction can stimulate new ideas
• Opportunity to observe consumers
• Quick to administer (relative)
• Findings easy to understand

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Focus Groups

• Disadvantages of focus groups
• Ease of understanding may make it too compelling
• Participants recruited may not be typical
• Setting may make participants uncomfortable
• Moderator bias
• Some participants may dominate the conversation

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Focus Groups

• Trends in focus groups
• Continued growth, plush settings,
  videoconferencing
• Online focus groups
• Advantages
• No geographic barriers
• Lower costs
• Less group pressure
• Easier access to hard-to-reach target
• Disadvantages
• No real group dynamics
• Nonverbal inputs
• Client involvement
• Security
• Exposure to external stimuli
• Role and skill of the moderator

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Depth Interviews

• Characteristics of Depth Interviews
• One on one
• Requires a skilled interviewer
• Unstructured interview
• Probes for deep meanings and unconscious feelings

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Depth Interviews

• Advantages of depth interviews
• Produces honest information
• New thoughts explored easily -- greater
  flexibility
• Sensitive and complex topics can be addressed
• Interviewer can be more sensitive to non-verbal
  information
• Respondent actively involved

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Depth Interviews

• Disadvantages of depth interviews
• Expensive
• Very small sample
• Interviewer bias
• Clients less involved (dont observe)
• Doesnt have group interaction to build ideas

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Consumer B    oranges apples Dry Idea
deodorant Kraft macaroni cheese Oreos bananas Yo
plait yogurt Charmin toilet paper 6 pack of
Coca-Cola
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Projective Techniques

• Projective Techniques are ways of tapping
  respondents deepest feelings by having them
  project those feelings onto an unstructured
  situation

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Projective Techniques

• Word Association Tests
• Interviewer reads word to respondent, who
  mentions the first thing that comes to mind
• Conclusions are drawn about product image and
  characteristics

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Projective Techniques

• Word Association Tests
• Example Car Manufacturer
• Speed
• Power
• Reliability
• Repairs
• Accidents

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Projective Techniques

• Word Association Tests
• Example Who is behind this test?
• Mechanic
• Bank Teller
• Dry Cleaner
• House
• Automatic Teller Machine
• Automobile
• Waiter
• Bank by Phone

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Projective Techniques

• Sentence and Story Completion Tests
• Interviewer reads a partial sentence or part of a
  story to the respondent, who completes the
  sentence or story.
• Conclusions are drawn about brand image, target
  marketing, etc.

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Projective Techniques

• Sentence and Story Completion Tests
• Van example
• Sentences
• Plymouth Voyager vans are
• People who drive vans are
• Story
• Sally and Tom Smith decided to buy a new car.
  Theyre having dinner with their friends Margo
  and John, and the subject of new cars comes up.
  John comments, You know, the kind of people who
  buy vans are What will Sally or Tom say?

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Projective Techniques

• Sentence and Story Completion Tests
• Department store example
• Sentences
• People who shop at Bloomingdale's are
• I dont understand why Bloomingdale's doesnt...

• Story
• Susan Jones just moved to Palo Alto from
  Tucson. Shes a salesperson for Xerox. Her new
  neighbor, Beth Webster, invites her to dinner.
  On the way there, they pass the Stanford Shopping
  Center. Susan asks Beth about Bloomingdale's.
  Beth replies...

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Consumer C   lettuce apples 6 pack of Coca-Cola 1
bag of Tostitos tortilla chips Oreos Heineken
beer milk tomatoes Sure deodorant Yoplait
yogurt
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Projective Techniques

• Third Person Techniques
• Interviewer asks respondent questions about
  someone else, a third party. Respondent
  projects own feelings onto this third person.
• Conclusions are drawn about the respondents own
  attitudes and intentions
• Useful technique when people will be reluctant to
  share opinions about their own feelings,
  intentions, or behaviors

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Projective Techniques

• Third Person Techniques
• Examples
• Why dont more people feed their families
  nutritious food?
• What does the typical college student think about
  people with AIDS?
• Famous example Nescafe grocery lists

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Projective Techniques

• Picture-based Techniques
• Cartoon Tests
• Respondents fill in the bubble
• Photo Sorts
• Respondent sorts through photos to find images
  that correspond to a research question
• Consumer Drawings
• Respondents draw their own pictures of how they
  feel
• Goal Understand consumer feelings,
  opinions, and beliefs

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Future of Qualitative Research

• Future of Qualitative Research
• Rationale for this type of research
• Most consumption situations have an emotional and
  subconscious content
• This content cannot be tapped through other types
  of research
• Therefore, demand for qualitative research will
  continue to grow