Qualitative Methods: Interviews and Focus Groups Chapters 6-7

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Qualitative MethodsInterviews and Focus
GroupsChapters 6-7
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Qualitative vs. Quantitative Methods

• Qualitative
• Used in exploratory designs to gain prelminary
  insights into decision problems and opportunities
• Quantitative
• Using formalized standard questions and
  predetermined response options (yes, no) in
  questionnaires or surveys administered to large
  numbers of respondents
• Differences Between Qualitative and Quantitative
  Approaches ?

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Advantages/Disadvantages of Qualitative Methods
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Focus Groups

• Focus Groups
• Formalized small group of people have an
  interactive, spontaneous discussion on one topic
  or concept
• Can
• help identify root problem underlying symptoms
• help identify questions to ask in a survey
• provide insights into quantitative results
• uncover hidden needs, wants, attitudes, feelings,
  perceptions and motives regarding
  products/services
• lead to new ideas for products/services
• help develop new measures for quantitative survey
• provide insights into how people experience
  products/services (what they mean to them)

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Composing a Focus Group

• Selecting Participants
• Select a good group of participants (relatively
  homogenous groups make people feel comfortable,
  but should have some variability in views)
• Potential group members should have enough
  knowledge to contribute
• Try to incorporate some randomization in
  selection (within a target group)
• Size should be between 8-12 people with a
  moderator
• Use a friendly invite and provide incentives
  (typically between 75-100)
• Pick a comfortable location

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Some Additional Interview Techniques

• Case Study
• Analyze in depth one or more situations similar
  to the problem you are trying to solve
• Experience Interviews
• Interview people believed to be knowledgeable
  about the problem you are trying to solve
• Protocol Interviews
• Ask people to verbalize the thought processes and
  activities they would go through in a given
  situation (e.g., buying a car)
• Articulative Interviews
• Listening to people in order to identify value
  conflicts they may have (e.g., want to buy a nice
  bike but also be frugal)

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Analyzing Qualitative Data

• Inductive Approach
• Goal is understanding why people do what they do
  and what products/service mean to them
• Insights and theory-development are bottom up
• They emerge as researchers read and interpret
  responses
• Insights are contextualized within a
  culture/subculture (thick description)
• Three Major Steps
• Data reduction
• Data display
• Drawing conclusions

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Data Reduction

• Statements coded, categorized into themes then
  themes are compared with one another (and across
  targets, groups etc.)
• Themes used to build a theory (integration) and
  then specify what leads to the categories and
  what results from the categories (axial coding),
  similar to independent (causes) and dependent
  (consequences) variables
• Sometimes, researchers look for a central idea or
  theme around which all of the other concepts
  revolve (selective coding)
• Often an iterative process insights that
  emerge may be subsequently tested on new
  participants, or data may be re-analyzed to
  verify later insights
• Important to look for cases that do not confirm
  the theory (negative case analysis) so that data
  analysis is not driven by confirmation bias
• Also important to summarize observations
  (quantitatively) in a table, so that a few
  salient comments do not overshadow the larger
  picture

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Data Display Drawing Conclusions

• Data Display
• Tables can be useful for summarizing
• Competing themes (backpacking is relaxing, but
  also involves hassles)
• Themes for different concepts (backpacking vs.
  hiking)
• Quotes that are representative of certain themes
• Figures can be useful for
• Showing how concepts evolve over time and are
  related to one another
• Drawing Conclusions
• Goal is to establish credibility (validity) of
  analysis
• Emic Validity
• Making sure the conclusions make sense to
  participants (member checking)
• Cross-researcher reliability (2 or more
  researchers code data, then compare)
• Triangulation
• Approaching the study from different perspectives
  (different researchers code data, variety of
  participants, different time periods)
• Peer review

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Archetype Discoveries Worldwidehttp//www.rapail
leinstitute.com/
Dr. Clotaire Rapaille

• I dont care what youre going to tell me
  intellectually.
• I dont care. Give me the reptilian. Why?
• Because the reptilian always wins.

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Dr. Clotaire Rapaille

• Internationally known expert in Archetype
  Discoveries and Creativity
• Archetype In psychology, according to the
  theory of psychologist Carl Jung, an idea or way
  of thinking that has been inherited from the
  experience of the race and remains in the
  consciousness of the individual, influencing his
  perception of the world. (Websters)
• Dr. Rapaille's technique for market research
  based on his work in the areas of psychiatry,
  psychology, and cultural anthropology.
• Dr. Rapaille searches for the code behind
  certain words and ideas (e.g., luxury), and uses
  these insights to help marketers promote their
  products.

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Dr. Clotaire Rapaille

• On the Limitations of Traditional Marketing
  Researchers
• They are too cortex, which means that they think
  too much, and then they ask people to think and
  to tell them what they think. Now, my experience
  is that most of the time, people have no idea why
  theyre doing what theyre doing. They have no
  idea, so theyre going to try to make up
  something that makes sense. Why do you need a
  Hummer to go shopping? Well, you see, because in
  case there is a snowstorm. No. Why do you buy
  four wheel drive? Well, you know, in case I need
  to go off-road. Well, you live in Manhattan why
  do you need four wheel drive in Manhattan? Well,
  you know, sometimes I go out, and I go You
  dont need to be a rocket scientist to understand
  that this is disconnected. This is nothing to do
  with what the real reason is for people to do
  what they do. So there are many limits in
  traditional market research.
• Dr. Rapaille in action Finding the code for
  luxury ?

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The Reptilian Brain
Reptilian Oldest part of brain from an
evolutionary perspective
Paul D. MacLean (1913 - 2007) American
physician Neuroscientist Yale, NIMH

• Triune Brain Theory
• Reptilian brain (instincts)
• Limbic system (emotion)
• Neocortex (higher order thought)

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Descriptive DesignsSurveys ObservationsChapt
er 8
Is X related to Y?
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When Are Descriptive Designs Appropriate?

• Want to describe current characteristics of a
  market (e.g., attitudes toward an existing
  product or certain aspects of the marketing mix)
• Want to understand your target markets
  characteristics (e.g., demographics,
  psychographics)
• Want to understand relationships between
  variables (e.g., price and purchase) or
  differences between groups (e.g., attitudes
  toward water filters between hikers and
  backpackers)

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Sampling vs. Nonsampling Errors

• Sampling Error
• Statistically speaking, the difference between
  the sample results and the population parameter
• Assuming perfect survey, sampling frame,
  execution, and respondents, we will still have
  error due to sampling
• Sampling error becomes smaller with larger sample
• Nonsampling (or Systematic) Error
• A variety of errors that are not related to
  sampling error and/or sample size

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Four Characteristics of Systematic Error

• Nonsampling (Systematic) Error
• Leads to systematic variation in responses
  (e.g., skewed toward more socially desirable
  responses)
• Is controllable (e.g., via good survey design and
  procedures)
• Can not be estimated (whereas sampling error can
  be estimated margin of error in a poll)
• Are interdependent (i.e., one type of systematic
  error can lead to another)

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Non-Response Errors

• Non-response error occurs when
• The final sample differs from the planned sample
• Often happens when you cant contact those in the
  planned sample or they refuse to participate
• Those who choose not to respond often of lower
  income, education, and more likely to be male
• Non-response can limit generalizability of
  findings to broader population
• Strategies for reducing non-response error
• Create good rapport, respect respondents time,
  enhance credibility of research sponsor, use
  shorter questionnaires

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Response Error (Bias)

• Response error occurs when
• The responses people give are not accurate
• May occur due to
• Deliberate falsification (e.g., social
  desirability, hostility)
• Unconscious misrepresentation (e.g., faulty
  memory, desire to please researcher)
• Might be able to detect with reaction times
• Very fast or very slow RTs may tell you something

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Sampling Errors

• Population specification (frame) error
• Your population is all Republicans, but you
  define your population as Republicans in WA
• Sample selection error
• When an inappropriate sample is selected from the
  desired population
• May be due to either poor sampling procedures or
  intentionally excluding certain people from the
  sample
• Sample frame error
• Sample frame list of potential people in your
  target population
• Sample frame error when the sample frame is not
  representative of your population (e.g., only
  those with email addresses)

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Four Broad Categories of Survey Methods

• Person Administered
• In-home, executive, mall-intercept,
  purchase-intercept
• Telephone Administered
• Either by a person or completely automated
• Self Administered
• Panels, drop off, mailed survey
• Computer Assisted
• Fax, email, internet

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Person Administered Surveys

• Advantages

• Disadvantages

• Can be slow
• Interviewers may incorrectly interpret response
  (selective listening)
• Interviewers may give off clues to the
  correct response
• Can be expensive

• Interviewer can adapt to respondent
• Interviewer can create good rapport with
  respondents
• Interviewer can clarify questions and get insight
  via non-verbal responses
• Interviewers can ensure they are sampling the
  correct people

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Telephone Surveys

• Advantages

• Disadvantages

• Cant use visual stimuli (though might be
  possible with cell phones)
• Can be hard to keep a large amount of info in
  memory during interview
• People bail on long phone interviews
• Public is distrusting can limit sample

• Can monitor interviewers for quality control
• Less expensive than person administered
• Following up if respondent not available first
  time is inexpensive
• People who dont agree to person administered
  (e.g., due to time constraints) may be more
  willing to do a telephone interview

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Self Administered Surveys

• Advantages

• Disadvantages

• Cant obtain any information beyond what is
  presented on survey (no follow up questions or
  probing possible)
• Low response rates
• If respondent doesnt understand, cant ask an
  interviewer may lead to response errors
• Data comes in slowly may require several
  re-contacts

• Low cost (no need for interviewer)
• Respondents not rushed, can take time if they
  want to
• Interviewer cant bias response
• Anonymity can lead to more truthful responses

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Survey Illustration Consumer Animosity in the
Global Value Chain

• Consumer Ethnocentrism
• A belief regarding the appropriateness or
  morality of purchasing foreign-made products
  (Shimp Sharma, 1987)
• Consumer Animosity
• Remnants of consumer antipathy related to
  previous or ongoing military, political or
  economic events regarding the foreign country
  (Klein, Ettenson Morris, 1998)
• Product Judgments
• Judgments about the quality of the product in
  question (Toyota Corolla)

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Theoretical (Path) Model
Conservation vs. Openness Values
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Schwartz Value System
Self-Transcendence
Universalism
Benevolence
Tradition
Self-Direction
Conformity
Conservation
Openness
Stimulation
Security
Hedonism
Achievement
Power
Self-Enhancement
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Survey Scales
Japanese Product Judgments Products made by
Japanese companies are carefully produced and
have fine workmanship. Products made by Japanese
companies show a very high degree of
technological advancement. Products made by
Japanese companies are usually quite reliable and
seem to last the desired length of time. Products
made by Japanese companies are usually a good
value for the money. Consumer Ethnocentrism It
is not right to purchase foreign products,
because it puts Americans out of jobs. A real
American should always buy American-made
products. We should purchase products
manufactured in America instead of letting other
countries get rich off us. Americans should not
buy foreign products because this hurts American
business and causes unemployment. Consumer
Animosity toward Canada I do not like Canada. I
feel angry toward Canada. I feel angry toward
Canada because of their dependence on the U.S.
for their national security. I cannot forgive
Canada for their failure to support the U.S. in
the international arena. Consumer Animosity
toward Iran I do not like Iran. I feel angry
toward Iran. I feel angry toward Iran because
they are not negotiating in good faith on the
issue of nuclear weapons. I cannot forgive Iran
for their taking of U.S. hostages in
1979. Consumer Animosity toward India I do not
like India. I feel that India is taking advantage
of the U.S. I cannot forgive India for their
participation in outsourcing from U.S.
companies. I cannot forgive India for their
neglect of fair dealings with the U.S. in the
economic arena. Security Values Family security,
safety for loved ones. Honoring parents and
elders, showing respect. Self-discipline,
self-restraint, resistance to temptation.
Openness Values A varied life, filled with
challenge, novelty, and change. An exciting life,
stimulating experiences. Curious, interested in
everything, exploring.
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Experimental Scenarios
Canada The Toyota Corolla is a compact sedan
manufactured by Toyota Corporation (a Japanese
company) in its Ontario, Canada facility. The
Corolla has won the J. D. Power and Associates
quality award in its class for the past three
years, and is regularly given a recommended buy
rating by Consumer Reports magazine. At 30
million cars sold since its introduction in 1966,
the Corolla is the best-selling car in the world.
How likely is it that you would purchase the
automobile described? India The Toyota Corolla
is a compact sedan manufactured by Toyota
Corporation (a Japanese company) in its Ontario,
Canada facility. The Corolla has won the J. D.
Power and Associates quality award in its class
for the past three years, and is regularly given
a recommended buy rating by Consumer Reports
magazine. At 30 million cars sold since its
introduction in 1966, the Corolla is the
best-selling car in the world. While over 97 of
the parts for the Corolla are currently sourced
from the Canadian operation, Toyota recently
concluded an agreement with Daewoo Corporation, a
South Korean auto manufacturer, to purchase their
drive train (transmission and steering
components) and engine components plant located
near the Indian Ocean port of Bombay, India.
Toyota made this purchase in order to expand its
Asian presence and to take advantage of the
plants world-class quality and overall cost
advantage. Because of Toyotas strict supplier
certification program for all components, this
sourcing change will not affect the price,
quality or styling of the Corolla, and the
remainder of the car will continue to be produced
in Canada. How likely is it that you would
purchase the automobile described? Iran The
Toyota Corolla is a compact sedan manufactured by
Toyota Corporation (a Japanese company) in its
Ontario, Canada facility. The Corolla has won
the J. D. Power and Associates quality award in
its class for the past three years, and is
regularly given a recommended buy rating by
Consumer Reports magazine. At 30 million cars
sold since its introduction in 1966, the Corolla
is the best-selling car in the world. While over
97 of the parts for the Corolla are currently
sourced from the Canadian operation, Toyota
recently concluded an agreement with Daewoo
Corporation, a South Korean auto manufacturer, to
purchase their drive train (transmission and
steering components) and engine components plant
located near the Persian Gulf port of Abadan,
Iran. Toyota made this purchase in order to
expand its Middle Eastern presence and to take
advantage of the plants world-class quality and
overall cost advantage. Because of Toyotas
strict supplier certification program for all
components, this sourcing change will not affect
the price, quality or styling of the Corolla, and
the remainder of the car will continue to be
produced in Canada. How likely is it that you
would purchase the automobile described?
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Animosity and WTP
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Path Diagram 1
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Path Diagram 2
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Paco UnderhillThe King of Observation

• www.envirosell.com

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When to Use Observation

• When the respondent may not be able to accurately
  recall the frequency of a behavior, and/or may be
  inclined to give misleading answers
• When the response in question is a behavior
  (rather than a feeling)
• When the behavior in question is relatively
  frequent and occurs within a limited time frame
• When the behavior in question can be observed
  (e.g., in public)

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Observation

• Advantages

• Disadvantages

• Generalizing from a limited number of
  observations can be difficult
• May be difficult to understand why the behavior
  occurred
• If doing observation in person (not recorded),
  possible to miss important behaviors (or other
  people)

• Gain data on actual behavior (rather than
  self-reported behavior which may be biased)