QUALITATIVE &

QUANTITATIVE
MARKETING RESEARCH

ÖZGE KASALI

09.10.2008
SEMINAR OVERVIEW

2. AIM OF THE SEMINAR

3. OVERALL FRAMEWORK
4. QUALITATIVE RESEARCH TECHNIQUES
5. QUANTITATIVE RESEARCH
TECHNIQUES
6. COMPARISON OF 2 TECH.
7. SUMMARY
AIM OF THE SEMINAR

 To familiarize with Qualitative-Quantitative Research

with Types and Core Concepts

 To identify appropiate usage of the 2 techniques

 To be able to identify fundamental differences

between 2 techniques

 Explain the basic pros&cons of 2 techniques

 OVERALL FRAMEWORK

Source: http://www.informedbusinessdecisions.com/RoadMapt400c.jpg
 OVERALL FRAMEWORK
MARKETING
RESEARCH DATA

SECONDARY DATA PRIMARY DATA

QUALITATIVE QUANTITATIVE
DATA DATA

CAUSE
EXPLORATION DESCRIPTION
AND EFFECT

Source: Malhotra Naresh K. “Marketing Research an Appiled Orientation” Prentice Hall Page 157
 KEEP IN MIND THAT;
 Qualitative research  Quantitative research
deals in words, images deals in numbers, logic
and the subjective. and the objective.
 QUALITATIVE MARKETING
RESEARCH

Resarch used in exploratory

Agenda
designs to gain preliminary
Definition insights into decision problems
 When to
and opportunities.*
use? Qualitative research assumes that
Types people have meaningful
FOCUS GROUPS
IN DEPTH experiences that can be
INTERVIEW
PROJECTIVE TECH. interpreted.
Pros&Cons
*Source: Hair, Joseph F; Bush Robert P; Ortinau David J. “Marketing Research” Irwin-McGraw Hill Page 216
 QUALITATIVE MARKETING
RESEARCH

POPULARITY COMES FROM ;

Agenda

Definition
*ECONOMICAL
 When to *FLEXIBLE
use?
*OPENS A DOOR TO “WHY,HOW”
Types
FOCUS GROUPS
IN DEPTH
*RICHNESS OF DATA
INTERVIEW
PROJECTIVE TECH.
*BEST TO START WITH..
Pros&Cons
 QUALITATIVE MARKETING
RESEARCH

 Identification of a business
Agenda problem; opportunity or
Definition information requirements.
 Interest in obtaining insights for
 When to motivation,emotional and
use?
attitudinal factors.
Types  As for new product launch,
FOCUS GROUPS
IN DEPTH
INTERVIEW
new service development or
PROJECTIVE TECH.
repositioning current product
Pros&Cons
 QUALITATIVE MARKETING
RESEARCH-FOCUS GROUPS
Characteristics;
 6-12 people
Agenda  Lead by a trained moderator
 in-depth discussion on 1 particular
Definition
topic or concept
 When to  Relaxed, informal atmosphere
use?  1-3 hour duration

Types
Goal;
FOCUS GROUPS  Learn and understand
what people say and
IN DEPTH
INTERVIEW
PROJECTIVE TECH.
why?
Pros&Cons
 QUALITATIVE MARKETING
RESEARCH-FOCUS GROUPS

Types;
Agenda

Definition  Exploratory Groups

 When to
use?  Clinical Focus Groups
Types
FOCUS GROUPS
IN DEPTH  Experiencing Focus Groups
INTERVIEW
PROJECTIVE TECH.
(ex: Colgate-Palmolive Co.)
Pros&Cons
 QUALITATIVE MARKETING
RESEARCH-FOCUS GROUPS

Agenda
PLANNING THE CONDUCTING
Definition FOCUS GROUP FOCUS GROUP
STUDY STUDY
 When to
use?

Types
FOCUS GROUPS
IN DEPTH
INTERVIEW
PROJECTIVE TECH.

Pros&Cons ANALYSIS AND REPORTING

THE RESULTS
*Source: Hair, Joseph F; Bush Robert P; Ortinau David J. “Marketing Research” Irwin-McGraw Hill Page 224
 QUALITATIVE MARKETING
RESEARCH-FOCUS GROUPS
ADVANTAGES DISADVANTAGES
Agenda
Synergy Representativeness
Definition Misjudgement
Spontaneous
 When to Unability of analysis
Speed
use? Moderator
Security
Types Subjectivity
FOCUS GROUPS
Flexibility
IN DEPTH Immediacy of
INTERVIEW Inexpensive
PROJECTIVE TECH. People
Pros&Cons
 QUALITATIVE MARKETING
RESEARCH-IN DEPTH INTERVIEW

Characteristics;
Agenda
 A well trained interviewer+consumer
Definition  Consumer is exposed to set of probing
questions
 When to
use?  Usually face to face
Types Goal;
FOCUS GROUPS
IN DEPTH  To collect as much as attitudinal and
INTERVIEW
PROJECTIVE TECH.
behavioral data from the subject
Pros&Cons
 QUALITATIVE MARKETING
RESEARCH-IN DEPTH INTERVIEW

Interviewer encourages the consumer to

Agenda talk more ;
Definition
 That’s interesting. Can you tell me more about it?
 When to  Would you elaborate on that?
use?
 Is that all?
Types
FOCUS GROUPS
 Why do you say that?
IN DEPTH
INTERVIEW
PROJECTIVE TECH.

Pros&Cons
 QUALITATIVE MARKETING
RESEARCH-IN DEPTH INTERVIEW

Applications;
Agenda

Definition -Interviews with professionals

-Interviews with children
 When to
use? -When detailed probing is needed
Types -Discussion of sensitive, confidential issues
FOCUS GROUPS
IN DEPTH -When strong social norms exist
INTERVIEW
PROJECTIVE TECH. -Interviews with competitors
Pros&Cons
 QUALITATIVE MARKETING
RESEARCH-IN DEPTH INTERVIEW
ADVANTAGES DISADVANTAGES
Agenda
Concentrated Expensive
Definition
issue- max probing Time consuming
 When to Free exchange of 
Exhausting for
use? information Interviewer
Types Easier to arrange 
FOCUS GROUPS
Interviewer errors
IN DEPTH Best for intamate, 
INTERVIEW Respondent bias
PROJECTIVE TECH.
sensitive issues
Pros&Cons Flexibility
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.
Definition*;
Agenda  These are unstructured prompts or
stimulus that encourage the respondent
Definition to project their underlying motivations,
 When to
beliefs, attitudes, or feelings onto an
use? ambiguous situation

Types
FOCUS GROUPS
IN DEPTH
 They are all indirect techniques that
INTERVIEW
PROJECTIVE TECH. attempt to disguise the purpose of the
Pros&Cons
research
*Source: http://en.wikipedia.org/wiki/Qualitative_marketing_research
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.

Projective Techniques
Agenda

Definition Sentence Completion

Word Association
Tests
 When to
use?
Cartoon Tests Role Playing
Types
FOCUS GROUPS
IN DEPTH
INTERVIEW
PROJECTIVE TECH. Third-Person Picture Interpretation
Pros&Cons Techniques /Story Telling
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.
Types;
PROJECTIVE 2. Word Association
TECH.
Customers are required to show
 Word
Association response to the concept they are
 Sentence
Completion
told within 2-3 sec.
 Cartoon
Tests
 Role Playing
 Third Person
 Picture
Interpretation

*Source: http://www.viralculture.com/images/bp4.gif
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.

*Source: http://www.nielsenbuzzmetrics.com/images/uploaded/NikeBAM.gif
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.
2. Sentence Completion
PROJECTIVE Customers are required to
TECH.
complete sentences or stories in
 Word
Association
their own words
 Sentence
Completion
 Cartoon  People who are concerned about ecology …
Tests
 Role Playing
 When I think of a city …
 Third Person  I drink a Coca-Cola, usually when,….
 Picture  Starbucks reminds me of,….
Interpretation
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.
3. Cartoon Tests
PROJECTIVE
TECH.

 Word
Association
 Sentence
Completion
 Cartoon
Tests
 Role Playing
 Third Person
 Picture
Interpretation

*Source: http://weskids.com/linkofweek0708/wp-content/uploads/2007/10/cartoon-factory-nationalgeographic.com.jpg
QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.
 Hth
Bauhaus

 Hntfyf

 hngfhn

Let’s see if we
can pick up
some house
wares at
Bauhaus

*Source: Malhotra Naresh K. “Marketing Research an Appiled Orientation” Prentice Hall

 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.
4. Role Playing
PROJECTIVE  Respondents are asked to assume
TECH.
the behavior of someone ele.
 Word
Association
 Useful for emphatic approaches
 Sentence
Completion
for conflict resolution
 Cartoon
Tests
 Role Playing Sales Supervisors are asked to become
 Third Person
 Picture Sales Represantatives, and vice versa.
Interpretation
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.
5. Third Person
PROJECTIVE Way of getting learning respondents
TECH.
feelings by asking them to answer
 Word
Association
for a third party :
 Sentence
Completion
 Cartoon
Tests
“your neighbor”
 Role Playing
 Third Person “most people”
 Picture
Interpretation
“typical person”
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.
6.Picture Interpretation
PROJECTIVE A technique whereby respondents
TECH.
are shown a picture and are asked
 Word
Association
to tell a story describing it.
 Sentence
Completion
 Cartoon
Tests
 Role Playing
 Third Person
 Picture
Interpretation
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.
ADVANTAGES DISADVANTAGES
Agenda
Elicitresponses Participation of
Definition
that subjects would the respondents
 When to be unwilling to give Skilled
use? Underlying interpreters are
Types Motivations, Beliefs also required to
FOCUS GROUPS
IN DEPTH Attitudes analyze the
INTERVIEW
PROJECTIVE TECH. responses.
Pros&Cons Expensive
 QUALITATIVE MARKETING
RESEARCH
Criteria Focus Depth Projective
Groups Interviews Techniques
1. Degree of Structure Relatively high Relatively Relatively low
2. Probing of individual Low medium Medium
respondents High
3. Moderator bias Relatively Low to high
4. Interpretation bias medium Relatively high Relatively high
5. Uncovering Relatively low High
subconscious Low Relatively
information medium Medium
6. Discovering to high Low
innovative High
information High
7. Obtaining sensitive Low Medium
information Yes
8. Involve unusual No
behavior or Medium Somewhat
questioning Highly useful useful
9. Overall usefulness To a limited
*Source: Malhotra Naresh K. “Marketing Research an Appiled Orientation” Prentice Hall
QUANTITATIVE MARKETING
RESEARCH-SURVEY
SURVEY METHOD;
 STRUCTURED QUESTIONNAIRE
 GIVEN TO A SAMPLE OF A POPULATION
 DESIGNED TO GAIN SPECIFIC INFORMATION
 QUANTITATIVE MARKETING
RESEARCH-SURVEY
Survey
Methods

Telephone Personal Mail Electronic

In-Home Mall Computer- Internet

E-mail
Intercept Assisted Personal
Interviewing

Traditional Computer-
Mail Mail
Telephone Assisted
Interview Panel
Telephone
Interviewing
*Source: Malhotra Naresh K. “Marketing Research an Appiled Orientation” Prentice Hall
QUANTITATIVE MARKETING
RESEARCH-EXPERIMENTATION
EXPERIMENTATION METHOD;

 Scientific investigation in which an investigator

manipulates and controls one or more independent
variables and observes the dependent variable for
variation concomitant to the manipulation of the
independent variables.*

*Source: Churchill, Gilbert A. Jr. “Marketing Research methodological Foundations” Dryden Press Page 674
QUANTITATIVE MARKETING
RESEARCH-EXPERIMENTATION
KEY CONCEPTS;

 Independent Variables
 Test Units
 Dependent Variables
 Extraneous Variables
 Concomitant Variation
 Experiment
QUANTITATIVE MARKETING
RESEARCH
ADVANTAGES DISADVANTAGES

Specific research Limited outcomes due

problem to structured method
Clear independent and Unability to control the
dependent variable environment
High level of reliability Expensive(large

Minimum personal number of respondents)

judgement
COMPARISON OF QUALITATIVE-
QUANTITATIVE RESEARCH
CHARACTERISTICS QUALITATIVE QUANTITATIVE
Research Discovery of new Validation of
Objectives ideas,insights facts,estimates,
and feelings relationships
Type Of Usually Descriptive and
Research exploratory causal
Type Of Open-
Questions ended,semi- Mostly structured
structured,
unstructured,
probing
COMPARISON OF QUALITATIVE-
QUANTITATIVE RESEARCH
CHARACTERISTICS QUALITATIVE QUANTITATIVE
Time Of Short Time Usually long time
Execution Frames frames
Sample Size Small Large
Type Of Subjective, Statistical,
Analyses Interpretitive Descriptive,causal
Researcher Skills Psychology, Statistics, MR, DSS,
Sociology,CB, Decision Models
Social Psychology
Representativeness Limited Good
SUMMARY
 Qualitative methods focus on generating exploratory,
initial insights into problems-opportunities.
 Depth probing of hidden attitudes, feelings or beh.

 Focus Groups

 In depth Interviews

 Projective Techniques
SUMMARY
 Quantitative Research is interested in using formalized,
standard strudctured questioning, whereby response
options are pre-determined.
 To be administered to significantly large numbers of
people.

Descriptive Causal
(Surveys) (Experimentation)