Qualitative Research

MKTG 3342
Fall 2008
Professor Edward Fox

Research
Objectives
Exploratory
Research

Descriptive
Research

Causal
Research

Gather
Gatherpreliminary
preliminaryinformation
information

that
thatwill
willhelp
helpdefine
definethe
theproblem
problem
and
suggest
hypotheses
and suggest hypotheses

Describe
Describecustomers
customersattitudes
attitudes
and
anddemographics
demographics

Determine
Determineproducts
productsmarket
market
potential
potential

Test
Testhypotheses
hypothesesabout
aboutcause
causeandandeffect
effectrelationships.
relationships.

Source: Adapted from Prentice

Hall

Primary Data
Primary data are survey,
observation, or experimental data
collected to address the current
research problem
Recall that secondary data is
information that was previously been
collected for a different purpose

Research Design
Primary research requires a research
design:
The

research design is a detailed

blueprint used to guide the conduct of
marketing research so that the
research questions are answered and
the research objectives are realized

Research

may be either qualitative or

quantitative

Qualitative Research
Qualitative research is a loosely defined
term. It implies that the research findings
are not determined by quantification or
quantitative analysis.

Qualitative vs. Quantitative

Research
(1 of 2)

Comparison Dimension

Qualitative Research

Quantitative Research

Types of questions

Probing

Limited probing

Sample size

Small

Large

Information per
respondent

Much

Varies

Administration
with special skills required

Requires interviewers

Fewer specialized skills

Types of analysis

Subjective, interpretive Statistical, summarization

Qualitative vs. Quantitative

Research
(2 of 2)

Comparison Dimension

Qualitative Research

Quantitative Research

Tools

Tape recorders, projection

devices, video, pictures

Questionnaires, computers
printouts

Ability to replicate

Low

High

Training needed by
the researcher

Psychology, sociology,
social psychology,
consumer behavior

Statistics, decision models,

DSS, computer programming, marketing

Type of research

Exploratory

Descriptive or causal

Qualitative Research Methods

Include
Depth Interviews
Projective Techniques
Focus Groups
Observation (Ethnography)
and other methods

Depth Interview
Example: Wide Seats in an Airplane
I:
Why do you like wide seats in an airplane?
R: It makes me comfortable.
I:
Why is it important to be comfortable?
R: I can accomplish more.
I:
Why is important that you can accomplish
more?
R: I feel good about myself.
Implication: Wide seats may relate to selfesteem!

Projective Techniques
Eliciting deep-seated feelings/opinions by
enabling the respondents to project
themselves into unstructured situations.
Word

Association
Sentence Completion
Role playing
Story telling with pictures
and several others

Popularity of Focus Group

Research
Most

marketing research firms,

advertising agencies, and consumer
goods manufacturers use focus
groups.
Focus groups tend to be used more
extensively by consumer goods
companies than by industrial goods
organizations.

Focus Group

Focus Group
A group of people who discuss a subject
under the direction of a moderator. Focus
groups are used to:
Spot source of marketing problem
Spark new product ideas
Develop questionnaires for quantitative
research
Identify new advertising themes
Diagnose competitors strengths and
weaknesses

Focus Group Research Overview

The goal of focus group research is to
learn and understand what people have
to say and why
The emphasis is on getting people to talk
at length and in detail about the subject
at hand
The intent is to find out how they feel
about a product, concept, idea, or
organization, how it fits into their lives,
and their emotional involvement with it

Benefits of Focus Group

Research
Synergy

- together, the group can provide

more insights than insights obtained
individually.
Snowballing - chain reaction to comment
by one individual.
Stimulation - group interaction excites
people.
Spontaneity/serendipity - participants may
get ideas on the spot and discuss them.

Focus Group Research - Steps

1.
2.
3.
4.
5.

Define objectives of study

Develop questions for discussion - Moderator
Guide
Recruit participants
Conduct Session with a moderator
Analyze and report results to decision makers

Results can be misleading if the focus group is

not conducted properly.

Focus Group Issues

(1 of 2)
How

many people in a focus group?

What

type of people should be recruited?

Should

participants be

Knowledgeable?
Diverse?
Representative?

Focus Group Issues

(2 of 2)

How should participants be recruited?

Should they be given monetary incentives?

Where should the focus group be held?

How much interaction among participants?

What is the role and qualification of the

moderator?

How to write the moderator guide?

Should management observe the focus group?

How should the report be written?

Differences in Qualitative
Research between the U.S.
and the U.K.
Area
U.S.
U.K.
Area

U.S.

U.K.

Focus group size

10 to 12

6 to 8

Focus group length

hours

2 hours

1.5 to 4

Location

Professional facility Recruiters homes

Client viewing

Common

Rare

Topic guides

Long and detailed

Short and flexible

Recruitment

By income/occupation

Sample size

Of more concern

Of little concern

Credibility

Moderate

High

By social class

Trends in Focus Group

Research
Telephone

Focus Groups

Focus

groups that are conducted via conference

calling.

Videoconference

Focus Groups

Staffers

can watch focus groups via

videoconferencing and avoid the costs of travel.

On-line
Focus

focus groups

groups that are conducted through

internet (Chat rooms) http://www.greenfieldonline.com

Summary of Key Points

Exploratory or qualitative research is used
to obtain deep insights into the behavior
of few consumers, or to gain preliminary
information about the market
Common exploratory research methods
include depth interviews, projective
techniques, and focus groups
The focus group is the most common
method of conducting qualitative research
The method consists of five simple steps;
care must be taken to implement those
steps correctly