Learning Objectives

CHAPTER Four
Qualitative
Research

Copyright © 2004
John Wiley & Sons, Inc.
 Learning Objectives
Learning Objectives

1. To define qualitative research.

2. To explore the popularity of qualitative

research.

3. To understand why qualitative research is not

held in high esteem by some practitioners
and academicians.

4. To learn about focus groups and their

tremendous popularity.
 Learning Objectives
Learning Objectives

5. To gain insight into conducting and analyzing

a focus group.

6. To understand the controversy regarding

online focus groups.

7. To understand the growing popularity of

Internet focus groups.

8. To learn about other forms of qualitative

research.
 Learning Objectives
The Nature of Qualitative
To define qualitative research.
Research

Qualitative Research Defined

Findings not subject to quantification. To examine
attitudes, feelings, and motivations
Quantitative Research Defined
To find statistically significant differences
The Qualitative versus Quantitative Controversy
See Table 5.1 (next slide)
Popularity of Qualitative Research
Less expensive, ability to better understand motivations,
improved efficiency
 Table 4.1 Learning Objectives
Qualitative versus Quantitative Research

Comparative Dimension Qualitative Research Quantitative Research

Types of questions Probing Limited probing
Sample size Small Large

Information per respondent Substantial Varies

Administration requirements Special skills Fewer special skills needed

Type of Analysis Subjective Statistical

Hardware Tape recorders, Questionnaires, computers,

video, pictures printouts

Ability to replicate Low High

Training the researcher Psychology,sociology Statistics, decision models,
marketing, consumer marketing research
behavior
Type of research Exploratory Descriptive or casual
 Learning Objectives
The Nature of Qualitative To understand why qualitative
Research research is not held in high esteem.

Limitations on Qualitative Research

• Does not distinguish small differences in a marketing
mix.
• Not necessarily representative of the population of
interest
• No certification body in marketing research
 Learning Objectives
The Growing Role of To learn about focus
Focus Groups groups and their popularity.

Focus Groups Defined

•Consists of 8 to 12 participants
•Led by moderator
•In-depth discussion on one topic

Goal: To learn and understand what people have to say

 Learning Objectives
The Growing Role of To gain insight into conducting
Focus Groups and analyzing a focus group.

The Popularity of Focus Groups

About 25 percent of all research expenditures is spent on
focus groups.
Conducting Focus Groups
Preparing for a Focus Group
The Setting: focus group facility often in a conference
style room
Recruiting Participants: mall intercept, telephone
 LearningGroup
Figure 4.1 Steps in Conducting a Focus Objectives

Prepare for the group.

Select a focus group

facility and recruit the
participants.

Select a moderator.
Prepare the focus
group report.. Create a discussion
guide.

Conduct the group.

 Learning Objectives
The Growing Role of To gain insight into conducting
Focus Groups and analyzing a focus group.

Selecting the Moderator

1. Genuine interest in people
2. Acceptance and appreciation for the differences in
people
3. Good listening skills
4. Good observation skills
5. Interest in a wide range of topics
6. Good oral and written skills
7. Objectivity
 Learning Objectives
The Growing Role of To gain insight into conducting
Focus Groups and analyzing a focus group.

8. Knowledge of research and marketing

9. Flexibility
10. Attention to detail
Client-focused skills:
1. Understand client’s business
2. Provide strategic leadership
3. Provide feedback to the client
4. Reliable, responsive, trustworthy
5. A comfortable match with the client
 Learning Objectives
The Growing Role of To gain insight into conducting
Focus Groups and analyzing a focus group.

Developing a Discussion Guide

•An outline of the topics to be covered
•Three stages:
• Rapport is established
• Provoke intense discussion
• Summarize significant conclusions
Preparing a Focus Group Report
Advantages and Disadvantages of Focus Groups
 Learning Objectives

Online Focus Groups To understand the controversy

regarding Internet focus groups.

Advantages of Online Focus Groups

• No geographic barriers
• Lower costs
• Fast turn-around time
• Respondents may be more open
Disadvantages of Online Focus Groups
• Group dynamics
• Non-verbal inputs
• Client involvement
 Learning Objectives

Internet Focus Groups To understand the controversy

regarding Internet focus groups.

• Security
• Attention to topic
• Exposure to external stimuli
• Role and skill of the moderator

Other Trends in Focus Groups

• Video conferenced Focus Groups
• Viewing Focus Groups on the Internet
 Learning Objectives
Other Qualitative To learn about other forms of
Methodologies qualitative research.

Depth Interviews
Unstructured one-on-one interview
• Advantages
• Disadvantages
Applications of depth interviews
1. Communication
2. Sensory evaluations
3. Exploratory research
4. New product development, prototype stage
5. Packaging or usage research
 Learning Objectives
Other Qualitative To learn about other forms of
Methodologies qualitative research.

Projective Techniques
Techniques for penetrating a person’s defense
mechanisms

Use of Projective Tests

Used in conjunction with nonprojective open-and
closed-ended questions
A basis for gathering more revealing information
 Learning Objectives
Other Qualitative To learn about other forms of
Methodologies qualitative research.

Types of Projective Techniques

• Word Association Tests
• Sentence and Story Completion
• Cartoon Tests
• Photo Sorts
• Consumer Drawings
• Story Telling
• Third-Person Technique
 Learning Objectives
The Future of Qualitative To learn about other forms of
Research qualitative research.

Rationale behind qualitative research tests:

1. Criteria and evaluations have emotional and

subconscious content
2. The emotional and subconscious content is an
important determinant of buying and usage decisions.
3. Such content is not adequately or accurately verbalized
by the respondent through direct communication.
4. Such content is adequately verbalized through indirect
techniques.
 Learning Objectives
Summary

• The Nature of Qualitative Research

• The Growing Role of Focus Groups

• Internet Focus Groups

• Other Qualitative Methodologies

• The Future of Qualitative Research

 Learning Objectives

The End

Copyright © 2004, John Wiley & Sons, Inc.