Qualitative Research Chapter Four Copyright 2006 John Wiley

Qualitative Research Chapter Four Copyright © 2006 John Wiley & Sons, Inc.

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 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 John Wiley and Son, Inc 2

The Nature of Qualitative Research To define qualitative 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 Exhibit 4. 1 (next slide) • Popularity of Qualitative Research Less expensive, ability to better understand motivations, improved efficiency John Wiley and Son, Inc 3

Exhibit 4. 1 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 Type of Analysis Subjective Fewer special skills needed Statistical Hardware Tape recorders, video, pictures Questionnaires, computers, printouts Ability to replicate Low High Training the researcher Psychology, sociology marketing, consumer behavior Statistics, decision models, marketing research Type of research Exploratory Descriptive or casual John Wiley and Son, Inc 4

The Nature of Qualitative Research To explore the popularity of qualitative research • Popularity of Qualitative Research – Much cheaper than quantitative research – Better at understanding the in-depth motivations and feeling of consumers – Improves the efficiency of quantitative research – Becoming common to combine qualitative and quantitative research John Wiley and Son, Inc 5

The Nature of Qualitative Research To understand why qualitative 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 John Wiley and Son, Inc 6

The Growing Role of Focus Groups To gain insight into conducting and analyzing a focus group • 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 John Wiley and Son, Inc 7

The Growing Role of Focus Groups To learn about focus groups and their tremendous popularity • Popularity of Focus Groups – Focus groups but on aspect of qualitative research but it is overwhelming the most popular • How Popular? – Marketing Research firms, advertising agencies and consumer good manufacturers use them – Most research expenditures for qualitative research are for focus groups – Focus groups allow the researcher to experience the emotional framework in which the product is being used – Used by consumer goods companies more than by industrial goods organizations John Wiley and Son, Inc 8

Exhibit 4. 2 Steps in Conducting a Focus Group 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. John Wiley and Son, Inc 9

The Growing Role of Focus Groups • Preparing for a Focus Group – The Setting: focus group facility often in a conference style room • The Participants – Mall intercept – Telephone – Combining psychographics and demographics to recruit group participants – Go to where the target market is to find qualified respondents – Strive to avoid repeat or “professional” respondents John Wiley and Son, Inc To gain insight into conducting and analyzing a focus group. • Why do people agree to participate in focus groups? – Money – Topic is interesting – It was a convenient time – Focus groups are fun – Respondent knows a lot about the product – Curiosity – Focus groups offer an opportunity to express opinions 10

The Growing Role of Focus Groups • To gain insight into conducting 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 8. Knowledge of marketing and research 9. Flexibility 10. Good attention to detail John Wiley and Son, Inc 11

The Growing Role of Focus Groups • • To gain insight into conducting and analyzing a focus group. Rapport: Techniques for building rapport 1. Ask personal questions during warm-up 2. Include personal information about yourself (moderator) 3. Ask respondents for assistance 4. Lighten things up with humor Client–focused skills 1. Know client’s business 2. Provide the strategic leadership 3. Provide feedback to client 4. Be reliable, responsive, trustworthy, independent 5. Personal style to match client John Wiley and Son, Inc 12

The Growing Role of Focus Groups To gain insight into conducting and analyzing a focus group. • Discussion Guide – An outline of the topics to be covered – Three stages: • Rapport is established • Provoke intense discussion • Summarize significant conclusions John Wiley and Son, Inc 13

The Growing Role of Focus Groups To gain insight into conducting and analyzing a focus group. • Focus Group Report – Instant analysis • Moderator debriefing – Advantages of instant analysis – Disadvantages of instant analysis – Formal report—usually a Power. Point presentation (copies are distributed) John Wiley and Son, Inc 14

The Growing Role of Focus Groups To gain insight into conducting and analyzing a focus group. • Benefits and Drawbacks of Focus Groups – Advantages • Interaction among respondents • Offers opportunity to observe customers • Can be executed more quickly than other types of research John Wiley and Son, Inc 15

The Growing Role of Focus Groups To gain insight into conducting and analyzing a focus group. • Benefits and Drawbacks of Focus Groups – Disadvantages of focus groups • Immediacy and apparent understandability of focus groups may mislead (tiny sample) • May not be typical customer • Setting may make participants uncomfortable • Style of moderator may bias discussion • Dominate participant or introverted participant may bias group John Wiley and Son, Inc 16

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 Efficient moderator-client interaction The natural talker neutralized Access to the hard-to-reach target population Ability of client to interact with moderator Likelihood of distraction is lower John Wiley and Son, Inc 17

Online Focus Groups To understand the controversy regarding Internet focus groups. – Disadvantages of Online Focus Groups • • Group dynamics Non-verbal inputs Client involvement Security Attention to the topic Exposure to external stimuli Role and skill of the moderator John Wiley and Son, Inc 18

Online Focus Groups To understand the growing popularity of Internet focus groups. • Creating a Virtual Focus Group Facility – Basic method– “freestyle” or “on the fly” • Advantages • Disadvantages – Stimuli-mockup of print ad or short product demo on video • Advantages • Disadvantages – Virtual waiting room – Maintaining control John Wiley and Son, Inc 19

Online Focus Groups To understand the growing popularity of Internet focus groups. • Types of Online Focus Groups – Real-time online focus groups – Time-extended online focus groups • Do Online Focus Groups Produce Different Results from Traditional Focus Groups? John Wiley and Son, Inc 20

Online Focus Groups To understand the growing popularity of Internet focus groups. • Trends in Focus Groups – Combination online and telephone focus groups – Videoconferencing – Viewing focus groups online John Wiley and Son, Inc 21

Other Qualitative Methodologies To learn about other forms of qualitative research. • Depth Interviews – Unstructured one-on-one interview • Advantages • Disadvantages – Determinates of depth interviews • Skills of interviewer • Proper interpretation • Lack of popularity of depth interviewing John Wiley and Son, Inc 22

Other Qualitative Methodologies To learn about other forms of qualitative research. – Classic applications of depth interviews • • • Communication checks Sensory evaluation Exploratory research New product development Packaging or usage research – Customer Care Research • Depth interviewing to understand the dynamics of the purchase process John Wiley and Son, Inc 23

Other Qualitative Methodologies To learn about other forms of qualitative research. • Projective Techniques – To delve below surface response to obtain true feelings, meanings, and motivation • Types of Projective Test – – – – Word association tests Sentence and story completion Cartoon tests Photo tests Consumer drawings Storytelling Third-person techniques John Wiley and Son, Inc 24

The Future of Qualitative Research To learn about other forms of qualitative research. • Rational behind qualitative research – Criteria and evaluations have emotional and subconscious content – The emotional and subconscious content is an important determinant of buying and usage decisions. – Such content is not adequately or accurately verbalized by the respondent through direct communication. – Such content is adequately verbalized through indirect techniques. John Wiley and Son, Inc 25

The Future of Qualitative Research To learn about other forms of qualitative research. • Problems – Small sample sizes – Subjective interpretation – Inability to validate and replicate qualitative research John Wiley and Son, Inc 26

The Future of Qualitative Research To learn about other forms of qualitative research. • Positive – Use of online focus groups will grow – Focus groups provide data and insights not available through any other techniques – Low cost and ease of application – Qualitative-quantitative split will begin to close John Wiley and Son, Inc 27

SUMMARY • The Nature of Qualitative Research • The Growing Role of Focus Groups • Other Qualitative Methodologies • The Future of Qualitative Research John Wiley and Son, Inc 28

The End Copyright © 2006 John Wiley & Sons, Inc. John Wiley and Son, Inc 29