Qualitative Research
MKTG 3342
Fall 2008
Professor Edward Fox
Research Objectives
Exploratory
Research
Gather preliminary information
that will help define the problem
and suggest hypotheses
Describe customer’s attitudes and
Descriptive
Research
Causal
Research
demographics
Determine product’s market
potential
Test hypotheses about cause andeffect 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.
This video clip features Jerome Conlon, of
Consumer Insights and Brand Planning,
speaking about the marketing research done
for Starbucks.
Click to play.
Click to return
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 self-esteem!
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.
Focus group size
10 to 12
6 to 8
Focus group length 2 hours
1.5 to 4 hours
Location
homes
Professional facility
Recruiters’
Client viewing
Common
Rare
Topic guides
Long and detailed
Short and flexible
Recruitment
By income/occupation By social class
Sample size
Of more concern
Of little concern
Credibility
Moderate
High
Trends in Focus Group Research

Telephone Focus Groups


Videoconference Focus Groups


Focus groups that are conducted via conference
calling.
Staffers can watch focus groups via
videoconferencing and avoid the costs of travel.
On-line focus groups

Focus 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