CHAPTER 6
EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH
OPENING QUESTIONS
1.
2.
3.
4.
5.
6.
7.
8.
How is qualitative research different from quantitative research in terms of the objectives,
sampling, data collection, data analysis, and outcomes?
What are the various forms of qualitative research, including direct and indirect
procedures?
How are focus groups conducted? What are their applications? Their advantages and
disadvantages?
In what way are depth interviews different from focus groups? What are their
applications? Their advantages and disadvantages?
What is meant by projective techniques? What are their uses?
How is conducting qualitative research in an international setting different than doing this
research domestically?
How can technology affect and what qualitative research software is available?
What ethical issues are involved in conducting qualitative research?
AUTHOR'S NOTES: CHAPTER FOCUS
This chapter provides an overview of qualitative research. The distinction between
qualitative and quantitative research is made and a classification of qualitative research is
presented. The major direct techniques consisting of focus groups and depth interviews are
covered in detail. The indirect procedures called projective techniques are also considered.
Emphasis is placed on association, completion, construction, and expressive techniques.
This chapter is very different from competing texts. The extensive treatment of qualitative
research through the devotion of a major chapter to this subject is unique. The discussion of
focus groups and depth interviews presented here cannot be found in competing texts at the same
level of detail. In addition, a focus on TQM and qualitative research, as well as technology, is
placed at the end of this chapter.
This chapter could be taught by focusing on the opening questions sequentially. Greater
emphasis could be placed on the differences between qualitative and quantitative research
(Opening Question 1), the general procedures and relative advantages and disadvantages of focus
groups and depth interviews (Opening Questions 3 and 4) and projective techniques (Opening
Question 5).
The material on international marketing research (Opening Question 6), technology
(Opening Question 7) and ethical concerns (Opening Question 8) can also be discussed. The
Internet and software, such as the programs described in the book, or any similar programs, could
be demonstrated in the class.
CHAPTER OUTLINE
1.
2.
3.
Overview
Primary Data: Qualitative Versus Quantitative Research
A Classification of Qualitative Research Procedures
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4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Focus Group Interviews
i.
Conducting a Focus Group
a.
Designing the Environment
b.
Recruiting and Selecting Focus Group Participants
c.
Selecting a Moderator
d.
Preparing a Discussion Guide
e.
Conducting the Group Interview
f.
Preparing the Focus Group Report
ii.
Advantages and Disadvantages of Focus Groups
iii.
Applications of Focus Groups
Depth Interviews
i.
Conducting Depth Interviews
ii.
Advantages of Depth Interviews
iii.
Disadvantages of Depth Interviews
iv.
Applications of Depth Interviews
Projective Techniques
i.
Association Techniques
ii.
Completion Techniques
iii.
Construction Techniques
iv.
Expressive Techniques
v.
Advantages of Projective Techniques
vi.
Disadvantages of Projective Techniques
vii.
Applications of Projective Techniques
Summary Illustration Using the Opening Vignette
International Marketing Research
Technology and Marketing Research
Ethics in Marketing Research
Summary
Key Terms and Concepts
Acronyms
TEACHING SUGGESTIONS
Opening Question 1
* Differentiate between quantitative and qualitative research with respect to the overall
objective, data collection techniques, sample size, data analysis, and outcome.
Using Table 6.1 emphasize the differences in terms of the objective, nature of the sample,
data collection, data analysis, and outcome.
*
Describe the inter-relationship between qualitative research and quantitative research.
The key here is to mention that qualitative research is primarily used to gain an initial
understanding of underlying motivations for people's attitudes, preferences, and behavior. The
goal is to gain sufficient knowledge about the scope and the general nature of the problem at
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hand to direct future quantitative research. The findings from qualitative research can then be
used to generate hypotheses on key variables that can be tested quantitatively.
Opening Question 2
* Explain the three categories of qualitative research.
(1) Begin by using Figure 6.4 as a framework for discussing qualitative research. The
three types of qualitative research then can be classified as direct or indirect. As shown, two
direct techniques exist: focus groups and depth interviews. Focus groups consist of 8 to 12
people interviewed by a trained moderator to gain insights on the salient aspects of a marketing
problem by listening to a group of people from an appropriate target market. Depth interviews
are conducted on a one-on-one basis to uncover underlying motivations, beliefs, attitudes, and
feelings on a topic. Indirect techniques, also called projective techniques, are used to ask the
respondent to interpret the behavior of others and thus add insight into personally held beliefs of
the respondent.
Examples of each can be conducted for the class by asking for student volunteers with the
instructor acting as the moderator or interviewer.
Opening Question 3
* Define focus group.
A focus group is an interview conducted by a trained moderator among a small group of
respondents in a nonstructured and natural manner.
* Explain the procedure for planning and conducting focus groups.
Use Figure 6.5 as a guideline to organize your discussion and then illustrate the procedure
with an example, say the consumer selection of a department store study done for Sears.
Beginning with the main objective of the research project—assessing the strengths and
weaknesses of Sears department store vis-à-vis its competitors—the objectives of the qualitative
research are formed. Have the class list objectives at this point. For purposes of illustration,
assume one objective of qualitative research is to discover the primary factors that influence
consumers' choice of a department store. Based on this objective, several questions pertinent to
the study can be asked:
How important is convenience to consumers?
How important is variety of selection?
Are consumers willing to pay more if there is personal service?
How far are consumers willing to travel to shop?
(The class can suggest more)
Specific questions related to these general questions can then be devised. For example,
for the first question, the survey can ask:
Would you like to shop after 9:00 PM? Why?
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Do you like to have a salesperson help you select items when you shop?
Do you often feel lost looking for items? Should the store help you in some way?
Based on the pertinent issues raised by the objectives of qualitative research, a
moderator’s outline can be devised.
Finally, although an actual focus group at this point is probably impractical, ideas for
follow-up action can be generated. For example, based on the focus group results we can now
proceed to quantitative research.
* Describe the steps involved in conducting a focus group.
1.
2.
3.
4.
5.
6.
7.
8.
Examine the objectives of the research project.
- Provides the rationale for conducting the focus group
Specify the objectives.
- Outlines the goals of the study in order to guide the interview
State the questions to be answered from the focus group.
- A detailed set of questions to be answered
Write a screening questionnaire.
- Ensures that participants represent an appropriate sample for the study
Develop a Moderator's Outline.
- Ensures that the moderator understands the nature of the study and the key
findings desired by the client
Conduct the interview.
Review tapes and analyze data.
- Allows the researcher to uncover inconsistent responses, missed remarks, nonverbal communication and new ideas
Summarize findings and plan follow-up research.
- Further research is undertaken to probe further into the issues and sample
statistically significant populations
Figure 6.5, Table 6.2
*
Explain the role and skill requirements of effective focus group moderators.
Stress that the moderator plays a vital role in the success of a focus group. He is
responsible for setting a tone in the focus group that makes the respondents feel comfortable
enough to discuss their thoughts. Note that he also must establish the rules, direct the study,
communicate the objectives to the respondents, probe the respondents for deeply held attitudes,
and facilitate a free-flowing discussion in the relevant areas. Finally, he must summarize the
group's responses to ensure agreement on his interpretation of their responses.
*
Discuss the disadvantages of focus groups.
Briefly mention each of the points discussed in the text. Also note that:
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1.
2.
3.
4.
5.
It is harder to correctly interpret the responses.
There is extreme dependence on the performance of the
moderator.
Coding and analysis is cumbersome.
The group is not representative of the general population.
The results are subject to researcher or client bias.
If possible, conduct a brief focus group for the class. Then let the students discuss these
disadvantages (and the advantages) as a class.
Opening Question 4
* Discuss the advantages and disadvantages of depth interviews and illustrate situations
in which such interviews can be fruitfully employed.
Note that a depth interview is conducted on a one-on-one basis and the interviewer tries
to uncover the respondent's underlying motivations, beliefs, attitudes, and feelings on a topic.
Advantages:
1.
Great depths of insights can be uncovered.
2.
It associates the responses directly with the respondent.
3.
There is no social pressure to conform to group response.
Disadvantages:
1.
Skilled interviewers capable of conducting depth interviews are expensive and
difficult to find.
2.
The lack of structure makes the results very susceptible to the influence of the
interviewer.
3.
The quality and completeness of the results depends very heavily on the skills of
the interviewer.
4.
The data obtained is problematic to analyze and interpret.
In addition, mention that depth interviews can be effectively employed in special problem
situations, such as those requiring:
1.
2.
3.
4.
5.
6.
7.
Detailed probing of the individual.
Discussions on topics considered confidential, sensitive, or embarrassing.
Situations where strong social norms exist and the individual may be easily
swayed by group response.
Detailed understanding of complicated behavior.
Interviews with professional people.
Interviews with competitors who are unlikely to reveal the information in a group
setting.
Situations where the product consumption experience is sensory in nature,
affecting mood states and emotions.
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* Demonstrate the depth interview techniques to the class.
Using students as subjects, demonstrate how laddering, hidden issue questioning, and
symbolic analysis are conducted. Below are some suggested topics for each technique. Other
examples can be created.
Laddering
Why does the student like a particular car?
Why does the student eat/not eat health food?
Hidden Issue Questioning
What does the student dislike about his/her college?
What does the student dislike about his/her car?
Symbolic Analysis
What is the opposite of Coca-Cola?
What would you do without long distance? How would you feel
without long distance?
Opening Question 5
*
Explain the rationale behind the indirect approach to research seen in Projective
Techniques.
Begin by noting that projective techniques use third person associations to indirectly
ascertain the respondent's motivations/attitudes/beliefs. When a personal or threatening question
is asked directly, it is assumed that the respondent will be reluctant to answer in complete truth,
but if the same question is asked about a third party, it is assumed a more accurate and complete
answer pertaining to the respondent will be supplied.
*
Discuss the four forms of Projective Techniques with particular emphasis on word
association. Illustrate each for the class with examples you create.
In this case, first define the four projective techniques and then use your examples. The
four forms of projective techniques are:
1.
Association techniques: an individual is presented with a stimulus or stimuli and
asked to respond with the first thing or things that come to mind.
2.
Completion techniques: the respondent is required to complete an incomplete
stimulus situation.
3.
Construction techniques: the respondent is required to construct a response in the
form of a story, dialogue, or description.
4.
Expressive techniques: the respondents are presented with a verbal or visual
situation and asked to relate the feelings and attitudes of other people to the
situation.
You can also use Figure 6.6 to illustrate the cartoon tests.
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Opening Question 6
* Discuss the uses of international qualitative research.
Because the researcher is often not familiar with the foreign product market to be
examined, qualitative research is crucial in international marketing research.
•
•
Provides insights into the problem and helps in developing an approach by generating
relevant research questions and hypotheses, models, and characteristics which influence
the research design
Reveals the differences between the foreign and domestic markets. Focus groups can be
used in many settings, particularly in industrialized countries.
* Discuss special problems with focus groups in international settings.
•
•
The moderator should not only be trained in focus group methodology but should also be
familiar with the language, culture, and patterns of social interaction prevailing in that
country.
The focus group findings should be derived not only from the verbal contents but also
from nonverbal cues like voice intonations, inflections, expressions, and gestures.
* Discuss special problems with projective techniques.
The use of projective techniques in international marketing research should be carefully
considered. Whether verbal or nonverbal stimuli are used, the equivalence of meaning across
cultures should be established.
•
•
Establishing the equivalence of pictures can be particularly problematic. Line drawings
are subject to fewer problems of interpretation than photographs.
Techniques employing verbal cues, such as word association, can be applied with greater
ease.
Opening Question 7
*
Discuss the role of technology in facilitating qualitative research -
Researchers are using remote data collection techniques for qualitative research. The
availability of video-conferencing links, remote control cameras, and digital transmission
equipment has boosted the amount of research that can be conducted long distance. While videoconferencing may never replace direct interaction with focus groups, it does offer a cost-saving
alternative for conducting qualitative research. Discuss AT&T's multimedia 800 service.
Opening Question 8
* Identify and analyze ethical questions pertaining to focus groups, in-depth interviews,
or projective techniques.
•
The anonymity of respondents should be protected.
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•
•
All statements and promises used to solicit participation should be honored.
Research should be conducting in a way so as not to embarrass or harm the
respondents.
When videotaping groups, regardless of whether or not they were aware of the camera
during the meeting, at the end of the meeting, participants should be asked to sign a written
declaration conveying their permission to use the recording. If any respondent refuses, the tape
should either be destroyed or edited to omit that respondent's identity and comments completely.
The researcher should be sensitive to the comfort level of the respondents and respect for
the participant should warrant restraint. When a respondent feels uncomfortable and does not
wish to go on, the researcher should not aggressively probe or confront any further.
It has also been suggested that respondents should be allowed to reflect on all they have
said at the end of the interview and should be given the opportunity to ask questions. This may
help return the respondents to their pre-interview emotional state.
Internet Emphasis
* Explain how the Internet and computers can be used in qualitative research.
The respondents for on-line focus groups are prerecruited, generally from an on-line list
of people who have expressed an interest in participating. A screening questionnaire is
administered on-line to qualify the respondents. Those who qualify are invited to participate in a
focus group; they receive a time, a URL, a room name, and a password via e-mail. Generally,
four to six people participate in the on-line group. The group interaction lasts for about an hour.
A raw transcript is available as soon as the group is completed, and a formatted transcript is
available within 48 hours. The whole process is much faster than the traditional method.
Discuss the advantages, disadvantages, and uses of on-line focus groups as given in the text. In a
similar manner, depth interviews can also be conducted over the Internet. Virtually all the
projective techniques that we have discussed can be implemented over the Internet.
Mention that microcomputers are increasingly being used for the coding and analysis of
open-ended questions, which are used in qualitative research. Software can search for patterns in
replies, rank frequency of use, and print sentences containing key words.
BE AN MR! AND BE A DM!
It should be noted that a variety of answers are appropriate. The ones given here are merely illustrative.
Be a DM!: Nine West
 Select a Niche market to avoid competition. Generalists find it tough to succeed in
competitive commodity kind of market.
 Extensive use of CRM tools and internet
 Targeted e-mail marketing efforts
Be an MR!: Nine West
 Repackage the product offering (based on quantitative and qualitative data) to suit the
taste of the niche market.
 Constant feedback to keep pace with changing fashion trends
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Be an MR!: Visa
Why people use credit cards:
 To make use of future income for current needs
 Build good credit history
 Easy loans
 Wide access and acceptability
 Avoid carrying loose cash
 Web based and remote transactions
 Easy to account for all personal transactions
 Official expenses
Be a DM!: Visa
 Formulate marketing strategies to meet the identified needs
 Design products and services to meet the identified needs
 Offer rewards to consumers based on identified needs
Be a DM!: Clinique
Brand Manager for Clinique:
 Qualities they look for in cosmetics
 What are the delighters
 What customers hate
 Identify strengths and weaknesses in satisfying customer preferences.
 Repackage the product accordingly.
 Repackaging involves not just the product but complements that go with the product
and the service and even the channels.
Be an MR!: Clinique
Why women use cosmetics?
 To look good
 To attract men
 Because other women do so
 On special occasions
 Approval of the people around
Projective techniques:
 Picture response technique for broad range of ideas
 Third-person technique to overcome social desirability
Be an MR!: Johnson & Johnson
 In the US specialty stores such as New Baby Products and Babies R Us are more popular,
where as in France consumers rely more on general stores and department stores.
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In France:


Focus groups can be used since the French are comfortable in group settings.
User studies could be conducted to find out consumer behavior.
Be a DM!: Johnson & Johnson
 Understand the decision making process and buying process.
 Based on above, make the channels and advertising more effective.
 Understand customer preferences and priorities.
 Augment the strengths and rectify the glaring weaknesses of the products based on customer
preferences.
EXPERIENTIAL LEARNING
Gatorade: From a Sports Drink to a Lifestyle Drink
1.
Focus Group Discussion Guide
PRE-AMBLE (5 minutes)
 Thanks & welcome
 Nature of a focus group (informal, multiway, all views acceptable, disagree)
 There are no right or wrong answers – all about finding out what people think
 Audio & video recording
 Colleagues viewing
 Help self to refreshments
 Going to be talking about Gatorades
 Questions or concerns?
INTROS & WARM-UP (5 minutes)
I’d like to go round the room and have you introduce yourselves …
 First name
 Best thing about drinking Gatorade
 Worst thing about drinking Gatorade
GATORADE USAGE (15 minutes)

I’d like to understand a bit about how you typically use your Gatorade …

How many times a day do you drink it?

What are some of the most common types of occasions you drink it?
BRIEFLY EXPLORE

If we were to take away your Gatorade from you, what difference would that make to
your life?
BRIEFLY EXPLORE
PAST GATORADE PURCHASE (15 minutes)

How you actually went about the process of choosing the Gatorade, and second, any
criteria you had for selecting sports drinks …
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Past Gatorade Selection Process
 So thinking first only about how you went about choosing your Gatorade, not any features
you wanted, how did you go about choosing one?
EXPLORE PROCESS
Past Gatorade Criteria
 Ok, so now tell me what you actually looked for in a Gatorade
EXPLORE
USAGE OF GATORADE FEATURES (20 minutes)

Thinking now about Gatorade features, I’d like to start by making a list of all the features
you can think of – anything the Gatorade can do, etc

We’ll talk in a minute about which features you actually like, but I want to start with a list
of everything your Gatorade has.
EXPLORE
DESIRED FEATURES (10 minutes)

Are there any features your Gatorade doesn’t have but you wish that it did?
EXPLORE
MOTIVATIONS FOR DRINKING (20 minutes)
 You’ve all been invited here because you drink Gatorade …
 What motivated you to drink Gatorade?
EXPLORE
 What do you think are some of the reasons that people would drink Gatorades?
EXPLORE

What were ALL the factors involved in that decision?

What was the single biggest reason?
EXPLORE
CLOSING EXERCISE (10 minutes)

Finally, I’d like your creativity for a few minutes – to come up with ideas …

Don’t worry about whether it’s a good idea or a bad idea.

The only word I’m going to ban is ‘free’!

Supposing a Gatorade manufacturer wanted to encourage you to buy tomorrow …What
could they do?

Just call out anything at all that occurs to you – obvious, profound, serious, silly,
whatever …
EXPLORE & REFINE



Thank the respondents and close the session.
Students should actually conduct the focus group.
The focus group report should follow the format for Mall of the Boondocks.
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Online Qualitative Research Experiential Learning
This exercise is designed to give students an opportunity to participate in online bulletin boards,
discussion panels, and focus groups. Thus, it imparts experience with various aspects of online
qualitative research.
Galaxy of Rides: A Joy Ride
Note: Answers may vary based on approach taken by students. However, a fruitful discussion
can be held merely by having students share their reasoning for answering in the way they did.
This discussion will likely highlight the role of researcher objectives and the value of interviews
conducted in qualitative research.
1.
Mary Ann provided the most reliable analysis out of all the respondents that were
recruited to participation in the Galaxy of Rides amusement park. She provided some very
credible analysis that was a decent mix of both complementary feedback and justifiable criticism.
She also used two other very renowned theme parks such as the GRona Lund in Sweden and
Magic Kingdom as benchmarks for her complete evaluation of Galaxy. Mary Ann succinctly
depicted the overall cosmetic appeal of the Galaxy theme park to be very ordinary in comparison
with its major competitors. This Respondent provided an in-depth critique of the poor beverage
services provided throughout the park (e.g. poor tasting sodas and bottled water drinks).
Despite a horrific experience on the “Giant Rollercoaster”, it did not impede Mary Ann’s
ability to provide some positive analysis of the Galaxy amusement park. She enjoyed the
‘Splashing Water’ ride because it enabled her to exclude the “inner-child” in her for a brief
moment in time. While she enjoyed receiving cute prizes from the paid activities, she did not
particularly care for the exorbitant prices. Mary Ann also was somewhat dismayed by Galaxy’s
relatively nonexistent sources of entertainment during the waiting lines for shows and rides (i.e.
music, television etc. especially during the “Escape From T-Rex Island” ride).
2.
Unlike Mary Ann, respondent Rhonda was the least informative in providing an honest,
in-depth analysis of the Galaxy amusement park. First of all, she failed to go on any of the rides,
try any of the beverages or foods or attend any of shows during the course of the day. “I stayed
away from the rides ... absorbing the unending colors and sights and trying to bear the heat, all
kept me busy,” Rhonda admits. From her transcription, she seemed more preoccupied with the
shock of seeing “half-naked children” than the apparent lack of shade available to customers
throughout the Galaxy Park.
In order to gain significant information in this exploratory exercise, Rhonda had to
immerse herself in all of the activities available inside the Park. From her transcription, she
provides only broad interpretations of Galaxy and her bias is demonstrated throughout her
analysis. Several of the recipients also must learn to avoid letting situational events or isolated
incidents from providing an accurate, critical account of a daily excursion at Galaxy of Rides.
3.
There were a plethora of themes exuded throughout each respondent’s narrative.
Galaxy’s theme park lacks an eye-capturing layout that is both cosmetically appealing and userfriendly to navigate around. The restaurant facilitates throughout Galaxy were cluttered with fast
food items and no menu that caters to adults. A few of the respondents were very unsatisfied with
the bottled waters available at the Park. Some found the water to have a putrid taste or not be
refrigerated.
Some of the respondents complained that there were no entertainment options available to
customers standing in line for various rides. Some of these criticisms included that some of the
TV screens were either non-operational or that the speakers blaring music either had poor
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acoustics or static blaring from them. In terms of entertainment features that require customers’
to pay, a few complained that the prices were far too steep for their standards. There were also
some respondents that were very perturbed with the hospitality among some of the Galaxy
employees situated throughout the park. Some of the complaints were either with gate attendants
or staff situated around the various themed roller coaster rides.
4.
All of these important themes exhibited throughout all the narratives, helped me in
varying degrees determine some strategic solutions on how Galaxy management could improve
the quality of its theme park. For example, Galaxy should develop an internal marketing plan to
boost the morale of its workforce to combat customer complaints about the various staff
members. Developing a comprehensive incentive program for its workers could boost
productivity, hospitality and boost annual sales. Management may want to conduct marketing
research to determine how much of an affect an incentive laden program will have on each
worker’s productivity level in the Park. A Qualitative research method such as depth interviews
may be paramount in this particular example to gain insight into each customer’s personal
feelings regarding Galaxy and management.
In terms of the cosmetic design of the Galaxy Park, management should hire top
consultants that can evaluate other top themed parks such as Busch Gardens, Magic Mountain
and Six Flags. Developing a more creative business strategy could enhance turnout and capacity
at its themed park facility. This could also inform top management whether their current
business strategy is outdated. Marketing research could be conducted to determine if an attractive
architectural design as any correlation to the customer’s satisfaction level.
Across the board, the respondents were very displeased with the beverage vendors and
food facilities available at Galaxy. This may require developing partnerships with betterestablished restaurant chains. For example, some themed parks have partnerships with Dickey’s
Barbecue, Marriott Corporation, other popular food services/restaurants chains that suit the
desires of adults. Marketing Research could be conducted to determine how much the food
quality has on customer retention.
To enhance the customer’s overall experience, top management should devote monetary
expenditures to hire more man power (may be hire more personnel to walk-around the themed
park in cartoon caricature costumes), and show movie clips for customer’s waiting in long lines
of roller coasters. This could also reduce the apparent apathy that was documented by in a few of
the Galaxy narratives. Management must recall the familiar phrase, “it takes money to spend
money.” Marketing Research should be conducted to determine if increasing manpower and
capital into Park will have a dramatic long-term affect on customer loyalty.
WHAT WOULD YOU DO?
It should be noted that a variety of answers are appropriate. The ones given here are merely illustrative.
The Marketing Research Decision
1. E
2. I think lotus is doing the right thing by using Focus groups as a means to identify problems
and opportunities for improvement. This method helps the company identify the “whats” and
“whys” about their website, which are not revealed by passive means. Moreover, the kind of
insights from focus groups are unparallel owing to the level of interaction and brainstorming
that is characteristic to this means of study. Though in depth interviews offer some of these
facilities, the richness of information resulting from brain storming in a group is missing in
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this case. However, the findings of focus groups should be quantified by conducting survey
research.
The Marketing Management Decision
1. A, C, D, & E
2. The research has proven that the biggest issue is the usability, look and feel, as well as the
presentation of the website. There does not seem to be major issues around the content.
Given this fact, the website needs to be redesigned accommodating the best practices in other
user-friendly websites. An advertising campaign is required to inform users who were turned
away by the non user friendly website as well as to bring new users to the website. The
company can also instruct customer service reps to promote the site. Financial incentives can
go a long way in getting customers to use the website in the initial phases in the short term. In
the long term, these incentives can be withdrawn if the convenience of the website can lockin the users.
REVIEW QUESTIONS
1.
2.
3.
4.
5.
The primary differences between quantitative research and qualitative research are that in
quantitative research the objective is to quantify the data and generalize the results from
the sample to the population of interest, whereas qualitative research's objective is to gain
a general understanding of the underlying reasons and motivations of the group.
Other differences are that qualitative research employs a small number of nonrepresentative cases, uses unstructured data collection techniques, nonstatistical data
analysis, and results in an initial understanding of the problem. Quantitative research,
however, employs a large number of representative cases in the sample, uses structured
data collection techniques, statistical data analysis, and results in recommendations for
action.
Qualitative research is called the "why" research. Its basic purpose is to provide
additional insights and understanding of the problem at hand. This type of research is
typically based on a loosely structured nonrepresentative sample, unstructured interviews
or observations, and a nonstatistical approach to data analysis.
The difference between direct and indirect qualitative research is that the purpose of the
research is disclosed to the respondent or is otherwise obvious to them, whereas the
reason for the research is not disclosed to the respondents of indirect qualitative research.
Focus groups are an example of direct techniques whereas word association is an
illustration of indirect procedures.
The focus group is the most popular qualitative research technique because it is a
relatively inexpensive technique that can be used in almost any situation requiring
preliminary understanding and insights. This technique has several advantages that
include synergism, snowballing, stimulation, security, spontaneity, serendipity,
specialization, scientific scrutiny, structure, and speed.
The focus group moderator is important in obtaining quality research because the
moderator must establish rapport with the participants, keep the discussion going in a
relevant direction, and probe the respondents to elicit deep insights. The moderator may
also play a central role in the analysis and interpretation of the data.
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6.
7.
8.
9.
10.
11.
12.
13.
Some key qualifications of focus group moderators include kindness and firmness,
permissiveness, involvement, the ability to project incomplete understanding,
encouragement, flexibility, and sensitivity.
One should safeguard against professional respondents because these people are atypical
due to their experience with past focus groups. For this reason, the ideas and insights
they provide may skew the responses of the group as a whole.
Two ways in which the focus groups can be misused is in “yes” groups, where they are
designed to get the focus group participants to say what the clients want to hear and in
decision groups where the marketing executives make decisions on the basis of focus
groups rather than use the technique as a preliminary research step.
A depth interview is an unstructured and direct way of obtaining information and is
conducted on a one-on-one basis. The respondent is probed in depth by a highly skilled
interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.
The interviewer attempts to get the subject to talk freely and the direction of the interview
is influenced heavily by the subject's answers. Depth interviews are preferable to focus
groups in cases where detailed probing of the individual is required, the topic is
considered confidential or embarrassing, or detailed understanding of complicated
behavior is required.
The major advantages of depth interviews are that great depths of insights can be
uncovered, the responses can be directly associated with the respondent, and there is no
social pressure to conform to a group response.
Projective Techniques are unstructured and indirect data collection techniques. They may
be defined as a form of questioning which encourages the respondent to project his/her
underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.
Respondents are not directly asked about their own behavior but are asked to reflect on
the behavior of the other people. In interpreting the behavior of others, the respondents
indirectly project their own motivations, beliefs, attitudes, or feelings.
The four types of Projective Techniques are:
i.
Association Techniques
ii.
Completion Techniques
iii.
Construction Techniques
iv.
Expressive Techniques
In the word association technique, respondents are presented with a list of words, one at a
time. After each word they are asked to give the first word that comes to mind. The
underlying assumption is that by freely associating with certain words, respondents will
reveal their inner feelings about the topic of interest. Word association is frequently used
in testing brand names and occasionally for measuring attitudes about particular products,
brands, packages, or advertisements.
Projective techniques should be employed when the required information cannot be
accurately obtained by direct methods because the information is not part of conscious
memory.
APPLIED PROBLEMS
1.
One such outline will be presented for illustrative purposes but other topics can be
covered in a focus group.
The Objectives of this focus group are to:
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i.
ii.
iii.
iv.
Understand the imports consumers are most aware of.
What features of imports do consumers consider to be
important when purchasing a car?
What factors affect the consumer attitude toward imports?
Which features of an import is the consumer willing to pay more for?
Screening Questionnaire
i.
Do you currently own an imported automobile?
ii.
Would you consider buying an imported automobile?
iii.
Are you over the age of 18?
A sample Moderator's outline for conducting a focus group for understanding consumers'
attitudes toward and preferences for imported automobiles:
i.
ii.
iii.
iv.
v.
vi.
vii.
2.
3.
What kind of imported automobiles are you aware of?
Which imported automobiles are you familiar with?
Which imported automobile is the best? The worst? Why?
How, when, and where do you shop for imported automobiles?
When shopping for an imported automobile, what is important?
Which imported automobile do you prefer, and why?
When you consider imported automobiles, what features of the automobile come
to mind?
viii. If the automobile has a luxurious interior, will it still be able to maintain its high
performance?
ix.
When you say you want a "high performance" imported automobile, what do you
mean by "high performance"?
x.
What would be the features of an imported automobile that you consider
satisfactory for driving?
xi.
Are stripped down models of automobiles good enough for you to drive?
xii.
Would you believe it if I said that the quality of the salespeople is what,
ultimately, determines the image of an imported automobile?
xiii. For which of these things that you say you want in your imported automobile
would you be willing to pay more?
xiv. How would you characterize a good imported automobile?
xv.
Would you rather have a good imported automobile or have more money to
spend?
xvi. You say you like an imported automobile that offers good value for money. How
does that affect your finances, your reputation as a driver, etc.?
xvii. How much do you think that the prestige of an imported car can affect your
lifestyle?
xviii. How much time in an average week do you spend in your automobile?
Any appropriate cartoon that solicits an open ended response is applicable. For example,
one cartoon character says "I eat ice cream regularly" and the other character is required
to give a response.
The respondents should be prerecruited, from an on-line list of people who have
expressed an interest in participating. A screening questionnaire, asking information
about soft drink consumption and demographic characteristics, should be administered
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4.
5.
6.
on-line to qualify the respondents. Those respondents who qualify as heavy users should
be invited to participate in the on-line focus group.
Yes, a depth interview can be conducted over the Internet by following the procedure
given in the text.
Advantages:
-Cuts costs
-Reduce interviewer bias
-Can interview people from distant locations
Disadvantages:
-Loss of personal interface
-Inability to read non-verbal communication
-Inability to detect subtle voice inflections reflective of
the meaning or intensity of a statement
-Using a computer may intimidate some respondents
resulting in less accurate responses
-Typing responses will cause a loss of expression vis-à-vis spoken responses
The web site of QRCA can be visited at www.qrca.org. The web site gives a useful
message from the president providing the various activities of the association regarding
state of the art qualitative research. It also provides useful information on how to locate
the relevant professionals and about the activities and meetings of the association. The
web site further provides information about the publications and important events in the
field of qualitative research. A lot can be learned about the state of the art marketing
research from the web site.
Post a notice inviting respondents who are interested in participating in an on-line focus
group about tennis to respond (rec.sport.tennis). A screening questionnaire is
administered on-line to qualify the respondents. Those respondents who qualify should be
invited to participate in the on-line focus group.
GROUP DISCUSSIONS
1.
2.
3.
Issues for the group to discuss include defining the concept “scientific”. Simply because
a technique does not involve quantitative analysis does not force us to conclude that it is
not scientific. Students should consider if the techniques are based on sound theory and
operationalized so that variables reliably measure the constructs of the theory.
Interpretation of results is also significant, since capricious interpretations are not
warranted by theory. Thus, the judgment of the researcher is critical when qualitative
techniques are used.
Students should recall that a focus group is only a preliminary, non-representative
sample used for exploratory research. Some of its results may not be appropriate for the
population as a whole, thus, quantitative research is needed.
This statement ignores the guidance that qualitative research provides quantitative
analysis. If the researcher conducts impeccable quantitative research on the wrong
problem or using inappropriate parameters, the results will be of little use to the DM.
One should view quantitative and qualitative research as going hand-in-hand in reaching
meaningful conclusions.
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