Chapter 4

Research Design,

Exploratory Research,

and

Qualitative Data

© 2005 Thomson/South-Western

Types of Research Design Types of Research Design

Exploratory ResearchExploratory Research

Types of Research Design

• Three traditional categories of research design:

• Exploratory• Descriptive• Causal

• The choice of the most appropriate design depends largely on the objectives of the research and how much is known about the problem and these objectives.

Basic Research Objectives and Research Design

Research Objective Appropriate Design

To gain background information, to define terms, to clarify Exploratoryproblems and develop hypotheses, to establish research priorities, to develop questions to be answered

To describe and measure marketing phenomena at a point Descriptivein time

To determine causality, test hypotheses, to make “if-then” Causalstatements, to answer questions

Exploratory ResearchExploratory Research

Develop initial ideas or insights Provide direction for any further research

needed Purpose:

– To shed light on the nature of the situation and to identify any specific objectives or data needs

Qualitative ResearchQualitative Research

Qualitative research involves collecting, analyzing, and interpreting data that cannot be meaningfully quantified, that is, summarized in the form of numbers

Qualitative Research (Cont’d)Qualitative Research (Cont’d)

Qualitative Research– Typically involves relatively few respondents

or units– Uses non-structured questioning or

observation techniques– Techniques are most appropriate in situations

calling for exploratory research

Relationship among Research Relationship among Research DesignsDesigns

Descriptive ResearchDescriptive Research

Exploratory ResearchExploratory Research

Causal ResearchCausal Research

Selecting the Appropriate Research

Type

Is the research purpose specific and

are data requirements clear?

Analyze data/interpret findings

Is there a need for further research

Analyze data/interpret findings

Make recommendations

Conduct a suitable descriptive-research study

Conduct exploratory research with these procedures:

-Key informant technique-Focus group interviews-Secondary-data analysis

-Case study method

Design conclusive research

Does the research purpose call fortesting cause-and-effect

relationships between variables?

Conduct an appropriateexperimental-research study

Yes

No

No

Yes

NoYes

Types of Research DesignsTypes of Research Designs

Exploratory Exploratory ResearchResearch

CausalCausalResearchResearch

DescriptiveDescriptiveResearchResearch

•Formulate problems more preciselyFormulate problems more precisely•Develop HypothesesDevelop Hypotheses•Establish priorities for researchEstablish priorities for research•Eliminate impractical ideasEliminate impractical ideas•Clarify conceptsClarify concepts

•Literature searchLiterature search•Experience surveyExperience survey•Analysis of select casesAnalysis of select cases•Focus groupsFocus groups•InterviewsInterviews•Projective testsProjective tests•EthnographiesEthnographies•Describe segment characteristics Describe segment characteristics

•Estimate proportion of people Estimate proportion of people who behave in a certain way who behave in a certain way•Make specific predictionsMake specific predictions

•Longitudinal studyLongitudinal study•True panelTrue panel•Omnibus panelOmnibus panel•Sample SurveySample Survey•Provide evidence regarding causal Provide evidence regarding causal

relationships by means of: relationships by means of:•Concomitant variationConcomitant variation•Time order in which variables occurTime order in which variables occur•Elimination other explanationsElimination other explanations

•Laboratory experimentLaboratory experiment•Field experimentField experiment

Uses Types

Basic Basic TypesTypes of Exploratory of Exploratory ResearchResearch

Literature searchExperience survey (Key Informant Survey).Analysis of select cases (Benchmarking)

Standard Qualitative Standard Qualitative Marketing Research Marketing Research MethodsMethods

Methods of Qualitative Research Focus group Interviews Projective tests (techniques)

– Word association– Sentence completion– Storey telling

Observation Research– Direct Observation– Participant Observation

Ethnographies

Focus Group InterviewsFocus Group Interviews

8 to 12 individualsModerator (a well-trained researcher)Informal discussion about research topic

individuals

moderator

discussion

Group CompositionGroup Composition Generally, focus groups conducted by marketing

research practitioners involve between 6 and 12 participants

To be effective, a focus group must be as homogeneous as possible with respect to demographic and socioeconomic characteristics

Moderator TasksModerator Tasks

Guide discussion Ensure key aspects of the topic that are

discusses Observe interactions Record dialogue and reactions

Desirable Focus Group Desirable Focus Group Moderator SkillsModerator Skills

Kind but firm Permissive Involved Incomplete understanding Encouragement Flexibility Sensitivity

Conducting Focus GroupsConducting Focus Groups

Focus group sessions typically last 1 1/2 to 2 hours

Focus group interviews are often recorded: audio tapes or videotapes

Advantages of Focus GroupsAdvantages of Focus Groups

Richness of Data Versatility Ability to Study Special Respondents

Disadvantages of Focus Disadvantages of Focus GroupsGroups

Lack of Generalizability– Results cannot be viewed as conclusive

Opportunity for Misuse– Occurs when managers yield to a temptation to

generalize a few key remarks made by participants

Cost– On a cost-per-respondent basis, focus groups

are extremely expensive

Impact of Technology on Impact of Technology on Focus GroupsFocus Groups

Electronic Group Interviewing (EGI) Videoconferencing Focus Groups Online Focus Groups

Main reason for participation in (last) focus groupResponses to open-ended question in first survey (n = 504)Main reason Frequency (%)*

1.2.

3.

4.5.6.7.8.

MoneyFocus groups are interesting/thetopic was interestingMet qualifications/time wasconvenientFocus groups are funFamiliarity with the product/serviceCuriosityOpportunity to express opinionsOther

54.434.5

25.0

14.110.17.95.03.0

*The frequencies sum to more than 100% because of multiple responses.

What Motivates FocusWhat Motivates FocusGroup ParticipantsGroup Participants

In-Depth InterviewsIn-Depth Interviews

WHEN USE:SENSITIVE TOPICS Personal Emotional Social Significance“THICK” DESCRIPTION OF BEHAVIOR

Which One to Choose? – In-Depth Which One to Choose? – In-Depth Interview or Focus GroupInterview or Focus Group

Factor In-Depth Interviews Focus GroupsTime Interviews: substantial amount

of time per respondentAnalysis: substantial amountof time for analyzing largevolume of information

Interviews: normally takes 1 ½to 3 hours for the wholegroup.Analysis: group analysis takeslot less time.

Group Dynamics No group interaction. Probingdepends on the Interviewer.No peer influence.

Main strength of focus groups-allows for exchange of ideas.Peer influence may affectresponses.

Topic Sensitivity May be easier to deal withsensitive topics.

Respondents may beembrassed to reveal theirfeelings unless brought out bysome respondents.

Time for the topics In-depth probing of the eachrespondent is possible.

Limited time for eachrespondent.

Geographic constraints Respondents can be drawnfrom geographically-dispersedlocations

Geographic constraints exist asrespondents can be drawn onlyfroma specific location where afocus group facility exists.

Domination of individuals Everybody gets equal time Some individuals tends todominate

Logistics Easier to schedule an interview Recruiting and running severalfocus groups in multiplelocations is cumbersome

Focus Groups and Depth InterviewsFocus Groups and Depth Interviews

Focus Groups

•Group dynamics, expect more creative•Some probing•Relatively inexpensive•Ready industry

Interviews

•Not influenced by others•Max probing, great depth•Expensive•Time consuming•Candid, sensitive topics

•Qualitative•Flexible•Probing•Richness of data•Gets at the “Why” of customers’ behaviors•Generates ideas•Clarifies other project results

Projective TechniquesProjective Techniques

“A man is least himself when he talks in his own person; when he is given a mask he will tell the truth.” — Oscar Wilde

Projective TechniquesProjective Techniques

Project beliefs or feelings onto a third party, to an inanimate object, or to a task situation.

Projective Techniques Projective Techniques –– Common FeaturesCommon Features

A fairly ambiguous stimulus is presented to respondents in reacting to or describing the stimulus, the respondents will indirectly reveal their own inner feelings

Word Association TestWord Association Test

A list of words, both relevant and irrelevant, used to understand people’s feelings towards different words– Used to examine the effectiveness of

brand names, new products and services, and key advertising words

Sentence Completion TestSentence Completion Test

Respondents are asked to finish a set of incomplete sentences, often related or neutral to the topic of interest

To uncover feelings about “Buying American”– American automobiles– Restrictions on imports– Every U.S. citizen– Foreign-made products– Unemployment in the U.S

“I think the Nike ads that say, ‘Just do it’ are...”

“I think Nike...”

“When I feel a real need to treat myself, I...”

“If it’s lunchtime, and I have a choice between McDonald’s, Burger King, and Wendy’s, I’ll choose ____ because...”

“My favorite restaurant is ____ because...”

Thematic Apperception TestThematic Apperception Test“Story Telling”“Story Telling”

Respondents are asked to write a story about one or a series of picture(s) they are shown for a short period of time

– Especially useful when dealing with special groups, such as children

Research Realities 3: Customers Drawing Pictures for a Study Sponsored by a Large Florist Retail Chain*

Interviewee #1:Woman, 30-39 years old.

Describe yourself:I am a quiet person, I keep mostly to myself and keep out of trouble that way.

When do you buy flowers?:I love flowers because they beautify the surroundings. They give me a special calm feeling of enjoyment. I give flowers to let someone know you are thinking about them.

Her drawing:

Describe a dream involving flowers:I would send flowers to the ladies at work with a note attached and they would all start crying at one time.

How are flowers and funerals related?:All the funerals I’ve been to have flowers. I guess when you die, you will be in paradise and paradise is full of flowers.

Interviewee #2:Woman, 20-29 years old.

Husband sends her flowers because:I am sweet.

Three words associated to flowers?:I love you.

Compared to other gifts, flowers are:Warmest, most romantic, highest class, sexiest, most fun.

Flowers remind me of:Love!

Describe a dream involving flowers:Someone gets married, they are happy and I am pleased for them and I send flowers to congratulate them. Everyone likes it and they live happily ever after.

How are flowers and funerals related?:I’m opposed to the idea of flowers at funeral. Flowers at funeral are sad. The tradition of sending flowers to a funeral may have come about in order to cover the smell of the body.

Her drawing:

Research Realities 3 continued

Interviewee #3:Man, 40-49 years old.

Describes himself as:…a loving and generous man. He celebrates all occasions with lavish and often costly gifts. He is enthusiastic about giving flowers and says they make him think about happiness and warmth.

He also says:The main reason to send flowers is to apologize for having a fight. They lift the spirits, women would be happy about the flowers.

Describe a dream involving flowers: :I had a dream that I send some flowers and as the person bent down to smell the flowers, a thorn cut her lips. Even though she was bleeding she called to thank me for sending her the lovely roses.

His drawing:

*A million Thank You’s to Sidney Levy for sharing these stories and pictures.

Research Realities 3 continued

ObservationObservation

Human or mechanical observation of what subjects actually do in a particular situation

Record information as events occur or compile evidence of past events

Assesses behavior which can be translated into new products or improvements of current products

What can be observed?What can be observed?

Content Physical actions Verbal behavior Situational factors Presence of others Location Temporal patterns Expressive behaviors

Examples Shopping patterns Television viewing Sales conversations Parent-child interaction in-store vs. out-of-store Time of shopping Time of driving Tone of voice Smiling

Observational StudyObservational Studyon Cereal Purchaseson Cereal Purchases

Interactions Parent and ChildInteractions Parent and Child

CHILDINITIATES

PARENTINITIATES

REQUESTS CEREAL

DEMANDS CEREAL

INVITES SELECTION

DIRECTS SELECTION

PARENT AGREES

PARENT SUGGEST OTHER

PARENT REJECTS OUTRIGHT

PARENT YIELDS

PARENT REJECTS OUTRIGHT

PARENT SUGGESTS OTHER

CHILD SELECTS

CHILD DECLINES

CHILD AGREES

PARENT DECLINES

CHILD SUGGESTS OTHER

PARENT AGREES

PARENT DENIES

PARENT AGREES

PARENT DENIES SOURCE: Atkin

Observational StudyObservational Studyon Cereal Purchaseson Cereal Purchases

Interactions Parent and ChildInteractions Parent and Child

CHILDINITIATES

PARENTINITIATES

REQUESTS CEREAL - 20%

DEMANDS CEREAL - 46%

INVITES SELECTION- 23%

DIRECTS SELECTION- 11%

PARENT AGREES - 12%

PARENT SUGGEST OTHER- 2%

PARENT REJECTS OUTRIGHT - 6%

PARENT YIELDS - 30%

PARENT REJECTS OUTRIGHT - 12%

PARENT SUGGESTS OTHER - 4%

CHILD SELECTS - 21%

CHILD DECLINES - 2%

CHILD AGREES - 7%

PARENT DECLINES - 2%

CHILD SUGGESTS OTHER - 2%

PARENT AGREES - 19%

PARENT DENIES - 2%

PARENT AGREES - 1%

PARENT DENIES - 1%SOURCE: Atkin

(66%)

(34%)

EthnographiesEthnographiesParticipant ObservationParticipant Observation

A combination of observations and interviews, in which the researcher is impeded in the natural setting.

An interaction with other participants in the setting form the bases of these qualitative studies.