QualitativeResearch

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Qualitative:

• Research whose findings are not subject to quantification or quantitative analysis. Its research conclusions are not based on precisely, measurable statistics but on more subjective observations and analysis.

Quantitative:

• Research that uses mathematical analysis. Typically research analysis is done using measurable, numeric standards.

Nature of Qualitative Research

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Qualitative Research Vs. Quantitative Research

Issue Qualitative Quantitative

• Types of questions

• Sample size

• Information per respondent

• Administration requirements

• Types of analysis

• Hardware

• Degree of replicability

• Researcher training

• Type of research

Probing Limited probing

Small Large

Substantial Varies

Interviewer with special skills Not as specialized

Subjective & interpretive statistical & summation

Records, projection equip., etc. Questionnaires / computers

Low High

“softer” sciences “harder” sciencesPsychology, sociology, marketing Statistics, decision modelsmarketing research marketing research

Exploratory Descriptive or causal

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1. Attitudinal, perception, and belief differences revealed during qualitative research might not be easily measure. Quantitative research will more precisely measure these differences.

2. Qualitative research is often not statistically representative of the general population. Although qualitative results might give you a good idea about the population, they do not allow you to precisely gauge the populations’ responses based on the limited sample typical of qualitative research.

3. Anyone can purport to be an expert.

Limitations of Qualitative Research

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Focus Groups

Interviews

Observation

Concept Testing

Perceptual Mapping

Focus Groups

Interviews

Observation

Concept Testing

Perceptual Mapping

Factors to Consider:

• Time and budget;• How the research results will be used;• Product and service tangibility;• Research goals and objectives;• Participant availability and willingness;• Desired analysis sophistication;• Whether quantitative research follows.

Qualitative Research Methods

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• Good for idea generation, brainstorming, and understanding customer vocabulary;• Can be helpful in gaining insight to motives, attitudes, perceptions;• Can reveal needs / likes & dislikes / prejudices driven by emotions.

• Good for idea generation, brainstorming, and understanding customer vocabulary;• Can be helpful in gaining insight to motives, attitudes, perceptions;• Can reveal needs / likes & dislikes / prejudices driven by emotions.

• A group of eight to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept.

Focus Group Defined:

Some Key Characteristics:

Growing Role of Focus Groups

Group DynamicInteracting among people in a group. The moderator must manages this issue deftly.

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Decide on the key focus group objectives;

Use secondary research to hone questions;

Select focus group facility and participants;

Begin recruiting after deciding on participant incentives;

Select a moderator;

Develop a moderator guide to chart flow of focus group;

Conduct the focus group - generally about two hours;

Review the videotape, your notes – and analyze the results;

Prepare a written report.

Conducting a Focus Group

ModeratorAnalysesResults

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• Selection process:• Potential opinion leaders are best• Participants must be screened for relevance to the topic

• A focus group facility - A research facility consisting of a conference room or living room setting and a separate observation room with a one-way mirror or live audiovisual feed.

• A person hired by the client to lead the focus group; this person should have a background in psychology or sociology or, at least, marketing.• Create moderator's guide to include:

• Timetable for each topic , clear goals/questions to be answered• Strategy for keeping group on task / focused• Managing the group dynamics is critical

The Participants:

The Moderator:

The Location:

Conducting a Focus Group

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The Moderator and the Focus GroupBuilding Rapport

• Meet and greet the participants before the focus group;• Ask personal questions during the warm-up;• Reveal personal information about yourself;• Ask for the participants assistance during the process;• Use humor when appropriate;• Dress a the same level as the respondents;• Start the focus group session sitting down;• Have a discussion guide to assist.

A written outline of topics to be covered during a focus group discussion.

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• Is genuinely interested in peoples’:• behavior, emotions, lifestyles, passions, prejudices, and opinions

• Is accepting and appreciative of participant differences; • Is objective and open minded;

• Has good listening skills;

• Has good observation skills - can pick-up on body language; • Is interested in a wide array of subjects; • Prepares for the topic at hand to enhance credibility;

What Makes a Good Moderator?Some Typical Characteristics

The Moderator'sRole is Key

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• Has good oral, written, and organizational skills;

• Is able to deftly manage conversation flow;

• Is good at follow-up questioning and probing;

• Has good attention to detail and is precise;

• Should understand the clients business and industry;

• Should be able to provide strategic leadership to management;

• Should to be personably agreeable and easy to work with.

What Make a Good Moderator?Some Typical Characteristics

The Moderator'sRole is Key

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• Participants’ candor;• Looks the customer “in the eye”;• Generates fresh ideas / brainstorming;• Allows client to observe & comment onsite;• Can be executed quickly;• Can enhance other data collection methods;• Participants provide valuable information useable for the next research phase.

• Participants’ candor;• Looks the customer “in the eye”;• Generates fresh ideas / brainstorming;• Allows client to observe & comment onsite;• Can be executed quickly;• Can enhance other data collection methods;• Participants provide valuable information useable for the next research phase.

• Expense & time;• Expertise needed;• Participation issues - “no shows”;• Interpretation is subjective;• Often misused as representative the general population.

• Expense & time;• Expertise needed;• Participation issues - “no shows”;• Interpretation is subjective;• Often misused as representative the general population.

Benefits and Drawbacks of Focus Groups

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• Low costs & no geographic barriers;• Can be executed quickly;• Good for generating fresh ideas / brainstorming;• Can enhance other data collection methods;• Participants provide valuable information for the next research phase.

• Low costs & no geographic barriers;• Can be executed quickly;• Good for generating fresh ideas / brainstorming;• Can enhance other data collection methods;• Participants provide valuable information for the next research phase.

• Loss of group, hands-on, dynamic;• Interpretation is subjective;• Projective techniques are less effective;• Security - you don’t know who else might be at the computer; • Non-verbal inputs will be generally / often missed;• Attention to the topic - participants often drift;• Loss of direct client observational involvement;• Often misused as representative the general population;• Exposure to external stimuli stymied;• Role and skill of moderator not fully realized.

• Loss of group, hands-on, dynamic;• Interpretation is subjective;• Projective techniques are less effective;• Security - you don’t know who else might be at the computer; • Non-verbal inputs will be generally / often missed;• Attention to the topic - participants often drift;• Loss of direct client observational involvement;• Often misused as representative the general population;• Exposure to external stimuli stymied;• Role and skill of moderator not fully realized.

Online Focus Groups

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Other Trends in Focus Group Research

• Combining online and telephone focus groups;

• Videoconferencing;

• Viewing focus groups online.

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Advantages & Disadvantages:• Group pressure is eliminated;• More costly than a focus group;• More personalized attention given;• Often geared towards getting underlying information;• Interviewee becomes more sensitive to nonverbal clues;• Respondent can be less forthright as the focus is on them;• An interview lacks the advantage of group dynamics;• Can result in limited ground getting covered;• An interview can be conducted anywhere – you don’t need a “facility”.

Other Qualitative MethodologiesDepth Interviews

Key Techniques:• Laddering approach• Hidden issue questioning• Symbolic analysis approach

Key Techniques:• Laddering approach• Hidden issue questioning• Symbolic analysis approach

One-on-one interviews that probe and elicit detailed answers to questions, often using non-directive techniques to uncover hidden motivations.

DepthInterviews:

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Other Qualitative MethodologiesProjective Tests

Technique tapping respondents’ deepest feelings by having them project those feelings into and unstructured situation.

ProjectiveTests:

• Word Association;• Cartoon Tests;• Photo Sorts;• Customer Drawings;• Storytelling;• Sentence and Story Completion;• Third Person Technique.

Underlying

Information

Use a Variety to Maximize

Effect.

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