In this chapter you will learn: To define qualitative research, to explore the popularity of qualitative research, to understand why qualitative research is not held in high esteem by some practitioners and academicians, to learn about focus groups and their tremendous popularity,...
CHAPTER Four Learning Objectives Qualitative Research Copyright © 2004 John Wiley & Sons, Inc Learning Objectives Learning Objectives To define qualitative research To explore the popularity of qualitative research To understand why qualitative research is not held in high esteem by some practitioners and academicians To learn about focus groups and their tremendous popularity Learning Objectives Learning Objectives To gain insight into conducting and analyzing a focus group To understand the controversy regarding online focus groups To understand the growing popularity of Internet focus groups To learn about other forms of qualitative research Learning Objectives 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 Table 5.1 (next slide) Popularity of Qualitative Research Less expensive, ability to better understand motivations, improved efficiency Table 4.1 Learning Objectives 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 Fewer special skills needed Type of Analysis Subjective Statistical Hardware Tape recorders, video, pictures Questionnaires, computers, printouts Ability to replicate Training the researcher Low Psychology,sociology marketing, consumer behavior Exploratory High Statistics, decision models, marketing research Type of research Descriptive or casual Learning Objectives 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 Learning Objectives The Growing Role of Focus Groups To learn about focus groups and their popularity Focus Groups Defined •Consists of to 12 participants •Led by moderator •In-depth discussion on one topic Goal: To learn and understand what people have to say Learning Objectives The Growing Role of Focus Groups To gain insight into conducting and analyzing a focus group The Popularity of Focus Groups About 25 percent of all research expenditures is spent on focus groups Conducting Focus Groups Preparing for a Focus Group The Setting: focus group facility often in a conference style room Recruiting Participants: mall intercept, telephone Learning Objectives Figure 4.1 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 Learning Objectives The Growing Role of Focus Groups To gain insight into conducting and analyzing a focus group Selecting the Moderator Genuine interest in people Acceptance and appreciation for the differences in people Good listening skills Good observation skills Interest in a wide range of topics Good oral and written skills Objectivity Learning Objectives The Growing Role of Focus Groups To gain insight into conducting and analyzing a focus group Knowledge of research and marketing Flexibility 10 Attention to detail Client-focused skills: Understand client’s business Provide strategic leadership Provide feedback to the client Reliable, responsive, trustworthy A comfortable match with the client Learning Objectives The Growing Role of Focus Groups To gain insight into conducting and analyzing a focus group Developing a Discussion Guide •An outline of the topics to be covered •Three stages: • Rapport is established • Provoke intense discussion • Summarize significant conclusions Preparing a Focus Group Report Advantages and Disadvantages of Focus Groups Learning Objectives 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 Disadvantages of Online Focus Groups •Group dynamics •Non-verbal inputs •Client involvement Learning Objectives Internet Focus Groups To understand the controversy regarding Internet focus groups •Security •Attention to topic •Exposure to external stimuli •Role and skill of the moderator Other Trends in Focus Groups •Video conferenced Focus Groups •Viewing Focus Groups on the Internet Learning Objectives Other Qualitative Methodologies To learn about other forms of qualitative research Depth Interviews Unstructured one-on-one interview • Advantages • Disadvantages Applications of depth interviews Communication Sensory evaluations Exploratory research New product development, prototype stage Packaging or usage research Learning Objectives Other Qualitative Methodologies To learn about other forms of qualitative research Projective Techniques Techniques for penetrating a person’s defense mechanisms Use of Projective Tests Used in conjunction with nonprojective open-and closed-ended questions A basis for gathering more revealing information Learning Objectives Other Qualitative Methodologies To learn about other forms of qualitative research Types of Projective Techniques •Word Association Tests •Sentence and Story Completion •Cartoon Tests •Photo Sorts •Consumer Drawings •Story Telling •Third-Person Technique Learning Objectives The Future of Qualitative Research To learn about other forms of qualitative research Rationale behind qualitative research tests: 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 Learning Objectives Summary • The Nature of Qualitative Research • The Growing Role of Focus Groups • Internet Focus Groups • Other Qualitative Methodologies • The Future of Qualitative Research Learning Objectives The End Copyright © 2004, John Wiley & Sons, Inc ... groups To learn about other forms of qualitative research Learning Objectives The Nature of Qualitative Research To define qualitative research Qualitative Research Defined Findings not subject... 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... •Story Telling •Third-Person Technique Learning Objectives The Future of Qualitative Research To learn about other forms of qualitative research Rationale behind qualitative research tests: Criteria