Qualitative marketing research is a set of research techniques, used

in marketing research and the social sciences, in which data is obtained

from a relatively small group of respondents, and not analyzed
with statistical inferences .This differentiates it from quantitative marketing
research, which is analyzed for statistical significance
for marketing purposes.
Core Concepts in Qualitative Research: In this section, we discuss a number
of issues, areas of contention, and concepts that are important to the
constantly evolving field of qualitative research.
Subjectivity offers a starting point for understanding how a researcher's
perspectives, biographies, assumptions, and commitments shape the
research process.
Paradigms engages with question like what is knowledge, and, as
researchers, how do we know what we know?
Emic & Etic outlines two general, contrasting approaches to qualitative
research.
Computer Assisted Analysis frames some of the discussion around new
qualitative data analysis software.
Qualitative research implies that variables which cannot directly be measured,
are often studied or investigated. Concepts like stress, anxiety etc, cannot
directly be measured in terms of quantities such as liters, weight, color,
numbers etc.
Researchers try to understand a phenomenon within its social, cultural and
historical context.
Man is the primary data collecting instrument in this type of research.
The focus is broad, subjective and holistic.
The participants natural language is used to develop an understanding of their
world. This involves sustained interaction with the participants in their own
language and in their natural setting.
The research design is flexible and unique.
The basis of knowledge focuses around meaning, discovery and understanding
in order to construct detailed descriptions of social reality.

Typically qual researchers don't use experimental methods such as field trials
or test markets, Stake maintains. "Not many use really highly-developed
psychometric (e.g., personality or psychological tests) or econometric (e.g.,
economic statistics) indicators." Qual researchers generally rely on
methodologies rooted in ethnography (e.g. field or participant observation) and
phenomenology (e.g., understanding life experiences using written or recorded
narratives). Market researchers partner with professional recruiters to identify
and screen qualifying customers or consumers who in turn receive an
honorarium for their participation in the study.
You should rely on a market research firm to choose the best fit for you based
on: what is it that you need to learn and who is your target audience
demographically, where they are geographically, and what are their lifestyle
behaviors or time constraints, says Kristin Schwitzer, president of Beacon
Research, a qual firm that specializes in innovative online methods, based in
Annapolis, Maryland.
Conducting qualitative research is about asking the right people the right
questions in the right format, says Hannah Baker Hitzhusen, vice president of
qualitative research at CMI, a market research firm in Atlanta. What qual
researchers do is very much on the front end, it is discovery or exploratory
work. "For a qual study, we generally do a discussion guide to make sure we
cover certain topics or issues," says Hitzhusen. Qual is generally used for small
sample groups, because, "you want to spend a lot of time with the participants,
maybe 90 to 120 minutes. Quant usually uses a larger sample size of people and
a smaller amount of time, 15 to 30 minutes (for someone to fill out a
questionnaire)," she explains.
Qualitative market research provides an understanding of how or why things
are as they are. For example, a Market Researcher may stop a consumer who
has purchased a particular type of bread and ask him or her why that type of
bread was chosen. Unlike quantitative research there are no fixed set of
questions but, instead, a topic guide (or discussion guide) is used to explore
various issues in-depth. The discussion between the interviewer (or
moderator) and the respondent is largely determined by the respondents'
own thoughts and feelings.
There are various types of qualitative market research methodologies.
Research of this sort is mostly done face-to-face. One of the best-known
techniques is the market research group discussion (or focus group). These
are usually made up of 6 to 8 targeted respondents, a research moderator
whose role is to ask the required questions, draw out answers, and

encourage discussion, and an observation area usually behind one way

mirrors, and video and/or audio taping facilities.
In addition, qualitative market research can also be conducted on a one on
one basis i.e. an in-depth market research interview with a trained executive
interviewer and one respondent, a paired depth (two respondents), a triad
(three respondents) and a mini group discussion (4-5 respondents).
The various types of qualitative market research methodologies are
summarised below.
Market Research Depth Interviews
A single respondent is interviewed based on various themes and topics (can
be conducted either face to face or via the phone).
Market Research Paired Depths
The same as a depth interview but there are two respondents. Particularly
useful when ideas need to be 'bounced off' one another.
Triads
Conducted with three respondents.
Market Research Mini-Groups
Contains 4-5 respondents.
Focus Groups or Group Discussions
Normally contain 8 respondents. With groups you benefit from the interaction
between the different personalities.
Market Research Observation
Observing a respondent in their 'natural' environment.
Workshops
To elicit new ideas and to evaluate ideas.

Observation - Direct observation can involve a researcher watching subjects

and taking notes in the background which could be from behind a one-way
mirror or video camera recording the happenings. With participant observation,
the researcher is actually part of the situation being studied as with a
moderated focus group or one-on-one interviews.

 Focus Groups - This technique is good if you need a range of opinions, says
Hitzhusen. In general, you want to get reactions from eight to 10 people. But
you don't have to have the traditional group of people closed in a room. You can
do a webcam or online bulletin board focus group, in which consumers
participate in an asynchronous group discussion over the duration of three to
four days. Participants answer questions from the moderator and respond to
images or video on their computer screen.
Type 1: Qualitative Market Research
Qualitative market research means "quality." Conversely, and importantly, it
does not mean "quantity." Qualitative research methods are designed to talk
to a relatively few people in the target audience of interest. The purpose of
qualitative research is to plumb the depths and range of buyer attitudes and
beliefs, not to measure incidence, project, or forecast quantity.Popular
qualitative market research methods include focus group studies, depth
interviews triads (one interviewer, two respondents, and dyads (one
interviewer, one respondent,) and observational techniques such as
ethnography and, popular in marketing research, photo ethnography. See a
more detailed discussion on focus groups in this FAQ.We include qualitative
market research methods as a "market survey" method because they offer a
way to measure the market, again, in terms of depth and range of buyer
perceptions and needs rather than quantity. Often market researchers and
clients succumb to the temptation to inappropriately impute quantitative
implications and projections based on this type of market survey.The level of
professional quality and validity of results in Type 1 market surveys is driven
by the design, interviewing experience of the moderator or principal
interviewer, and the interpretation of results by the market research
consultant or marketing analyst.

Market Survey Types

Type

Description

Type 1: Qualitative Market Survey Types

Strengths
Weaknesses

Focus Groups

Groups of 6 to 12 people
Traditionally, in live group setting
with moderator
Online groups conducted via internet
Phone conference w/ web or video
Moderator must know how to engage
in non-directive questioning. (If

Group interaction can sti

unplanned reactions.
New ideas spawned
Group-think can occur.

Individuals have little tim

speak individually; partic
may hide or be passive.

moderator is merely to pepper

Often an artificial "perfo
people with structured questions, do
mentality" as clients view
a quant survey instead.)
one-way mirror.

Depth Interviews
(with or without
projective techniques)

Long, in-depth interviews using openended questioning.

Usually one-on-one, however dyads
and triads may be used.
A non-directive approach often
useful to explore how respondent
thinks about category.
Traditionally, in live group setting
with moderator
Online groups conducted via internet
Phone conference w/ web or video

Group interaction can sti

unplanned reactions.

Observational method; "watching"

rather than "asking"

Watching user behavior c

reveal good insights abou
attitudes.

Participants interact with product or

solutions to need
Photo-ethnography

New ideas spawned

Group-think can occur.

Individuals have little tim

speak individually; partic
may hide or be passive.

Often an artificial "perfo

mentality" as clients view
one-way mirror.

Participants get highly in

in study.

Participant take video of relevant

situations under study, e.g. their pet, Unforeseen relationships
their car, etc.
discovered
Diary kept, & report behavior and
attitudes to interviewer

Somewhat forced environ

as people may modify be

in marketing and the social sciences, observational research (or field research)
is a social research technique that involves the direct observation of
phenomena in their natural setting. This differentiates it from experimental

research in which a quasi-artificial environment is created to control for

spurious factors, and where at least one of the variables is manipulated as part
of the experiment.
Observational techniques in context[edit]
Compared with quantitative research and experimental research,
observational research tends to be less reliable but often more valid[citation
needed]. The main advantage of observational research is flexibility. The
researchers can change their approach as needed. Also it measures behavior
directly, not reports of behavior or intentions. The main disadvantage is it is
limited to behavioral variables. It cannot be used to study cognitive or
affective variables. Another disadvantage is that observational data is not
usually general
Three Approaches[edit]
Generally, there are three types of observational research:
Covert observational research - The researchers do not identify themselves.
Either they mix in with the subjects undetected, or they observe from a
distance. The advantages of this approach are: (1) It is not necessary to get
the subjects cooperation, and (2) The subjects behaviour will not be
contaminated by the presence of the researcher. Some researchers have
ethical misgivings with the deceit involved in this approach.
Overt observational research - The researchers identify themselves as
researchers and explain the purpose of their observations. The problem with
this approach is subjects may modify their behaviour when they know they
are being watched. They portray their ideal self rather than their true self.
The advantage that the overt approach has over the covert approach is that
there is no deception (see PCIA-II; Holigrocki, Kaminski, & Frieswyk, 1999,
2002).
Researcher Participation - The researcher participates in what they are
observing so as to get a finer appreciation of the phenomena.
In marketing research, the most frequently used types of observational
techniques are:

Personal observation

observing products in use to detect usage patterns and problems

observing license plates in store parking lots

determining the socio-economic status of shoppers

determining the level of package scrutiny

determining the time it takes to make a purchase decision

Mechanical observation

eye-tracking analysis while subjects watch advertisements

oculometers - what the subject is looking at

pupilometers - how interested is the viewer

electronic checkout scanners - records purchase behaviour

on-site cameras in stores

Nielsen box for tracking television station watching

voice pitch meters - measures emotional reactions

psychogalvanometer - measures galvanic skin response

Audits

retail audits to determine the quality of service in stores

inventory audits to determine product acceptance

shelf space audits

Trace Analysis

credit card records

computer cookie records

garbology - looking for traces of purchase patterns in garbage

detecting store traffic patterns by observing the wear in the floor (long
term) or the dirt on the floor (short term)

exposure to advertisements

Content analysis

observe the content of magazines, television broadcasts, radio

broadcasts, or newspapers, either articles, programs, or
advertisements

going in a slightly different direction than they actually are.[27] Within

the field of public relations, spin is seen as a derogatory term,
interpreted by professionals as meaning blatant deceit and
manipulation.[29][30] Skilled practitioners of spin are sometimes called
"spin doctors."

The techniques of spin include selectively presenting facts and quotes

that support ideal positions (cherry picking), the so-called "non-denial
denial," phrasing that in a way presumes unproven
truths, euphemisms for drawing attention away from items considered
distasteful, and ambiguity in public statements. Another spin technique
involves careful choice of timing in the release of certain news so it
can take advantage of prominent events in the news.

Negative[edit]

Negative public relations, also called dark public relations (DPR) and in
some earlier writing "Black PR", is a process of destroying the target's
reputation and/or corporate identity. The objective in DPR is to

discredit someone else, who may pose a threat to the client's business
or be a political rival. DPR may rely on IT security, industrial
espionage,social engineering and competitive intelligence. Common
techniques include using dirty secrets from the target, producing
misleading facts to fool a competitor.[31][32][33][34]

Politics and civil society[edit]

In Propaganda (1928), Bernays argued that the manipulation of public

opinion was a necessary part of democracy.[35] In public
relations, lobby groups are created to influence government policy,
corporate policy, or public opinion, typically in a way that benefits the
sponsoring organization.

When a lobby group hides its true purpose and support base, it is
known as a front group.[36] Front groups are a form of astroturfing,
because they intend to sway the public or the government without
disclosing their financial connection to corporate or political interests.
They create a fake grass-roots movement by giving the appearance of
a trusted organization that serves the public, when they actually serve
their sponsors.

Politicians also employ public relations professionals to help project

their views, policies and even personalities to their best advantages.[37]

going in a slightly different direction than they actually are.[27] Within

the field of public relations, spin is seen as a derogatory term,
interpreted by professionals as meaning blatant deceit and
manipulation.[29][30] Skilled practitioners of spin are sometimes called
"spin doctors."

The techniques of spin include selectively presenting facts and quotes

that support ideal positions (cherry picking), the so-called "non-denial
denial," phrasing that in a way presumes unproven
truths, euphemisms for drawing attention away from items considered
distasteful, and ambiguity in public statements. Another spin technique
involves careful choice of timing in the release of certain news so it
can take advantage of prominent events in the news.

Negative[edit]

Negative public relations, also called dark public relations (DPR) and in
some earlier writing "Black PR", is a process of destroying the target's
reputation and/or corporate identity. The objective in DPR is to
discredit someone else, who may pose a threat to the client's business
or be a political rival. DPR may rely on IT security, industrial

espionage,social engineering and competitive intelligence. Common

techniques include using dirty secrets from the target, producing
misleading facts to fool a competitor.[31][32][33][34]

Politics and civil society[edit]

In Propaganda (1928), Bernays argued that the manipulation of public

opinion was a necessary part of democracy.[35] In public
relations, lobby groups are created to influence government policy,
corporate policy, or public opinion, typically in a way that benefits the
sponsoring organization.

When a lobby group hides its true purpose and support base, it is
known as a front group.[36] Front groups are a form of astroturfing,
because they intend to sway the public or the government without
disclosing their financial connection to corporate or political interests.
They create a fake grass-roots movement by giving the appearance of
a trusted organization that serves the public, when they actually serve
their sponsors.

Politicians also employ public relations professionals to help project

their views, policies and even personalities to their best advantages.[37]