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The Nature of Qualitative Research
Qualitative:
Research yielding findings that 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 and numeric
standards.
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Key Terms & Definitions
Qualitative vs. Quantitative Research
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Key Terms & Definitions
General Limitations of Qualitative Research
1. Attitudinal, perception, and belief differences revealed
during qualitative research might not be easily
measureable. Quantitative research will more precisely
measure these differences.
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Key Terms & Definitions
Qualitative Research Methods
Factors to Consider:
Time/budget
How the research results will be used
Product/service tangibility
Research goals and objectives
Participant availability and willingness
Desired analysis sophistication
Whether quantitative research follows
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Key Terms & Definitions
The Importance of Focus Groups
Focus Group Defined:
A group of eight to 12 participants
who are led by a moderator in an
in-depth discussion on one
particular topic or concept.
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Key Terms & Definitions
The Importance of Focus Groups
Continued
Some
Key
Characteristics:
Good for idea generation, brainstorming, and understanding
customer vocabulary
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Key Terms & Definitions
Focus Groups Steps
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Key Terms & Definitions
Conducting a Focus Group
1a. Decide on the key focus group objectives
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Key Terms & Definitions
Conducting a Focus Group
Continued
The Participants:
Selection process:
Potential opinion leaders are best
Participants must be screened for relevance to the topic
The Facility:
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.
The Moderator:
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
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Key Terms & Definitions
The Moderator Builds Rapport
Tools, Tips and Techniques
Smile make a connection with individuals.
Mind the details include logistics such as mentioning where food, drink,
and bathrooms; make sure everyone is comfortable.
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Key Terms & Definitions
What Makes a Good Moderator
Key Factors
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Key Terms & Definitions
Planning Global Focus Groups
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Key Terms & Definitions
Major Global Markets
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Key Terms & Definitions
Disadvantages to Focus Groups
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Key Terms & Definitions
New Trends in Focus Group Methods
Video Transmissions
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Key Terms & Definitions
Other Qualitative Methods
Depth
Interviews (IDIs):
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Key Terms & Definitions
Advantages of IDIs
Group pressure is eliminated
Respondent feels important and truly wanted
Respondent attains a heightened state of awareness
Encourages the revelation of new information
Respondents can be questioned at length to reveal
feelings and motivations
Individual interviews allow greater flexibility to the direction
of questioning
The interviewer becomes more sensitive to nonverbal
feedback
A singular viewpoint can be obtained without influence
from others
Interviews can be conducted anywhere
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Key Terms & Definitions
Disadvantages of IDIs
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Key Terms & Definitions
Other Qualitative Methods
Hermeneutic Research:
Research that focuses on
interpretation through conversations
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Key Terms & Definitions
Other Qualitative Methods
Examples:
Word Association Test Cartoon Tests and Photo Sorts
Analogy Customer Drawings
Personification Storytelling
Sentence and Story Completion Test Third Person Technique
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Key Terms & Definitions
Other Qualitative Methods
Pros/Cons:
Avoids defense mechanisms Most respondents use antonyms
Delays in response identify emotional or synonyms
reactions Emotional delays can skew
Provides brand and product name ideas
suggestions Idea generating only
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Key Terms & Definitions
Other Qualitative Methods
Examples:
1. Best Buy is
2. The people who shop at Best Buy are
3. Best Buy should really
4. I dont understand why Best Buy doesnt
5. The last time I was at Best Buy.
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Key Terms & Definitions
Other Qualitative Methods
A projective test in which a respondent sorts photos of
Photo Sorts:
different types of people, identifying those people who she
or he feels would use the specified product or service.
Example:
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Key Terms & Definitions
Other Qualitative Methods
A projective test in which the respondent fills in the
Cartoon Tests:
dialogue of one of two characters in a cartoon.
Example:
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Key Terms & Definitions
Key Terms & Definitions
Links and Key Terms & Definitions button are active when in Slide Show Mode
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