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Qualitative
Research A Classification of Qualitative Research Procedures
Qualitative Research Procedures
Direct (Non- Indirect
disguised) (Disguised)
Projective Techniques Focus Groups Depth Interviews
Association Completion Construction Expressive
Techniques Techniques Techniques Techniques 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.
Interacting among people
Group Dynamic in a group. The moderator must manages this issue deftly. Some Key Characteristics: •• Good Good for for idea idea generation, generation, brainstorming, brainstorming, and and understanding understanding customer customer vocabulary; vocabulary; ••Can Canbe behelpful helpfuliningaining gaininginsight insighttotomotives, motives,attitudes, attitudes,perceptions; perceptions; ••Can Canreveal revealneeds needs//likes likes&&dislikes dislikes//prejudices prejudicesdriven drivenby byemotions. emotions. 3 Conducting a Focus Group 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. 4
The Participants: • Selection process: • Potential opinion leaders are best • Participants must be screened for relevance to the topic The Location: • 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.
5 The Focus Group Moderator Qualities of a Good Moderator: Must develop connection with the group to promote interaction among all participants. Must be a good listener. Must try not to interject his or her own opinions. Must be able to control discussion without being overbearing. 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 5–6 The Moderator and the Focus Group • Meet and greet the participants Building Rapport 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 as 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. 7 Benefits and Drawbacks of Focus Groups ••Looks Looksthe thecustomer customer“in “inthe theeye”; eye”; ••Generates Generatesfresh freshideas ideas//brainstorming; brainstorming; ••Allows Allowsclient clienttotoobserve observe&&comment commentonsite; onsite; ••Can Canbe beexecuted executedquickly quicklyasascompared comparedtotoIDIs, IDIs,etc; etc; ••Participants Participantsprovide providevaluable valuableinformation informationuseable useablefor forthe thenext nextresearch research phase. phase.
••Loss Lossofofgroup, group,hands-on, hands-on,dynamic; dynamic; ••Interpretation Interpretationisissubjective; subjective; ••Projective Projectivetechniques techniquesareareless lesseffective; effective; ••Security Security--you youdon’t don’tknow knowwhowhoelse elsemight mightbebeatatthe thecomputer; computer; ••Non-verbal Non-verbalinputs inputswill willbe begenerally generally//often oftenmissed; missed; ••Attention Attentiontotothe thetopic topic--participants participantsoften oftendrift; drift; ••Role Roleand andskill skillof ofmoderator moderatornotnotfully fullyrealized. realized. 9 Other Qualitative Methodologies Depth One-on-one interviews that probe and elicit detailed answers to questions, often using non-directive Interviews: techniques to uncover hidden motivations. Key KeyTechniques: Techniques: Advantages: •• Laddering Ladderingapproach approach • •• Hidden Hiddenissue issuequestioning Group pressure is eliminated; questioning • •• Symbolic Symbolicanalysis analysisapproach approach More personalized attention given; • Often geared towards getting underlying information; • Interviewee becomes more sensitive to nonverbal clues; • An interview can be conducted anywhere – you don’t need a “facility”. Disadvantages: • Respondent can be less forthright as the focus is on them; • An interview lacks the advantage of group dynamics; • More costly than a focus group; • Can result in limited ground getting covered; 10 Depth Interview Techniques:
In laddering, the line of questioning proceeds from
product characteristics to user characteristics. This technique allows the researcher to tap into the consumer's network of meanings.
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme: You will feel good about yourself when flying our airline. “You're The Boss.” Technique Other Qualitative Methodologies tapping respondents’ Projective Tests deepest feelings by having them project those feelings into an unstructured situation. • Word Association; Underlying
• Cartoon Tests; • Photo Sorts; Information • Customer Drawings; • Storytelling; • Sentence and Story Completion; Use a Variety to Maximize Effect. • Third Person Technique.
12 An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes or feelings regarding the issues of concern. In projective techniques, respondents are asked to interpret the behavior of others. In interpreting the behavior of others, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation. Word Association In word association, respondents are presented with a list of words, one at a time, and asked to respond to each with the first word that comes to mind. The words of interest, called test words, are interspersed throughout the list which also contains some neutral, or filler words to disguise the purpose of the study. Responses are analyzed by calculating: (1) the frequency with which any word is given as a response; (2) the amount of time that elapses before a response is given; and (3) the number of respondents who do not respond at all to a test word within a reasonable period of time. Completion Techniques In sentence completion, respondents are given incomplete sentences and asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind.
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Sak's Fifth Avenue would be __________________________________
J. C. Penney is most liked by _________________________
When I think of shopping in a department store, I ________
A variation of sentence completion is paragraph completion, in which
the respondent completes a paragraph beginning with the stimulus phrase. Completion Techniques In story completion, respondents are given part of a story – enough to direct attention to a particular topic but not to hint at the ending. They are required to give the conclusion in their own words. Construction Techniques With a picture response, the respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondent's interpretation of the pictures gives indications of that individual's personality.
In cartoon tests, cartoon characters are shown in a
specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character. Cartoon tests are simpler to administer and analyze than picture response techniques. A Cartoon Test Sears
Let’s see if we can pick up some house wares at Sears. Expressive Techniques In expressive techniques, respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation.
Role playing Respondents are asked to play the role or
assume the behavior of someone else.
Third-person technique The respondent is presented
with a verbal or visual situation and the respondent is asked to relate the beliefs and attitudes of a third person rather than directly expressing personal beliefs and attitudes. This third person may be a friend, neighbor, colleague, or a “typical” person. Expressive Techniques In Consumer Drawings respondents draw what they are feelings or how they perceive an object.
In Story Telling respondents are required to
tell stories about their experiences, with a company or products. Also called the “Metaphor Technique” Advantages of Projective Techniques They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study.
Helpful when the issues to be addressed are
personal, sensitive, or subject to strong social norms.
Helpful when underlying motivations, beliefs,
and attitudes are operating at a subconscious level. Disadvantages of Projective Techniques
Suffer from many of the disadvantages of
unstructured direct techniques, but to a greater extent. Require highly-trained interviewers. Skilled interpreters are also required to analyze the responses. There is a serious risk of interpretation bias. They tend to be expensive. May require respondents to engage in unusual behavior.
