Qualitative Research

1. Chapter Four Qualitative Research Chapter Four

2. Chapter Four Objectives Chapter Four

3. Nature of Qualitative Research • Qualitative Research: • Findings are not subject to quantification or quantitative analysis • Conclusions are not based on precise, measurable statistics • Based on more subjective observations and analysis • Quantitative Research: • Uses mathematical analysis • Typically research analysis is done using measurable, numeric standards Chapter Four

4. Qualitative vs. Quantitative Research Chapter Four

5. Popularity of Qualitative Research

6. Limitations of Qualitative Research Chapter Four

7. Importance of Focus Groups • A focus group is: • A group of 8–12 respondents • Led by a moderator • An in-depth discussion • On one particular topic or concept Interacting among people in a group. The moderator must manage this issue carefully. Group Dynamic • Focus groups: • Are excellent for idea generation, brainstorming, understanding customer vocabulary • Provide insight to motives, attitudes, perceptions • Can reveal needs, likes, dislikes driven by emotions Chapter Four

8. Conducting a Focus Group Decide on research objectives for focus group Use secondary research to refine group questions Select focus group facility and overview of ideal group participants Begin recruiting with participant incentives Select a moderator Develop a discussion guide to chart flow of focus group Conduct the focus group Review the videotape, your notes, and analyze the results Prepare a written report for client Focus Group Flow Chapter Four

9. Conducting a Focus Group The Participants: • Potential opinion leaders are best • Participants must be screened for relevance to the topic • A conference room or living room setting • Separate observation room with a one-way mirror or live AV feed • Leads the focus group • Psychology or sociology background is preferred • Sets a timetable for each topic, and clear goals/questions • Is a strategy for keeping group on task / focused • Managing the group dynamics is critical The Location: The Moderator: The Discussion Guide: Chapter Four

10. The Moderator Moderators should: Meet and greet the participants before focus group. Ask simple/light personal questions during warm-up. Reveal something personal information about yourself. Ask for the participants’ assistance during the process. “Your opinion is valuable…” Use humour when appropriate. Dress the same as the respondents. Start the focus group session sitting down. Have a client-approved discussion guide to assist. Chapter Four

11. What Makes a Good Moderator? • A good moderator: • Is genuinely interested in people, including their: • Behaviours • Emotions • Lifestyles • 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 Chapter Four

12. What Makes a Good Moderator? • Good oral, written, and organizational skills • Able to manage conversation flow • Good at follow-up questioning and probing • Excellent attention to detail and is precise • Understands client’s business and industry • Reliable, responsive, trustworthy • Ability to provide feedback and be a sounding board for client Chapter Four

13. Benefits and Drawbacks of Focus Groups • Participants’ candor • Looks the customer “in the eye” • Generates fresh ideas / brainstorming • Allows client to observe and comment onsite • Can be executed quickly • Can enhance other data collection methods Advantages • Expertise needed • Participation issues (e.g., “no shows”) • Interpretation is subjective • Often misused as representative of the general population Disadvantages Chapter Four

14. Online Focus Groups • Low costs and no geographic barriers • Can be executed quickly • Good for generating fresh ideas / brainstorming • Can enhance other data collection methods • Efficient moderator-client interaction • Participants provide valuable information for the next research phase Advantages • Group dynamics • Non-verbal inputs • Client involvement • Exposure to external stimuli • Role and skill of moderator Disadvantages Chapter Four

15. One-on-one discussions that probe to elicit detailed answers, often using non-directive techniques to uncover hidden motivations. Depth Interviews: Other Qualitative Methodologies • Key Techniques: • Laddering approach • Hidden issue questioning • Symbolic analysis approach Chapter Four

16. Other Qualitative Methodologies • Advantages of Depth Interviews: • Group pressure is eliminated • Often geared towards getting underlying information • Interviewer becomes more sensitive to nonverbal clues • Respondent can be more forthright, since focus is on them • An interview can be conducted anywhere • More personalized attention given • Disadvantages of Depth Interviews: • More costly than a focus group • An interview lacks the advantage of group dynamics Chapter Four

17. Other Qualitative Methodologies Projective Tests: A technique tapping respondents’ deepest feelings by having them project those feelings into an unstructured situation. • Types of Projective Tests: • Word Association • Cartoon Tests • Photo Sorts • Consumer Drawings • Storytelling • Sentence and Story Completion • Third-Person Technique Chapter Four