Qualitative Research in Business

1. Qualitative Research in Business Instructor: Lyudmila N.Bogomolova, Department of marketing

2. Evaluation system • Final exam – 60% • written exam (case study) • Team projects – max 20% • students prepare research project and make oral presentation • Case study (individual) – max 20% • Written work. Students create mini-cases. • Deadline – 01/12/09 • mila.dembo@gmail.com

3. Mini-cases • Min. volume 3 p., max – 10 p. in Word • Topics: • using of qualitative research for any goals (in any fields) • comparison of different methods of qualitative research • Bibliography, related links, different sources of information • Structure: introduction, story, analyses and conclusions • Don’t create .docx files!!!!!!

4. Final Exam – 28.12.09 • Weighting is 60% • On-line exam • Individual case analysis • Students take individual tasks in the MIB Office, write their own decision and send to Instructor. • Evaluation criteria: • Correct answer, based on course materials and additional reading • Using of different source of information (number, quality) • Number of related links, books, research reports

5. Course materials: • Qualitative Research in Intelligence and Marketing : The New Strategic Convergence   ebrary Reader Author: Walle, Alf H.   Publisher: Greenwood Publishing Group, Incorporated 2000 • Qualitative Methods in Management Research     Author: Cassell, Catherine   Buehrins, Anna   Symon, Gillian   Publisher: Emerald Group Publishing Limited 2006Additional reading • Silverman, David. Doing qualitative research [Text] : a practical handbook / David Silverman. - 2nd ed. . - London [u.a.] : SAGE, 2006 • Qualitative Research Methods in Public Relations and Marketing Communications   Author: Daymon, Christine   Holloway, Immy   Publisher: Routledge 2002 • Reader (collection of articles)

7. Our Glossary • Consumer research - Study that yields information about the motives and needs of different classes of product users, buyers or decision makers. • Discussion guide - a written outline of topics to cover during a focus group discussion. See also moderator guide or topic guide. • Ethnographic research - The observation of a small group of people in their own environment (consumers) and drawing conclusions based on the findings from these observations. The researcher attempts to get a detailed understanding of the circumstances of the people being studied. The result is a collection of extensive narrative data on many variables over an extended period of time which provides insights into the group • Focus group - A qualitative market research technique in which a group of participants (approx. 10) of common demographics, attitudes, or purchase patterns are led through a discussion of a particular topic by a trained moderator. • Interview - a data-collection encounter in which one person (an interviewer) asks questions of another.

8. Our Glossary • In-depth interviews (IDIs) - A qualitative research technique in which a moderator interviews one participant. Generally lasting 30-60 minutes. Often there is a one-way mirror and observers watching the session. Also known as a one-on-one or diad. • Lifecycle Research - Research which is focused on a group set apart from others because of age and/or because of the activities and events that surround that age. Examples include seniors, teenager, expectant mothers, empty nesters etc. • Moderator - The person hired by the client to lead the focus group or in-depth interview. Also called the focus group moderator, facilitator or qualitative consultant. • Recruitment - The process of securing participants for focus groups who meet specific demographic or other project requirements.

9. Our Glossary • Screener - questions used to check for appropriate respondents • Screening -The process of choosing research participants who meet the established criteria of the research project. • Rescreening - a brief interview conducted with potential participants when they arrive at a facility to ensure that they really qualify for the session. Rescreening normally uses some of the questions that were originally asked when the participants were originally recruited. • Qualitative research - Research data not subject to quantification or quantitative analysis; characterized by the absence of empirical measurements and an interest in subjective evaluation. Qualitative methodologies include focus groups, mini-groups, one on-ones and open ended-questions.

10. Market Research: the Context, Main Roles and Trends. Based on: ESOMAR BEST PRACTICE, 2008 Qualitative Methods in Management Research     Cassell,   Buehrins,   Symon,   Emerald Group Publishing Limited 2006

11. Market Research: the Context, Main Roles and Trends. • Process 1: “CONSUMER INSIGHT” • A synonym for a value creating process of creating consumer-centered innovations by selecting the right product innovation for the right brand equity. • Product Innovation – CI efforts provide the basics that help us to define sharp product. • Brand Equity – we are looking at brands as psychological carrier system, powerful mechanisms to establish and maintain the emotional relation to the buyer to the provide a meaningful face for a meaningless product body (e.g. Aaker, 2004; Arnold, 1997; Esch, 2004; Keller, 2002)

12. Schroiff, 2005 Process 1: “CONSUMER INSIGHT” Screen lab Desk research Home visits Surer groups Concept test Consumer hotline CONCEPT CLINIC CONSUMER KNOWLEDGE PRODUCT IDEA Creative workshops Diaries (blogs) Usage &Attitude TESTING TRANSFORMING DISTILLING CAPTURING Sequential Adaptive Process Relatively vague Relatively certain

13. The main processes • Process 2 Pre-testing • The pre-testing process tries to minimize marketing risk by systematically checking and improving the single factors of marketing/communication mix until they have reached maximum compatibility with a previously defined strategic/tactical objectives.

14. Schroiff, 2005 Process 2 Pre-testing Product Test Packaging test Bases Price test PRODUCT IDEA CONCEPT TEST MARKET INTRODUCTION AdTest Final offer Single marketing mix factors CONCEPT Sequential Adaptive Process Relatively vague Relatively certain

15. Schroiff, 2005 Process 3. MARKET OBSERVATION AND ANALYSIS Data Purchasing Standard Reporting Hierarchies Data Harmonization Standard Analytical Roadmaps MARKET INTRODUCTION Conceptual Harmonization (White Book) WHY? WHAT? REPORTING ANALYSES DATA MANAGEMENT Sequential Adaptive Process Relatively vague Relatively certain

16. Illustrative case: The Dove Campaign For Real Beauty • Recommended to read and see • http://www.campaignforrealbeauty.ca/uploadedFiles/dove_white_paper_final.pdf • http://www.marketingmag.com.au/case_studies/view/a-case-study-in-integration-the-dove-campaign-for-real-beauty-1098 • http://www.unilever.co.uk/ourbrands/casestudies/dove_casestudy.asp • http://www.youtube.com/watch?v=hibyAJOSW8U&NR=1&feature=fvwp • http://www.youtube.com/watch?v=vilUhBhNnQc&feature=related • http://www.youtube.com/watch?v=48DgZT98Cu8&feature=related • http://www.youtube.com/watch?v=x8ukDRAuHPk&feature=related

17. Qualitative Research: Main Notions Based on Silverman, David. Doing qualitative research, Sage, 2006 Qualitative Research in Theory and Practice, by P.Sampson. Qualitative Research, New Monograph Series, vol.4, ESOMAR, 1998

18. What is the status of qualitative research? • Qualitative Research is: • an attempt to capture the sense that lies within, and structures what we say about what we do; • an exploration, elaboration and systemization of significance of an identified phenomenon; • the illuminative representation of the meaning of a delimited issue or problem. (Bannister et al 1994)

19. Key Stones of QLR (1) • Small convenience or quota samples are used. • The information sought relates to the respondents’ motivations, beliefs, feeling, and attitudes. • An initiative, subjective approach is used in gathering the data. • The data collection format is open-ended. • The approach is not intended to provide statistically accurate data.

20. Key Stones of QLR (2) The use of small samples Accessible Data Non directive interviewing All types of QLR Non-probabilistic sampling

21. Phenomenology • This approach, most often used by psychologists, seeks to explain the "structure and essence of the experiences" of a group of people (Banning 1995). • A phenomenologist is concerned with understanding certain group behaviors from that group's point of view. • Phenomenological inquiry requires that researchers go through a series of steps in which they try to eliminate their own assumptions and biases, examine the phenomenon without presuppositions, and describe the "deep structure" of the phenomenon based on internal themes that are discovered (Marshall & Rossman, 1995). • Phenomenology does greatly overlap with ethnography, but, some phenomenologists assert that they "study symbolic meanings as they constitute themselves in human consciousness"

22. Large sample size Professional objective moderator Dyadic questioning use of individual questionnaires Frequent hand counts to check numbers Factual output Watchword control Client observation Results “demonstrated”, no further need to analyse Minimal reporting, no interpretation Smaller groups Moderator is researcher Moderator facilitates interactive session Use of projective techniques Creative output (ideas and feelings as well as facts) Watchword “facilitate” Client observation not relevant Long analytic process before and after fieldwork Written report includes interpretation and recommendations Positivism vs. Humanism

23. When is QL Research used? Linked to quantitative • to test comprehension, word forms and sequence etc. beforehand as a pilot study for questionnaire; • to help screen ideas for new products, packaging and communication (screening study) usually followed by quantitative testing: • to investigate and explain phenomena that have emerged from a major study (post-mortem) Exploratory • market-driven: to obtain background information about a new product area or market place. • consumer driven: to understand the structure, values, dynamics of a culture; to understand the personal constructs, values, motivations and behavior of the consumer, sometimes using psyhology, economics. marketing (motivational research).

24. When is QL Research used? Diagnostic • to explain a phenomenon, such as loss of market share Evaluative • to check consumer response, perhaps to proposed advertising or new product against a model already established by the client (disaster checking, ad testing); Creative development • to work with consumers to develop new advertising, new products (creative development research) • to generate new ideas; • to facilitate interpersonal dynamics, usually within a company over some new initiative;

25. Qualitative Research Target Groups • B2B • private companies, • public authorities, • non-profit organizations, • freelancers, • trade, • public opinion leaders • B2C • all categories of consumers: • users • non-users • rejecters • creators

26. Qualitative Research Methods Based on Qualitative Research in Theory and Practice, by P.Sampson. Qualitative Research, New Monograph Series, vol.4, ESOMAR, 1998

27. Individual interview • A requirement for longitudinal information and case histories involving details of purchasing processes and decision making sequences • The need for individual rather than aggregate information. • A wish of reflect with fairness both majority and minority attitudes without the influence of group dynamic (per group pressure, dominant respondents, socially acceptable responses) • A preference for a quasi numerical analyses based on a substantional number of depth interview (over 50) • A project requiring the discussion of intimate or personal subject matter • The necessity of overcoming recruitment difficulties for brand/services with low penetration, wide geographical spread “difficult to interview” respondents and special sample segment

28. Depth Interviews: Main Advantage • Possible to modify topics as interviews progress • Can be easy to recruit then would a group • Ability to discuss “sensitive” problems • Ability to get more deep information about subject matter

29. Depth Interviews: Main Disadvantage • Time consuming compared to FGD • Can be costly (always)

30. Focus Group Discussion (FGD) • A less intimidating environment than the individual interview and an atmosphere which generates feeling of anticipation, excitement and energy • A means of encouraging people to build on each other’s ideas or to express similar or opposing views within clearly defined parameters • A speedy way of understanding the range of consumer attitudes and behavior • Access to the consumer through viewing facilities so that creative and marketing team members can experience consumer vocabulary, attitudes. Accounts of behavior and reacting first hand. • A window into the cultural and social experience of the group • A more relaxed and flexible environment in which to explore responses to a wide range of difficult stimuli (adv or new product ideas, brand positioning or propositions, packaging etc)

31. FGD: Main Advantages • The ability to discuss per se • Interaction between group members to develop ideas • Participants feel less threatened than in a one to one environment • Can cover a range of subjects in relatively short time frame • Can view any form of stimuli • Ability to use projective technique • Client can observe the proceeding • Low prices

32. FGD: Main Disadvantages • Potential for domination of the group by a few members • Not always possible to discuss “sensitive subject matter” • Group “view” may override or suppress individual attitudes, etc • Spontaneous awareness and views cannot be captured • Over-hyping of views/feeling to fit in with others • High level of marketing competence of consumers

33. The FGD procedure

34. Qualitative Research: a Cognitive Approach Based on

35. Laddering • Laddering is both a technique of interviewing and a means of interpretation. • Key question – Why is that important?

36. Repeat Interviewing • Studies involving re-interviewing respondents. • “Sensitivity Panel”

37. Projective Techniques Based on

38. Projective Techniques • Role-Playing– make-believe “let’s pretend” • Personal analogies – individual imagines him or herself to be object or material with which she/he is working and “feels” like the object. A critical element is “emphatic identification”. The involves description of facts, emotions, values. • Directanalogies – analogies are sought from another fields. • Symbolic analogies – symbolic or poetic metaphors to describe essentials of the problem or object

39. Projective Techniques • Fantasy solutions/future scenarios – stating problem and solution in terms of how one wishes the world would ideally be. Imaging one is dreaming is helpful. • Psychodrowing – expressive initiative ideas and associations through non-verbal stimuli, using lines, colours, mouldngs. Conveys synaesthetic images, transfers experience articulate thoughts afterwards. • Adjectivization– using brand names, consumer categories, as adjectives to force associations with other fields or products.

40. Projective Techniques • Personification – imagine product or object coming to life, having character, personality, life-style and relationship. • Story completion – free association to allow unconscious and initiative feeling to emerge • Group conflict – group members compete… to advocate ideas • Collage – respondents are asked to use variety of pictures/images (cut from magazines, etc) to create collage to express their feelings

41. Projective Techniques • Photo-sorting– is at the core of implicit approach/ • Requires: a set of photographs – animals, people, mythology, home, environments, etc. to be associated with objects like products and brands. • The set of photos must be standartised a priori, via sorting and scaling on appropriate dimensions, among a large sample of respondents

42. Implicit TheoryTwo axes underlying implicit model Out-going/Extrovert Archetypal male Affiliative Egocentric/I/Me/Yang Archetypal female Assertive Sharing-Caring/WE/Us/Yin B A Inward/Introvert A:Physiological axis – what people feel/experience B: Social axis – Relating to others

43. Implicit Theory • Implicit Theory takes a strong antiocognitivist stance, being essentially concerned with the conative dimension (sub-conscious or unconscious motivations, gratifications attitudes, values and aspirations). • “The conative dimension of behavior is a dynamic dimension, not only through the presence of biological energy but also through the existence of a social-normative (conscious) energy developed through maturation and socialization processes. Products, brands, activities, etc., become substitute means that allow basic needs to be satisfied in a socially acceptable way” Heylen

44. Implicit Theory • In qualitative analysis, each project is approached as a tree-stage enquiry. • Stage 1 is an investigation of Motivations or Needs = WHAT? • Stage 2 examines the Relationships or Connections between the individual as he/she is and he/she would like to be and the products and brands is question = WHY? • Stage 3 identifies the SATISFIERS or the properties in the product or brand that account for relationships and satisfy the needs = HOW?

45. Transactional Analyses (TA): introduction. • The technique of TA developed by Berne, has been used by market researchers. It is both theory of personality and a framework for analyzing how people communicate with each other. • Any interaction between 2 people (in original context) or between a Consumer and a Brands (in consumer research context) can be described as “TRANSACTION”. • TRANSACTION – a unit of interactive behaviour between two people, each of whom is reacting according to one of three possible ego status: PARENT, ADULT and CHILD. • TA corresponded to the Freudian concepts of Ego, Super Ego and Ld.

46. Transactional Analyses (TA): introduction. • PARENT – represents the state of authority, manifest as reassurance and protectiveness in positive sense and disapproval, criticism and authoritarianism, in a negative one. • ADULT – represents the state of objectivity and rationality, manifest in terms of positive functional values or, negatively, as low involvement. • CHILD – represents the state of instinct and emotion; positively, in terms of warmth, pleasure and polysensyalism; negatively, in terms of fear, hostility and spite.

47. Transactional Analyses (1) brand consumer P P A A C C

48. Transactional Analyses (2) brand consumer P P SOCIAL A A C C PSYCOLOGICAL

49. Transactional Analyses (3) brand consumer P P A A C C

50. Transactional Analyses (TA): • In the language of TA the exchange between individuals, or between consumer and brand (communication) is an act of recognition = stroke. • Strokes may be symbolic, psychological… positive or negative. • TA synthesizes 2 main model of men. • 1- psychoanalytical • 2 – behaviorist