1 / 19

Qualitative Research

Qualitative Research. Examples. Tiffany’s is researching possible positioning options for their new ad campaign Starbucks seeks to understand its brand associations Winthrop seeks to understand why students love the university

epelkey
Télécharger la présentation

Qualitative Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Qualitative Research

  2. Examples • Tiffany’s is researching possible positioning options for their new ad campaign • Starbucks seeks to understand its brand associations • Winthrop seeks to understand why students love the university • Face book seeks to understand how it can improve user engagement even further

  3. Common theme • What is the common theme that runs through these research questions: • You have no clue about the “trait” • Qualitative inquiry to find out the ‘trait’

  4. Information Collection : Qualitative and Observational Methods • Qualitative methods

  5. Individual In-depth Interviews • Non-directive interviews • Semi-structured or focused individual interviews • Laddering:

  6. Tiffany’s ad campaign

  7. Tiffany’s ad campaign

  8. Laddering – Another example

  9. Laddering – another example

  10. Focus Group Discussions • Discussion of 8 to 12 subjects moderated by a discussion leader • Used in the exploratory phase of the market research process • Intended to provoke spontaneity • Group interaction • Chain reaction, devil’s advocate, false termination

  11. Focus Groups • Hershey’s has plans to introduce a soya milk chocolate bar. (Design and structure a focus group agenda for the above)

  12. Effective focus groups • Plan the agenda • Recruitment • Moderator • Results

  13. Problems with focus groups • Peer pressure • Desirability in the group / anxious to belong • Shy participants • Controlling participants • Undue influence • Sensitized participants- spontaneity is questionable

  14. Projective Techniques • Used when respondent will not or cannot respond meaningfully • Comment upon rather unstructured or ambiguous object, activity. • Objective: • Respondent projects own opinion on something else: task, third person, object

  15. Projective Techniques • Word Association • Immediate response word to the stimulus word (stimulus word is mixed with neutral words) • Conclusions based on • Used to find out brand associations (refer to our in-class example)

  16. Projective Techniques • Completion tests • Dialogue balloons • Picture Interpretation techniques

  17. Projective techniques • Third person technique • Role playing • Respondents attitudes surface during the role-play

  18. Limitations of Qualitative Methods • Potential susceptibility of the results to get misused or misinterpreted • Small samples – limited generalizability • Moderator or interviewer's role – can heavily influence the outcomes • Volume and complexity of analysis

  19. Projective Technique – Sentence Completion Test • “I love Mauritius because______”

More Related