Qualitative Research

1. Qualitative Research Shamindra Nath Sanyal SNS

2. Two Research Types • Quantitative research– Research that might be used to find statistical differences between data. • Qualitative research– Research whose findings are not subject to quantification or quantitative analysis. Typically used to examine feelings, attitudes and motivations behind consumers. SNS

3. Qualitative Research: Definition • ‘Qualitative Research…involves finding out what people think, and how they feel - or at any rate, what they say they think and how they say they feel. This kind of information is subjective. It involves feelings and impressions, rather than numbers’ (Bellenger, Bernhardt and Goldstucker, Qualitative Research in Marketing, American Marketing Association) SNS

4. Qualitative Research: Introduction • Qualitative Researchers study “things” (people and their thoughts) in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them. • Qualitative research involves the studied use and collection of a variety of empirical materials - case study, personal experience, introspective, life story, interview, observational, historical, interactional, and visual texts-that describe routine and problematic moments and meanings in individuals lives. • Deploy a wide range of interconnected methods, hoping always to get a better fix on the subject matter at hand. SNS

5. Qualitative Research: Introduction • Is any research conducted using an observational technique or unstructured questioning. • Often viewed as a “Soft-approach.” Conducted: • when structured research is not possible, • when true response may not be available [embarrassing “touchy questions”] • to explain quantitative research results. • Should not be viewed as conclusive research. • Qualitative and quantitative research are complementary to each other. SNS

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7. Qualitative Research Techniques • Individual ‘depth’ or ‘intensive’ interview • Focus-group discussion • Projective techniques • Observation method SNS

8. Individual ‘depth’ or ‘intensive’ interview • Typically requires 30-45 minutes. • The interviewer does not have a specific set of pre-specified questionnaire. • The respondent is given a chance to freely express his ideas and thoughts. SNS

9. Individual ‘Depth’ or ‘Intensive’ Interview • Durgee recommended three questioning techniques for use in individual depth interview. • Laddering • Hidden-issue questioning • Symbolic questioning SNS

10. Laddering Technique Laddering involves to allow respondents identify characteristics that distinguish brands. e.g. “In what way Pepsi is different fromCoca Cola?” Each distinguishing attribute is then analyzed to determine why it is important to the customers. These reasons are then analyzed to determine why they are important And the process goes on SNS

11. Purpose of Laddering • To uncover the “network of meanings” associated with the product or service. SNS

12. Hidden-issue Questioning • It focuses on individual respondent’s feelings about sensitive issues, e.g. having a desire for affair. • Analysis focuses on common themes across respondents. • These themes can then be used to guide advertising development. SNS

13. Symbolic Questioning • Respondents are to describe the opposites of product/service of interest. • It may be a specific attribute of the product/service. SNS

14. Individual Depth Interview Areas • When detailed probing of attitude, behavior is required • For a very confidential subject matter • Emotional or embarrassing subject matter • When certain strong, socially acceptable norm exists • When detailed understanding of complicated decision pattern is necessary • Interviews with professional people SNS

15. Limitations of In-depth Interview • Skill of the interviewer is very critical • Respondents’ verbal and non-verbal communications are to be followed very carefully • Sample size must be small • Generalization of the entire population cannot be done SNS

16. Focus Group Interview • An interview conducted by a trained moderator in a non-structured and natural manner with a small group of respondents. Group Size 8-12 Group composition homogeneous in terms of demographic and socio-economic characteristics, Physical setting relaxed and informal Duration 1-3 hrs. Moderator Observational, interpersonal, good communicator SNS

17. Objectives • Generate new product or service ideas • Understand consumer vocabulary • Useful for ad campaigns • Reveal consumer needs, motives, perceptions and attitudes • Generating future research objectives • Facilitate understanding of the quantitative studies SNS

18. Applications • Basic-needs studies for product idea creation • New product idea creation • Product positioning strategies • Marketing communications research SNS

19. Steps • Specify objectives categorically • State questions to be answered • Screen questions based on familiarity and knowledge of the subject matter, usage behavior, attitude and participation in focus groups and demographic characteristics • Develop the moderator’s outline – moderator must understand the clients business, focus group objectives and how the findings will be used in future. • Conduct the focus group interview. • Review recordings and analyze data • Summarize findings and plan follow-up research or action SNS

20. Advantages of Focus Group Interview • Synergism: When a group of people with similar interest discuss an issue together they are expected to produce a rich insight, a wide range of information and innovative ideas than will individual respondents obtain separately. • Snowballing: In a group discussion one person’s comment sets a chain reaction from other participants and generates more views. • Stimulation: Once the focus group discussion in on, general level of interest over the topic increases, and a large no. of respondents want to share their views and express their feelings. SNS

21. Advantages of Focus Group Interview • Security: Because of the homogeneity of composition, focus group participants are expected to have similar feelings. This enables them to feel comfortable to express their feelings. • Spontaneity: Focus group participants are not required to answer specific questions. Their responses can be spontaneous and unconventional that reflect an accurate idea of their views. • Speed: Because people discuss the issues spontaneously, the speed of the total process becomes very high. • Inexpensive: Considering the richness of the output, the total process is relatively inexpensive for data collection. SNS

22. Disadvantages of Focus Group Interview • Lack of representativeness: Since focus groups are not the representatives of the general population, the result can not be generalized and projected as the only basis for decision making. • Misjudgment: Compared to the other methods of data collection, this method is susceptible to client and researcher biases and thereby, misjudgment. • Misused: Focus groups can be misused considering the results as conclusive rather than exploratory. • Moderation: Moderation quality is an important factor for successful focus group interview results. • Difficult to Analyze: The unstructured nature of the responses of the focus group makes the analysis and interpretation difficult SNS

23. Projective Techniques • These are indirect interviewing methods which enable respondents to project their ideas, beliefs and feelings to a third-party or into some task situation. • The researcher sets up a situation for the respondents asking them to express their own views, or to complete/ interpret some ambiguous situations presented to them. • Generally used by the researcher when language barrier, illiteracy among respondents, social barrier or psychological barrier create difficulty. SNS

24. Projective Techniques: Types • Various types. More common ones are: • Free word association test • Sentence completion test • Unfinished scenario/story completion • Cartoon completion test • Picture interpretation (Thematic Appreciation Test) SNS

25. Observation • Appropriate Conditions • The event must occur in a short time interval • avoid lag affect • Must occur in a setting where the researcher can observe the behavior • praying, cooking are not suitable things to observe • Necessary under situations of faulty recall • faulty recall>>remembering things such as how many times one looked at his wristwatch SNS

26. Advantages of Observation • Greater data accuracy than direct questioning, in natural settings people behave naturally, • Problems of refusal, not at home, false response, non-cooperation etc. are absent, • Does not rely on willingness of respondents to cooperate and supply information • No recall error, • In some situations, only way • Number of customers visiting a store • Studying children’s behavior SNS

27. Disadvantages of Observation • Time consuming. • Too many things to observe. • May not be representative of the population. • Difficulty in determining root cause of the behavior, i.e. consumers’ beliefs, feelings, awareness etc. SNS

28. Classification of Observation • Natural vs. Contrived observation • Disguised vs. Undisguised observation • Structured vs. Unstructured observation • Human vs. Mechanical observation SNS

29. Thank You SNS