Exploratory research design:
Qualitative Research
Qualitative research: An unstructured, exploratory
research methodology based on small samples that
provides insights and understanding of the problem
setting.
Quantitative research: A research methodology that
seeks to quantify the data and typically applies
some form of statistical analysis.
Qualitative research in the form of focus groups
and individual depth interviews is used to
discover what sensory feelings are important for
customers. Such feelings cannot be uncovered
by quantitative research.
Depth interviews are conducted one-on-one and
allow extensive probing of each respondent.
Thus, it is possible to uncover underlying
feelings(as well as values, beliefs, and attitudes).
Qualitative versus Quantitative
Research
Qualitative Quantitative
Objective To gain a qualitative understanding of the To quanyify the data and
underlying reasons and motivations generalize the results from
the sampel to the
population of interest
Sample Small number of nonrepresentative cases Large number of
representative cases
Data collection Unstructured Structured
Data analysis Nonstatistical Statistical
Outcome Develop and initial understanding Recommend a final course
of action
Primary data Qualitative versus
Quantitative research
Marketing Research data
Secondary data Primary data
Qualitative data Quantitative data
Descriptive Causal
Observational Experimental
Survey Data
and other data
A classification of Qualitative research
procedures
Qualitative research
procedures
Direct Indirect
(Nondisguised) (Disguised)
Depth Depth Projective
interviews interviews Techniques
Association Completion Construction Expressive
Techniques Techniques Techniques techniques
Focus group: An interview conducted by a trained
moderator among small group of respondents in an
unstructured and natural manner.
Group size 8 to 12
Group composition Homogeneous, respondents prescreened
Physical setting Relaxed, informal atmosphere
Time duration 1 to 3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational, interpersonal and communication skills of
the moderator
Procedure for planning and conducting
Focus Groups
1. Determine the objectives of the marketing research
project and define the problem.
2. Specify the objectives of qualitative research.
3. State the objectives/questions to be answered by
focus groups.
4. Write a screening questionnaire.
5. Develop a moderator’s outline.
6. Conduct the focus group interviews.
7. Review tapes and analyze the data
8. Summarize the findings and plan follow-up research
or action.
Depth interviews
An unstructured, direct, personal interview in
which a single respondent is probed by a highly
skilled interviewer to uncover underlying
motivations, beliefs, attitudes, and feelings of a
topic.
Techniques of depth-interviews
1. Laddering: A techniques for conducting depth
interviews in which a line of questioning
proceeds from product characteristics to user
characteristics.
2. Hidden issue questioning: A type of depth
interview that attempts to locate personal sore
spots related to deeply felt personal concerns.
3. Symbolic analysis: A technique for conducting
depth interviews in which the symbolic
meaning of objects is analyzed by comparing
them with their opposites.
Applications of depth interviews
1. Detailed probing of the respondent.
2. Discussion of confidential, sensitive, or embarrassing
topics.
3. Situations where strong social norms exist and the
respondent may be easily swayed by group response.
4. Detailed understanding of complicated behavior.
5. Interviews with professional people.
6. Interviews with competitors, who are unlikely to reveal
the information in a group setting.
7. Situations where the product consumption experience is
sensory in nature, affecting mood states and emotions.
Projective techniques
An unstructured and indirect form of
questioning that encourages the respondents to
project their underlying motivations, beliefs,
attitudes, or feelings regarding the issues of
concern.
Completion techniques
A projective technique that requires the
respondent to complete an incomplete stimulus
situation.
Construction technique
A projective technique in which the respondent is
required to construct a response in the form of a
story, dialogue, or description.
Expressive technique
Projective techniques in which respondent is
presented with a verbal or visual situation and
asked to relate the feelings and attitudes of
other people to the situation.