24 Jul Now, that you have all read chapter 5 and understand the basics of qualitative research methods, please explain what type of exploratory research would you suggest in the following
Please respond to this week's question after you read chapter 5.
Now, that you have all read chapter 5 and understand the basics of qualitative research methods, please explain what type of exploratory research would you suggest in the following situation (and explain WHY)?
The Situation:
A research project has the purpose of evaluating potential brand names for a new pesticide. What type of exploratory research you will conduct and why?
Chapter 5 Qualitative Research Tools
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Learning Outcomes
After studying this chapter, you should
Contrast qualitative research with quantitative research
Know the role of qualitative research in exploratory research designs
Describe the basic orientations of qualitative research
Understand the strengths and weaknesses of common qualitative tools and how digital processes sometimes assist efforts
Prepare a focus group interview outline
Recognize ways social networking and the blogosphere provide opportunities for qualitative research
Appreciate the role of exploratory qualitative research in scientific decision-making
LEARNING OUTCOMES
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Introduction: What is Qualitative Research?
Qualitative research is interested more in qualities than quantities, often extending beyond the obvious
LEARNING OUTCOMES
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Describing Qualitative Research
Qualitative marketing research
Addresses marketing objectives through techniques allowing the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement
Focuses on discovering new insights and true inner meanings
Researcher-dependent
Researcher must extract meaning from open-ended responses, e.g., text from a recorded interview or a collage representing the meaning of some experience
LEARNING OUTCOMES
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Uses of Qualitative Research
Qualitative research is useful when:
It is difficult to develop specific and actionable decision statements or research objectives
The research objective is to develop a detailed and in-depth understanding of some phenomena
The research objective is to learn how consumers use a product in its natural setting or to learn how to express some concept in colloquial terms
The behavior the researcher is studying is particularly context-dependent
A fresh approach to studying the problem is needed
LEARNING OUTCOMES
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Qualitative “Versus” Quantitative Research
Qualitative research can accomplish research objectives that quantitative research cannot and vice versa
The key to successfully using either is to match the right approach to the right research context
Quantitative marketing research
Addresses research objectives through empirical assessments that involve numerical measurement and statistical analysis
Many good research projects combine both qualitative and quantitative research
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EXHIBIT 5.1 Comparing Qualitative and Quantitative Research
| Qualitative Research | Research Aspect | Quantitative Research |
| Discover Ideas, Used in Exploratory Research with General Research Objects | Common Purpose | Test Hypotheses or Specific Research Questions |
| Observe and Interpret | Approach | Measure and Test |
| Unstructured, Free-Form | Data Collection Approach | Structured Response Categories Provided |
| Researcher Is Intimately Involved. Results Are Subjective. | Researcher Independence | Researcher Uninvolved Observer. Results Are Objective. |
| Small Samples—Often in Natural Settings | Samples | Large Samples to Produce Generalizable Results (Results That Apply to Other Situations) |
| Exploratory Research Designs | Most Often Used | Descriptive and Causal Research Designs |
Source: William Zikmund and Barry Babin, Essentials of Marketing Research, 5th ed, Cengage Learning, 2012.
LO01
LEARNING OUTCOMES
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Learning Objective 01
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Contrasting Qualitative with Quantitative Methods
Qualitative research results are researcher-dependent, or subjective
Qualitative researchers are more interested in observing, listening, and interpreting
Qualitative research usually involves smaller samples than the typical quantitative study
Acceptable in discovery-oriented research
Smaller sample sizes do not necessarily equate to cost savings
LO01
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Learning Objective 01
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Qualitative Research and Exploratory Research Designs (1 of 2)
When researchers have limited experience or knowledge about an issue, exploratory research is useful
Research is either exploratory or confirmatory
Confirmatory research tests hypotheses
Exploratory research plays a key role in developing ideas that lead to research hypotheses
Most exploratory research designs produce qualitative data
LO02
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Learning Objective 02
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Qualitative Research and Exploratory Research Designs (2 of 2)
Qualitative data
Data that are not characterized by numbers but rather, are textual, visual, or oral
Focus on stories, visual portrayals, meaningful characterizations, interpretations, and other expressive descriptions
Quantitative data
Represent phenomena by assigning numbers in an ordered and meaningful way
LO02
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Learning Objective 02
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Idea Generation
Qualitative research can generate ideas for new products, advertising copy, promotional ideas, and product improvements in numerous ways
Checklist for a creative mindset
Quantity leads to quality
Wilder is better
Do not judge
Question assumptions
LO02
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Learning Objective 02
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Concept Testing
Concept testing is a frequently performed type of exploratory research representing many similar research procedures all having the same purpose
To screen new, revised, or repositioned ideas
Concept testing processes work best when they not only identify ideas with the most potential, but also lead to important refinements
LO02
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Learning Objective 02
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EXHIBIT 5.2 Testing New Product Concepts
| Concept | ||
| Component | Havana’s | Bekkah |
| Brand Image | Family oriented, Cuban themed, with generous portions of modestly priced food. | Upscale hangout for on–the-go individuals looking for a change of pace |
| Atmosphere | Bright colors, Cuban music all day and every day with every restaurant built around a bar featuring genuine ’57 Chevys | Muted colors and stone walls giving the appearance of an oasis in an arid climate. |
| Product Assortment | Traditional Cuban slow-cooked meats with generous sides like black beans and fried plantains. Cuban sangria and a wide assortment of beer are featured. | Lebanese meats sliced very thin with traditional Middle Eastern seasonings, a variety of pita breads, feta cheese, and yogurt relishes. Lebanese wines are featured and supplement an otherwise domestic collection. |
| Price Points | Average ticket per customer is projected to be around $14. | Average ticket per customer is projected to be around $26. |
| Location | Suburban location around the top 10 largest metropolitan areas in the United States and Canada | Major SMSAs (standard metropolitan statistical areas) across the southern United States from San Diego, CA, to Jacksonville, FL |
LO02
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Learning Objective 02
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Qualitative Research Orientations
Major categories of qualitative research
Phenomenology—originating in philosophy and psychology
Ethnography—originating in anthropology
Grounded theory—originating in sociology
Case studies—originating in psychology and in business research
LO03
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Learning Objective 03
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Phenomenology
Phenomenology is a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live
Focuses on how relationships between a person and the physical environment, objects, people, or situations shape a person’s behavior
Seeks to describe, reflect upon, and interpret experiences
Relies on conversational interview tools
Respondents are asked to tell a story about some experience
LO03
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Learning Objective 03
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What Is Hermeneutics?
Hermeneutics is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself
Extracts meaning by connecting text passages to one another or to themes expressed outside the story
Hermeneutic unit a text passage from a respondent’s story that is linked with a key theme from within the respondent’s story or provided by the researcher
LO03
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Learning Objective 03
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Ethnography
Ethnography represents ways of studying cultures through methods that involve becoming highly active within that culture
Participant-observation an ethnographic research approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations
Netnography is the application of ethnographic procedures to online phenomena
Observation plays a key role in ethnography
LO03
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Learning Objective 03
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Grounded Theory
Grounded theory represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records
Particularly applicable in highly dynamic situations involving rapid and significant change
Key questions asked by grounded theory researcher:
What is happening here?
How is it different?
LO03
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Learning Objective 03
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Case Studies
Case studies are the documented history of a particular person, group, organization, or event
Themes are identified by the frequency with which the same term (or a synonym) arises in the narrative description
How are case studies used?
Commonly applied to business
Primary advantage is the ability to study an entire organization in depth with meticulous attention to detail
LO03
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Learning Objective 03
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EXHIBIT 5.3 Common Qualitative Research Tools (1 of 2)
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Learning Objective 04
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EXHIBIT 5.3 Common Qualitative Research Tools (2 of 2)
LO04
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Learning Objective 04
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Focus Group Interview
Focus group interview is an unstructured, free-flowing interview with a small group (6-10 people) led by a moderator who encourages dialogue among respondents
Advantages
Relatively fast
Easy to execute
Allow respondents to piggyback off each other’s ideas
Provide multiple perspectives
Flexibility to allow more detailed descriptions
High degree of scrutiny
LO04
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Learning Objective 04
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Focus Group Respondents
Respondents are screened based on some relevant characteristic
Respondents are inappropriate if they are either unwilling to express their views or they are overbearing
Group composition
Six to ten people
Relatively homogeneous
Similar lifestyles and experiences
LO04
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Learning Objective 04
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Environmental Conditions
A focus group session may typically take place at the research agency in a room specifically designed for this purpose
Agency facilities include studio-like rooms where the focus groups are conducted, viewed and recorded
Participants receive refreshments prior to the interview to help create a more relaxed atmosphere conducive to a free exchange of ideas
LO04
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Learning Objective 04
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The Focus Group Moderator
Moderator is a person who leads a focus group interview and ensures that everyone gets a chance to speak and contribute to the discussion
Qualities of a good moderator:
Develops rapport with the group
Good listener
Tries not to interject his/her own personal opinions
Directs verbal traffic capably without turning off productive participants
LO04
LEARNING OUTCOMES
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Learning Objective 04
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Focus Groups as Diagnostic Tools
Can supply diagnostic help to other research studies
Excellent tools for spotting problems with ideas as an idea screening technique
Mature products can also be “focused-grouped” for improvements
LO04
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Learning Objective 04
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Depth Interviews (1 of 2)
Depth interviews are a one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic
Probing is an interview technique that tries to draw deeper and more elaborate explanations from a respondent
LO04
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Learning Objective 04
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Depth Interviews (2 of 2)
Probing is useful for the following reasons:
Clarification
Free-form thinking
Pause
Contrast
Meaning
Change
Laddering is a particular approach to probing that asks respondents to compare differences between brands at different levels
LO04
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Learning Objective 04
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Depth Interview Procedure
Typically an hour or more
Produces the same amount of text as a focus group
Interviewer must be aware of what is happening
Records both surface reactions and subconscious motivations of the respondent
Analysis and interpretation is highly subjective
Particularly advantageous when the focus is on some unique or unusual behavior
LO04
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Learning Objective 04
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Conversations
Conversations are an informal qualitative data-gathering approach in which the researcher engages a respondent in a discussion of the relevant subject matter
The goal is to have the respondent produce a dialogue about his/her lived experiences
A conversational approach is advantageous because conducting a single interview is usually inexpensive
LO04
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Learning Objective 04
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Social Listening
Social Listening refers to marketing research using prompted or unprompted social media conversations to gather data
LO04
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Learning Objective 04
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Semi-Structured Interviews
Semi-structured interviews are written forms that ask respondents for short essay responses to specific open-ended questions
Semi-structured interviews typically are part of a survey
The Advantages of semi-structured interviews include
Can address more specific issues
Responses are easier to interpret
Can be relatively cost effective without the presence of an interviewer
LO04
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Learning Objective 04
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Free-Association and Sentence-Completion Methods
Free-association techniques record a respondent’s first cognitive reactions (top-of-mind) to some stimulus
Allow researchers to map a respondent’s thoughts or memory
The sentence-completion method is based on free-association principles
LO04
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Learning Objective 04
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Observation and Collages
Observation
Field notes are the researcher’s descriptions of what actually happens in the field
They become the text from which meaning is extracted
Advantageous for gaining insight into things that respondents cannot or will not verbalize
Collages
Respondents prepare a collage to represent their experience with some good, service, or brand
Analyzed for meaning
LO04
LEARNING OUTCOMES
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Learning Objective 04
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Thematic Apperception Test (TAT)
Thematic Apperception Test presents subjects with an ambiguous picture(s) in which consumers and products are the center of attention
The investigator asks the subject to tell what is happening in the picture(s) now and what might happen next
Picture frustration is a version of the TAT using a cartoon drawing in which the respondent suggests a dialogue in which the characters might engage
LO04
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Learning Objective 04
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EXHIBIT 5.4 Picture Frustration Version of TAT Aimed to Get at Consumer Reactions to Salesperson Demeanor
LO04
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Learning Objective 04
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Projective Research Techniques
Projective Research Technique is an indirect means of questioning that enables respondents to project beliefs and feelings onto a third party, an inanimate object, or a task situation
Encourages respondents to describe a situation in their own words with little prompting by the interviewer
Particularly useful in studying sensitive issues
LO04
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Learning Objective 04
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Preparing a Focus Group Outline
Discussion guide includes written introductory comments informing the group about the focus group purpose and rules and then outlines topics or questions to be addressed in the group session
Helps control the interview and guide the discussion into product areas
The amount of content depends on the nature and experience of the researcher and the complexity of the topic
LO05
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Learning Objective 05
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Steps for an Effective Focus Group Discussion Guide
Welcome and introductions
Broad icebreaker that does not reveal too many specifics about the interview
Make questions increasingly more specific as the interview proceeds
If there is a very specific objective to be accomplished, that question should probably be saved for last
A Debriefing statement and answering any questions
LO05
LEARNING OUTCOMES
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Learning Objective 05
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Disadvantages of Focus Groups
Focus groups disadvantages include
Require objective, sensitive, and effective moderators
May have unique sampling problems
Not a representative, random sample
Cost a considerable
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