Marketing Research 4

What is the main focus of qualitative research?

To gain an understanding of attitudes and opinions by focusing on depth rather than breadth of information.

what does qualitative research aim to do?

Not measure “amount” of emotion, but give an indication of dominant feelings

How do quantitative and qualitative research differ in terms of variables?

Quantitative research looks at how independent variables (X) influence dependent variables (Y), while qualitative research focuses on the central phenomenon (Y) itself.

What are "stimuli" in qualitative research?

Materials used to elicit responses,

ranging from simple typed showcards to sophisticated TV advertisements.

What kind of sampling is typically used in qualitative research?

Small convenience or quota samples rather than rigorous, statistically meaningful samples.

What does the information sought in qualitative research relate to?

Respondent’s motivations, beliefs feelings and attitudes

What is the primary "instrument" for data collection in qualitative research?

The researcher.

approach to data collection

subjective and intuitive

data collection format

open-ended, allowing respondents to elaborate

types of info that can be collected

• observations

• interviews

• documents

• audio-visual materials

Qualitative vs Quantitative Research (Focus, research purpose, means, information acquisition, data capture, sampling, analysis, reporting)

Main goals of qualitative research

• seeing through the eyes of ppl

• develop complex picture of phenomenon

• follow “scientific method” (problem, questions, method results)

• flexibility and limited structure

• let the design emerge

• description & emphasis on context

• concepts and theory grounded in data (inductive reasoning)

"Induction" vs "Deduction"?

Induction starts with observation to find patterns and build theory, while deduction starts with a theory to develop a hypothesis for observation and confirmation.

What is "theoretical/data saturation"?

The point in qualitative sampling where new cases are no longer selected because they bring no new information.

qualitative vs quantitative sampling

• qualitative

  • always uses non-probability methods of sampling

  • subjectivity is involved

  • samples are NOT representative

  • sample size is more subjective (+ are not fixed at the beginning - theoretical/data saturation)

• quantitative

  • should be REPRESENTATIVE

  • methodological compromise is made

Qualitative methods

• focus groups

• in-depth interviews

• observation

• projective techniques

Characteristics of a standard focus group

Small groups of 8-12 people,

usually homogeneous,

multiple groups: 4-12

interactive group setting

when are focus groups useful

• gathering new ideas and insights

the role of the moderator

• understand problem & the info that is meant to be obtained from the research

• translate study objectives into a discussion guide

during session:

• build trust

• cover main topics

• follow energy of discussion + redirect if needed

• encourage all to participate

• be neutral, objective

What is the most frequently used qualitative technique?

Focus groups.

role of moderator after the session

• supervise transcript prep

• use transcript to develop report

What is a major disadvantage of focus groups?

• Results lack representativeness of the general population (low generalizability).

• lack anonymity

• hard to code & analyze

• subjectivity

• need highly skilled moderators

• high cost

Advantages of focus groups

• immediate & rich (comments coming from real consumers)

• responses are unbiased & spontaneous

• ideas are unique & creative

How do online focus groups differ from traditional ones?

They are conducted in chat rooms with typically 4-6 respondents and are faster and lower-cost, though they lack body language and tone of voice data.

Participants receive instructions on how to express emotions when typing

advantages of online focus groups

• ppl from all over the world can participate

• convenience

• hard-to-reach segments can be studied

• fast

• low cost

disadvantages of online focus groups

• only ppl who know how to use a computer can be surveyed

• body language cannot be transferred

• lack of gral control of conditions

• only audio and visual stimuli possible

Define "In-depth interviews."

Loosely structured, one-on-one conversations ideal for uncovering personal, sensitive, or confidential information.

the interviewer’s attitude

• avoid appearing superior

• be detached and objective

• ask questions in an informative way

• not accept brief answers

• probe respondent

advantages of in-depth interviews

• can uncover deeper insights

• attribute responses directly to sb

• ask questions on a variety of topics

• enable highly detailed data

disadvantages of in-depth interviews

• highly skilled interviewers required

• easy to bias

• time-consuming

• difficult to interpret

What are Projective Techniques? When are they used?

Methods used when respondents are unable or unwilling to answer directly.

Use of an ambiguous stimuli that the respondent is asked to describe, expand on or build a story around.

advantages of projective techniques

• can elicit responses that participants would be unable to give

• are helpful when underlying motivations are subconscious

disadvantages of projective techniques

• high costs - interpretation is difficult

• risk of interpretation bias

How is a "Collage" used as a research method?

Respondents create a visual representation of photos that remind them of a brand, and the researcher then asks about the meaning of the selections.

advantages of collages

• maximize freedom

• unbiased

• verbal and visual data

• deep insights into consumer’s perceptions

disadvantages of collages

• low generalizabillity

• requires detailed monitoring

• complex analysis

• researcher bias

observations, def. pros, cons

• experts observe actual behaviors

• can be in field or lab

• (+) more factural, can allow researchers to see behaviors they are not aware of

• (-) ethical?