Collecting Qualitative Data

Chapter 5

Qualitative research

research undertaken using unstructured research (more flexible) approach with small number of carefully selected individuals (representative) to produce non-quantifiable insights into behaviour, motivations and attitudes.

Exploratory research

used when an organisations management wishes to increase its understanding of customer attitudes, emotions, preferences and behaviours,obtain understanding of:

• consumer perceptions of a product field

• consumer segements

• dimensions that differentiate brands 

• the decision making process

• product usuage patterns and behaviour

• identifying service or product improvements

New product development concept helps:

Identify:

• percieved benefits of the concept 

• weaknesses in the concept

• likely interest in the concept

• potential target market of the concept

• suggested improvements or developments of the concept

Creative development research 

assists in providing info on language that consumers use when talking about products, lifestyles associated with different brands, percieved value placed on different product attributes to execute advertising and promotional activity message.

Individual depth interview

interview conducted face-to-face in which the subject matter of the interview is explored in detail using an unstructured and flexible approach. Develops deeper understanding of consumer attitudes and reasons behind specific behaviours.

Paired interview

a depth interview involving two respondents such as married couples, business partners, teenage friends or mother and child. Analyse how they influence each others attitudes/behaviours, only if jointly involved or each have an influence on the actions.

Accompanied shopping

a specialised type of individual depth interview that involves respondents being interviewed while they shop in a retail store and combines observation with detailed questioning. Able to witness the impact of displays, packaging and point-of-sale material on real behaviour. 

Characteristics of depth interviews: 

• longer than traditional questionaire-based interviews, often combine other techniques

• all info is recorded allowing convos to flow and interaction to occur

• topic list is used (interviewer guide)

• located in respondents own home or office altho external interruptions can happen, however still experience context of respondent

• Develop rapport to feel comfortable

• mirrors body language to make them at ease

• interviewers skills: estbalish rapport but keep opinions concealed, encourage point developmement and summaries

Topic list

outlines the broad agenda of issues to be explored in individual depth interview or group discussion. Indicates points at which stimulus material or projective techniques should be introduced.

Qualities of a good interviewer 

• intellectual ability and common sense

• imagination and logic

• conceptual ability plus eye for detail

• detachedness plus involvement

• neutral self-projection plus instant empathy

• non-stereotypical thinking plus capacity to identify the typical

• expertise with words plus good listener

• literary flair/style plus capacity to summarise concisely

• analytical thinking plus tolerance of disorder 

Group discussions

focus gorups or group depth interviews - undertaken with a group of respondents. Involve interaction between participants (group dynamics) - more  likely to talk about topic if aware others are having similar expereinces/attitudes, see how they change response to information or stimulus of others

Recruitment of participants 

ensures appropriate respondents are identified, invited to participate and turn up prepared to take part in group discussion. 

Screening questionaire

used for identifying suitable respondents for a particular research activity like group discussion. Keep short and simple.

Potential negative attitudes

• worried its a scam

• nothing useful to say

• embarassed

• try to do sales pitch

• dont know anybody, what will happen

• why spend valuable time on research help

• boring

• prior bad experience

• only one there

Viewing rooms 

specialist facilities/locations for group discussions set out in the form of a boardroom or living room with video cameras or a large one-way mirror build into one wall 

Discussion guide

generated by research team based on research objectives and client info needs. Benefits moderator and not shown to group participants. Broken down into:

• intro: objectives of session, nature of discussion, topics to be followed, prompts for introductions.

• Discussive stage: general topic areas to discuss, prompts/stimulus material

• Summary phase: prompts for summary discussed, thank participants

Group moderator 

interviewer responsible for the management and encouragement of the participants in a group discussion. 

Group moderator must understand:

• help them seek understanding on the point of discussion

• help everyone contribute to the discussion (introduce themsleves)

• people seek to communicate their status/experience, make sure people dont overtake convos

• people try to relate to others, keep the discussion relevant

• people want to be seen in having valuable opinions/views, show you are listening

• people might want to leave, bring to an end if losing focus, more engaged last few minutes knowing less time

Stimulus materials

materials used in group dicsussions and individual depth interviews to communicate the merketer or advertisers latest creative thinking for a product, packaging or advertising to the respondents

Types of stimulus materials

• Concept boards: different product/advert designs

• Storyboards: flip chart of key frames

• Animatics: key frames computer-generated presented

• mock-up packs or products: 3D mock-up of new designs

• Websites, phone apps, ads: partial or completed format

Projective techniques 

Techniques used in group discussions and individual depth interviews to facilitate a deeper exploration of a respondents attitudes towardsa a concept, product or situation. Sometimes hard to interpret. P

Projective questioning

(Third-party techniques), asks respondents to consider what other people would think about a situation

Word-association tests

a projective technique that involves asking respondents what brand or products they associate with specific words. Can assist marketers in developing communication objectives and strategies to position or differentiate their brans from those of competitors.

Brand personalities

involve respondents imagining a brand as a person and describing their looks, clothes, lifestyles, employment, etc. Can also imagine brand as another product. 

Brand Mapping 

a projective technique that involes presenting a set of competing brand names to respondents and getting them to group them into categories based on certain dimensions, like innovativeness, value for money, service quality and product range. 

Photo sorts

A projective technique that uses a set of photographs depicting different types of people. Respondents are then asked to connect the individuals in the photographs with the brands they think they would use.

Sentence completion

a projective technique that involves providing respondents with an incomplete sentence or group of sentences. Respondents then asked to complete them. Probed to find out why they said what they did.

Cartoon completion

a projective technique that involves a cartoon that the respondent has to completeR

Role playing 

projective technique that involes a repondent being asked to act out the character of a brand. Can be hard to interpret, explain what they are doing and why, element of exhibitionism. 

Advantage of depth interviews over discussions

• respondent centre of attnetion to explore remarks made to provide critical insights, cant hide behind peoples comments or compete for talk time

• group pressure eliminated, reveal what actually think

• willing to talk about sensitive topics theyd normally hesistate

• recruitment is less complex

• group facilities not required, interview in home or office

• interviews are necesary whereas group participation is difficult due to geogrpahic distance and busy

Advantage of group discussions over interviews

• cheaper

• less time-consuming, on the same time-scale

• allow interaction between participants, more stimulus

• highlight dynamics of attitudes showing how participants change their opinions in reaction to views of others

Videoconferencing

bringing together group of individuals using a video link and telecommunications. Can potentially be used for group discussions, if participants are located in various parts of the world. Can incoporate footage into emails or presentations. More likely distractions. 

Chat rooms 

an internet-based facility that can be used for online focus groups where individuals are recruited who are willing to discuss a subject online, usually using text