mktg 470 - qualitative research methods

qualitative

ement of analysis is words, subjective, non-statistical

pluralistic reserach

multi-method approach of both quantitative and qualitative research

few things to consider about qualitative research

1. no precise measurement

2. not statistically representative

3. execution easily underestimated

coding

assigning standard codes to the open answers of respondents

main qualitative methods

observation techniques, depth interviews, protocol analysis, projective techniques, ethnographic research, physiological measurement

observation techniques

researcher relies on observation to obtain information(videotapes, audiotapes, notes)

types of observations

direct v indirect, disguised v undisguised, structure v unstructured, human v mechanical

direct observation

observing a behavior as it occurs

indirect observation

observing the effects/results of behavior rather than the behavior itself(physical traces, archives)

disguised observation

subject unaware that they are being observed(mystery shopping, one-way mirrors, hidden cameras

undisguised observation

respondent is aware of observation

structured observation techniques

researched idnetififes beforehand which behaviors are to be observed and recorded

unstructured observation techniques

all behvaior is observed and the observed determines what is to be recorded

human observation

observer is a person hired by the researcher, or the researcher themselves

mechanical observation

human observer is replaced with some form of mechanical or technological observing device

when to use observation techniques

1. short duration

2. public behavior

3. faulty recall conditions

short duration

event must begin & end in reasonably short time

faulty recall conditions

some behavior is so “automatic” that consumer cannot recall them → so then observation helps

advantages for observation techniques

• insight into actual, not reported behaviors

• no chance for recall error

• better accuracy for unconscious behavior

disadvantages of obseration techniques

• small number of subjects

• inability to pry beneath the observed behavior

• observer bias

• observer effect

observer bias

subjective interpretations, see what you want/expect to see

observer effect

awareness of being observed can lead to behavior change in participants

focus groups

small groups of people brought together, guided by a moderator, unstructured discussion

focus group help:

• generate ideas

• learn the respondents “vocab”

• gain insight into basical needs/attitudes

moderator must

ensure that open discussion is “focused on some area of interest

traditional focus groups

Select 6-12 people Meet in a dedicated room with one-way mirror for client viewing, +/-2 hours

non-traditional focus groups

Online with client viewing from distant locations; 25-50 respondents; nontraditional locations; max. 5 hours

advantages of focus groups

• generate ideas

• allow clients to observe the participants

• may be directed at understand a wide variety of issues

• allow fairly easy access to specific respondent groups

disadvantages of focus groups

• no true representativeness of participants

• interpretation sometimes difficult(coding)

• high cost per participant

advantages of online focus groups

• no physical setup necessary

• transcripts captured on file

• wide geographic areas

• participants comfortable at home

• moderator can exchange private messages with participants

disadvantages of online focus groups

• limited role of moderator

• difficult to gauge emotional reactions online

• participants cannot physically inspect products

• anonymity online may lead to dishonesty

• possible tech difficulties

• harder to observe human interaction

when to use focus groups

to explore rather than predict

analyzing focus group data(systematic and iterative approach)

1. transcribing the conversation

2. analyzing looking for consistency

3. coding/categorizing qualitative statements

4. reporting degree of consensus

depth interviews

one-on-one interviews that probe and elicit detailed answers to questions

depth interviews include

• trained & skilled interviewer

• often using non-directive techniques to uncover hidden motivations

• to gain an idea of what someone thinks about something or why he/she behaves a certain way

depth interview two types of questions

probing and clarifying

probing questions

intended to help the presenter think more deeply about the issue at hand(why do you think this is the case"?)

clarifying questions

simple questions of fact

depth interview advantages

• No group pressure

• More personal attention

• Often ideal for getting underlying info

• Can be conducted everywhere

depth interview disadvantages

• No group dynamics

• Limited ground covered (in depth, not wide)

• More costly than a focus group

• Requires high skills of a trained interviewer

depth interview key techniques:

• laddering approach

• hidden issue questions

• symbolic analysis approach

laddering approach

Line of questioning proceeds from product level to consumer level: “why? product attributes → consequences → personal values

hidden issue questioning

asks questions about personal sore spots, deeply felt personal concerns. constructs specific "best case” and “worst case” scenarios

symbolic analysis approach

analyze symbolic meaning of objects by comparing them with opposites. non-usage or non-doing

protocol analysis

a way to gain insight in decision making processes

projective techniques

participants are projected into simulated situations → divulge more about themselves than under direct questioning

protocol analysis guide

• Place people in a decision-making situation

• Ask them to verbalize everything they consider when making a decision

• Compare thinking processes across individuals

third person technique

asking people about other peoples thoughts

cartoon/balloon test

project their own thoughts onto a fictitious third person(empty balloon text)

sentence/story completion test

giving someone a prompt that have to finish writing.

thematic apperception test

The subject is asked to tell as dramatic a story as they can for each picture presented, including the following:

what has led up to the event shown

what is happening at the moment

what the characters are feeling and thinking

what the outcome of the story was

word association test

what is the first word that comes to your mind when you hear the following?

types of projective techniques

third person technique, cartoon/balloon test, sentence/story completion test, thematic apperception test, word association test

ethnographic research

Studying behavior in naturally occurring environment.

ethnographic research traits

• cultural anthropology tradition

• Open approach, unstructured

• Similar to “current” case study, in-depth

• Combined with multiple other research techniques (interviews, observation, etc.)

netnographic research

the branch of ethnography that analyses the free behavior of individuals on the Internet that uses online marketing research techniques to provide useful insights. 

physiological measurement

Monitoring a respondent’s involuntary responses to marketing stimuli via the use of electrodes and other equipment

pupilometer

shows interest and attention by measuring the amount of dilation in the pupil of the eye (more dilated when interested)

eye-tracker

measures where the eyes are looking, analyzing how consumers process advertisements

galvanometer

 shows excitement levels by measuring electrical activity in the respondents skin (requires electrodes or sensing pads to be taped to a person’s body to monitor this activity).