Marketing Research: Qualitative Methods — Comprehensive Notes
Observation Techniques
Classifications (researcher relies on observation of behavior rather than direct communication):
Direct vs. indirect
Disguised vs. undisguised
Structured vs. unstructured
Human vs. mechanical
Direct observation
Observing behavior as it occurs
Indirect observation
Observing effects or results of behavior rather than the behavior itself
Archives
Physical traces
Disguised vs. undisguised
Disguised: subject unaware of being observed (e.g., mall tracking)
Undisguised: respondent aware of observation (e.g., shadow)
Structured vs. unstructured
Structured: beforehand specified behaviors to observe/record
Unstructured: no restrictions; all behavior monitored
Human vs. mechanical observation
Human: observer is a person (hired or the researcher)
Mechanical: devices replace human observation
Mechanical observation examples
Eye movement recorders; Pupillometer
Voice pitch analysis; TV viewers monitors
Traffic counters; People meters
Physiological measurement devices; lie detector implementations
Galvanic skin response; Electroencephalograph (EEG)
RAMS (Rapid Analysis Measurement System)
Scanners (e.g., BehaviorScan in grocery stores)
Nature of Observation Research
Advantages
Insight into actual, not reported, behaviors
Some data types only observable via observation
No recall error
Better accuracy
Lower cost for certain data
Disadvantages
Small subject samples; time-consuming
Subjective interpretations by the observer
Less suited for private behaviors
Difficulty in prying beneath observed behavior to understand motivations, attitudes, and internal states (the why)
May require consent to observe
Focus Groups (Qualitative Method)
Definition
Small groups (6–12) guided by a moderator through a focused yet undirected, spontaneous discussion to gain information relevant to the research problem
Designing a Focus Group Environment (Process)
Steps
Recruit and select focus group participants
Select a moderator
Prepare the discussion guide
Conduct the group interview
Prepare the focus group report
Figure 2.4: Conducting a Problem Audit (procedure outline)
Selection Process and Environment
Selection considerations
Identify potential opinion leaders when relevant
Screen participants for relevance to the topic
Focus group facility
Research facility with a conference/living room setting and a separate observation room with a one-way mirror or live AV feed
Personnel
A client-hired moderator with background in psychology, sociology, or marketing
Moderator’s guide contents
Timetable for topics
Clear goals/questions
Strategy to keep the group on task
Techniques for managing group dynamics
Key considerations
The participants; the moderator; the location
Types of Focus Groups
Traditional: 6–12 homogeneous participants in a dedicated room with one-way mirror; about two hours
Nontraditional: Online focus groups; client viewing from distant locations; 25–50 respondents; client interaction; can occur in nontraditional locations
Advantages of focus groups
No physical setup required for online formats
Real-time transcripts
Allows participants in geographically dispersed areas
Participants comfortable in their own environments
Moderator can exchange private messages with participants
Other Focus Group Formats
Two-way focus group: one target group listens to/learns from a related group (e.g., physicians vs. arthritis patients)
Dual-moderator group: one ensures smooth flow; the other ensures issues are discussed
Dueling-moderator group: two moderators take opposing positions on issues
Respondent-moderator group: selected participants temporarily act as moderator to improve dynamics
Focus Groups: Advantages & Disadvantages
Advantages
Generate fresh ideas
Clients can observe participants
Suitable for describing a wide range of issues
Access to special respondent groups (e.g., physicians, lawyers)
Useful when objective is descriptive (e.g., ad concept ideas) rather than predictive
Disadvantages
Representativeness of participants
Interpretations can be difficult
High cost per participant
Not ideal for predicting a specific numeric outcome from a sample
Focus Groups: Dos and Don’ts
(Note: Reference to a video guide on best practices; conceptually, dos include building rapport, staying on topic, handling dynamics, and ensuring comfort; don’ts include dominating discussion, biasing participants, or ignoring minority views)
Next session
Design of the day and discussion questions for the session
Example question: Do you think managers from top business schools will have a better grasp of business knowledge?
Other Qualitative Techniques
Depth interview
One-on-one questions posed by a trained interviewer to understand what the subject thinks or why they behave a certain way
Protocol analysis
Subject is placed in a decision-making situation and asked to verbalize everything considered during the decision process
Projective Techniques
Purpose
Put participants into projected or simulated activities to reveal things they might not confess to direct questions
Techniques
Word association tests
Sentence completion
Role-playing activities Projective Techniques - Purpose- Put participants into projected or simulated activities to reveal things they might not confess to direct questions <!-- --> - Techniques - Word association tests: Participants are presented with a series of words and asked to respond with the first word that comes to mind. - Sentence completion: Participants are given incomplete sentences and asked to complete them with the first words or phrases that come to mind. - Role-playing activities: Participants are asked to act out specific roles or scenarios to reveal their underlying attitudes or beliefs.
Sentence Completion (Example)
Instructions: Write in words to complete each sentence
Prompts
For college students, credit cards are……
College students use credit cards to……
When a college freshman gets a new credit card application, he/she……
When a college student reaches the limit of his/her credit card he/she……
When a college senior gets a new credit card application, he/she……
If parents of college students learned about their children’s credit card situations, they would……
Data Coding
Transition to data coding in the next session
Direct Observation: Home Depot Example
Shopper/store use profile
Average time in store: 32.4 minutes
Customer party size: 1.2 persons
Average expenditures: 57.34 dollars
Payment method: 73.0 ext{%} (credit card)
Number of aisles traveled: 5.7
Requests for assistance: 0.5
Stops and looks at items: 5.4
Items handled per stop: 2.1
Total items handled: 9.3
Items purchased: 2.5
Product categories of purchases
Appliances: 10 ext{%}
Hand tools: 22 ext{%}
Electrical: 31 ext{%}
Plumbing: 14 ext{%}
Roofing: 3 ext{%}
Garden: 35 ext{%}
Other: 26 ext{%}
Insight
We know WHAT but we don’t know WHY
Findings and Observations: Tylenol
Reactions after Positive Video
Influenced by family; brand loyalty; pain relief; frequent use
Loyalty (“I buy the brand because I grew up with it”)
Reactions after Negative Video
Discrepancies among participants; fluctuating views; doubts of repurchases
Noted bias in responses
Some remained loyal; some not influenced by negative video
Conclusion: Tylenol brand perception remains strong due to familiarity and resonance; the brand will be around if perception stays favorable
Product Attributes, Consequences, and Values (Laddering)
Sensor Razor: attributes, consequences, values
Spring blade suspension; Lubricating strip
Consequences: Be well groomed; Be comfortable
Values: Be well groomed; Be comfortable (self-image and comfort-related values)
Laddering technique example
Depth Interview: Laddering Example — Forward → Backward
Focus Groups: Reporting and Use of Results
Analyzing focus group data
Translate qualitative statements into major themes and categories
Report the degree of consensus (e.g., tally marks or percentage of respondents)
Demographics and buyer behavior characteristics of participants should be judged against the target market profile to assess representativeness
Kraft Example: Results (Demographics and Preferences)
Age groups: Under 18; 19–24; 25–40; 40–60
Key words by gender and age group (sample structure)
Mac & Cheese: Under 18 (M=4, F=2); 19–24 (M=14, F=8); 25–40 (M=2, F=3); 40–60 (M=3, F=4)
Blue Cheese Singles: Under 18 (M=4, F=2); 19–24 (M=10, F=8); 25–40 (M=0, F=2); 40–60 (M=1, F=2)
Cheese Singles: Under 18 (M=0, F=0); 19–24 (M=7, F=7); 25–40 (M=0, F=1); 40–60 (M=3, F=4)
Easy/Quick: Under 18 (M=0, F=0); 19–24 (M=2, F=1); 25–40 (M=0, F=0); 40–60 (M=0, F=0)
Orange/Yellow: Under 18 (M=4, F=2); 19–24 (M=14, F=7); 25–40 (M=1, F=3); 40–60 (M=3, F=3)
Childhood: Under 18 (M=0, F=0); 19–24 (M=2, F=2); 25–40 (M=0, F=1); 40–60 (M=0, F=2)
Total: Under 18 (M=4, F=2); 19–24 (M=14, F=10); 25–40 (M=2, F=3); 40–60 (M=4, F=4)
Visual representation
Charts show distributions by gender across categories (Mac & Cheese, Blue, Singles, Quick/Easy, Orange/Yellow, Childhood)
Example axes: categories on one axis; counts by gender on the other
Planning and Trends in Focus Groups
Let’s plan exploratory studies (sample session 8-29)
Details on focus groups (session 8-30 onwards)
Meet and greet participants; warm-up questions; avoid disclosing too much about the researcher; seek participant input; use humor appropriately; match dress level to respondents; start seated; use a discussion guide
Moderator role and attributes (session 8-32 to 8-33)
Moderator must be genuinely interested in behavior, emotions, lifestyles, prejudices, opinions
Accept differences; be objective and open-minded; good listening and observation skills; broad subject interest; prep to enhance credibility; be personable and easy to work with
Essential skills: oral/written/organizational; manage conversation flow; probing and follow-up; attention to detail; understand client industry; provide strategic leadership
Good moderator traits (8-34 to 8-35)
Candor of participants; eye contact; generate fresh ideas; enable client observation; quick execution; can complement other data collection methods
Potential downsides: expense/time; need expertise; no-shows; subjective interpretation; risk of misusing as population representative; moderator skill may be underutilized
Online focus groups and trends (8-35 to 8-36)
Pros: low costs, no geographic barriers, quick; good for brainstorming; supports next research phase
Cons: loss of group dynamics; subjective interpretations; limited non-verbal cues; attentional drift; less direct client observation; risk of non-representativeness; exposure to external stimuli issues
Trends: Combining online and telephone focus groups; videoconferencing; viewing groups online
Next Session and Data Coding
Next session topic: Data Coding (8-22)
Notes on Direct Observation Example
HOME DEPOT shopper/store use profile (example data 8-23)
Avg time in store: 32.4 minutes
Party size: 1.2 persons
Avg expenditures: 57.34 dollars
Payment method: 73.0 ext{%} (credit card)
Number of aisles traveled: 5.7
Requests for assistance: 0.5
Stops and looks at items: 5.4
Items handled per stop: 2.1
Total items handled: 9.3
Items purchased: 2.5
Product categories of purchases
Appliances: 10 ext{%}
Hand tools: 22 ext{%}
Electrical: 31 ext{%}
Plumbing: 14 ext{%}
Roofing: 3 ext{%}
Garden: 35 ext{%}
Other: 26 ext{%}
Insight: We know WHAT but not WHY
Findings and Observations: Tylenol
Positive video reactions
Influenced by family; loyalty; frequent use; brand loyalty
Negative video reactions
Discrepancies among participants; fluctuating views; doubts of repurchases; bias detected
Overall takeaway: Brand perceptions can be strong but are sensitive to messaging; some participants remained loyal despite negative cues
Product Attributes, Consequences, and Laddering (Laddering Example)
Attributes → Consequences → Values
Sensor Razor: Spring blade suspension; Lubricating strip
Consequences: Be well groomed; Be comfortable
Values: Be well groomed; Be comfortable
Laddering technique illustrated by depth interview: Forward → Backward
Focus Groups: Reporting and Use of Results (8-26)
Key steps in reporting
Translate statements into major themes and categories
Report consensus levels (e.g., tally marks or percentages)
Compare participant demographics and buyer behavior to the target market profile to assess representativeness
Charts and Data Visualization (Kraft data, 8-27 to 8-28)
Charts for analyzing data: Mac & Cheese; Blue Cheese; Singles; Quick/Easy; Orange/Yellow; Childhood
Visualization shows distribution by gender across product concepts
Exploratory Studies: Planning and Next Steps (8-29 to 8-36)
Plan exploratory studies and sessions; discuss day design
Focus group details: warm-ups, guide, scheduling, moderator plan
Online focus group considerations and trends
Integration with other qualitative methods and subsequent quantitative steps
Summary of Qualitative Methods Covered
Observation techniques (direct/indirect; disguised/undisguised; structured/unstructured; human/mechanical)
Advantages and limitations of observation
Focus groups: structure, design, participant selection, facility, moderator, discussion guide
Types and variations of focus groups (traditional, online, two-way, dual-moderator, dueling-moderator, respondent-moderator)
Pros and cons of focus groups; best-use scenarios
Other qualitative methods: depth interviews, protocol analysis, projective techniques, word association, sentence completion, role-play
Data coding, interpretation, and reporting practices
Real-world examples and data (Home Depot observation data; Tylenol study; Kraft results)
Laddering and Attribute–Consequence–Value frameworks
Online trends and hybrid group techniques