When to use qualitative methods: a new approach

Dennis J. Cahill
President, North Union Associates, Inc., Cleveland, Ohio, USA

Explores the application of In the call for papers for this special issue, the firm reuse the quantitative instrument
qualitative research as a one of the uses mentioned for qualitative developed, possibly several years before, or
plausibility check for quanti- methods in marketing research was as pre- should the research be taken de novo, as it
tative research. Uses the case liminary research prior to a quantitative were?
example of a survey con- study. This is always at least one of the prime Then, there is the question of the bane of
ducted by American LIVES for “excuses” for doing qualitative research, and, advertising researchers – the tracking study.
Douthit Communications, of course, this is a good reason for doing qual- It is obviously necessary to test the long-term
looking into aspects of the itative. Further, other disciplines in business impact of some action – say, an advertising
house purchase process. – such as management and administration – campaign – to survey the market from time to
Outlines a typology of five also have extensive histories of using qualita- time over an extended period. And, of course,
categories of people in the tive research, both as preliminary research to ensure that one has comparable results
real estate market, which was
and as “ethnography”, particularly in organi- over the period, one cannot change the sur-
developed from the survey.
zation studies. vey instrument. Better to be precisely wrong
Concludes that neither quali-
However, there are other reasons. Both than to have results that – although ambigu-
tative nor quantitative tech-
Holbrook (1995) and Hirschman and ous from year to year because the instrument
niques have universal applic-
Holbrook (1992) detail extensive uses to which was adjusted – might be useful.
ability, but the use of qualita-
tive techniques can bring researchers in marketing and in what Hol- Is there a way to solve such problems while
quantitative information to brook, in particular, would like to call “con- still adhering to “scientific” methods? I
life. sumer science” have put qualitative methods believe there is: the use of qualitative meth-
of various kinds in pursuit of knowledge. ods after quantitative, or perhaps again after
Morse (1994) deals extensively with different quantitative. I started my academic career as
issues which the various types of qualitative a humanities-educated historian; as such, I
research raise – either as issues in the was taught to search, not for causality which
research or with the research – and, of course, in historical terms is difficult to establish,
Denzin and Lincoln’s (1994) encyclopaedic but for plausibility. It is in this guise – the
treatment of qualitative research (certainly search for plausibility – that post-quantita-
not restricted to marketing research) brings tive qualitative methods are most useful. I
many methods and applications to the fore. I would like to use a case example to show what
would like to explore an application which, to I mean.
my knowledge, has not been broached before Douthit Communications, Inc. commis-
– the use of qualitative as a plausibility check sioned the American LIVES Division of
to quantitative research. Holen North America to conduct a survey of
the real estate market of Denver, Colorado, to
help in the creation of a new publication to
What about at the midpoint? serve the needs of the real estate market in
An issue which rarely arises in academic that city with the possibility of taking the
research, but seems to arise with some fre- publication national as either a supplement
quency in corporate research is the place of to or replacement for the Homes Illustrated
qualitative in the ongoing long-term focus of line. Because the publication would be innov-
the firm. Frequently, the research in the cor- ative in the real estate publication industry,
porate world is much longer-term-oriented several kinds of questions never before sys-
than academic research. A qualitative- tematically examined in real estate were
leading-to-quantitative methodology may be probed. A survey instrument unique to this
undertaken for product-development pur- study was developed by American LIVES and
poses and then the product will be Douthit Communications; the mail survey
introduced. The product may remain on the instrument was 11 pages long. This survey
Marketing Intelligence &
Planning market for years, with the firm wishing to process is unique because of the several areas
14/6 [1996] 16–20 undertake further investigation to see it covered in one instrument: the house
© MCB University Press whether it continues to serve its potential search process; features desired and their use
[ISSN 0263-4503] in the house; and LIVES analysis (lifestyle,
users some time after introduction. Should
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Dennis J. Cahill interests, values, expectations, and symbols) sociological/psychological bases. Coleman
When to use qualitative of the house buyer. (1983) brings a quasi-marketing slant to bear.)
methods: a new approach The questionnaire asked several kinds of Thus, a research instrument which taps into
Marketing Intelligence & questions; taken together, the answers give a this dimension should produce results which
Planning basis for analysing several dimensions to the are national in scope and relatively stable
14/6 [1996] 16–20
home purchase process. Among these are: over time.
why the respondents moved, type of house The analysis produced a five-segment typol-
sought, preference for new versus pre-owned ogy (see Appendix 1): Winners, Authenticks,
house, attitudes towards realtors and their Maintainers, Wannabes, and Heartlanders
service, and the house-search process – which (for details, see Cahill, 1994), although this
will be explored in this article. Further, a analysis was done on all housing in Denver,
typology of five categories of people in the American LIVES has done extensive work
local real estate market was developed, which with builders and the buyers of new houses
will be briefly outlined in the next section across the country, with similar segmenta-
and compared with another typology which tion results – except that Maintainers rarely
Douthit Communications had previously surface in significant numbers among the
used. buyers of new houses. One major point to be
The survey instrument was mailed with a mentioned here is that these segments are
$1 bill in March 1991, to 1,153 valid names and reasonably close to the same size; they range
addresses of individuals who had bought from the smallest at 16 per cent of the market
single-family residences (acquired from a to the largest at 23 per cent. This compares
mailing-list service) during the previous 18 with the VALS typology, previously used by
months in the Denver area; 496 returned the Douthit Communciations. VALS (values and
questionnaire properly completed for a 43 per lifestyles) was a segmentation method which
cent response rate. produced nine segments, ranging in size from
There were 328 questionnaire items which 2 per cent of the population to 38 per cent
were analysed: 72 questions pertaining to (Mitchell, 1983) (see Susbauer et al. (1994) for
values and three pertaining to demographics details). After all the quantitative work had
were utilized to produce the segmentation been done to create the typology of buyers,
analysis; 63 items for analysis of parts of the another typology – of houses –was developed,
market and the home search process, reduced from questions asked on the same survey
by factor analysis and multidimensional instrument (see Appendix 2; for details, see
scaling to 18 key dimensions; 83 interior fea- Cahill, 1995).
tures and attitudes towards rooms of the After all the quantitative work had been
house. These last two portions of the analysis done to create these two typologies, the “nor-
relate directly to the search process to be mal” quantitative approach would dictate
described herein. that the instrument used should be given to a
national probability sample in order that the
Segmentation analysis typology developed for the Denver market
American LIVES performed a segmentation could be further tested. However, given the
analysis on the data. Although the methodol- length of the instrument and the size of the
ogy used to perform the analysis and create sample used just in Denver, the cost of so
the typology is proprietary, it is guided by two doing would have been staggering. Further,
basic consumer research principles: all peo- given the fact that Douthit Communications
ple organize their lives around values and does not publish Homes Illustrated magazines
lifestyles; and consumers try to make their nationally – only in approximately 20 individ-
lives more meaningful and consistent in ual markets – such a national sampling would
terms of a few basic ideas (American LIVES, produce unnecessary results, unusable for
1991). Different groups exhibit very different the firm – although undoubtedly of intellec-
values and lifestyles; the use of value and tual interest.
lifestyle measures give stable segments based Douthit Communications decided to “test”
on subcultures – that is, as American LIVES the plausibility of the typologies by two quali-
defines the term – distinct ways of life and tative approaches. The findings of the LIVES
differing ideas of what is most meaningful in research were presented to major real estate
their lives. One of the strongest ways people firms in several cities in which Douthit Com-
have of exhibiting their subcultures is munications published Homes Illustrated
through their house and its use and contents magazines. In no instance were the findings
(Csikszentmihalyi and Rochberg-Halton disputed by anyone who saw the presenta-
(1981) and Hayward (1975) both approach this tion; rather, the comments were uniformly
issue from its deeply-rooted anthropological/ that the people typology described the types
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Dennis J. Cahill of people with whom the real estate agents and the respondent’s general real-estate list-
When to use qualitative dealt on a regular basis. I would contend that ings preferences.
methods: a new approach this lends plausibility to the typology’s Thirty-four subjects made it through the
Marketing Intelligence & nationwide applicability – at least as a complete process described above. Then,
Planning descriptive typology. And, much in this “tech- these individuals were asked very open-ended
14/6 [1996] 16–20
niques’s” favour, the cost of developing this questions: “Describe the home you are cur-
plausibility was low – in fact, it was nil as the rently living in”, and “describe your ideal
presentations to the real estate firms needed home”. These questions were designed to
to be made in any case. elicit thoughts about the house types. Then
A second qualitative round served further the subjects were handed a card which con-
to cement the plausibility of both the people tained descriptions of the people typology
typology and the house typology. Douthit and asked “which one, if any, of the groups of
Communications, Inc. retained Gallup people listed on the card do you most closely
Applied Science to do an EYE-TRAC study of identify with yourself ?” Again, in all cases,
its Homes Illustrated magazines of houses for people were able to deal with the choices,
sale. The Chairman wanted to find out how whether it was house types or people types.
users of the magazines actually read the Every subject was able to identify with a
pages in order to design the magazines better, specific type as the types were described. This
so as to enhance the user’s experience and lends increased weight to the plausibility of
make the firm’s advertisers more pleased to the two typologies. And, the fact that the EYE-
be advertisers. TRAC test was conducted in New England –
The EYE-TRAC test itself was conducted in an area where Douthit Communications had
Waltham, Massachusetts, in August 1994. done no presentations to real estate agents –
Prospective house buyers were pre-recruited and gave such results furthers the case for
and screened by telephone using only two plausibility of the typologies on a national
sampling criteria: intent to buy a house scope.
within the next five years, and an age range
between 30 and 49 years. Purchase intention
is clearly necessary for a sample which is to
Conclusion
look at a medium displaying houses for sale; While there are times when qualitative tech-
the five-year criterion was designed to give a niques are inappropriate to the research goal,
semblance of reality to the exercise – in fact, or appropriate only in certain portions of a
one-third of the sample felt “likely” to make research project, quantitative techniques do
that purchase within the next 12 months. The not have universal applicability, either.
age-range criterion had a two-fold purpose. Although these techniques may be used to
The bottom of the range was added, again, to measure “reality” rather precisely, they often
give some reality to the exercise – those under suffer from a lack of good descriptive mater-
30 are a minuscule proportion of the house- ial of the type which brings the information
buying public; the upper age was dictated by to life. This lack is particularly felt in corpo-
the equipment needs of the EYE-TRAC appa- rate applications where implementation of
ratus. Forty prospects were pre-recruited for the results is sought. Therefore, whether one
the study to yield 30 successful EYE-TRAC has any interest in the specific research
videotapings. described above, if one is involved in imple-
On arrival at the research site, study partic- mentation of research results – something we
ipants were asked to complete a short self- all should be involved in – the use of qualita-
administered questionnaire designed to tive research at midpoint is a technique with
obtain information about their intent to buy which we should become familiar.
a house and the price range they were consid- It is at this point that some qualitative fol-
ering, a description of their current house, a low up – interviews or focus groups for exam-
description of their ideal house, the steps ple – can serve to flesh out the results, making
they had already taken in the house-buying it possible for people at the firm to under-
process, and their attitudes towards real stand and internalize those results.
estate advertising in general. After complet-
ing the questionnaire, they performed the References
American LIVES (1991), “Study of the Denver real
EYE-TRAC portion of the study. After that
estate market”.
was completed, an exit interview was admin- Cahill, D.J. (1994), “A two-stage model of the
istered which involved a series of questions search process for single-family houses: a
regarding the style subjects specifically used research note”, Environment and Behavior,
to look at the Homes Illustrated test booklet Vol. 26 No. 1, January, pp. 38-48.

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Dennis J. Cahill Cahill, D.J. (1995), “Is the real estate industry Heartlanders – 21 per cent of the market
When to use qualitative ready for the marketing concept?”, Journal of Median age is 41.
methods: a new approach Professional Services Marketing, Vol. 12 No. 1, Median family income is $35,000.
Marketing Intelligence & pp. 39-51. Median house price is $86,000.
Planning Coleman, R.P. (1983), “The continuing significance Male/female – 35/65 per cent.
14/6 [1996] 16–20 of social class to marketing”, Journal of Con-
Conformists and traditionalists. Heartlanders
sumer Research, December, pp. 265-80.
long for a nostalgic, idealized image of the way
Csikszentmihalyi, M. and Rochberg-Halton, E.
(1981), The Meaning of Things: Domestic Sym-
things were around the turn of the century.
bols and the Self, Cambridge University Press, Safety and security speak to this group.
Cambridge. Wannabes – 23 per cent of the market
Denzin, N.K. and Lincoln, Y.S. (Eds) (1994), Hand-
Median age is 36.
book of Qualitative Research, Sage, Thousand
Median family income is $31,000.
Oaks, CA.
Hayward, D.G. (1975), “Home as an environmental
Median house price is $72,000.
and psychological concept”, Landscape, Male/female – 41/59 per cent.
October, pp. 2-9. Imitators of Winners – obsessed with success
Hirschman, E.C. and Holbrook, M.B. (1992), Post- and status – but do not have a clear vision of
modern Consumer Research: The Study of what Winners are.
Consumption as Text, Sage, Thousand Oaks,
Maintainers – 16 per cent of the market
CA.
Holbrook, M.B. (1995), Consumer Research: Intro- Median age is 39.
spective Essays on the Study of Consumption, Median family income is $31,000.
Sage, Thousand Oaks, CA. Median house price is $76,000.
Mitchell, A. (1983), The Nine American Lifestyles: Male/female – 53/47 per cent.
Who We Are and Where We Are Going, Macmil- Patriotism, sports and “macho” speak to this
lan, New York, NY. somewhat alienated segment; otherwise, there
Morse, J.M. (Ed.) (1994), Critical Issues in Qualita- are few positive responses to values questions.
tive Research Methods, Sage, Thousand Oaks,
CA.
Susbauer, J.C., Cahill, D.J., Warshawsky, R.M. and Appendix 2. House-type descriptions
Beckman, J. (1994), “Culture consulting in a
family owned business”, Proceedings of the
Small Business Institute Directors’ Association
Big outlook
Conference, 2-5 February, pp. 31-6.
A modern-style home that is open, light, and
airy, with a big living room and big views to
Appendix 1. The lives types go with it. It usually has plenty of glass and
outdoor garden space and a spirit of peace
and privacy.
Sample
Median age is 38.
Median family income is $38,000.
Practicality
Median house price is $85,000. A plain vanilla home without special frills,
but containing all the basic conveniences at
Winners – 23 per cent of the market
an affordable price. It may possibly be a fix-up
Median age is 38. home where your labour adds to the equity.
Median family income is $55,000.
Median house price is $98,000.
Male/female – 60/40 per cent. Gathering place
Status and luxury driven. Winners focus their
Its exterior may appear posh or plain, but the
attention on self, work, and family – in that
interior is casual and contemporary, light and
order. They want new and stylish.
airy – welcoming kids, pets, kith and kin and
Authenticks – 18 per cent of the market friends. A big, well-equipped kitchen and
Median age is 37. other hospitable features cater to crowds and
Median family income is $41,000. family.
Median house price is $85,000.
Male/female – 50/50 per cent.
Anti-status and luxury. Authenticks are well-
Tradition lovers
educated, creative, self-confident. New and Whether it be a cottage or a mansion, if it
stylish does not appeal to them. is a version of Victorian, Colonial, Tudor or
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Dennis J. Cahill Spanish design, it suggests another, gentler
When to use qualitative age. Inside, the formality of the centre hall
Luxury look
methods: a new approach and very separate dining and living rooms is Something of a show-off, this home has an
Marketing Intelligence & offset by the comforts of family or keeping imposing exterior and a luxurious interior,
Planning
14/6 [1996] 16–20
rooms – the whole design providing a sense of with many high-status features, including a
warmth and security. large living room, special windows and spa-
cious bedrooms.

Hidden treasures Cosy nest

Its exterior may be plain and quiet, but this Large or small, this style has a warm,
home saves everything for the interior which enclosed feeling; it is a refuge from the world,
is full of delightful comfort and convenience with many luxury touches: a fancy master
features, large rooms and the latest in bath, a large, well-equipped kitchen and a
kitchens. It also looks out to private outdoor study perhaps – the ultimate nest is for those
living space. who like to escape and burrow in.

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