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This document provides an overview of qualitative research methods used in marketing research, including focus groups and depth interviews. It discusses the characteristics, planning, advantages/disadvantages of focus groups. Projective techniques like association, completion, construction and expressive techniques are also covered. Ethics in marketing research are important to respect respondents and protect their anonymity.

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Saloni Doshi
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31 views20 pages

MMMM MMM

This document provides an overview of qualitative research methods used in marketing research, including focus groups and depth interviews. It discusses the characteristics, planning, advantages/disadvantages of focus groups. Projective techniques like association, completion, construction and expressive techniques are also covered. Ethics in marketing research are important to respect respondents and protect their anonymity.

Uploaded by

Saloni Doshi
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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CHAPTER 5

EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH

Marketing Research Data

Secondary Data

Primary Data

Qualitative Data

Quantitative Data

Descriptive

Causal

Survey Data

Observational & other Data

Experimental Data

PRIMARY DATA
QUALITATIVE RESEARCH: An unstructured, exploratory research methodology based on small samples that provides insights and understanding of the problem setting. QUANTITATIVE RESEARCH: a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis. Qualitative and quantitative research should be viewed as complementary rather than competitive

USES OF QUALITATIVE RESEARCH


Useful in discovering sensory feelings important to customers To understand the customer subconscious levels of values, emotional drives and motivation.

CLASSIFICATION OF QUALITATIVE RESEARCH PROCEDURES


Qualitative Research Procedures

Direct (non-disguised)

Indirect (disguised)

Focus Groups

Depth Interviews

Projective Techniques

Association Techniques

Completion Techniques

Construction Techniques

Expressive Techniques

FOCUS GROUP INTERVIEWS


An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner. The main purpose of focus groups is to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher.

CHARACTERISTICS OF FOCUS GROUPS


Group Size Group composition Physical Setting Time Duration Recording Moderator
8 to 12

Homogeneous Respondents pre-screened Relaxed Informal atmosphere 1 to 3 hours

Use of audio casettes and video tapes

Observational Interpersonal

PLANNING & CONDUCTING FOCUS GROUPS


Determine the objective of the marketing research project and define the problem Specify the objectives of qualitative research State the objectives / questions to be answered by the focus groups Writing a screening questionnaire Develop a moderator s outline Conduct the focus group interviews Review tapes and analyze the data Summarize the findings and plan the follow-up research or action

ADVANTAGES & DISADVANTAGES OF FOCUS GROUPS


ADVANTAGES
Synergism Snowballing Stimulation Security Spontaneity Serendipity Specialisation Scientific scrutiny Structure Speed

DISADVANTAGES Misuse Misjudge Difficult moderation Messy Misinterpretation

OTHER VARIATIONS IN FOCUS GROUPS


Two-way focus group Dual moderator group Dueling-moderator group Respondent- moderator group Client-participation groups Mini groups Tele session groups Online Focus Group Interviews

DEPTH INTERVIEWS
An unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes and feelings on a topic.

TECHNIQUES OF DEPTH INTERVIEWS


1) Laddering  A line of questions proceed from product characteristics to user characteristics 2) Hidden issue questioning  Attempts to locate personal sore spots related deeply felt personal concerns 3) Symbolic analysis  The symbolic meaning of objects is analysed by comparing them with their opposites

FOCUS vs. DEPTH INTERVIEWS


CHARACTERISTICS Group synergy and dynamics Peer pressure/ influence Client involvement Generation of innovative ideas In-depth probing of individuals Uncovering hidden motives Discussion of sensitive topics FOCUS GROUPS + + + DEPTH INTERVIEWS + + + +

PROJECTIVE TECHNIQUES
An unstructured and indirect form of questioning encourages the respondents to project their underlying motivations, beliefs attitudes, or feelings regarding the issue of concern. Classification of projective techniques: 1) Association Techniques 2) Completion Techniques 3) Construction Techniques 4) Expressive Techniques

(1) ASSOCIATION TECHNIQUES


The respondent is presented with a stimulus and asked to respond with the first thing that comes to mind. WORD ASSOCIATION:  A projective technique in which respondents are presented with a list of words , one ata time. After each word, they are asked to give the first word that comes to mind.

(2) COMPLETION TECHNIQUES


It requires the respondent to complete an incomplete stimulus situation. Sentence Completion
The respondent is presented with a number of incomplete sentences and is asked to complete them

Story completion

The respondents are provided with part of a story and are required to give conclusion in their own words

(3) CONSTRUCTION TECHNIQUES


The respondent is required to construct a response in the form of a story, dialogue or description.

Picture Response Technique Cartoon Tests

The respondent is shown a picture and asked to tell a story describing it


Cartoon characters are shown in a specific situation related to the problem & respondents are asked to indicate the dialogue that one cartoon character might make in response to the comments of another character

(4) EXPRESSIVE TECHNIQUES


The respondent is presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation.

Role playing Thirdperson Technique

Respondents are asked to assume the behavior of someone else

The respondent is presented with a verbal or visual situation & asked to relate the beliefs and attitudes of a third person to the situation

INTERNATIONAL MARKETING RESEARCH


Qualitative research can reveal the salient differences between the domestic and foreign markets Whether focus groups or depth interviews should be conducted and how the findings should be interpreted depends heavily on the cultural differences

ETHICS IN MARKETING RESEARCH


Respect the respondents Protect the anonymity Honor all statements and promises used to ensure participation To conduct research in a way that does not embarrass or harm the respondents

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