MARKETING RESEARCH ESSENTIALS

WITH DATA ANALYSIS IN EXCEL AND SPAAMcDaniel │ Gates │ Sivaramakrishnan │ Main

Chapter Four: Qualitative Research

LEARNING OBJECTIVES

• Define qualitative research• Explain why qualitative research is so popular and

describe its advantages.• Understand the limitations of qualitative research• Learn about focus groups and their popularity• Explain how to conduct and analyze a focus group• Describe recent trends in conducting focus groups• Describe other forms of qualitative research

Chapter Four: Qualitative Research

Nature of Qualitative Research

Qualitative Research:1. Findings are not subject to quantification or quantitative analysis2. Conclusions are not based on precise, measurable statistics3. Based on more subjective observations and analysis

Quantitative Research:4. Uses mathematical analysis5. Typically research analysis is done using measurable, numeric

standards

Qualitative vs. Quantitative Research

Popularity of Qualitative Research

• Usually less expensive than quantitative research

• Can provide “true” impressions and results on consumer behaviour (“first-hand”)

• Can improve efficiency of quantitative data

Limitations of Qualitative Research

• May not distinguish small differences in attitudes and opinions regarding a marketing mix

• May not always be a representative sample of the population

• Opinions in groups may be swayed significantly by a strong-willed respondent

Importance of Focus Groups

Focus groups:• Are excellent for idea generation, brainstorming, understanding

customer vocabulary• Provide insight to motives, attitudes, perceptions• Can reveal needs, likes, dislikes driven by emotions

Focus groups:• Are excellent for idea generation, brainstorming, understanding

customer vocabulary• Provide insight to motives, attitudes, perceptions• Can reveal needs, likes, dislikes driven by emotions

A focus group is:• A group of 8–12 respondents• Led by a moderator• An in-depth discussion• On one particular topic or concept

Group DynamicInteracting among people in a group. The moderator must manage this issue

carefully.

Conducting a Focus Group

1. Decide on research objectives for focus group

2. Use secondary research to refine group questions

3. Select focus group facility and recruit ideal focus group participants

4. Select a moderator5. Create a discussion guide to chart flow of

focus group6. Conduct the focus group7. Review the videotape, your notes, and

analyze the results8. Prepare a written report for client

Conducting a Focus Group

• The Participants‒ Potential opinion leaders are best‒ Participants must be screened for relevance to the topic

• The Location‒ A conference room or living room setting ‒ Separate observation room with a one-way mirror or live AV feed

• The Moderator‒ Leads the focus group‒ Psychology or sociology background is preferred

• The Discussion Guide‒ Sets a timetable for each topic, and clear goals/questions‒ Is a strategy for keeping group on task / focused‒ Managing the group dynamics is critical

Conducting a Focus Group

• The Client’s Role:– Provide information to moderator and help with preparation– Review product information with the moderator

• The Report:– Instant Analysis may be completed– Typically, written and oral reports are provided

The Moderator

• Moderators should:

1. Meet and greet the participants before focus group.

2. Ask simple/light personal questions during warm-up.

3. Reveal something personal information about yourself.

4. Ask for the participants’ assistance during the process. “Your opinion is valuable…”

5. Use humour when appropriate.

6. Dress the same as the respondents.

7. Start the focus group session sitting down.

8. Have a client-approved discussion guide to assist.

What Makes a Good Moderator?

• A good moderator: • Is genuinely interested in people, including their:

• Behaviours• Emotions• Lifestyles• Prejudices and opinions

• Is accepting and appreciative of participant differences• Is objective and open minded• Has good listening skills• Has good observation skills (can pick-up on body

language)• Is interested in a wide array of subjects• Prepares for the topic at hand to enhance credibility

What Makes a Good Moderator?

• Good oral, written, and organizational skills

• Able to manage conversation flow

• Good at follow-up questioning and probing

• Excellent attention to detail and is precise

• Understands client’s business and industry

• Reliable, responsive, trustworthy

• Ability to provide feedback and be a sounding board for client

Focus Group Trends

• Video Transmissions‒ online focus groups and/or observation

• Focus Group Panels‒ for a series of focus groups on a topic

• Adding Marketing Professionals as Participants‒ helps when the company is not receiving the required insights

from consumers

Benefits and Drawbacks of Focus Groups

• Participants’ candor• Looks the customer “in the eye”• Generates fresh ideas / brainstorming• Allows client to observe and comment onsite• Can be executed quickly• Can enhance other data collection methods

• Participants’ candor• Looks the customer “in the eye”• Generates fresh ideas / brainstorming• Allows client to observe and comment onsite• Can be executed quickly• Can enhance other data collection methods

• Expertise needed• Participation issues (e.g., “no shows”)• Interpretation is subjective• Often misused as representative of the general population

• Expertise needed• Participation issues (e.g., “no shows”)• Interpretation is subjective• Often misused as representative of the general population

Other Qualitative Methodologies

One-on-one discussions that probe to elicit detailed answers, often using non-directive techniques to uncover hidden motivations.

DepthInterviews:

Other Qualitative Methodologies

• Advantages of Depth Interviews:– Group pressure is eliminated– Often geared towards getting underlying information– Interviewer becomes more sensitive to nonverbal clues– Respondent can be more forthright, since focus is on them– An interview can be conducted anywhere– More personalized attention given

• Disadvantages of Depth Interviews:– More costly than a focus group– An interview lacks the advantage of group dynamics

Other Qualitative Methodologies

• Types of Projective Tests:– Word Association– Analogies– Personification– Cartoon Tests– Photo Sorts– Consumer Drawings– Storytelling– Sentence and Story Completion– Third-Person Technique

A technique tapping respondents’ deepest feelings by having them project those feelings into an unstructured situation.

ProjectiveTests:

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