Analysis of Welding Distortion Using Qualitative and Semi-Qualitative Techniques
Qualitative techniques in Market Reasearch
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Transcript of Qualitative techniques in Market Reasearch
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Business Research Methods
Qualitative Techniques
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Qualitative versus Quantitative
Research Purpose
Exploratory versus descriptive and conclusive
Small versus large samples
Broad range of questioning versus
structured questions
Subjective interpretation versus statistical
analysis
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Qualitative Research Methods
Direct ( Nondisguised)---Focus Groups
---Depth Interviews Indirect ( Disguised )
---Projective Techniques
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Focus Groups
It is a group of individuals selected and
assembled by researchers to discuss &comment on ( from personal experience)
the topic that is the subject of research.
It helps in getting several perspectives aboutthe same topic
It helps in understanding what makes
people tick & what is going on in their mindthat cannot be obtained through survey data
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Focus Group Interviews
Unstructured
Free flowing
Group interview
Relaxed informal
atmosphere
Start with broad topicand focus in on
specific issues
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Group Composition
6 to 10 people
Relatively
homogeneous
Similar lifestyles and
experiences
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Outline for a Focus Group
Establish a rapport
Begin with broad topic
Focus in on specific topic
Generate discussion and interaction
Discussions for about 2 hours
Responses are recorded through
---manual notes
---audio recording
--video recording
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The Moderator
Develops rapport -
helps people relax
Interacts
Listens to what people
have to say
Everyone gets achance to speak
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The Focus Group Moderator
Maintains loose control and focuses
discussion
Stimulates spontaneous responses
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Advantages of Focus Groups
Synergism: Wider range of information, insights & ideas because ofgroup
Snowballing: One persons comments triggers chain reaction
Stimulation: General level of excitement over the topic increases inthe group
Security: Feeling of security in homogeneous group increaseswillingness to express ideas
Spontaneity: Since specific questions are not to be answeredresponses are spontaneous & unconventional
Serendipity: Ideas arise out of the blue in a group
Specialization: Use of a specialized moderator is justified for a group
Scientific Scrutiny : Data collection process can be witnessed &recorded
Structure: Provides for flexibility in topics covered & depth oftreatment
Speed: Interviewing a large number of people at the same time makes
data collection & analysis faster
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Disadvantages of Focus Groups
Misuse: FGD results used as replacement forsurvey data: FGDs probe attitudes & motivations &
not their frequency in population
Misinterpretation: Difficult to decide on responses
to be generalized resulting in interviewer's bias
Poor management of group dynamics: Difficult to
find moderator with skills ,insights &experience
Messy: unstructured answers pose difficulties in
coding analyzing & interpreting responses
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Advantages of Online
Focus Groups Fast
Inexpensive
Bring together many participants from
wide-spread geographical areas
Respondent anonymity
Transcript automatically recorded
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Disadvantages of Online
Focus Groups Less group interaction
Absence of tactile stimulation
Absence of facial expression and body
language
Moderators job is different
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Depth Interviews
A direct personal interview in which asingle respondent is probed by a highly
skilled interviewer
It helps in uncovering underlying
motivations, attitudes & beliefs on a topic
It serves as a prelude to a more analytical
questionnaire design for quantitative
research
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Depth Interviews
Three Types depending on guidanceextended by the interviewer
Unstructured ( Natural conversation)
Semistructured (Check list prepared) Standardised open ended( Uses a proper
Questionnaire)
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Laddering
Investigating attitude towards airlines among male middlemanagers
Attribute such as wide body aircraft was probed
Why ? I can get more work done---I accomplish more---Ifeel good about myself
Laddering indicated-advanced seat reservation,wide body aircraft& first class cabin seating( Productcharacteristics)
Work done on flight, sense of accomplishment, higher selfesteem (User characteristics)
Ad campaign like You are the Boss" which bolsters selfesteem for managers
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Depth Interview Techniques:
LadderingIn laddering, the line of questioning proceeds from
product characteristics to user characteristics. This
technique allows the researcher to tap into the
consumer's network of meanings.
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme: You will feel good about yourself when flyingour airline. You're The Boss.
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Hidden Issue Questioning
It tries to probe into hidden issues and items like
daydreams, anxieties, fascinations & hopes inpeoples lives
What would you do if you get Rs 10 crores? How do
you see yourself as a celebrity? Are typicalquestions
It probes into respondents attitude towards work,
leisure, home etc
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Depth Interview Techniques:
Hidden Issue QuestioningIn hidden issue questioning, the focus is not on socially
shared values but rather on personal sore spots; not on
general lifestyles but on deeply felt personal concerns.
fantasies, work lives, and social lives
historic, elite, masculine-camaraderie, competitive
activities
Advertising theme: communicate aggressiveness, high
status, and competitive heritage of the airline.
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Hidden Issue Questioning
Male middle managers were questioned about
fantasies, work lives, social lives to identify hiddenlife issues
----Answers indicated glamorous, historic, elite.
masculine events, like Grand Prix car racing. Lufthansa Airlines featuring World War I type Red
Baron spokesperson communicating
aggressiveness, high status &competitive heritage
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Manfred Albrecht Freiherr von
Richthofen (2 May 189221 April 1918),
widely known as the Red Baron, was aGerman fighter pilot with the Imperial
German Army Air Service
(Luftstreitkrfte) during World War I. Heis considered the ace-of-aces of that war,
being officially credited with 80 air combat
victories, more than any other pilot.
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Grand Prix motor racing has its roots in organised
automobile racing that began in France as far back as1894. It quickly evolved from a simple road race from one
town to the next, to endurance tests for car and driver.
Innovation and the drive of competition soon saw speeds
exceeding 100 miles per hour (160 km/h), but because theraces were held on open roads there were frequent
accidents with the resulting fatalities of both drivers and
spectators.
Grand Prix motor racing eventually evolved into formula
racing, and Formula One can be seen as its direct
descendant. Each event of the Formula One World
Championships is still called a Grand Prix. Formula One is
still referred to as Grand Prix racin .
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Advantages&Disadvantages of Depth Interviews
Advantages
Attributes responses directly to respondents There is no social pressure to conform to group response
resulting in explorations of attitudes
Informal atmosphere facilitate discussion of sensitive
questions
Disadvantage
Difficult & expensive to get skilled interviewer
Quality of results depends on skills of interviewer
Cost limits interviews to be conducted
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A man is least himself when he talks
in his own person; when given a maskhe will tell the truth.
--Oscar Wilde
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Projective Techniques
It is an unstructured & indirect form of
questioning that encourages the respondents
to project their motivations ,beliefs
,attitudes or feelings regarding the issues of
concern Respondents are asked to interpret
behaviour of others which indirectly
projects their own feelings Scenarios for response are deliberately kept
ambiguous for better projection of feelings
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Projective Techniques
Association techniques
Completion techniques
Construction techniques
Expressive techniques
Sociometry
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Association techniques Association techniques :Respondents are presented with a
stimulus and are asked to reveal the first thing that comes totheir mind
Word Association : Most popular association technique
Respondents are presented with a list of brands ,one at atime .After each brand they are asked to give the first word
that comes to their mind Analysis is done by calculating
-Frequency of words found in response
-time elapsed before response
-number of non respondents
Used in consumer research for discovering brand image
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FEDEx
Colgate
Detol
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Word Association Examples
For COURIER
Service
FEDEx
DTDC
DHL
FIRST FLIGHT
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Word Association Examples
For CHEESE Kraft
Cheddar
Amul
Mother Dairy
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Completion Techniques
A projective technique that requires a respondent to
complete an incomplete stimulus situation :
Sentence Or Story
Sentence Completion : respondents are presented
with a number of incomplete sentences & asked to
complete them.
They are asked to use the first phrase that comes to
their mind which helps in tracing their attitudes,thought process & feelings
C l ti T h i
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Completion TechniquesIn Sentence completion, respondents are given incomplete sentenceand asked to complete them. Generally, they are asked to use the firs
word or phrase that comes to mind.
A person who shops at Lifestyle is ______________________
McDonalds is most liked by _________________________
When I think of shopping in a department store, I ________
A variation of sentence completion is paragraph completion, in whicthe respondent completes a paragraph beginning with the stimulusphrase.
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Construction Techniques
A projective technique in which respondent is asked
to construct his response in the form of a story,dialogue or description: Picture or Cartoon
Picture response technique: Respondent is shown apicture & asked to tell a story describing it.
Its roots lie in Thematic Apperception Test whichconsists of a series of pictures which are to beinterpreted in the form of stories
Cartoon characters are shown in specific situationrelated to the problem. The respondents are asked to
indicate dialogue that one cartoon character mightmake in response to the given comments of anothercharacter
Several need patterns and personality characteristics
can be traced through these tests
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Thematic Apperception Test
T.A.T.
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A Cartoon Test
Lets see if we can
pick up some
house wares atSears
Sears
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Expressive Techniques
A projective technique in which respondent
is asked to play the role or assumebehaviour of someone else.
Respondent is given a verbal or visual
situation & asked to play the role of specificcharacter like sales executive, manager orpolitical leader or even brands
The way in which respondent copes withthe situation reveal a lot about hispersonality
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Sociometry
A method devised by Jacob Moreno for assessing
group structure It is a mathematical study of psychological
properties of population
It is based on the fact that people make choices in
interpersonal relationships Whenever people are in a group they choosewhere to sit or whom to speak to
Sociometry studies pattern of affection & loyaltythat bind some group members more closely thanothers
It can be applied to situations involving study ofgroup behaviour in business research
Advantages&Disadvantages of Projective
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Advantages&Disadvantages of Projective
Techniques
Advantages
Since respondent is aloof of the purpose of the studyit elicits responses which are not possible by directmethods
Data collected is rich & accurate
Useful for exploratory research to gain initialinsights
Disadvanages
Requires trained & skillfull interviewers who aredifficult to find
It is expensive & difficult to administer
Getting subjects for role playing is difficult
R li bili diffi l k