Prakash SharmaAsst. Business Development Officer
IndiaReportMetrix Web Services (P) Ltd
Exploratory Research Design: Qualitative Research
MR Data
Secondary Data Primary Data
Qualitative Quantitative
QuantitativeData
Descriptive Causal
Survey Data Observational andOther Data
ExperimentalData
Qualitative ResearchAn unstructured, exploratory research
methodology based on small samples that provides insights and understanding of the problem setting
Quantitative ResearchA research methodology that seeks to
quantify the data and, typically, applies some form of statistical analysis
Qualitative versus QuantitativeQualitativeObjective: To gain a
qualitative understanding of the underlying reasons and motivations
Sample: SmallData collection:
UnstructuredData analysis: Non-
statisticalOutcome: Develop
an initial understanding
QuantitativeTo quantify the data
and generalize the results from the sample to the population of interest
LargeStructured
Statistical
Recommend a final course of action
Rationale: QualitativePeople may be unwilling or unable to
answer certain questionsUnwilling to give truthful answersUnable to answer questions that tap the
subconsciousUseful for discovering which sensory
feelings are important
Qualitative ResearchProcedures
Direct Indirect
Focus Groups
DepthInterviews
ProjectiveTechniques
Association Completion Construction Expressive
Focus Group InterviewsUnexpected findings obtained from a free-
flowing group discussionSynonymous with qualitative researchSample quality criticalModerator plays a critical roleBe wary of “professional respondents”Should not be the sole criteria for decision
making
Applications of Focus GroupsUnderstanding consumer behaviour
concerning a product categoryObtaining impressions of new product
conceptsGenerating new ideas about older productsAdvertisingPrice impressionsReaction to marketing programmes
FG: Methodological applicationsDefine problem preciselyGenerate alternative courses of actionDevelop an approach to a problemInformation for questionnairesGenerate hypothesesInterpret previously obtained quantitative
results
Depth InterviewsAn 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
DI TechniquesLadderingHidden issue questioning: focus on deeply
felt personal concerns Symbolic analysis: non usage of a product,
attributes of an imaginary non product, and opposite types of products
Advantages and disadvantages of Depth InterviewsUncover greater depthsResponses attributable to respondentDepends on skills of interviewerData difficult to analyze and interpretCost – remember, each interview is
minimum 30 minutes
Applications of Depth InterviewsDetailed probingConfidential/personal subjects can be
discussedRespondent not under pressure to be
swayed by the groupIndustrial marketing researchInterviews with competitorsProduct consumption sensory in nature
Projective TechniquesRespondents are asked to interpret the
behaviour of othersIndirectly project their own motivations,
beliefs, attitudes, or feelingsThe more ambiguous the situation, the
more respondents project their emotions, needs, motives, attitudes, and values
Association TechniquesStimulus presented and response sought
with the first thing that comes to mindWORD ASSOCIATION: first word, animals,
personification, benefit
Completion TechniquesSentence completionStory completion e.g. Couple at Furniture
shop
Construction TechniquesIn the form of a story, dialogue, or
descriptionPicture responseCartoons
Expressive TechniquesRole PlayingThird-person Technique
Advantages and Disadvantages of PTWhen the issues are personal, sensitiveWhen underlying motivations, beliefs, and
attitudes are operating at a subconscious level
Thanx
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