Agenda Tuesday, June 28,2011. Agenda Readings Agenda Readings Exercises.
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Narrowing down your topicNarrowing down your topic
• Area of Interest
Research Questions
Research Objectives
EXPLORATORY
RESEARCH
Exploratory research and Exploratory research and qualitative analysisqualitative analysis
From total ambiguity to not quite total ambiguity
Exploratory researchExploratory research
Initial research conducted to clarify and define the nature of a problem
often a first and preliminary stepmay be a single investigation or a
series of informal studiesmay be a single technique or a
combination of techniquesalmost always qualitative
DefinitionsDefinitions
Quantitative: studies that use mathematical analysis that can reveal statistically significant differences
Qualitative: research data not subject to quantification
Qualitative versus QuantitativeQualitative versus Quantitative
Types ofquestions
probing Limitedprobing
Sample size small large
Informationper subject
much varies
administration interviewer -special skills
Fewer specialskills required
Type ofanalysis
Subjectiveinterpretive
Statisticalsummarization
Hardware Taperecorders,video,pictures,discussionguides
Questionnaire,computers,printouts
Ability toreplicate
low high
Type ofresearch
exploratory Descriptive orcausal
Qualitative versus QuantitativeQualitative versus Quantitative
Advantages cheaper can help identify
small problems with significant impact
motivations/
feelings improve efficiency
of quantitative
Limitations does not
distinguish small differences
not necessarily representative of population
very dependent upon skill of researcher
QualitativeQualitative
Why conduct exploratory Why conduct exploratory researchresearch
Diagnosisscreening alternativesdiscovering new ideas
I wonder...
Projective techniquesProjective techniques
Indirect means of questioning that enables a respondent to “project” beliefs and feelings onto a third person, onto an inanimate object or into a task situation
assumes that people are reluctant, unaware or unable to relate their true experiences, perceptions or beliefs
“A man is least himself when he talksin his own person; when given a maskhe will tell the truth.”
--Oscar Wilde
Common typesCommon types
Word association– subject is presented with a list of words,
one at a time, and asked to respond with the first word that comes to mind.
Sentence/story completion– respondent completes a sentence or
story with the first word or phrase that comes to mind.
Sentence Completion
People who drink beer are ______________________
A man who drinks light beer is ___________________
Imported beer is most liked by ___________________
A woman will drink beer when____________________
Common typesCommon types
Third person techniques– subject is asked why a third person
behaves in a certain fashion or what s/he thinks about a particular event/object/activity
– role playing: the acting out of third person’s behaviour
Common typesCommon types
Thematic Apperception Test (TAT)– A series of pictures are shown to
subject who is then asked to provide a description of the pictures.
– Cartoon completion tests– Photo sorts
Consumer drawings
Focus Groups DefinedFocus Groups Defined
Focus groups had their beginnings in group therapy used by physicians. Today, a focus group consists of 8 to 12 participants led by
a moderator in an in-depth discussion on one particular topic or concept.
Most frequently used to conduct exploratory research
May also be used after a survey or quantitative study to clarify findings– Quantitative research tends to be long
on what and short on why
Types of Focus GroupsTypes of Focus Groups
Focus groupsthat exploresubconsciousmotivation
Focus groupsthat exploresubconsciousmotivation
Focus groups thatenable a clientto observe andlisten to how
consumers thinkand feel aboutproducts and
services
Focus groups thatenable a clientto observe andlisten to how
consumers thinkand feel aboutproducts and
services
Exploratory Clinical Experiencing
Focus groups that aid in the
precise definition of the problem, in pilot testing, or in
generating hypotheses for
testing or concepts for
further research
Steps in Conducting a Focus Steps in Conducting a Focus GroupGroup
Prepare for the Group:Select a focus groupfacility and recruit
the participants
Select a Moderator:Create a
discussion guide
Conduct the Group
Prepare the FocusGroup Report
Focus Groups: Key TermsFocus Groups: Key Terms
Focus Group Facility– Facility consisting of conference or
living room setting and a separate observation room. Facility also has audiovisual recording equipment.
– Not all focus groups are conducted in this contrived setting.
Focus Groups: Key TermsFocus Groups: Key Terms
Focus Groups Composition– The ideal size is 6-10 participants.– Homogenous groups seem to work best
Focus Groups Moderator– The person hired by the client to lead
the focus group. This person may need a background in psychology, sociology, or marketing.
Focus Groups: Key TermsFocus Groups: Key Terms
Discussion Guide– A written outline of topics to cover
during a focus group discussion.– Contains prefatory remarks to inform
the group about he nature of the focus group and an outline of topics/questions to be addressed
Advantages- the 10 S’sAdvantages- the 10 S’s
synergismserendipitysnowballingstimulationsecurity
spontaneityspecializationscrutinystructurespeed
Disadvantages of Focus GroupsDisadvantages of Focus Groups
The immediacy and apparent understandability of focus group findings can mislead instead of inform.
Focus group recruiting is a problem if the type of person recruited responds differently to the issues being discussed than other target segments.
“Moderator style” may contribute to respondent bias.
Respondents can be a problem if they are overly introverted (and do not speak) or are overly dominating (and try to sway the discussion). This can also lead to a halo effect
Trends in Focus GroupsTrends in Focus Groups
Telephone Focus Groups– Focus groups that are conducted via
conference calling.Two-Way Focus Groups– A target focus group observes another
focus group, and then discussed what it learned through observing.