Qualitative ResearchQualitative Research

Qualitative Research• Researcher makes elaborate

interpretations of market phenomena without depending on numerical measurements.– Researcher dependent– Highly subjective– Preliminary results– Innovative results

Qualitative vs. Quantitative ResearchQualitative vs. Quantitative Research

Research Aspect Qualitative QuantitativePurpose Discover ideas Test hypotheses

Approach Observe & interpret Measure & test

Data Collection Unstructured Structured

Researcher Involvement w/ study subjects

Intimately involved Uninvolved observer

Samples Small Large

Used in Exploratory research Conclusive research

Common Qualitative Techniques• Focus Group Interviews

– Small group discussions• In-depth Interviews

– 1-on-1 probing discussion• Word Association / Sentence Completion

– Recording 1st thoughts after exposure to a stimulus• Collages

– Respondent assembles pictures that represent his/her thoughts/feelings

• Cartoon Tests– Respondent tells a story based on an ambiguous picture

Conducting Focus Group Interviews

Focus Group Interviews• Unstructured, free-flowing interviews with small

groups of people.• Consists of

– Moderator or interviewer– 6 to 10 participants– Note taker

• Moderator introduces topic and encourages group members to discuss the subject amongst themselves.

• Allow people to discuss their true feelings in their own words

Advantages of Focus Group Interviews

• Relatively fast• Easy to execute• Inexpensive• Numerous topics can be discussed (unlike

surveys)• Multiple insights can be gained

Drawbacks of Focus Group Interviews

• Require sensitive and effective moderators– Without such, self-appointed participants may

dominate a session– Halo effect on attitudes toward the concept or

topic of discussion may occur, if group reacts negatively to a dominant member

• Participants may not be representative of the population of interest.

Requirements for Effective Focus Groups

• Six to ten participants• Carefully screen participants

– Want people who have knowledge about the topic at hand

• Homogeneous participants in terms of some characteristic under study

• Relaxed atmosphere• If possible, room with one-way mirror and audio-

and video-recording capabilities• Session duration around one hour• Trained moderator• Compensate for participation

7 Habits of Effective Moderators1. Establish personal contact with each respondent early2. Help respondents feel relaxed early on3. Win respondents to your side4. Deal with loud respondents; but don’t intimidate other

respondents• Don’t look at them when you ask questions• Don’t acknowledge their raised hands

5. Deal with inconsistent, unclear answers by mobilizing the group to help

6. Create an environment where anything a respondent wants to say is acceptable

7. Don’t assume you know what a respondent means by an ambiguous answer

When NOT to use Focus Groups

• Emotionally charged environment• Researcher has lost control over critical

aspects of the study• Statistical projections are needed• Other methodologies can produce better

quality information• Other methodologies can produce more

economical information of the same quality• Researcher cannot ensure the

confidentiality of sensitive information

Types of Focus Group Questions• Opening Question

– Round robin question– Designed to be answered rather quickly– Designed to identify characteristics participants have in

common– Preferably factual (rather than attitude or opinions)

• Introductory Question– Introduce general topic of discussion

• Key Questions– 2 to 5 max– The questions you really want answers to

• Ending Questions– Bring closure to the discussion. Most common is the

summary question

Some Things to Consider• Avoid Dichotomous Questions

– Questions answerable with a “yes” or “no”• Avoid asking “Why”

– Has a sharpness or pointedness that reminds one of interrogations

• Asked Uncued Questions first; Cued Questions second– Uncued: Open-ended; usually based on recent

experiences or impressions– Cued: Questions that specify some topic or aspect

of a topic