Research Designs

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Topic 6 Research Designs Qualitative
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Design?Data Gathering Technique

• Data gathering (Topic 8) is different
• E.g., telephone survey is not precise
• telephone is the data gathering technique
• survey (crosssectional survey) is the design

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Informal vs. formal research

• gather
  information not guided by a research plan
• timely
• inexpensive
• easy to conduct
• no special expertise to do it
• often get serendipitous results
• Useful to

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Informal vs. formal

• gather
  information guided by a research plan
• either quantitative or qualitative
• Accurate judgments of target population
  characteristics, behavior, attitudes, opinions
  and so on

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What is qualitative?

• Two meanings in market research
• higher quality data
• non-sample based data (usually words or
  descriptions)
• The latter applies to this topic
• It can be formal if focused on problems and goals
  that can be evaluated with non-quantitative data

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Useful for

• When you
• When you
• Developing that can be
  used in later quantitative studies
• Developing

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Such as

• RQ1 What do people think about when considering
  where to go on vacation? (I need some new ideas
  for a resorts campaign.)
• RQ2 What new bakery products might people like?
  (I own a single bakery in a Dallas suburb.)

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Small sample studies

• Small groups of people, useful for getting ideas
  about what may be going well or going badly with
  your organization
• Example following
• Luigis Restaurant
• A couple patrons per week
• Incentive is a coupon for next meal

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• LUIGIS ITALIAN RESTAURANT
• GUEST SATISFACTION SURVEY
•  
• How did we do? Help us serve you better by
  filling out this survey completely.
•  
• FOOD VALUE FOR MONEY
• O Superb O Very Good O Good O
  Fair O Poor O Superb O Very Good O
  Good O Fair O Poor
• AMBIANCE WINE LIST
• O Superb O Very Good O Good O
  Fair O Poor O Superb O Very Good
  O Good O Fair O Poor
• FRIENDLY SERVICE CLEANLINESS
• O Superb O Very Good O Good O
  Fair O Poor O Superb O Very Good
  O Good O Fair O Poor
• PROMPT SERVICE OVERALL DINING EXPERIENCE
• O Superb O Very Good O Good O
  Fair O Poor O Superb O Very Good
  O Good O Fair O Poor
•  
•  
• Todays date Time Your
  age O 20-30 O 31-45 O 46-60 O Over
  60
• Would you prefer a non-smoking environment? Do
  you have any other favorite Italian restaurants
  in the area?

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In-depth interviews

• One-on-one, long, up to two hours
• Useful for
  beyond what is called
  
• Useful for
• Instead of I like or Its just OK or They do
  a good job,
• Probes may lead to

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Convenience studies

• Interview where finding people is convenient
• Malls, other shopping areas
• Schools
• Work site
• Often used for
• CAREFUL

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Usefulness of convenience studies

• Quick inexpensive testing of ideas, messages or
  visuals

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Questions

• Put this on a piece of paper
• Day of the week, Todays date
• Your name
• Your signature
• Topic 6

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Case study

• N
• Examining a case to
• NOT a stroll through, but
• Where to find cases?
• For example, the IABC publishes the annual Gold
  Quill Winning Workplans (members only)

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Searching for cases

• www.google.com
• Search for elderly tenants negative publicity
  case study
• Youll get some junk
• You often have to try different keywords

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Intro to focus groups

• Lead a
• through a
• from of
  a topic
• to of
  that topic

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Intro to focus groups (cont.)

• Useful for
• getting the actual
• generating
• generating

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Intro to focus groups (cont.)

• You need to
• Recruit
• Find a
• Find a

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Other response generators

• Role-playing activities (participants pretend to
  use the new product)
• Sentence completion (The best thing about
  working in this company is)
• Word association
• (ABC Company-- Fun-- )

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Other response generators (cont.)
Write in the balloon what your dog is thinking
about you.
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Analyzing qualitative

• Usually
• Keep your purpose in mind. Themes to assist
  creative? Language to use in a survey? Etc.?
• examine the
  transcript to verify interpretations
• Maybe computer word searches or content analyses
  or visual scanning

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Question

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Next timeQuantitative
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