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Qualitative Research

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Qualitative Research Qualitative Research Researcher makes elaborate interpretations of market phenomena without depending on numerical measurements. – PowerPoint PPT presentation

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Title: Qualitative Research


1
Qualitative Research
2
Qualitative Research
  • Researcher makes elaborate interpretations of
    market phenomena without depending on numerical
    measurements.
  • Researcher dependent
  • Highly subjective
  • Preliminary results
  • Innovative results

3
Qualitative vs. Quantitative Research
Research Aspect Qualitative Quantitative
Purpose 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
4
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

5
Conducting Focus Group Interviews
6
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

7
Advantages of Focus Group Interviews
  • Relatively fast
  • Easy to execute
  • Inexpensive
  • Numerous topics can be discussed (unlike surveys)
  • Multiple insights can be gained

8
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.

9
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

10
7 Habits of Effective Moderators
  • Establish personal contact with each respondent
    early
  • Help respondents feel relaxed early on
  • Win respondents to your side
  • Deal with loud respondents but dont intimidate
    other respondents
  • Dont look at them when you ask questions
  • Dont acknowledge their raised hands
  • Deal with inconsistent, unclear answers by
    mobilizing the group to help
  • Create an environment where anything a respondent
    wants to say is acceptable
  • Dont assume you know what a respondent means by
    an ambiguous answer

11
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

12
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

13
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
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