INFORMATION COLLECTION:

QUALITATIVE & OBSERVATION METHODS

CHAPTER 8

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

Marketing Research Approach

Descriptive

Exploratory

Marketing Research Data

Collection Method

Causal

Marketing Research Data

Secondary Data

Primary Data

Qualitative Data

Direct

Focus Groups

Indirect

Individual In-depth
Interview

Association
Techniques

Quantitative Data

Completion
Techniques

Projective
Techniques

Drawing/
Pasting
Techniques

Expressive
Techniques

LEARNING OBJECTIVE
Explain the need for qualitative research

Introduce the different types of qualitative research methods

Discuss in-depth interviews
Focus group
Projective techniques in details
Be familiar with the various observational methods.

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

AGENDA

I. Qualitative Research Methods

II. Observation Methods

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

I. QUALITATIVE RESEARCH METHODS

ood Qualitative research allows for surprise insights and

learning's to be discovered. It can reveal trends that you hadnt

thought of. It starts with exploration and investigation and is
perfectly suited for revealing fresh unexpected insights that keep
your brand up to date and relevant.

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

1.1 NEED FOR QUALITATIVE RESEARCH METHOD

Find out what is in a consumers mind To access and get

a rough ideas about the persons perspective
Qualitative data are collected to know more about things
that cannot be directly observed and measured

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

1.2 QUALITATIVE RESEARCH CHARACTERISTICS

Less Structure

Longer

More flexible

Data have more depth and greater richness of context

Number of respondent are small

Only partially representative of any target population

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

1.3 USAGE OF QUALITATIVE RESEARCH

Exploratory

Defining problems in more

details

Suggesting hypotheses to
be tested in subsequent
research

Generating new product or

service concepts, problem
solutions, lists of product
features, and so forth

Getting preliminary
reactions to new product
concepts

Pretesting structured
questionnaires

Orientation

Learning the consumer's

vantage point and
vocabulary

Educating the researcher to

an unfamiliar environment:
needs, satisfactions, usage
situations, and problems

Clinical

Gaining insights into topics

that otherwise might be
impossible to pursue with
structured research
methods.

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

1.4 QUALITATIVE RESEARCH METHODOLOGY

Focus Group

In-depth
Interview

Projective
techniques

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

Focus Group

USAGE & DEFINITION OF FOCUS GROUP

- A focus group is a type of
interview
- It is a group conversation
driven by a moderator
- It is very useful in
marketing to
Get in depth insights of
consumer behavior
Explore new ideas and
new concepts
Understand a target
group
Basic Marketing Research Naresh K. Malhotra

CHARACTERISTIC OF FOCUS GROUP

Group size

6-10

Group composition

Homogeneous, respondents, recruited on purpose

Physical setting

Relaxed, informal atmosphere

Time duration

2-3 hours

Recording

Use of MP3 recorders and video

Moderator

Observation, interpersonal, and communication skills of the moderator

Basic Marketing Research Naresh K. Malhotra

SAMPLING OF FOCUS GROUP

Goal: richness, in-depth information, diversity
Limited size sample
Sample not statistically representative
Sample selected depending on the marketing research problem

Mother with one kid or more, aged more than 2

Example

Yogurt buyer

Yogurt Non buyer

HCMC

10

15

Other areas

10

Total

15

25

Basic Marketing Research Naresh K. Malhotra

VARIATIONS IN FOCUS GROUP

Two-ways focus group: One target group to listen and learn from a related group
(Ex: a focus group of physicians viewed a focus group patients discussing the
treatment they desired)
Dueling-moderator group: Two moderators who deliberately take opposite
positions on the issues to be discussed
Conflicting groups: Focus group sessions with opposed customers
Client-participant groups: Client personnel are identified and made part of the
discussion group
Mini groups: These groups consist of a moderator and only 4 or 5 respondents

Family groups: Focus group with all the members of a family.

Basic Marketing Research Naresh K. Malhotra

PROCEDURE FOR PLANNING & CONDUCTING FOCUS GROUPS

1. Determine the objectives and define the problem

2. Specify the objectives of qualitative research
3. State the objectives/ questions to be answered by focus groups

4. Write a recruitment questionnaire and select the participants

5. Develop a moderators guide (Discussion guide)
6. Conduct the focus group interviews
7. Write down the discussion and analyze the data

8. Summarize the findings and plan follow-up research or action

Basic Marketing Research Naresh K. Malhotra

Intage Vietnam FGD Facility

ADVANTAGES & DISADVANTAGES OF FOCUS GROUPS

ADVANTAGES
Synergism
Snowballing
Stimulation
Security
Spontaneity
Serendipity
Specialization
Scientific scrutiny
Structure
Speed

DISADVANTAGES

Misuse
Misjudge
Moderation
Messy
Misrepresentation

Basic Marketing Research Naresh K. Malhotra

MODERATION OF A FOCUS GROUP

FORBIDDEN

WELCOME

Inducing new subjects

Formulating the last

sentence in another
way

Stopping the
respondent
Influence responses

Asking to come back

on a specific element

Giving his opinion

Showing your interest

Basic Marketing Research Naresh K. Malhotra

KEY QUALIFICATION OF FOCUS GROUP MODERATORS

Kindness with firmness
Permissiveness
Involvement

Incomplete understanding
Encouragement

Flexibility

Basic Marketing Research Naresh K. Malhotra

In-depth - Interview

DEFINITION AND TYPES OF IN-DEPTH INTERVIEWS

Individual in-depth interviews are interview that are conducted face to
face with the respondent, in which the subject matter of interview is
explored in detail
Theres 2 basic types of in-depth interview

Non directive interviews

Semi-structured interviews

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

USAGE OF IN-DEPTH INTERVIEWS

To get a complete understanding of product usage and lifecycle, or of any

other complicated behavior

To get individual stories
To get professional practices
To get insights on confidential, sensitive or embarrassing topics, or in
situations where strong social norms exist.

Basic Marketing Research Naresh K. Malhotra

2 TYPES OF INDIVIDUAL IN-DEPTH INTERVIEWS

Nondirective Interviews: The respondent is given maximum freedom to

respond, within the bounds of topics of interest to the interviewers

Semi-structured of Focused Individual Interviews: The interviewer
attempts to cover a specific list of topics or subareas

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

FOCUS GROUPS VS DEPTH INTERVIEWS

Focus
Groups

Depth
Interviews

Group synergy and dynamics

Peer pressure/ group influence

Client involvement

Generation of innovative ideas

In-depth probing of individuals

Uncovering hidden motives

Discussion of sensitive topics

Interviewing competitors

Interviewing professional respondents

Scheduling of respondents

Amount of information

Bias in moderation and interpretation

Cost per respondent

Characteristic

Basic Marketing Research Naresh K. Malhotra

Projective techniques

WHAT WE DO AND WHAT WE SAY WE DO

OPINIONS
What we say: Conscious,
rationalized, politically correct
Interview, focus group
BEHAVIORS & MOTIVATIONS
What we do: Unconscious, non
rationalized, routine
Projective tests, observation,
ethno-marketing

Basic Marketing Research Naresh K. Malhotra

Projective techniques

Association
Techniques

Completion
Techniques

Pasting/ Drawing
Techniques

WORD ASSOCIATION
In Word Association, An individual is presented with a list of words or

images and asked to respond with the first thing that comes to mind.

Researcher analyze by calculating:

(1) The frequency with which any word is given as a response
(2) The amount of time that elapses before a response is given
(3) The number of respondents who do not respond at all to test
word within a reasonable period of time

Marketing Research Aaker Kumar - Day

(1) WORD ASSOCIATION - EX

NAMING NEW PRODUCT

GILLETTE NAMES THE LADY SHAVER PRODUCT

Feminine razor

(1) WORD ASSOCIATION - EX

ADVERTISING IDEAS
Associating products with something
consumers like or value
The ad couples the product with
something desirable sex appeal,
humor, patriotism, sports, video games,
whatever so a positive feeling is
created for the product
Consumers like this, right? Then theyll
like our product, too.

(2) COMPLETION TECHNIQUE

Completion techniques: A projective technique that requires the
respondent to complete an incomplete stimulus situation
SENTENCE ASSOCIATION
Respondents are given incomplete sentences and asked to finish them.
Generally, they are asked to use the first word or phrase that comes to mind.

Ex: In order to determine mens underlying attitudes toward Tommy Hilfiger shirts,
sentence could be used:
A person who wears Tommy Hilfiger shirts is
As compared to Polo, Gant, and Eddie Bauer, Tommy Hilfiger shirts are
Tommy Hilfiger shirts are most liked by.
When I think of Tommy Hilfiger shirts, I...

Marketing Research Aaker Kumar - Day

(3) PASTING/ DRAWING

Respondents are presented with a several magazines, scissors,
glue stick and a paper sheet and asked to cut in the magazine all
the elements relating to a specific element (a brand for instance)
and to glue them on the paper sheet

ADVANTAGES/ DISADVANTAGES OF
PROJECTIVE TECHNIQUES

Basic Marketing Research Naresh K. Malhotra

LIMITATION OF QUALITATIVE METHODS

Potential susceptibility of the results to get misused or misinterpreted
Moderator or interviewer's role is extremely critical can lead to
ambiguous or at times misleading results
The result are not necessarily representative of what would be found
in the population, and hence cannot be projected.

Marketing Research Aaker Kumar - Day

II. OBSERVATION METHODOLOGY

bservation methods are limited to providing information on

current behaviour. Too often, this limitation becomes an excuse for

not considering observational methods. Nevertheless, there are
strong arguments for considering the observation of on-going
behaviour as an integral part of the research design

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

THE FAKE LIFE & THE REAL LIFE

IF YOU WANT TO UNDERSTAND HOW THE LION

HUNTS, DONT GO TO THE ZOO. GO TO THE JUNGLE

KEVIN ROBERTS, SAATCHI & SAATCHI

USE OF OBSERVATION
To study behaviors (purchase, mobility, in-store behavior)
To understand what people really do
To study the way people use the product

Marketing Research Aaker Kumar - Day

STRUCTURED VS. UNSTRUCTURED OBSERVATION

Structure observation
The research specifies in
detail what is to be observed
and how the measurements
are to be recorded
Ex: Auditor observes the
inventory/ warehouse
management

Unstructured observation
The observer monitors all
aspects of the phenomenon
that seem relevant to the
problem at hand, and records
what takes place
Ex: Observing children
playing with new toys

Basic Marketing Research Naresh K. Malhotra

DISGUISED VS. UNDISGUISED OBSERVATION

Disguised observation
- The respondents are unaware
that they are being observed.
Disguise may be accomplished
by using one-way mirrors, hidden
cameras, or inconspicuous
mechanical devices
- Observers may be disguised as
shoppers or sales clerks

Undisguised observation
Respondents are aware that they
are under observation

Ex: Mystery shopper

Basic Marketing Research Naresh K. Malhotra

DISGUISED VS. UNDISGUISED OBSERVATION

Natural observation
- Observing behaviour as
it takes places in the
environment
Ex: Observing the behaviour of
respondents eating fast food in
Burger King

Contrived observation
Respondents behaviour is
observed in an artificial
environment
Ex: test kitchen, test
hypermarket

Basic Marketing Research Naresh K. Malhotra

LIMITATIONS OF OBSERVATIONAL METHODS

Cannot be used to observe motives, attitudes or intentions

More costly and time consuming

Basic Marketing Research Naresh K. Malhotra