1/21/2020

Business Research Method

Prof. Ravi Shekhar Kumar

XLRI- Xavier School of Management, Jamshedpur

ravishekhar@xlri.ac.in

Session-4

Why do we need qualitative research?

• It gives you an intimate understanding of people

– Helps understand people and their social & cultural
contexts

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Qualitative Research Vs. Discussion forums

• Focus is on listening
• Attempted objectivity
• Non-competitive
• No stakes to prove
• Information is sought one-way
• Strangers/ peers enhance comfort in sharing information

So then for what Qualitative Research is?

“Centrally concerned with understanding things”

• Exploring, Explaining, Linking

…the evidence - associations, symbols, rituals, …
…with the interpretation - their meaning, value, …
…and
• Identifying
…the deep-rooted bonds/ strength - emotional pay-offs beyond the
rational, the relationships, …
…potential triggers of change, loyalty drivers…
• Develop
…hypotheses of likely future outcomes

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And the key limitations…

• Is tentative diagnostic, not evaluative
• Does not represent your population (or all your consumers)
• Artificial behaviors as Respondents are invited
• Control issues
• Is highly researcher dependent

Forms (Types) of Qualitative Study

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Forms of Qualitative Research

• In-depth Interview & Expert Interview
• Focused Group Discussion & Online FGD
• Projective Technique
• Ethnographic Technique
• Netnographic Study

In-depth Interview
• One on one interviews
• Encourages an intimate dialogue
• Variations in interviews
– Depth Interviews – 45 minutes to 1 hour
– Intensive Depth Interviews – 2 to 3 hours
– Focused Interviews – 30 minutes (for advertising check)
• Appearance of Interviewer must match with respondent

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Focused Group Discussions

• Consists of 8-10 homogenous people
• Encourages discussion on a particular subject among
participants spontaneously
• Moderated by a researcher whose role is to guide
discussion
• Variations in group discussions
– Focus Group Discussions (FGD) – 1.5 to 2 hours
– Extended Group Discussions (EGD) – 3 hours
– Mini Group Discussions (MGD) – 4 to 6 respondents… sensitive yet group
format is more comforting
– Conflict Discussions – contrasting behavior

Focus Groups Vs. Depth Interviews

Characteristic Focus Depth

Groups Interviews
Group synergy & dynamics + -
Peer pressure/group influence - +
Generation of innovative ideas + -
In-depth probing of individuals - +
Uncovering hidden motives - +
Discussion of sensitive topics - +

Note: + indicates a relative advantage over other procedure,

- indicates a relative disadvantage.

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Focus Groups Vs. Depth Interviews

Characteristic Focus Depth

Groups Interviews
Interviewing competitors - +
Interviewing professional respondents - +
Scheduling of respondents - +
Amount of information + -
Bias in moderation & interpretation + -
Cost per respondent + -
Time (interviewing & analysis) + -

Note: + indicates a relative advantage over other procedure,

- indicates a relative disadvantage.

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Choosing Appropriate Tool

• In-depth interview when
– Need depth on an individual’s practices and attitudes
– Understand practices, product interaction… mapping claimed Vs
real… Harpic usage, cleaning of exhaust fans
– Sensitivity of the subject… body odor
– Reality context… kind of houses, kind of bathroom, kind of
surroundings

• Focus groups discussion when

– Need width of responses on practices, attitudes & beliefs
– Participant dynamics will spark new thoughts
– Exploring triggers & barriers
– Concept evaluation & development
– Contrasting user profiles

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Defining Projective Techniques

• An unstructured, indirect form of questioning that
encourages respondents to project their underlying
motivations, beliefs, attitudes or feelings regarding issues of
concern.

• In projective techniques, respondents are asked to interpret

behaviour of others.
• In interpreting behaviour of others, respondents indirectly
project their own motivations, beliefs, attitudes, or feelings
into situation.

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Projective Technique- Broad types

Role play Guided fantasy…

Drawing Thematic Appreciation Test
Third Person…
Sentences
Conversations
Bubbles...
Grouping by
preference

 Word
Picture
Brand personification …

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Advantages of Projective Techniques

• … may elicit responses that subjects would be hesitant or
unable to give if they know the purpose of study.
– But researchers must be aware of ethical issue
(especially on refusal).

• Helpful when the issues to be addressed are personal,

sensitive, or subject to strong social norms.

• Helpful when underlying motivations, beliefs, and attitudes

are operating at a subconscious level.

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Disadvantages of Projective Techniques

• Require highly-trained interviewers.
• Skilled interpreters are required to analyze responses.
• There is a serious risk of interpretation bias.
• They tend to be expensive.
• May require respondents to engage in unusual behaviour.

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Guidelines for Using Projective Techniques

• … should be used when required information cannot be
accurately obtained by direct methods.
• …. should be used to gain initial insights & understanding.
• Given their complexity, projective techniques should not be
used naively.

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Ethnography

Nature of Observation

ACTIVE
A researcher takes part in the
process of respondent performing
their behavior
More like a scene where respondent
demonstrates how they usually do it
for you.
Periodic questioning or clarification
is done at the spot.
PASSIVE
A researcher acts as an
outsider when the respondent is
performing their behavior
Everything proceeds naturally
and uninterrupted
Questioning and clarification is
done before or after the process

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