QUALITATIVE &

QUANTITATIVE RESEARCH
QUALITATIVE RESEARCH-FOCUS GROUPS
Characteristics;
• 6-12 people
• Lead by a trained moderator
• in-depth discussion on 1 particular topic
or concept
• Relaxed, informal atmosphere
• 1-3 hour duration
Goal;
• Learn and understand what
people say and why?
 QUALITATIVE RESEARCH-
IN DEPTH INTERVIEW
Characteristics;
• A well trained interviewer + consumer
• Consumer is exposed to set of probing
questions
• Usually face to face
Goal;
• To collect as much as attitudinal and
behavioral data from the subject
 QUALITATIVE RESEARCH-
CASE STUDIES
Characteristics;
• one single social unit or more of such units for
his study purpose (person, family group,
institution, community or event)
• a situation to study the same comprehensively
Goal;
• to find out the influencing factors of a social unit
and the relationship between these factors and a
social unit.
QUALITATIVE RESEARCH-PROJECTIVE TECH.

Definition*;
• These are unstructured prompts or stimulus
that encourage the respondent to project their
underlying motivations, beliefs, attitudes, or
feelings onto an ambiguous situation

• They are all indirect techniques that attempt

to disguise the purpose of the research
Association

Completion

Construction

Expression
Association Construction Completion Expression

Word Picture Story

Role Play
Association Interpretation Completion

Sentence Third person

Cartoon Tests
Completion Technique
PROJECTIVE TECHNIQUES

Projective Techniques

Sentence Completion
Word Association
Tests

Cartoon Tests Role Playing

Third-Person Picture Interpretation

Techniques /Story Telling
 Types;
1. Word Association
PROJECTIVE Customers are required to show
TECH.
response to the concept they are
1. Word
Association told within 2-3 sec.
2. Sentence
Completion
3. Cartoon
Tests
4. Role Playing
5. Third Person
6. Picture
Interpretation
 2. Sentence Completion
Customers are required to
PROJECTIVE complete sentences or stories in
TECH.
their own words
1. Word
Association
2. Sentence
• People who are concerned about ecology …
Completion
3. Cartoon • When I think of a city …
Tests • I drink a Coca-Cola, usually when,….
4. Role Playing
5. Third Person • Starbucks reminds me of,….
6. Picture
Interpretation
 3. Cartoon test

3. Cartoon Tests
PROJECTIVE
TECH.

1. Word
Association
2. Sentence
Completion
3. Cartoon
Tests
4. Role Playing
5. Third Person
6. Picture
Interpretation

*Source: http://weskids.com/linkofweek0708/wp-content/uploads/2007/10/cartoon-factory-nationalgeographic.com.jpg
 Gulmohar mall
• Hth
• Hntfyf
• hngfhn

Let’s see if we can

pick up some
house wares at
Gulmohar mall

*Source: Malhotra Naresh K. “Marketing Research an Appiled Orientation” Prentice Hall

PROJECTIVE
4. Role Playing
TECH. • Respondents are asked to assume
1. Word the behavior of someone else.
Association
2. Sentence • Useful for emphatic approaches for
Completion
3. Cartoon conflict resolution
Tests
4. Role Playing
5. Third Person
6. Picture Sales Supervisors are asked to become Sales
Interpretation Represantatives, and vice versa.
 5. Third Person
PROJECTIVE
TECH. Way of getting learning respondents
1. Word feelings by asking them to answer
Association
2. Sentence for a third party :
Completion
3. Cartoon
Tests
4. Role Playing “your neighbor”
5. Third Person
6. Picture “most people”
Interpretation
“typical person”
 6.Picture Interpretation
PROJECTIVE
TECH. A technique whereby respondents are
1. Word
shown a picture and are asked to
Association
2. Sentence
tell a story describing it.
Completion
3. Cartoon
Tests
4. Role Playing
5. Third Person
6. Picture
Interpretation
QUANTITATIVE RESEARCH
The difference is
important………….