3 Qualitative Research

3.
Qualitative Research: Qualitative

Techniques
Market Research 1
Alfredo Rodríguez Fuertes
Faculty of social and legal sciences

Definition of Qualitative Research
• It is the set of all the things that are done to keep track of the
markets and find the features that distinguish people
(consumers, organizations ...) and things (products, goods,
services, sectors of activity), their properties and attributes,
be they natural or acquired.
• The object of the qualitative method is the knowledge of

reality. And the most normal thing is that we access it through
discourse analysis, understanding by discourse any text
produced by someone in a situation of interpersonal
communication, be it oral, written or filmed.
Source: Qualitative research. Juan Baez. ESIC, 2009

Qualitative Research Characteristics
Any matter is capable of being

Its scope is not limited
investigated with qualitative
by topic
techniques
Investigate from all perspectives,

Study realities in their natural
because they all configure reality
context
Knowledge is obtained from

Is empirical experience. It is oriented to field
work
The samples only represent social groups or

It is inductive positions. It follows a process from "the
particular to the universal." It is inferred, it is
deduced.
The results are the fruit of the
It is interpretive analysis and interpretation made
by the researcher

The work is oriented not only from the interpretation,

It is explanatory but also from the description and explanation of the
issues.
Question people to narrate their perception of

Language is its substance things. Language is its raw material.
The function is to make coherent what

Seeks to understand appears as a messy set of facts.
It seeks a totalizing and integrating knowledge. All

Its approach is holistic visions are valuable and must be considered.
The participation of several people

Work in team provides the process with guarantees,
both in obtaining and in the analysis

It does not have standardized instruments. It only has

It is not standardized guidelines and recommendations for the application of
the techniques.
The advancement of the investigation may

It is ductile entail modifications in the investigation
design if necessary.
The researcher works from a The researcher is part of society and

exerts some kind of influence on the
critical-rational position informants
The researcher's work is The researcher tries to put himself in the shoes of his
informants. Try to understand them better and make
developed from empathy deductions by analogy

 Objectives:
– Deepen, understand and interpret.
 Focuses on Attitudes, Beliefs, Opinions, Motivations, Experiences ...
 Small groups of people:
– Not statistically representative of the population
– It does have typological representativeness
 It does not allow numerical analysis.
 But, it does allow you to establish and understand how the inventory of:
– Attitudes - Attributes - Associations and meanings
– Reasons - Opinions and evaluations - Etc.
 They are based on discourse analysis: what it says, how it says it and what it
means.
 The results are not very operational, but they have an important strategic sense.
 The results should be considered as hypotheses to be confirmed in a subsequent
quantitative study.
Qualitative Research Techniques
Depth interview
Pseudo-purchase Focus group

(mystery (group
shopper) discussion)
Qualitative
research
techniques
Observation Projective
techniques techniques
Internet
IN DEPTH INTERVIEW
Qualitative Research Techniques:
The In-Depth Interview
 It is the technique used to delve into those more theoretical and global
aspects that synthesize the specialized discourse on a topic.
 It works with enunciative stimuli: "I would like us to talk about ..."; "I would
like to know your opinion about ..."; "I am interested in your point of view on
...".
 The interviewer uses a script (do not confuse with questionnaire) with open
questions, and leaves open the range of responses to the initiative of the
interviewee.
 The interviewer limits his intervention to the proposal of the topics to be

discussed, functioning in the rest as a pure mirror that does not have its own
images, but simply returns to the interviewee their opinions, stimulating
through the appropriate listening attitude, that the interviewee grows in your
role.
 Approximate duration: 60-90 minutes
 Recording, Transcription and Analysis
 Approximate cost: 450 - 600 Euros
The interviewee The interviewer
• It usually manifests two opposing • It should enhance the incentives that

forces: move the interviewee and dispel the
• Brakes when conducting the fears that restrict the willingness of
interview: “I don't have time,“ I the interviewee to provide
don't know, I will be able to help information.
you ”,“ I don't remember ”,“ • The resources that you must manage
Could you be more specific? ” are:
• Incentives: "I help others", "I also • Requirement
benefit", "I know, I have been • Free association
chosen", "I live something • Observation of verbal and non-
different", "I cannot deny myself", verbal language
"liberation" ...
• Active listening
Qualitative research. Juan Baez. ESIC, 2007

1 2 3
DEVELOPMENT OF
PREPARATION ANALYSIS
THE INTERVIEW
• Selection of people to • The role of interviewer • Transcription

interview • Presentation • Reading
• Previous contact • Introduction • Interpretation
• Call: place and time • Interview process • Report writing
• Interview script • Closing • Presentation
1 2 3
DEVELOPMENT OF
THE INTERVIEW
- People to interview:
- Who has the information?
- Who are the most accessible? Who is willing to give the information?
- The number of interviews is determined by the closure of the speech, its redundancy and
its saturation.
- Finding the balance between rigor, reliability and budget.
- The uptake: through professional companies or the environment of the interviewer.
- Place of realization: the most common is for the interviewer to go to the site indicated by the
interviewee.
- The duration: you have to guide, but without leaving it excessively closed.
- The content. They are reflected in the INTERVIEW GUIDE:
- Collect the research objectives
- Gives an initial structure to all interviews
- It is worth orientation to the interviewer to cover all topics
1 2 3
DEVELOPMENT OF
THE INTERVIEW
- General rules:
- Of the most general or the most particular
- From the simplest to the most complex
- The development:
- Social phase: presentation, create pleasant atmosphere.
- The context: biography of the respondent, his work, his company, his sector ...
- Follow the INTERVIEW GUIDE flexibly, letting the interviewer develop their own speech.
- Conclusion: time to complete the information, allow the interviewer to mentally review
what he has said
- Farewell, gift delivery (if any)
1 2 3
DEVELOPMENT OF
THE INTERVIEW
- Interviewer characteristics:
- There is no single, universal and valid style.
- They must master verbal and non-verbal language, and practice active listening.
- Knowing how to listen: constant attention, interest in what you are saying.
- Knowing how to ask: tact, opportunity and waiting for the precise occasion.
- Know how to keep quiet: the opinions of the interviewer are not of interest to the
investigation. Not providing clues.
- Know how to motivate and stimulate.
- Empathy, understand the position of the informant.
- Respect for the opinions and evaluations of the interviewee.
- Discretion.
- Experienced.
- The interviewer only proposes, does not direct, works like a mirror, has no ideas of his own,
only returns his opinions to the interviewee, makes the informant grow.
THE FOCUS GROUP
The Discussion Group
 In the Discussion Groups (or Focus group) is about discovering and defining the
basic attitudes of the general population, the most significant determinant
variables of said attitudes and their incidence in social behavior.
 A moderator, using a previously designed script, coordinates and proposes the

topics, and using a group dynamics technique, tries to reproduce a fragment of
the social discourse around the topic (how do you think? What is talked about?).
 It allows obtaining the definition of the topic, as it appears in the social

discourse, identifying the habitual discourse of the population and how social
opinion is formed.
 When it is necessary to delve into the subject, projective techniques are used.
 Number of participants: 8-10

 Approximate duration: 120-150 minutes
 Capture, Recording, Transcription and Analysis
 Approximate cost: 2,500 / 3,000 Euros
• It allows you to obtain a greater number of perspectives

on a topic.
• The group has more information than each of the
participants individually.
• The group produces more and better solutions than if
the participants worked alone.
• Conditions for a discussion group to work:

• Has to be open to everyone's opinions
• That favor the exchangeTo delve beyond the obvious, you have to let them argue, refute,
exchange ideas, argue. Confront points of view ...
• Not directed.The moderator establishes the rules and proposes topics. The group decides what
to talk about and what to keep quiet. The moderator does not lead the group in a direction
other than what the group wants to give it.
• Spontaneous and pragmatic, the speech is a reflection of what happens outside the group.

1 2 3
GROUP
DEVELOPMENT
• Group size • The interviewer • Interpretation

• Duration moderator • Transcription
• Participants profile • Presentation • Reading
• Group composition • Group process • Interpretation
• Catchment • Closing • Report writing
• Place of celebration • Presentation
1 2 3
DEVELOPING
OF THE GROUP
- Group size: They usually work with groups of 8 to 10 people, although sometimes they work with "Mini-
groups"(4-5 people). The more participants, the less performance and the slower the group.
- Participants:
- They are selected based on one or more characteristics (personal, demographic, consumer, etc.)
- They should not know each other.
- They are summoned with a vaguely defined purpose: "It is a meeting to talk about consumer
issues ...". What they are told will determine the dynamics and content of the group.
- Group composition: To facilitate the discussion, avoid mixing different hierarchical levels (labor, social
or generational), or include specialists on the subject.
1 2 3
DEVELOPING
OF THE GROUP
- The content. In the same way as in the in-depth

interview, there is a DISCUSSION GROUP GUIDE
(it contains the objectives, structure and serves
as an orientation to the moderator).
- The venue:It must be neutral, comfortable, with
enough space and the necessary technical
means. Attention to the disposition of the
participants: the best, the round table.
- Duration:the necessary time. Usually 90-120
minutes. Throughout the group, the moderator
introduces topics and manages time.
- The time: choose a time of celebration that
facilitates attendance.
- The uptake: a Recruitment Form is prepared
(see example)
1 2 3
DEVELOPING
OF THE GROUP
- The moderator:
- Establish the operating rules.
- Formulate themes
- Encourage participation
- The development:
- Reception of the participants, it is recommended that it is not carried out by the
moderator
- Location of participants
- Beginning of the meeting: the objective and presentation
- The exposition of the topic: the first question
- The conclusion of the topics
- Closing, farewell and gift delivery
- General rules:
- Of the most general or the most particular
- From the simplest to the most complex
Qualitative techniques research:
Ethnography & Observation
Market Research 1

Ethnography
• It is a work methodology that is used in qualitative research.

• Ethnography consists of the direct study of people or groups during a
certain period, using as information gathering techniques: observation
and interviews.
• The researcher integrates himself into the fact that he wants to study, as
if he were a “newcomer”.
• It does not work with previous hypotheses.
• It allows collecting the behavior patterns of groups (families, friends,
social class, etc.) and individuals, and interpreting consumer behavior
(what they do, how they do it, why they do it ...).
• There is often a dissonance between what people say and what they
actually do. For example, through the use of traditional research
techniques, most people would agree with the separation and recycling
of packaging, but observation would lead us to understand their
behaviors and it would be possible to detect that some people, even if
they agree, they cannot separate them because they do not have enough
space in their home.
Contextualization of the ethnographic model
In recent years, qualitative research has relied almost exclusively on information gathering
techniques in laboratory contexts.
DISCUSSION GROUPS IN-DEPTH INTERVIEWS
LABORATORY CONTEXT
 The participants show in their speeches their experiences, attitudes,

meanings, the relationship they establish with a certain product.
 Valuable information is obtained from the analysis of the discourse.
 However, the real context of consumption is lost, which sometimes provides

information of great importance: The context defines the consumer.
In this sense, research techniques are increasingly being recovered, which, in certain cases,
provide fundamental information.
ETHNOGRAPHY
These are qualitative

The consumer is studied in the
techniques developed in the
real scope of consumption.
field of anthropology.
Lets observe the context

space - time of consumption
General cultural context Specific cultural context.

and its changes. (For example: consumption at
(For example, the economic home, on the street, in a
crisis) restaurant / premises ...
In short, the ETHNOGRAPHY applied to qualitative market research, tries to study culture in
general, and in particular the SUBCULTURES, in relation to a certain consumption.
CULTURE
 SET OF SHARED COGNITIONS BY A CERTAIN GROUP.
 UNDERLINES THEM A SERIES OF RULES.
ETHNOGRAPHY TRIES TO UNVEIL COGNITIONS AND RULES FROM TWO PERSPECTIVES

THAT COMPLEMENT IN AEI.
THE “EMIC” PERSPECTIVE THE “ETIC” PERSPECTIVE
 Endogenous research.  Exogenous research.

 Understand a culture from inside:  Describe a culture from the outside:
Endoethnography. Exoethnography.
 Find the codes that define the culture.  Description of behavior patterns.
 Phenomenon of "enculturation”(Form part of the  The phenomenon of “enculturation”.
culture studied).
A VARIETY OF CONTEXTS ...
ETIC PERSPECTIVE
REAL CONTEXT (from the
ethnographer's
OF observation)
CONSUMPTION /
PURCHASE
EMIC PERSPECTIVE
(from the consumer)
The point of sale, home, work, the street, travel, bars, restaurants,
cafeterias, hospitals, schools, institutes ...
Ethnography: Research scopes and objectives
Before exemplifying specific objectives and areas, it should be taken into account that:
The objectives are designed ad-hoc for each Ethnography is understood as a PROCESS:
investigation.  The objectives and contexts are "modulable" as
 They are defined in the briefing. the investigation progresses.
 It requires close collaboration between  New objectives can be incorporated depending
the client and the investigation agency. on the learning that is obtained during the
research process.
ETHNOGRAPHIC
PROCESS
Primary Target
New learnings
objectives modulation
Discovery of
Incorporation new settings of Study of
of observations consumption product
Example:
on terraces, (ex. consumption
excursions… Excursions, in night bars
terraces…)
Ethnography: Research scopes and objectives
Consumption
Consumption
patterns in
Consumer profiles trends
different contexts
EXAMPLES OF Changes in
OBJECTIVES consumption in a Re-significance of a
context of certain
economic crisis consumption
Test of new Motivations and

concepts, new brakes depending
products ... on the Lifestyles
consumption
setting
Meanings and
symbols in Development of
consumption Purchase processes new products and
services
"The consumer should not be listened to,
it is more important to observe him,
because the mouth lies, but the facts not”
Marcos de Quinto
Chief Marketing Officer de The Coca-Cola Company
(2015-2017)
The observation
• It consists of collecting the behavior patterns of individuals, objects and / or
events in a systematic way to obtain information on the phenomenon under
study.
• This methodology is of great interest when studying services, since it allows a
much more direct collection of information.
• It can be done in a number of ways:
1. Structured / unstructured observation:
• The researcher specifies in detail what to observe and how it will be
collected, which has the advantage of improving the reliability of the
information.
• In the unstructured the observer collects all the related information,
but increases the effect of observer bias.
2. Hidden / patent observation:
• The observed individuals are not aware of it. The observer goes
unnoticed, while in the patent, the opposite happens.
In general, an observer is in charge of collecting the data, although for certain

studies electronic means are used (videos, audimeter, eye tracking, etc.)
Observation: Methodologies
Observation competitor The researcher interprets what happens and the behaviors to
obtain a deeper knowledge of the observed reality.
For example, the researcher collects information on the
products in the refrigerator.
Visit to the home Personal interview in the person's home, to find out their
lifestyle in situ, and understand their consumption patterns
and identify other aspects of interest.
Accompaniment on point The consumer is accompanied during a shopping experience in

from sale a commercial establishment.
Accompaniment on the To observe habits related to the consumption of products and

life daily services in the usual environment.
Follow-up from tracks or For example, wear and tear on the floor in commercial
physical footprints establishments or in showrooms, checking garbage cans, etc.
Devices that record E.g. shopping center access logs, scanner data, eye tracking,
behaviors etc.
Observation techniques: advantages and disadvantages
ADVANTAGES DISADVANTAGES
• Many are objective • It is not possible to evaluate deeper aspects

related to consumers, such as attitudes,
• Versatile: usable on multiple occasions
motivations, expectations, intentions ...
• A multitude of behaviors can be observed:
• Lack of generalization
physical actions (when shopping or while
watching TV), verbal behavior (eg sales • Samples are usually small and not
conversations), expressiveness, spatial statistically representative
relationships (eg human trafficking), timing
• Risk of overacting can affect if the
(purchase by example), physical objects (such
observation is short.
as recycled garbage), etc.
• It can affect the habitual behavior of the
• Quick to apply, although it may sometimes
observed person.
require a little more time.
• Ethical concerns (cheating?)
• In general it is relatively cheap
• Need for well-trained observers
Netnography and techniques on the internet
Market research 1

Netnography
Research methodology to study social interaction in virtual

communities and on the internet in general
• Access to large amounts of data (forums, search

engines, etc.) that provide unprecedented
information about group members, their
values and structures.
The netnography has

several advantages over • You can interview people without geographic
and temporal limitations, using asynchronous
traditional ethnographic
communication technologies, such as email to
research conduct interviews.
• A variety of opinions can be accessed through

the internet.
Kozinets, RV (2015). Netnography: Redefined. London: SAGEPublications Ltd.

Sánchez, WC; Ortiz, PA (2016). Netnography, an ethnographic model in the digital age. Espacios Magazine, 38 (13), 28.Available at:
https://www.revistaespacios.com/a17v38n13/a17v38n13p28.pdf
Why netnography?
Face-to-face meetings have been

replaced by comments on social The information is generated
media: Twitter, Facebook, Linkedin, • in public or private mode,
Instagram, etc. • synchronously or asynchronously,
• in different periods of time,
• from different informants,
• in different places
• in different media
• in different formats (text, photos,
videos, audios, etc.)
The netnographic research uses as sources:
forums, chats, blogs, wikis, content
aggregators, blogs, social networks, sites
where photographs are uploaded, gaming
platforms, etc.
To get a complete understanding of a

phenomenon it is not enough to go to a
single source, it is necessary to cover the
entire range of resources
The netnographic process
The process to perform a netnographic analysis has the following phases:
1 Entry on the community

Selection of the relevant communities where the information will be collected, which
must be active, open, recurring and with different points of view
Decide on the strategy for data collection (with intervention or passive).
2 Pickup from data
It works with three types of data: 1) archived data (previously existing information), 2)
derived data (interactions with the community), and 3) field data (notes and reflections)
3 Interpretation of the information

Identification of categories, comparison, sizing, etc.
* Attention to the aspects ethical
Communities, although open, are private spaces. The privacy of the participants must be
respected
Online group meetings
• Internet allows you to organize groups online and

get more information without the logistical
problems of traditional groups.
• People are used to issuing opinions and comments
on social networks, forums, blogs, etc.
• Although there are some limitations:
• Are the participants who they say they are?
• Are your comments sincere?
Source: https://e-focusgroups.com/video.html
Need for more control
• The operation is similar to face-to-face groups: a moderator who guides the discussion and the
participants make their comments.
• People who have been invited or who have previously registered can participate.
• It takes place in a room with restricted access, where they can interact with other participants.
• There are several modalities:
Chat VideoChat Forums Communities

1) Chat
• They are carried out in real time, with a

duration of between one and two hours
• Between 8-12 people participate.
• All connect at the same time.
• It takes place in a closed room, which can only
be accessed by invitation.
• The material with which the researcher works
is the transcript of the session. Source: https://groupquality.com/products/online-focus-groups/
• For a good operation they require a good internet connection, since the participants must
be at a computer with a keyboard.
• They are suitable when working with tight deadlines.
• Also when the project requires more confidentiality.
2) Videoconference /Video chat
• Online chat is transformed into a face-to-face

discussion with a vision of the people who participate.
• Its duration can range from 30-60 minutes.
• The number of participants ranges from 1 to 8.
• All participants connect at the same time.
• The material with which he works as a researcher is
the video recording that he will have to transcribe.
• Access to the room is restricted and requires an
invitation.
Source: https://www.sispl.co.in/av-consultants-in-
pune/video-conferencing-services/
This is a recommended technique when:

• It is important to capture the facial expressions of the participants.
• It works with geographically dispersed groups.
• The budget is limited and costs must be reduced, p. ex. on trips.
Example of focus group on-line:

www.youtube.com/watch?time_continue=47&v=BivWzfqlv8U&feature=emb_logo
3) Forums
• They use specific applications for online

discussion.
• Duration: from one day to one week.
• During this period, participants can join the
discussion when it is most comfortable for
them (asynchronously), they can read the
discussion thread and make their
contributions.
• This modality allows to obtain a greater
amount of information.
Source: https://www.zoho.com/general/blog/add-online-
• Material with which the researcher works: forums-to-your-support-portal.html
written discussion, comments highlighted by

the rest of the participants, tagged videos, and Used:
other materials that the participants decide to • When product testing is requested.
insert into the discussion (such as links).
• For the application of ethnographic
• It takes place in a restricted room accessible
techniques.
only by invitation.
• To test concepts.
4) Communities
• It is an interactive channel that usually lasts for

more than one month.
• The sample of participants is large, exceeding 30
people and reaching up to 400 in some cases.
• This is an asynchronous discussion, in which the
participants connect at their convenience, just
like in the forums.
• In the same way that the forums work, in
addition to the written discussion, with the Source: https://groupquality.com/what-is-a-
comments highlighted by the rest of the research-community-discussion-board/
participants, tagged videos, and other materials

that the participants decide to insert into the
discussion (such as links). This technique is suitable for:
• The communities are coordinated by a • Analysis of small communities.
moderator. • Consumer panels
• Once the group is formed, the room is closed. • Studies that require a commitment
from the participants in the medium
term.
Online group meetings: Advantage
In front of face-to-face groups:

1. They provide more information than face-to-
face groups.
2. People who are geographically dispersed can
participate.
3. Quicker to organize.
4. Recruitment of participants is easier.
5. It facilitates the participation of highly
professional people who cannot attend face-
to-face groups.
6. You cannot touch objects or products, but you
can display videos, photos, sounds, Source: Sensorspanel. www.analisiseinvestigacion.com
documents, web pages, etc.

7. Lower cost than face-to-face groups.
8. Very suitable for younger profiles.
Online group meetings: Advantage
When they are done asynchronously, they last longer, and have other additional advantages:
1. By spanning several days, engagements extend beyond the usual 90 minutes of group
meetings.
2. Written contributions are more accurate than verbal speech.
3. Allow time for reflection. Participants are not carried away by impulsiveness.
4. Increase the participation rate, by intervening when it is most comfortable for them.
5. People are more relaxed and everyone is on an equal footing to express their opinions.
The risk of one participant monopolizing the conversation is reduced.
6. Greater sincerity, due to the greater degree of perceived anonymity.
7. Comments are written by the participants, therefore they are more accurate.
8. It is possible to know the person who issues the opinions, something that in the face-to-
face groups ends up being lost.
9. The computer applications for conducting online meetings have other functionalities:
conducting mini-surveys, switching to an "anonymous" mode, and so on.
10. Participants can be commissioned to carry out tasks: visit a store, watch an
advertisement, observe people around them, etc. and then discuss them.
Online group meetings: Limitations
1. You cannot present or offer products that participants can touch.

2. Not all people are comfortable on the internet.
3. Not suitable for population groups less familiar with technologies.
4. It requires technical assistance and the answer to doubts during its celebration.
5. Procedures for the selection and recruitment of participants must be in place.
6. It is necessary to have computer applications for each type of dynamics.
7. In online discussion, body language, tone of voice, and other visual cues are
often lost.
Qualitative Research Techniques through the Internet
BZZAgent it is a initiative by "Buzz

Marketing"
This portal Choose people from different

profiles:
• Bzz receives products that send to are
persons.
• Each agent receives a ready from bells
and choose which prefer.
• Receives the product and instructions
for spread the message (mouth-to-
mouth) Yes this you like. http://www.bzzagent.com/
• They write reports upon the opinions

that pick up to the talk from the
products already change receives
incentives.
• Report so much aspects positive What
negative.
Analysis of qualitative information
Market research 1

Qualitative research
How is a qualitative analysis done?
There are no standardized rules to approach a qualitative analysis.

It is about finding the structure that supports the investigated topic.
Analysis:
Reading of notes, transcripts and viewing of materials: word identification, grammatical analysis
(order, link, relationships, intensity ...), meaning of the text ...
Data screening and selection based on research objectives, internal organization search (main and
secondary ideas, details, examples), data categorization and coding.
Synthesis:
Conceptual organization
Reduce and extract the fundamentals by organizing the data. It is about reducing to the essence.
Develop charts, maps, diagrams, and diagrams.
Report:
Preparation and Presentation

Qualitative research
How is a qualitative analysis done?
• A commonly used model is the semiological analysis.

• Semiology: science that studies the life of signs within social life (Saussure, 1908). Its
most important branch is linguistics, which distinguishes between language (signs) and
speech (the use made of them).
• This model is used in qualitative analysis, and is based on the following principles:
• The closing of the speech: All the information collected in the research process includes
all points of view, reaching redundancy and saturation.
• The structural ramification of discourse: Different speech samples represent different
points of view. It is about observing variations of discourse depending on the different
sectors of the population.
• The analysis:
• The Significants: what is said, the form, the dominant figures, the linguistic
expressions, which appear in the discourse of the groups.
• The meanings: the motivational substrate, the background behind the speech.
• The Matrix of meaning,that looks for the meaning of the two previous sections, look
for its logic or argumentation. It should get generalization.

Atlas Ti Nvivo
https://atlasti.com/product/v8-windows/ www.qsrinternational.com/nvivo-spanish
www.youtube.com/watch?v=pxnEC8j6K_4
Word clouds
• Using internet applications, word clouds (Word Some apps:

clouds or tag clouds) can be generated. 1. Wordclouds.com
• Word clouds show a graphical description of the 2. Wordart.com
text, identifying common themes and are a first 3. Abeya.com
filter for a more detailed analysis. 4. Wordle.net
• These applications can be fed with transcripts of 5. Tagcrowd
groups or interviews, comments in forums, etc. 6. Worditout
• They are admitted to scientific research (1). 7. Abcya

8. Wordsift
(1) DePaolo, C.A. & Wilkinson, K. TECHTRENDS TECH TRENDS (2014) 58: 38. https://doi.org/10.1007/s11528-014-0750-9
Projective techniques
Market Research 1

Types of research design
Applications Techniques
•Secondary sources
•Case analysis
•Formulate problems so plus precise
•Qualitative techniques:
Investigation •Establish hypothesis
Focus groups and interviews
•Define priorities from investigation
exploratory •Clarify concepts
in deep
•Projective techniques
•Observation
•Ethnographic techniques
• Describe the characteristics of a group

Investigation • Estimate the proportion of a group that will •Polls
descriptive have a certain behavior •Panels
• Make more accurate predictions
Investigation •Provide evidence on relationships •Laboratory experiments

causal causal between variables •Field experiments
CONCEPT AND UTILITY
• I know about from techniques qualitative no structured and

indirect that motivate to the interviewed for that project their
motivations, beliefs, attitudes or feelings hidden respect to the
topics from interest.
• I know about from methods indirect for to get information upon
attitudes, beliefs and feelings upon a determined theme.
• Help to to reveal feelings or opinions hidden. Aretools when
the interviewed no may, or not wants respond in a way clear
• The interviewed projects its own opinion on something
different: a task, a third person or a object.
EXAMPLE OF PROJECTIVE TECHNIQUES
The company from advertising

McCann-Erickson asked to the
users from cockroach killer that
would do drawings from their
dams.
From these drawings the agency

concluded that the spray is sold
better that the discs insecticides
because the consumers they
wished control the situation and
the spray them It allows finish
actively with their "enemies”.
TYPES OF PROJECTIVE TECHNIQUES
• Word association
• Complete sentences
• Interpretation of drawings or stories
(storytelling)
• Role Playing
• Third person techniques
TYPES OF PROJECTIVE TECHNIQUES: WORD ASSOCIATION
• The researcher presents a word, term, or brand.

• The interviewee answers the first thing that comes to mind.
• It is presented as a list of random items.
• The list includes neutral terms (eg Table, tree,…) and words of
interest for the investigation, such as possible brands (Frost,
Iceking,…) for a product.
• It will be analyzed in terms of responses, non-responses, time
elapsed, etc. The important thing is not the answer itself, but
the reaction to the question.
TYPES OF PROJECTIVE TECHNIQUES: WORD ASSOCIATION
• McDonald's • San Francisco

• Sears • Mexico
• Enron • Japan
• AT&T
• Coca Cola
• Microsoft • Lawyers
• Nordstrom's • Accountants
• Businessmen
• Official
• Hugh grant
• Madonna
• Michael jackson
• George Clooney
SENTENCE COMPLETION TEST
• The interviewed has to to complete the

sentence what are you provides
unfinished
• Method reliable and plus informative that
the test of association of words.
• By example, for to study the image from
Zara:
• Zara it is ...
• The people that purchase on Zara are ...
• No I get it because Zara did not ...
INTERPRETATION OF IMAGES
• Test Apperception Thematic (TAT).

• I know shows to the interviewed a or plus images
where consumers and products are on the center
from attention.
• The subject Explain that happens on the images.
ROLE PLAYING
• The interviewed adopt the role of other person,

by example of a seller.
• The objective it is do that reveal their own

feelings and perceptions on the interaction with
the buyer.
THIRD PERSON TECHNIQUES
• I dont know asks to the interviewed that would

do he otherwise that believe that would do other
person
• Useful for situations embarrassing
• By example:
• Do youBecause believe You. thatsome you love not from

home give to its family a lunch enough nutritious?
DRAWBACKS
• Difficult to interpret
• Very subjective interpretation
• Choice of technique: complex
• Validity: depends on the sociocultural
environment of the interviewees
• Alto: They know the idea and it does not work as much
• Low: Difficult to interpret your answers

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3.

Qualitative Research: Qualitative

Faculty of social and legal sciences

• The object of the qualitative method is the knowledge of

Source: Qualitative research. Juan Baez. ESIC, 2009

Any matter is capable of being

Investigate from all perspectives,

Knowledge is obtained from

The samples only represent social groups or

Source: Qualitative research. Juan Baez. ESIC, 2009

The work is oriented not only from the interpretation,

Question people to narrate their perception of

The function is to make coherent what

It seeks a totalizing and integrating knowledge. All

The participation of several people

Source: Qualitative research. Juan Baez. ESIC, 2009

It does not have standardized instruments. It only has

The advancement of the investigation may

The researcher works from a The researcher is part of society and

Source: Qualitative research. Juan Baez. ESIC, 2009

Pseudo-purchase Focus group

 The interviewer limits his intervention to the proposal of the topics to be

The interviewee The interviewer

• It usually manifests two opposing • It should enhance the incentives that

Qualitative research. Juan Baez. ESIC, 2007

• Selection of people to • The role of interviewer • Transcription

 A moderator, using a previously designed script, coordinates and proposes the

 It allows obtaining the definition of the topic, as it appears in the social

 Number of participants: 8-10

• It allows you to obtain a greater number of perspectives

• Conditions for a discussion group to work:

Qualitative research. Juan Baez. ESIC, 2007

• Group size • The interviewer • Interpretation

- The content. In the same way as in the in-depth

Alfredo Rodríguez Fuertes

Faculty of social and legal sciences

• It is a work methodology that is used in qualitative research.

DISCUSSION GROUPS IN-DEPTH INTERVIEWS

 The participants show in their speeches their experiences, attitudes,

 Valuable information is obtained from the analysis of the discourse.

 However, the real context of consumption is lost, which sometimes provides

These are qualitative

Lets observe the context

General cultural context Specific cultural context.

 SET OF SHARED COGNITIONS BY A CERTAIN GROUP.

 UNDERLINES THEM A SERIES OF RULES.

ETHNOGRAPHY TRIES TO UNVEIL COGNITIONS AND RULES FROM TWO PERSPECTIVES

THE “EMIC” PERSPECTIVE THE “ETIC” PERSPECTIVE

 Endogenous research.  Exogenous research.

A VARIETY OF CONTEXTS ...

Test of new Motivations and

In general, an observer is in charge of collecting the data, although for certain

Accompaniment on point The consumer is accompanied during a shopping experience in

Accompaniment on the To observe habits related to the consumption of products and

• Many are objective • It is not possible to evaluate deeper aspects

Alfredo Rodríguez Fuertes

Faculty of social and legal sciences

Research methodology to study social interaction in virtual

• Access to large amounts of data (forums, search

The netnography has

• A variety of opinions can be accessed through

Kozinets, RV (2015). Netnography: Redefined. London: SAGEPublications Ltd.

Face-to-face meetings have been

To get a complete understanding of a