Qualıtatıve Research

OVERALL FRAMEWORK
MARKETING
RESEARCH DATA

SECONDARY DATA PRIMARY DATA

QUALITATIVE QUANTITATIVE
DATA DATA

CAUSE
EXPLORATION DESCRIPTION
AND EFFECT

Source: Malhotra Naresh K. “Marketing Research an Appiled Orientation” Prentice Hall Page 157
 KEEP IN MIND THAT;
 Qualitative research deals  Quantitative research
in words, images and the deals in numbers, logic
subjective. and the objective.
 QUALITATIVE MARKETING
RESEARCH

Resarch used in exploratory designs to

gain preliminary insights into decision
problems and opportunities.*

Qualitative research assumes that people

have meaningful experiences that can
be interpreted.

*Source: Hair, Joseph F; Bush Robert P; Ortinau David J. “Marketing Research” Irwin-McGraw Hill Page 216
 QUALITATIVE MARKETING
RESEARCH

Popularıty comes from ;

*Economıcal
*Flexıble
*Opens a door to “why,how”
*Rıchness of data
*Best to start wıth..
 QUALITATIVE MARKETING
RESEARCH

 Identification of a business problem;

Agenda opportunity or information
requirements.
Definition
 Interest in obtaining insights for
 When to motivation,emotional and attitudinal
use? factors.
 As for new product launch, new
Types
FOCUS GROUPS
IN DEPTH INTERVIEW
service development or repositioning
PROJECTIVE TECH. current product
Pros&Cons
Classification of Qualitative Research Procedures

Q u a li t a t i v e R e s e a r c h
P ro c e d u re s

D ir e c t In d ir e c t
( N o n d is g u is e d ) ( D is g u is e d )

F o c u s G ro u p s D e p th In te r v ie w s P r o je c t i v e
T e c h n iq u e s

A s s o c ia tio n C o m p le t i o n C o n s tr u c tio n E x p r e s s iv e
T e c h n iq u e s T e c h n iq u e s T e c h n iq u e s T e c h n iq u e s
QUALITATIVE MARKETING RESEARCH-FOCUS
GROUPS
QUALITATIVE MARKETING RESEARCH-FOCUS
GROUPS

Characteristics;
 8-12 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 MARKETING RESEARCH-FOCUS
GROUPS

PLANNING THE CONDUCTING

FOCUS GROUP FOCUS GROUP
STUDY STUDY

ANALYSIS AND REPORTING

THE RESULTS
*Source: Hair, Joseph F; Bush Robert P; Ortinau David J. “Marketing Research” Irwin-McGraw Hill Page 224
QUALITATIVE MARKETING RESEARCH-
FOCUS GROUPS
 Major Advantages
 Synergism, Snowballing, Stimulation, Security,
Spontaneity, Speed and Cost savings.

 Major Disadvantages
 Lack of representativeness, Misuse, Misjudge,
Moderation problem, and Difficulty of analysis
QUALITATIVE MARKETING RESEARCH-FOCUS
GROUPS

ADVANTAGES DISADVANTAGES

Synergy Representativeness
Spontaneous Misjudgement
Speed Unability of analysis

Security Moderator
Subjectivity
Flexibility
Immediacy of
Inexpensive
People
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
IN-DEPTH INTERVIEW

Interviewer encourages the consumer to

talk more ;

 That’s interesting. Can you tell me more

about it?
 Would you elaborate on that?
 Is that all?
 Why do you say that?
IN-DEPTH INTERVIEW
 A conversation on a given topic between a respondent and an
interviewer
• Used to obtain detailed insights and personal thoughts
• Flexible and unstructured, but usually with an interview guide
• Purpose: to probe informants’ motivations, feelings, beliefs
• Lasts about an hour
• Interviewer creates relaxed, open environment
• Wording of questions and order are determined by flow of
conversation
• Interview transcripts are analyzed for themes and connections
between themes
IN-DEPTH INTERVIEW
Laddering
questioning progresses from product characteristics to user
characteristics
An example
“Why do you like wide airplane seats?
“They’re more comfortable”
“Why is that important?”
“I can accomplish more”
“Why is that important?”
“I will feel good about myself”
 IN-DEPTH INTERVIEW
ADVANTAGES DISADVANTAGES

Concentrated issue- Expensive

max probing Time consuming
Free exchange of Exhausting for
information Interviewer
Easier to arrange Interviewer errors
Best for intamate, Respondent bias
sensitive issues
Flexibility
 PROJECTIVE TECHNIQUE

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

*Source: http://en.wikipedia.org/wiki/Qualitative_marketing_research
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.

Projective Techniques

Sentence Completion
Word Association
Tests

Cartoon Tests Role Playing

Third-Person Picture Interpretation

Techniques /Story Telling
PROJECTIVE TECH.
Types;
1. Word Association
Customers are required to show
response to the concept they are told
within 2-3 sec.

*Source: http://www.viralculture.com/images/bp4.gif
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.

*Source: http://www.nielsenbuzzmetrics.com/images/uploaded/NikeBAM.gif
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.

2. Sentence Completion
Customers are required to complete
sentences or stories in their own
words

 People who are concerned about ecology …

 When I think of a city …
 I drink a Coca-Cola, usually when,….
 Starbucks reminds me of,….
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.
3. Cartoon Tests

*Source: http://weskids.com/linkofweek0708/wp-content/uploads/2007/10/cartoon-factory-nationalgeographic.com.jpg
PROJECTIVE TECH.
Home Store
 Hth
 Hntfyf
 hngfhn

Let’s see if we can

pick up some
house wares at
Home stores

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

 PROJECTIVE TECH.
4. Role Playing
 Respondents are asked to assume the
behavior of someone ele.
 Useful for emphatic approaches for
conflict resolution

Sales Supervisors are asked to become Sales

Represantatives, and vice versa.
 PROJECTIVE TECH.
5. Third Person
Way of getting learning respondents
feelings by asking them to answer
for a third party :

“your neighbor”
“most people”
“typical person”
 PROJECTIVE TECH.
6.Picture Interpretation
A technique whereby respondents are
shown a picture and are asked to tell a
story describing it.
 QUALITATIVE MARKETING
RESEARCH-PROJECTIVE TECH.
ADVANTAGES DISADVANTAGES

•Elicit
responses that •Participation of the
subjects would be respondents
unwilling to give •Skilled interpreters
•Underlying are also required to
Motivations, Beliefs analyze the
Attitudes responses.
•Expensive
 QUALITATIVE MARKETING
RESEARCH
Criteria Focus Depth Projective
Groups Interviews Techniques
1. Degree of Structure Relatively high Relatively medium Relatively low
2. Probing of individual Low High Medium
respondents
3. Moderator bias Relatively medium Relatively high Low to high
4. Interpretation bias Relatively low Relatively high
5. Uncovering Low Relatively medium High
subconscious Medium to high
information
6. Discovering innovative High Low
information Medium
7. Obtaining sensitive Low High
information Medium
8. Involve unusual No Yes
behavior or questioning To a limited
9. Overall usefulness Highly useful extent Somewhat
Useful useful
*Source: Malhotra Naresh K. “Marketing Research an Appiled Orientation” Prentice Hall
COMPARISON OF QUALITATIVE-
QUANTITATIVE RESEARCH
CHARACTERISTICS QUALITATIVE QUANTITATIVE
Time Of Short Time Usually long time
Execution Frames frames
Sample Size Small Large
Type Of Subjective, Statistical,
Analyses Interpretitive Descriptive,causal
Researcher Skills Psychology, Statistics, MR, DSS,
Sociology,CB, Decision Models
Social Psychology
Representativeness Limited Good