Chapter Five

Exploratory Research Design:

Qualitative Research

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 A Classification of
Marketing
Research Data
Marketing Research Data

Secondary Data Primary Data

Qualitative Data Quantitative Data

Descriptive Causal

Survey Observational Experimental

Data and Other Data Data
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 Primary Data: Qualitative Vs. Quantitative Research
• Qualitative research provides insights and understanding of the
problem setting
• Quantitative research seeks to quantify the data and, typically
applies some form of statistical analysis. Consider, for example;

1. I think that the purchase of the brand would lead to a risk for me.
Strongly Agree 7 6 5 4 3 2 1 Strongly Disagree

2. I think that the purchase of the brand would lead to a financial

loss for me.
Strongly Agree 7 6 5 4 3 2 1 Strongly Disagree

3. I think that the purchase of the brand would lead to a

performance loss for me 　 because it may run extremely poorly.
Strongly Agree 7 6 5 4 3 2 1 Strongly Disagree

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 A Classification of Qualitative
Research Procedures
Qualitative Research
Procedures

Direct (Non- Indirect

disguised) (Disguised)

Projective
Depth Interviews Techniques
Focus Groups

Association Completion Construction Expressive

Techniques Techniques Techniques Techniques
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 Focus Group Interviews

• A Focus group is an interview conducted by a trained

moderator in a nonstructured and natural manner with
a small group of respondents.

• The main purpose of focus group is to gain insights by

listening to a group of people from the appropriate
target market talk about issues of interest to the
researcher.

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 Application of Focus Group
• Understanding consumers' perceptions, preferences, and behavior
concerning a product category

• Obtaining impressions of new product concepts

• Generating new ideas about older products

• Developing creative concepts and copy materials for advertisements

• Securing price impressions

• Obtaining preliminary consumer reaction to specific marketing programs

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 Characteristics of Focus Groups

Group Size 8-12

Group Composition Homogeneous

Physical Setting Relaxed, informal atmosphere

Time Duration 1-3 hours

Recording Use of audiocassettes and videotapes

Moderator Observational, interpersonal

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 Procedure for Planning and Conducting
Focus Groups
Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

State the Objectives/Questions to be Answered by Focus Groups

Write a Screening Questionnaire

Develop a Moderator’s Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action

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 Three main phases of Focus Group Activity

 The activity of conducting a focus group can be

divided into ‘three main phases’:

- Before The Focus Group

- Conduct The Focus Group

- After the Focus Group

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 Before The Focus Group
 Define the purpose, i.e. objectives of the
focus group
This has to be clear and specific. The more
defined the objective the easier the rest of the
process.

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 Before The Focus Group

 Identify the participants

- Determine how many participants you need
and how many to invite. Usually 6-12
- Develop a list of key attributes to seek in
participants based on the purpose of the focus
group.
- Using the list of attributes, brainstorm about
possible participants.
- Secure names and contact information, finalize
the list, and send invitations.

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 Before The Focus Group

 Generate the questions

Because a focus group will last for little more than one
or two hours, you will only have time for four to seven
questions.
- Develop a list of questions.
- Keep questions that are really important and that
qualify for your purpose.
- Order the questions that will be comfortable for the
participants, i.e. moving from general to specific.

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 Before The Focus Group

 Select a facilitator
-The facilitator should be knowledgeable about the
project.

 Choose the location

You Need a setting which can accommodate the
participants and where they would feel comfortable
expressing their opinions.

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 Conduct The Focus Group
 The facilitator should arrive before the participants, set
out the refreshments, and arrange the room so all
participants can view one another.
 Make sure you record the session!
 Carry out the focus group as per the plan.

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 After The Focus Group

 Interpret and Report the Results:

There are three steps to creating a report on your focus
group:
1. Summarize each meeting. The quick turnaround
time on the transcription helps avoid memory lapses.
2.  Analyze the summaries.  Start by reading all the
focus group summaries in one sitting. 
3.  Write the report.  It should include all information
about the background and purpose of the focus group,
details of the sessions, results, and conclusions.

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 Depth Interview Techniques
Depth interviews are conducted on a one-on-one
basis.

Laddering
In laddering, the line of questioning proceeds from
product characteristics to user characteristics. This
technique allows the researcher to tap into the
consumer's network of meanings.

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 Definition of Projective Techniques
 An unstructured, indirect form of questioning that
encourages respondents to project their underlying
motivations, beliefs, attitudes or feelings regarding
the issues of concern.
 In interpreting the behavior of others, respondents
indirectly project their own motivations, beliefs,
attitudes, or feelings into the situation.

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 Word Association
In word association, respondents are presented with a
list of words, one at a time, and asked to respond to each
with the first word that comes to mind. The words of
interest are called test words. For example,

Test Words Association

Location of a store ?
Parking ?
Quality of merchandize ?
Price ?

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 Completion Techniques

In sentence completion, respondents are given incomplete

sentences and asked to complete them. Generally, they are
asked to use the first word or phrase that comes to mind.

A person who shops at Agora is ______________________

  
When I think of shopping in a department store, I ________

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 Construction Techniques
With a picture response, the respondents are asked
to describe a series of pictures of ordinary as well as
unusual events. For example,

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 Expressive Techniques
Third-person technique The respondent is presented
with a verbal or visual situation and the respondent is
asked to relate the beliefs and attitudes of a third person
rather than directly expressing personal beliefs and
attitudes. This third person may be a friend, neighbor,
colleague, or a “typical” person. For example,

Do you think your neighbor is afraid to fly?

Instead of –

Are you afraid to fly?

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 Analysis of Qualitative data
1. Data Reduction : The researcher chooses which
aspects of the data are emphasized.

2. Data Display : The researcher develops a visual

interpretation of the data with the use of
tables or chart.

3. Conclusion drawing and verification : The

researcher considers the meaning of analyzed
data.

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 Qualitative data Analysis
Focus group : university students

Research question : What are the effective ways

of communicating important campus news to
university students?

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 Qualitative data Analysis
Res : Communications most Effective Why

A - E-mail - E-mail - Real time Communication

- Informal interchanges
- Telephone

B - E-mail - Email - Easy to keep records

- Student newspaper - Campus Web page
- Campus Web page

C - Informal interchanges - Campus mail - Work on campus

- Telephone - Do not have Internet
- Campus mail access at home

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