FMSB

CRE C,
VA 30
1

Qual
itativ
e - Re
Mana searc
geme h in
nt

METH
ODS &
TOOL
S
 i ve Re se arc h
Qualitat

• Qualitative research is defined as a

research method that focuses on
obtaining data through open-ended
and conversational communication.

• This method is not only about

“what” people think but also “why”
they think so.

Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 Me swa k
Brand -

Initial non acceptance by the

Hindu Population.

Toothpaste brand that was

launched in India by Balsara
Hygiene in 1998 :
in perception of being made
from bone dust.
--- Presently part of Dabur
Product mix

Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 et r ic s :
Brand M
• Brand awareness
• Brand perception
• Consumer confidence and trust in the brand
• Customer loyalty and engagement
• How a brand ranks versus competing brands and why?
• How do customers relate to your brand?
 Is it ho-hum or boo-yea!?
Do consumers know exactly what your brand stands
for and whether you deliver on that promise every time?

If you can’t answer these questions, your brand

may be in danger of slipping into irrelevance and
taking your business with it.
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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 Developing a new product or generating an idea.
i t a t i ve R esearch
Qual Studying your product/brand or service to
strengthen your marketing strategy.
To understand your strengths and weaknesses.
Understanding purchase behavior.
When do I use it
To study the reactions of your audience to
???
marketing campaigns and other communications.
Exploring market demographics, segments, and
customer groups.
Gathering perception data of a brand, company,
or product.

Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 Qu a nt i t a tive
Vs
Qualitative
Research Attributes Qualitative research methods
Quantitative research
methods
This research method focuses on Quantitative research method focuses
understanding, describing and on predicting, controlling, confirming
Analytical objectives
How do they discovering individual experiences and
beliefs.
and testing the characteristics of a
population.
differ ???
Types of questions asked Open-ended questions Closed-ended questions

Use semi-structured methods such as in- Use highly structured methods such
Data collection Instrument depth interviews, focus groups, and as structured observation
participant observation using questionnaires and surveys

Form of data produced Descriptive data Numerical data

Participant responses do not influence

Participant responses affect how and
Degree of flexibility or determine how and which
which questions researchers ask next
questions researchers ask next

Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 p : Understanding why
it U
To Sum people think, react,
feel and behave in
the way that they
do.

Qualitative Research in
Marketing Aims at:

 Exploration
 Description
 Interpretation

Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 OOLS :
THE T
One- to- One In-depth
Interviews
Focus Group
Interviews
Observation
Record Keeping
Document Analysis
Surveys with open
ended questions.

Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 ET HO D S :
T H E M

Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 LI TATI VE
ES OF QUA
8 TYP
RESEARCH

 Phenomenological Method
 Ethnographic Research Method
 Grounded Theory Method
 Case Study Research Method
 Action Research
 Content analysis
 Historical Analysis Model
 Narrative Model 10

Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 OD
TH
M E
AL
IC
OG
OL
M EN
NO
E
PH  This Method involves describing how any one participant experiences a specific
event is the goal of the phenomenological method of research.
 Phenomenology is highly concerned with how participants feel about things during
an event or activity.
 Businesses use this method to develop processes to help sales representatives
effectively close sales using styles that fit their personality.

Tools used: interviews, observation and surveys to gather information from subjects.

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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 o d
eth
h M
arc
ese
R
h ic
rap
no g  Ethnographic research is probably the most in-depth observational method that
t h studies people in their naturally occurring environment.
E This technique requires the researcher to immerse themselves in the target
participants’ environment, which may be anywhere from an organization to a
geographical location.
This research design aims to understand the cultures, challenges, motivations, and
settings that occur. Instead of relying on interviews and discussions, you experience
the natural settings first hand.
The purpose is to gain a detailed description of everyday life and to see events from
the viewpoints of participants studied. Ethnography can last over a few days to a few
years.

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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 o d
th
Me
o ry
h e
T
ded
o un
Gr  The Grounded Theory method tries to explain why a course of action evolved the way
it did.
 Grounded theory looks at large subject numbers.
 Theoretical models are developed based on existing data in existing modes of genetic,
biological or psychological science.
 Businesses use grounded theory when conducting user or satisfaction surveys that
target why consumers use company products or services. This data helps companies
maintain customer satisfaction and loyalty.
Tools used: interviews, observation and surveys to gather information from subjects.

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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 o d
eth
h M
a r c
e se
y R
tud
e S  Unlike grounded theory, the case study model provides an in-depth look at one test
s
Ca subject.
 The subject can be a person or family, business or organization, or a town or city.
 Data is collected from various sources and compiled using the details to create a
bigger conclusion.
 Businesses often use case studies when marketing to new clients to show how their
business solutions solve a problem for the subject.
Tools used: interviews, observation and surveys to gather information from subjects.

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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 o d
eth
h M
arc
ese
n R
tio
Ac
 This is an interesting qualitative research method in which the researcher and recipients
have the same characteristics.
Action data collection aims to solve a problem and is conducted by individuals working with
others as part of teams.
Action research is known also as collaborative inquiry, emancipatory research, and contextual
action research.
Mainly, action research focuses on turning people into researchers and particularly used in
designing service products or operational aspects of marketing.
Tools used: in-depth interviews, focus groups, observation, and others.

15

Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 o d
eth
s M
si
aly
An
nt
n te
Co This method includes interpreting words and images from a variety of documents,
music, or other types of media.
The researchers aim to find out how the words and images are used, and in what
context. This way you can draw and come up with conclusions about the hidden culture and
behavior.
 Nowadays, content analysis in researching digital and social media users is a common
technique within the Business research. Advertising research too is built upon this
approach.
The main goals of content analysis include identifying important aspects of the content,
presenting them in a clear way, support of some argument and others.
Tools used: observation and surveys to gather information from subjects.

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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 del
M o
sis
a l y
A n
al
ric
st o
Hi  The Historical Analysis Model of qualitative research describes past events in
order to understand present patterns and anticipate future choices.
This model answers questions based on a hypothetical idea and then uses resources
to test the idea for any potential deviations.
 Businesses can use historical data of previous ad campaigns and the targeted
demographic and split-test it with new campaigns to determine the most effective
campaign.
 Tools used: interviews, observation and surveys to gather information .

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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 del
M o
ive
rat
ar
N
 The narrative model occurs over extended periods of time and compiles information as
it happens.
Like a story narrative, it takes subjects at a starting point and reviews situations as
obstacles or opportunities occur, although the final narrative doesn't always remain in
chronological order.
Businesses use the narrative method to define buyer personas and use them to identify
innovations that appeal to a target market.
Tools used: interviews, observation and surveys to gather information from subjects.

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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 th e da ta ?
to r e p re sent
How

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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 sis
aly
An
at a
e D
tiv
lit a
a
Qu
• Preparing and Organizing Data
1

• Reducing Data into themes

2

• Presenting Data in narrative or

3 graphic form

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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 sis
aly
An
at a
e D
tiv
lit a
a
Qu

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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

 1. https://www.youtube.com/watch?v=IsAUNs-IoSQ

r st udy : 2. https://www.youtube.com/watch?v=VUcrS_YI0q0
For Furthe 3. https://www.youtube.com/watch?v=KRHvxY3N708

4. https://www.youtube.com/watch?v=DRL4PF2u9XA

5. https://www.youtube.com/watch?v=sHv3RzKWNcQ

6. https://www.youtube.com/watch?v=onWWfucwhSs
 Please go through
these links. 7. https://www.youtube.com/watch?v=pV3xspoR4gA

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Prepared by : Dr. Arunava Mookherjee, Professor, Marketing, FMS BCREC

Than
k Yo
u!
Bo n V
o y a ge
!!!!