Qualitative Techniques

BY-Ashish Baharani Ritesh Dwivedy Ranjeet Mukherjee Shashi Churiwalla Suman Chaterjee Himojyoti Bhowmik

Our Topic
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Why the attrition rate in Insurance Sector is very high as compared to other sectors in the year 2007-08?

Introduction
Two types of Business Researchn n

Primary Secondary

Methods for collecting primary datan n

Qualitative Quantitative

Qualitative Methods
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“Qualitative methods aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. Why Qualitative methods instead of Quantitative methods ??

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Qualitative Research Procedures

Direct

Indirect

Focus Group

Depth Interviews

Projective Techniques

Association Techniques

Completion Techniques

Constructio n Techniques

Expressive Technique s

Depth Interviews
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-When a trained moderator interviews with individuals,rather than groups to obtain information about a product or brand. Unstructured-This type takes the form of a natural conversation ,and the respondent has the freedom to decide the direction.

Typesn

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Semi Structured Interviews-This type of interviews are more structured and the interview is limited to the topics that are essential. Open Ended-Here the questionnaire contains a sequential ,ordered,carefully worded,open ended questions.

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Techniques for conducting
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Laddering-It enables the interviewer to gain an insight into the subject’s personal reasons.
This techniques aims at obtaining cognitive maps or (HVM’s) Hidden-issue Questioning- It aims to identify significant personal views that would otherwise not be revealed.

Advantages:
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Brings out Information clearly Flexibility

Disadvantages:
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Interviewer Bias Longer Time Involved Costs Involved Difficulty in Interpretation

What is a Focus Group
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A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members. Ernest Dichter originated the idea of having a "group therapy" for products and this process is what became known as a focus group

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Variations in Focus groupsn n n n n n n n

Dual moderator group Two way focus group Dueling-moderator group Mini-groups Respondent Moderator focus groups Client participant focus groups Teleconference focus groups Online focus groups

ADVANTAGES
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In-depth synergism Snowballing Hands-on Timely Security Speed Structure

DISADVANTAGESn n n n

Misuse Misinterpretation Poorly managed group dynamics Messy

Projective Techniques
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An unstructured,indirect form of questioning that encourage respondents to project their underlying attitudes. Measure to uncover feelings,beliefs,attitude etc. Use of direct questions.

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Typesn

Association techniques- It is useful in consumer research used for discovering brand image.

-Revealing the first word,imageor thought elicited by the stimulus. Completion techniques-It is almost similar to association techique the main difference lies here is completion of incomplete stimulus.

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Construction technniques-In this subject is asked to construct his responses in the form of a story,dialogue or a picture.

-Picture techniques -Cartoon techniques
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Expressive techniques-It involves role playing where the respondent has to

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Sociometry-It is a method for assessing group structure.

-Its based on the fact that people make choices in interpersonal relations.

Advantagesn Generating hypothesis n Purpose of the study n Encouraged to respond Disadvantagesn Complexity n Reliability n Highly skilled staff n Difficult

CONCLUSION

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