Chapter5.ppt 247KB Apr 21 2000 10:13:00 PM
Chapter V
Exploratory Research Design:
Qualitative Research
Chapter Outline
1) Overview
2) Primary Data: Qualitative versus Quantitative
Research
3) Rationale for using Qualitative Research Procedures
4) A Classification of Qualitative Research Procedures
5) Focus Group Interviews
i. Characteristics
ii. Planning and Conducting Focus Groups
iii. Telesessions
iv. Other Variations in Focus Groups
v. Advantages And Disadvantages of Focus Groups
vi. Applications of Focus Groups
6) Depth Interviews
i. Characteristics
ii. Techniques
iii. Advantages and Disadvantages of Depth Interviews
iv. Applications of Depth Interviews
7) Projective Techniques
i. Association Techniques
ii. Completion Techniques
a. Sentence Completion
b. Story Completion
iii. Construction Techniques
a. Picture Response
b. Cartoon Tests
iv. Expressive Techniques
a. Role Playing
b. Third-Person Technique
v. Advantages and Disadvantages of Projective
Techniques
vi. Applications of Projective Techniques
8) International Marketing Research
9) Ethics in Marketing Research
10) Internet and Computer Applications
11) Focus on Burke
12) Summary
13) Key Terms and Concepts
14) Acronyms
Fig. 5.1
A Classification of Marketing
Research Data
Marketing Research Data
Secondary Data
Primary Data
Qualitative Data
Descriptive
Survey
Data
Observational
and Other Data
Quantitative Data
Causal
Experimental
Data
Table 5.1
Qualitative versus Quantitative
Research
Qualitative Research
Quantitative Research
Objective
To gain a qualitative
understanding of the
underlying reasons and
motivations
To quantify the data and
generalize the results from
the sample to the population
of interest
Sample
Small number of nonrepresentative cases
Large number of
representative cases
Data Collection Unstructured
Structured
Data Analysis
Non-statistical
Statistical
Outcome
Develop an initial
understanding
Recommend a final course of
action
Fig. 5.2
A Classification of Qualitative
Research Procedures
Qualitative Research
Procedures
Direct (Non
disguised)
Focus Groups
Association
Techniques
Indirect
(Disguised)
Projective
Techniques
Depth Interviews
Completion
Techniques
Construction
Techniques
Expressive
Techniques
RIP 5.1
Sample Costs of a Focus Group
Item
Cost
Developing outline and screening participants
Moderator’s fee
Facility rental, recruiting
Food
Respondent incentives ($30*10 people)
Analysis and report
$ 200
500
800
100
300
500
$2,450
Extras
Videotaping
Travel costs for moderator and observers
Total
350
1,200
$4,000
Table 5.2
Characteristics of Focus Groups
Group Size
8-12
Group Composition
Homogeneous, respondents,
prescreened
Physical setting
Relaxed, informal atmosphere
Time duration
1-3 hours
Recording
Use of audiocassettes and videotapes
Moderator
Observational, interpersonal, and
communication skills of the moderator
RIP 5.2
Key Qualifications of
Focus Group Moderators
1. Kindness with firmness: The moderator must combine a
disciplined detachment with understanding empathy so as to
generate the necessary interaction.
2. Permissiveness: The moderator must be permissive yet alert to
signs that the group’s cordiality or purpose is disintegrating.
3. Involvement: The moderator must encourage and stimulate
intense personal involvement.
4. Incomplete understanding: The moderator must encourage
respondents to be more specific about generalized comments by
exhibiting incomplete understanding.
RIP 5.2 Contd.
5. Encouragement: The moderator must encourage unresponsive
members to participate.
6. Flexibility: The moderator must be able to improvise and alter
the planned outline amid the distractions of the group process.
7. Sensitivity: The moderator must be sensitive enough to guide the
group discussion at an intellectual as well as emotional level.
Fig. 5.3
Procedure for Planning and
Conducting Focus Groups
Determine the objectives of the Marketing Research Project 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
RIP 5.3
Use of Focus Group at GM
Buick division of General Motors used focus groups and
survey research to help develop the Regal two-door, six
passenger coupe. Buick held 20 focus groups across the
country to determine what features customers wanted in a
car. The focus groups told GM they wanted a stylish car,
legitimate back seat, at least 20 miles per gallon, and 0 to
60 miles per hour acceleration in 11 seconds or less.
5.3 contd.
Based on these results, Buick engineers created clay
models of the car and mock-ups of the interior.
These were shown to another set of focus groups of
target buyers. These respondents did not like the
oversized bumpers and the severe slope of the hood,
but liked the four-disc brakes and independent
suspension.
V O
Y K 7 4 9
RIP 5.3 Contd.
Focus groups also helped refine the advertising campaign for
the Regal. Participants were asked which competing cars
most resembled Buick in image and features. The answer was
Oldsmobile, a sister GM division. In an effort to differentiate
the two, Buick was repositioned above Oldsmobile by
focusing on comfort and luxury features.
5.3 contd..
The tag line for the 1998 Regal, “official car of the
Supercharged family,” was based on focus group findings.
This repositioning has greatly aided the sales of Buick Regal.
Figure 5.4
A Cartoon Test
Sears
Gee, I’d much
rather get
house-wares
than jewelry.
Thanks, you
cheap *%#$!!!!
Let’s see if we can pick
up some housewares at
Sears
Table 5.3
Criteria
Comparison of Focus Groups, Depth
Interviews, and Projective Techniques
Focus Groups
Depth Interviews
1. Degree of Structure
Relatively high
2 Probing of individual
Low
respondents
3. Moderator bias
Relatively medium
4. Interpretation bias
Relatively low
5. Uncovering
Low
subconscious
information
6. Discovering innovative High
information
7. Obtaining sensitive
Low
information
8. Involve unusual
No
behavior or questioning
9. Overall usefulness
Highly useful
Projective
Techniques
Relatively medium Relatively low
High
Medium
Relatively high
Low to high
Relatively high
Relatively medium High
Medium to high
Low
Medium
High
Medium
Yes
To a limited
Somewhat useful
Exploratory Research Design:
Qualitative Research
Chapter Outline
1) Overview
2) Primary Data: Qualitative versus Quantitative
Research
3) Rationale for using Qualitative Research Procedures
4) A Classification of Qualitative Research Procedures
5) Focus Group Interviews
i. Characteristics
ii. Planning and Conducting Focus Groups
iii. Telesessions
iv. Other Variations in Focus Groups
v. Advantages And Disadvantages of Focus Groups
vi. Applications of Focus Groups
6) Depth Interviews
i. Characteristics
ii. Techniques
iii. Advantages and Disadvantages of Depth Interviews
iv. Applications of Depth Interviews
7) Projective Techniques
i. Association Techniques
ii. Completion Techniques
a. Sentence Completion
b. Story Completion
iii. Construction Techniques
a. Picture Response
b. Cartoon Tests
iv. Expressive Techniques
a. Role Playing
b. Third-Person Technique
v. Advantages and Disadvantages of Projective
Techniques
vi. Applications of Projective Techniques
8) International Marketing Research
9) Ethics in Marketing Research
10) Internet and Computer Applications
11) Focus on Burke
12) Summary
13) Key Terms and Concepts
14) Acronyms
Fig. 5.1
A Classification of Marketing
Research Data
Marketing Research Data
Secondary Data
Primary Data
Qualitative Data
Descriptive
Survey
Data
Observational
and Other Data
Quantitative Data
Causal
Experimental
Data
Table 5.1
Qualitative versus Quantitative
Research
Qualitative Research
Quantitative Research
Objective
To gain a qualitative
understanding of the
underlying reasons and
motivations
To quantify the data and
generalize the results from
the sample to the population
of interest
Sample
Small number of nonrepresentative cases
Large number of
representative cases
Data Collection Unstructured
Structured
Data Analysis
Non-statistical
Statistical
Outcome
Develop an initial
understanding
Recommend a final course of
action
Fig. 5.2
A Classification of Qualitative
Research Procedures
Qualitative Research
Procedures
Direct (Non
disguised)
Focus Groups
Association
Techniques
Indirect
(Disguised)
Projective
Techniques
Depth Interviews
Completion
Techniques
Construction
Techniques
Expressive
Techniques
RIP 5.1
Sample Costs of a Focus Group
Item
Cost
Developing outline and screening participants
Moderator’s fee
Facility rental, recruiting
Food
Respondent incentives ($30*10 people)
Analysis and report
$ 200
500
800
100
300
500
$2,450
Extras
Videotaping
Travel costs for moderator and observers
Total
350
1,200
$4,000
Table 5.2
Characteristics of Focus Groups
Group Size
8-12
Group Composition
Homogeneous, respondents,
prescreened
Physical setting
Relaxed, informal atmosphere
Time duration
1-3 hours
Recording
Use of audiocassettes and videotapes
Moderator
Observational, interpersonal, and
communication skills of the moderator
RIP 5.2
Key Qualifications of
Focus Group Moderators
1. Kindness with firmness: The moderator must combine a
disciplined detachment with understanding empathy so as to
generate the necessary interaction.
2. Permissiveness: The moderator must be permissive yet alert to
signs that the group’s cordiality or purpose is disintegrating.
3. Involvement: The moderator must encourage and stimulate
intense personal involvement.
4. Incomplete understanding: The moderator must encourage
respondents to be more specific about generalized comments by
exhibiting incomplete understanding.
RIP 5.2 Contd.
5. Encouragement: The moderator must encourage unresponsive
members to participate.
6. Flexibility: The moderator must be able to improvise and alter
the planned outline amid the distractions of the group process.
7. Sensitivity: The moderator must be sensitive enough to guide the
group discussion at an intellectual as well as emotional level.
Fig. 5.3
Procedure for Planning and
Conducting Focus Groups
Determine the objectives of the Marketing Research Project 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
RIP 5.3
Use of Focus Group at GM
Buick division of General Motors used focus groups and
survey research to help develop the Regal two-door, six
passenger coupe. Buick held 20 focus groups across the
country to determine what features customers wanted in a
car. The focus groups told GM they wanted a stylish car,
legitimate back seat, at least 20 miles per gallon, and 0 to
60 miles per hour acceleration in 11 seconds or less.
5.3 contd.
Based on these results, Buick engineers created clay
models of the car and mock-ups of the interior.
These were shown to another set of focus groups of
target buyers. These respondents did not like the
oversized bumpers and the severe slope of the hood,
but liked the four-disc brakes and independent
suspension.
V O
Y K 7 4 9
RIP 5.3 Contd.
Focus groups also helped refine the advertising campaign for
the Regal. Participants were asked which competing cars
most resembled Buick in image and features. The answer was
Oldsmobile, a sister GM division. In an effort to differentiate
the two, Buick was repositioned above Oldsmobile by
focusing on comfort and luxury features.
5.3 contd..
The tag line for the 1998 Regal, “official car of the
Supercharged family,” was based on focus group findings.
This repositioning has greatly aided the sales of Buick Regal.
Figure 5.4
A Cartoon Test
Sears
Gee, I’d much
rather get
house-wares
than jewelry.
Thanks, you
cheap *%#$!!!!
Let’s see if we can pick
up some housewares at
Sears
Table 5.3
Criteria
Comparison of Focus Groups, Depth
Interviews, and Projective Techniques
Focus Groups
Depth Interviews
1. Degree of Structure
Relatively high
2 Probing of individual
Low
respondents
3. Moderator bias
Relatively medium
4. Interpretation bias
Relatively low
5. Uncovering
Low
subconscious
information
6. Discovering innovative High
information
7. Obtaining sensitive
Low
information
8. Involve unusual
No
behavior or questioning
9. Overall usefulness
Highly useful
Projective
Techniques
Relatively medium Relatively low
High
Medium
Relatively high
Low to high
Relatively high
Relatively medium High
Medium to high
Low
Medium
High
Medium
Yes
To a limited
Somewhat useful