Post on 21-May-2015
Chapter 4
Research Design,
Exploratory Research,
and
Qualitative Data
© 2005 Thomson/South-Western
Types of Research Design Types of Research Design
Exploratory ResearchExploratory Research
Types of Research Design
• Three traditional categories of research design:
• Exploratory• Descriptive• Causal
• The choice of the most appropriate design depends largely on the objectives of the research and how much is known about the problem and these objectives.
Basic Research Objectives and Research Design
Research Objective Appropriate Design
To gain background information, to define terms, to clarify Exploratoryproblems and develop hypotheses, to establish research priorities, to develop questions to be answered
To describe and measure marketing phenomena at a point Descriptivein time
To determine causality, test hypotheses, to make “if-then” Causalstatements, to answer questions
Exploratory ResearchExploratory Research
Develop initial ideas or insights Provide direction for any further research
needed Purpose:
– To shed light on the nature of the situation and to identify any specific objectives or data needs
Qualitative ResearchQualitative Research
Qualitative research involves collecting, analyzing, and interpreting data that cannot be meaningfully quantified, that is, summarized in the form of numbers
Qualitative Research (Cont’d)Qualitative Research (Cont’d)
Qualitative Research– Typically involves relatively few respondents
or units– Uses non-structured questioning or
observation techniques– Techniques are most appropriate in situations
calling for exploratory research
Relationship among Research Relationship among Research DesignsDesigns
Descriptive ResearchDescriptive Research
Exploratory ResearchExploratory Research
Causal ResearchCausal Research
Selecting the Appropriate Research
Type
Is the research purpose specific and
are data requirements clear?
Analyze data/interpret findings
Is there a need for further research
Analyze data/interpret findings
Make recommendations
Conduct a suitable descriptive-research study
Conduct exploratory research with these procedures:
-Key informant technique-Focus group interviews-Secondary-data analysis
-Case study method
Design conclusive research
Does the research purpose call fortesting cause-and-effect
relationships between variables?
Conduct an appropriateexperimental-research study
Yes
No
No
Yes
NoYes
Types of Research DesignsTypes of Research Designs
Exploratory Exploratory ResearchResearch
CausalCausalResearchResearch
DescriptiveDescriptiveResearchResearch
•Formulate problems more preciselyFormulate problems more precisely•Develop HypothesesDevelop Hypotheses•Establish priorities for researchEstablish priorities for research•Eliminate impractical ideasEliminate impractical ideas•Clarify conceptsClarify concepts
•Literature searchLiterature search•Experience surveyExperience survey•Analysis of select casesAnalysis of select cases•Focus groupsFocus groups•InterviewsInterviews•Projective testsProjective tests•EthnographiesEthnographies•Describe segment characteristics Describe segment characteristics
•Estimate proportion of people Estimate proportion of people who behave in a certain way who behave in a certain way•Make specific predictionsMake specific predictions
•Longitudinal studyLongitudinal study•True panelTrue panel•Omnibus panelOmnibus panel•Sample SurveySample Survey•Provide evidence regarding causal Provide evidence regarding causal
relationships by means of: relationships by means of:•Concomitant variationConcomitant variation•Time order in which variables occurTime order in which variables occur•Elimination other explanationsElimination other explanations
•Laboratory experimentLaboratory experiment•Field experimentField experiment
Uses Types
Basic Basic TypesTypes of Exploratory of Exploratory ResearchResearch
Literature searchExperience survey (Key Informant Survey).Analysis of select cases (Benchmarking)
Standard Qualitative Standard Qualitative Marketing Research Marketing Research MethodsMethods
Methods of Qualitative Research Focus group Interviews Projective tests (techniques)
– Word association– Sentence completion– Storey telling
Observation Research– Direct Observation– Participant Observation
Ethnographies
Focus Group InterviewsFocus Group Interviews
8 to 12 individualsModerator (a well-trained researcher)Informal discussion about research topic
individuals
moderator
discussion
Group CompositionGroup Composition Generally, focus groups conducted by marketing
research practitioners involve between 6 and 12 participants
To be effective, a focus group must be as homogeneous as possible with respect to demographic and socioeconomic characteristics
Moderator TasksModerator Tasks
Guide discussion Ensure key aspects of the topic that are
discusses Observe interactions Record dialogue and reactions
Desirable Focus Group Desirable Focus Group Moderator SkillsModerator Skills
Kind but firm Permissive Involved Incomplete understanding Encouragement Flexibility Sensitivity
Conducting Focus GroupsConducting Focus Groups
Focus group sessions typically last 1 1/2 to 2 hours
Focus group interviews are often recorded: audio tapes or videotapes
Advantages of Focus GroupsAdvantages of Focus Groups
Richness of Data Versatility Ability to Study Special Respondents
Disadvantages of Focus Disadvantages of Focus GroupsGroups
Lack of Generalizability– Results cannot be viewed as conclusive
Opportunity for Misuse– Occurs when managers yield to a temptation to
generalize a few key remarks made by participants
Cost– On a cost-per-respondent basis, focus groups
are extremely expensive
Impact of Technology on Impact of Technology on Focus GroupsFocus Groups
Electronic Group Interviewing (EGI) Videoconferencing Focus Groups Online Focus Groups
Main reason for participation in (last) focus groupResponses to open-ended question in first survey (n = 504)Main reason Frequency (%)*
1.2.
3.
4.5.6.7.8.
MoneyFocus groups are interesting/thetopic was interestingMet qualifications/time wasconvenientFocus groups are funFamiliarity with the product/serviceCuriosityOpportunity to express opinionsOther
54.434.5
25.0
14.110.17.95.03.0
*The frequencies sum to more than 100% because of multiple responses.
What Motivates FocusWhat Motivates FocusGroup ParticipantsGroup Participants
In-Depth InterviewsIn-Depth Interviews
WHEN USE:SENSITIVE TOPICS Personal Emotional Social Significance“THICK” DESCRIPTION OF BEHAVIOR
Which One to Choose? – In-Depth Which One to Choose? – In-Depth Interview or Focus GroupInterview or Focus Group
Factor In-Depth Interviews Focus GroupsTime Interviews: substantial amount
of time per respondentAnalysis: substantial amountof time for analyzing largevolume of information
Interviews: normally takes 1 ½to 3 hours for the wholegroup.Analysis: group analysis takeslot less time.
Group Dynamics No group interaction. Probingdepends on the Interviewer.No peer influence.
Main strength of focus groups-allows for exchange of ideas.Peer influence may affectresponses.
Topic Sensitivity May be easier to deal withsensitive topics.
Respondents may beembrassed to reveal theirfeelings unless brought out bysome respondents.
Time for the topics In-depth probing of the eachrespondent is possible.
Limited time for eachrespondent.
Geographic constraints Respondents can be drawnfrom geographically-dispersedlocations
Geographic constraints exist asrespondents can be drawn onlyfroma specific location where afocus group facility exists.
Domination of individuals Everybody gets equal time Some individuals tends todominate
Logistics Easier to schedule an interview Recruiting and running severalfocus groups in multiplelocations is cumbersome
Focus Groups and Depth InterviewsFocus Groups and Depth Interviews
Focus Groups
•Group dynamics, expect more creative•Some probing•Relatively inexpensive•Ready industry
Interviews
•Not influenced by others•Max probing, great depth•Expensive•Time consuming•Candid, sensitive topics
•Qualitative•Flexible•Probing•Richness of data•Gets at the “Why” of customers’ behaviors•Generates ideas•Clarifies other project results
Projective TechniquesProjective Techniques
“A man is least himself when he talks in his own person; when he is given a mask he will tell the truth.” — Oscar Wilde
Projective TechniquesProjective Techniques
Project beliefs or feelings onto a third party, to an inanimate object, or to a task situation.
Projective Techniques Projective Techniques –– Common FeaturesCommon Features
A fairly ambiguous stimulus is presented to respondents in reacting to or describing the stimulus, the respondents will indirectly reveal their own inner feelings
Word Association TestWord Association Test
A list of words, both relevant and irrelevant, used to understand people’s feelings towards different words– Used to examine the effectiveness of
brand names, new products and services, and key advertising words
Sentence Completion TestSentence Completion Test
Respondents are asked to finish a set of incomplete sentences, often related or neutral to the topic of interest
To uncover feelings about “Buying American”– American automobiles– Restrictions on imports– Every U.S. citizen– Foreign-made products– Unemployment in the U.S
“I think the Nike ads that say, ‘Just do it’ are...”
“I think Nike...”
“When I feel a real need to treat myself, I...”
“If it’s lunchtime, and I have a choice between McDonald’s, Burger King, and Wendy’s, I’ll choose ____ because...”
“My favorite restaurant is ____ because...”
Thematic Apperception TestThematic Apperception Test“Story Telling”“Story Telling”
Respondents are asked to write a story about one or a series of picture(s) they are shown for a short period of time
– Especially useful when dealing with special groups, such as children
Research Realities 3: Customers Drawing Pictures for a Study Sponsored by a Large Florist Retail Chain*
Interviewee #1:Woman, 30-39 years old.
Describe yourself:I am a quiet person, I keep mostly to myself and keep out of trouble that way.
When do you buy flowers?:I love flowers because they beautify the surroundings. They give me a special calm feeling of enjoyment. I give flowers to let someone know you are thinking about them.
Her drawing:
Describe a dream involving flowers:I would send flowers to the ladies at work with a note attached and they would all start crying at one time.
How are flowers and funerals related?:All the funerals I’ve been to have flowers. I guess when you die, you will be in paradise and paradise is full of flowers.
Interviewee #2:Woman, 20-29 years old.
Husband sends her flowers because:I am sweet.
Three words associated to flowers?:I love you.
Compared to other gifts, flowers are:Warmest, most romantic, highest class, sexiest, most fun.
Flowers remind me of:Love!
Describe a dream involving flowers:Someone gets married, they are happy and I am pleased for them and I send flowers to congratulate them. Everyone likes it and they live happily ever after.
How are flowers and funerals related?:I’m opposed to the idea of flowers at funeral. Flowers at funeral are sad. The tradition of sending flowers to a funeral may have come about in order to cover the smell of the body.
Her drawing:
Research Realities 3 continued
Interviewee #3:Man, 40-49 years old.
Describes himself as:…a loving and generous man. He celebrates all occasions with lavish and often costly gifts. He is enthusiastic about giving flowers and says they make him think about happiness and warmth.
He also says:The main reason to send flowers is to apologize for having a fight. They lift the spirits, women would be happy about the flowers.
Describe a dream involving flowers: :I had a dream that I send some flowers and as the person bent down to smell the flowers, a thorn cut her lips. Even though she was bleeding she called to thank me for sending her the lovely roses.
His drawing:
*A million Thank You’s to Sidney Levy for sharing these stories and pictures.
Research Realities 3 continued
ObservationObservation
Human or mechanical observation of what subjects actually do in a particular situation
Record information as events occur or compile evidence of past events
Assesses behavior which can be translated into new products or improvements of current products
What can be observed?What can be observed?
Content Physical actions Verbal behavior Situational factors Presence of others Location Temporal patterns Expressive behaviors
Examples Shopping patterns Television viewing Sales conversations Parent-child interaction in-store vs. out-of-store Time of shopping Time of driving Tone of voice Smiling
Observational StudyObservational Studyon Cereal Purchaseson Cereal Purchases
Interactions Parent and ChildInteractions Parent and Child
CHILDINITIATES
PARENTINITIATES
REQUESTS CEREAL
DEMANDS CEREAL
INVITES SELECTION
DIRECTS SELECTION
PARENT AGREES
PARENT SUGGEST OTHER
PARENT REJECTS OUTRIGHT
PARENT YIELDS
PARENT REJECTS OUTRIGHT
PARENT SUGGESTS OTHER
CHILD SELECTS
CHILD DECLINES
CHILD AGREES
PARENT DECLINES
CHILD SUGGESTS OTHER
PARENT AGREES
PARENT DENIES
PARENT AGREES
PARENT DENIES SOURCE: Atkin
Observational StudyObservational Studyon Cereal Purchaseson Cereal Purchases
Interactions Parent and ChildInteractions Parent and Child
CHILDINITIATES
PARENTINITIATES
REQUESTS CEREAL - 20%
DEMANDS CEREAL - 46%
INVITES SELECTION- 23%
DIRECTS SELECTION- 11%
PARENT AGREES - 12%
PARENT SUGGEST OTHER- 2%
PARENT REJECTS OUTRIGHT - 6%
PARENT YIELDS - 30%
PARENT REJECTS OUTRIGHT - 12%
PARENT SUGGESTS OTHER - 4%
CHILD SELECTS - 21%
CHILD DECLINES - 2%
CHILD AGREES - 7%
PARENT DECLINES - 2%
CHILD SUGGESTS OTHER - 2%
PARENT AGREES - 19%
PARENT DENIES - 2%
PARENT AGREES - 1%
PARENT DENIES - 1%SOURCE: Atkin
(66%)
(34%)
EthnographiesEthnographiesParticipant ObservationParticipant Observation
A combination of observations and interviews, in which the researcher is impeded in the natural setting.
An interaction with other participants in the setting form the bases of these qualitative studies.