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Qualitative Research
Qualitative research relies on the collection of data
in the form of spoken or written text or images using open-ended
questions, observation, or “found” data
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Goals of Qualitative Research
Gain preliminary insight into research problemsProbe more deeply into areas that quantitative
research is too superficial to access – i.e. subconscious processes
Provide initial ideas about specific problems, theories, relationships, variables, and scale design
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Quantitative Research
Quantitative research usesformal standard questions and
predetermined response options inquestionnaires or surveys
administered to large numbers of respondents.
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Goals of Quantitative Research
Make accurate predictions about consumer behaviors
Validate relationships suggested by qualitative research and test hypotheses in statistically sound ways
Derive mathematical models that describe consumer behaviors and marketing phenomena
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Quantitative vs Qualitative
Quantitative Validation of facts, estimates,
predications, relationships Descriptive and causal
designs Mostly structured Good representation of target
populations – big samples Statistical, descriptive, causal
predictions, relationships analyses possible
More objective analysis method
Qualitative Discovery of ideas,
feelings, preliminary insights and understanding of ideas
Exploratory designs only Open-ended, semi-
structured or unstructured Small samples, limited
generalizability More subjective content
analysis
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Primary Qualitative Methods
Focus groupsIn-depth interviews“Hybrids”Ethnography – “Deep Dives”NetnographyCase StudiesObservation Methods – manual &
mechanical
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In-depth Interview
An in-depth interview is a formal interview process in which a
well-trained interviewer asks subjects a set of semi-structured questions
in face-to-face setting
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Objectives of IDI
Discover what subjects think about a topic and why
Understand subjects’ feelings, beliefs, opinions and why they exist
Encourage subject to communicate as much detail as possible
Generate new research ideas
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Focus Groups
A focus group is a formal process that brings a
small group of people together for an interactive, spontaneous discussion.
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Focus Group Characteristics
8-12 participants plus moderatorSession lasts 1 – 2 hoursRespondents paid $50-$200Typically held at FG facilityParticipants pre-screenedOverall cost $2000-5000+ per group
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Objectives of Focus Groups
Identify data for defining and redefining research needs
Reveal consumers’ hidden attitudesGenerate new ideas for products, market opportunities
and marketing strategyDiscover new constructs and measurement methodsExplain changing consumer preferencesHelp develop advertising / promotion ideas
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The Focus Group Process
Phase 1: Planning the study
Phase 2: Conducting the discussions
Phase 3: Analyzing and reporting the results
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FG Phase 1 Decisions
ParticipantsWho should be included?How many groups should be held?How will participants be recruited and
screened ?SizeLocation
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FG Phase 2 Components
Select a moderator and prepare guideBegin the session with “ice-breaker”Introduce the first topic and continueClose the session
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FG Phase 2 Guidance
Be nice, fun and accommodatingOffer snacksCommunicate ground rulesPrevent monopolization and groupthinkSolicit a reasonable amount of dissent and
disagreementLet conversation evolve naturallyExpect to forego some questions
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FG Phase 3 Activities
Conduct a debriefing analysisTranscribe discussionsContent analyze responsesDevelop report Decide next steps
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Ethnography
Ethnography is a form of qualitative data collection
that records behavior in natural settings to understand how social
and cultural influencesaffect individual behaviors and experiences
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Forms of Ethnographic Research
Participatingobservation
Non-participatingobservation
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Netnography
Netnography is an ethnographic research technique that studies “found data”
(consumer generated) on the internet produced by virtual communities.
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Case Studies
The case study technique involvesthoroughly investigating one or more
consumers (or consumer groups) of interest.
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Projective Techniques
Word Association Tests Thought Completion Tests Thematic Apperception Test Zaltman Metaphor Elicitation Technique
(ZMET) Q-Sort
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Word Association
Which words come to mind when I say:Ice CreamAdidasDeskEducationApplePartyCosmetics
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Sentence Completion
A person who wears Tommy Hilfilger shirts is _____.
When I think of Delta Airlines, I ______________.
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MACY’S
Let’s get someclothes fromMacy’s!
Cartoon Completion
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Thematic Apperception Test
Write a story about this image.
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ZMET Technique
Create a collage that expresses your feelings and opinions about…
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Mechanical Observation
Observation is the systematicwitnessing and recording of
behavioral patterns of objects, people, and events without
directly communicating with them
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Eye-Tracking - VisionTrack
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fMRI – Functional Magnetic Resonance Imaging
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EEGs - Electroencephalography
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Benefits and Limitations of Observation
BenefitsAccuracy of
recording actual behavior
Well-controlled experimental environments
Provides detailed behavioral data
LimitationsDifficult to
generalize findingsCannot explain
behaviors ( i.e. the “why?”)
Problems in setting up and recording behaviors
Ethical issues
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