Qualitative research techniques

1. Marketing Research
Lecture-8 : Qualitative research-2
Faculty : Ravi Kumar Singh, International School of management Patna

2. Lecture-8 : Qualitative Research-2
● Topics to be covered :
● Depth Interview
● Projective techniques

3. Depth interview
● Depth interview
An unstructured, direct, personal interview in which a single participant is
probed by an experienced interviewer to uncover underlying motivations,
beliefs, attitudes and feelings on a topic.
Laddering
It is a deep probing technique in which we want to uncover the reasons
behind purchase decision.

4. Laddering (Cont...)
An Example
● Here is an example about sports scores on cell phones.
● Moderator, “What do you like best about your phone?”
● Respondent, “its front camera is fantastic” [feature]
● Moderator, “What is important about that?”
● Respondent, “I can take very good selfies .” [functional benefit]
● Moderator, “What does that do for you?”
● Respondent, “I can post it to my friends, they may like.” [higher benefit]
● Moderator, “What those likings will do for you?”
● Respondent, “when they appreciate, I feel more connected.” [emotional benefit]

5. Application of Depth Interviews
● Detailed probing of the respondent to uncover the hidden motives (Ex-
Automobile purchase).
● Discussion of confidential, sensitive or embarrassing topics.
(Personal Finance, Cosmetic treatments etc)
● Situations where strong social norms exist and the respondent may
be easily influenced by the group response. (Ex- Attitude of College
students towards sports, politics etc)

6. Application of Depth Interviews (cont..)
● Detailed understanding of the complicated behaviour (ex- shopping
at a particular department store).
● Interview with professional people (Industrial MR).
● Interview with competitors who are unlike to reveal information in
group.
● Situations where the product consumption experience is sensory in
nature, moods, states and emotions (Ex- perfume, soap, cosmetics
etc)

7. Projective Techniques
● An unstructured, indirect form of questioning that encourages
respondents to project their underlying motivations, beliefs, attitudes or
feelings regarding the issues of concern.
● In projective techniques, sometimes respondents are asked to interpret
the behavior of others.
● In interpreting the behavior of others, respondents indirectly project
their own motivations, beliefs, attitudes, or feelings into the situation.

8. Popular Projective Techniques used in MR
1. Association Technique
● Word association Test
2. Completion Technique
● Sentence completion
● Story completion
3. Construction Technique
● Picture response (TAT-Thematic Apperception Test)
● Cartoon Test
● ZMET- Zaltman Metaphor Elicitation Technique
● Photo sort etc
4. Expressive Techniques
● Role playing
● Third person technique

9. Advantages of Projective Techniques
● They may elicit responses that subjects would be
unwilling or unable to give if they knew the
purpose of the study.
● Helpful when the issues to be addressed are
personal, sensitive, or subject to strong social
norms.
● Helpful when underlying motivations, beliefs, and
attitudes are operating at a subconscious level.