Market and Social Research Part 6

1. Learning outcomes – by the end of this
lecture you should be able to:
•explain the popularity of qualitative
research;
•identify the main techniques used in
qualitative research
•identify when use of each would be
most appropriate
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2. Qualitative research Quantitative research
Types of questions Probing Non-probing
Type of
information
Cannot be counted Can be counted
Sample size Small Large
Information per
respondent
Much Little
Administration Specially trained
researchers
Few specialist skills
required
Type of analysis Subjective, interpretative Statistical
Equipment Tape recorders, etc Computers
Ease of replication Difficult Easy
Type of research Exploratory Descriptive or Causal
Validation Impossible to validate Possible to validate
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3. Qualitative research -
…is a widely used term for research that does not
subject research findings to quantification or
quantitative analysis (Proctor)
….helps the marketer to understand the richness,
depth and complexity of consumers (Malhotra and
Birks)
….is …. concerned with understanding rather than with
measurement (Hague and Jackson)
…is what may account for certain types of behaviour.
It seeks deeper understanding of factors which
influence people: it is impressionistic rather than
conclusive: it probes rather than counts. Intrinsically,
it is subjective’ (Chisnell).
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4. Qualitative research….
…is the collection, analysis and
interpretation of data that cannot
be meaningfully quantified, or
summarised in the form of
numbers
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5. It is not the case that qualitative
research is ‘good’ and quantitative
research ‘bad’
Right is what is appropriate for particular
research circumstances.
Quantitative research shows
conclusively that 100% of people will
die, - so what?
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6. Qualitative techniques attempt:
•to gain an understanding of the
existence of attitudes and
opinions.
•to assess their breadth and depth
Do not measure the “amount” of
emotion or opinion, but they may
give an indication of the
dominant feelings.
Discussion, observation and
projective methods used to elicit
responses
Leading questions are allowed
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7. There are problems with
measuring human nature.
Inaccurate readings may be due
to
•the instrument
•the situation
•the interviewer
•lack of knowledge or forgetting.
There are several names for
such problems:
•Mere Measurement Effect,
•Satisficing and Acquiescence
•Response Bias
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8. Mere measurement – the act of
measurement creates and alters views
Satisficing – giving a sufficient answer
when a better one might have been
available
Acquiescence Response Bias - a form
of sympathy where a respondent agrees
with a proposition rather than
disagreeing. A problem with children
and the elderly, who often agree before
considering a question fully.
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9. Response Quality &
Response Quantity are
affected by intrinsic and
extrinsic factors
Intrinsic = a part of the
project the researcher can
change e.g. sampling
Extrinsic = researcher cannot
change
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10. Qualitative data collection:
•Personal interviews
•Depth interviews
•Focus group discussions
•Projective technique
•Ethnography
•Observational techniques
•Telephone interviews
•Questionnaires
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11. Collection of qualitative data: by talking to
people!
The interview is a kind of conversation: a
conversation with a purpose. …the interview
appears to be a quite straightforward and non-
problematic way of finding things out. A
situation where one person talks and another
listens: what could be easier? We do it all the
time.
However
most of us have basic literacy skills to write a
book but few attain literary art. (Powney and
Watts )
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12. Interviews defined:-
‘A conversation initiated by the interviewer for the
specific purpose of obtaining research-relevant
information and focused by him/her on content
specified by research objectives of systematic
description, prediction or explanation (Cohen and
Manion)
..a conversation directed to a definite purpose
other than satisfaction in the conversation itself
(Chisnell)
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13. Types of personal interviews:
•Structured – an agreed series of questions asked in a
prescribed order. Interviewer led, with little variation
•Semi-structured - an agreed series of questions or topics
covered in whatever order the interviewer deems
appropriate. Informant led – interviewer guided.
•Unstructured (non-directive) - Only the most general idea
or outline will be prepared
•be totally informant led.
In nondirective interviews the respondent is given
maximum freedom to respond within the bounds of
topics of interest to the interviewer.
(Kumar, Aaker and Day)
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14. Types of personal interviews (One to
one):
In-depth interviews –, interviewers
probe each respondent in
considerable depth: one informant
will not influence
any other informant.
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15. Group interviews: group interviews,
or focus groups,
‘….the process of obtaining possible
ideas or solutions to a marketing
problem from a group of
respondents by discussing it. The
emphasis in this method is on the
results of group interaction when
focused on a series of topics a
discussion leader (or moderator, or
facilitator) introduces (Kumar, Aaker
and Day
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16. Group interviews provide:
•Rich data
•Versatility
•Ability to study special respondents
•Ability to explore ‘what if….’ questions
However, they:
•Cannot provide generalised findings
•Are open to misuse
•Are expensive
•Are time-consuming
•Are subjective in interpretations
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17. Focus groups Individual interviews
Group
interaction
Group interaction is present. This
may stimulate new thoughts from
respondents
There is no group interaction.
Therefore, stimulation for news ideas
comes from the interviews
Group/peer
pressure
Group pressure and stimulation –
peer pressure and role playing may
occur and be confusing to interpret
In the absence of group pressure, the
thinking of respondents is not challenged
and there is no peer pressure
Respondent
competition
Present – less time to get data from
each person
Non-competitive environment – ample
time to get detailed data
Influence Responses may be ‘contaminated’
by opinions of other group members
No potential for ‘contamination’
Subject
sensitivity
Informants may be reluctant to talk
openly
Informant more likely to open up to
researcher
Interviewer
fatigue
One interviewer can conduct
several groups sessions
Fatigue and boredom can set in over an
interviewing programme
Amount of
information
A large amount of data can be
collected quickly
A lot of information can be gathered, but
it can be a time-consuming process
Stimuli Limited amount of stimulus
materials can be used
A comparatively large amount of stimulus
material can be used
Interviewer
schedule
Difficult to arrange groups Less scheduling problems - the
interviewer fits in with informants
I
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18. All qualitative methods may
include projective techniques.
With these, an ambiguous
stimulus is presented to
respondents and, in reacting to
or describing the stimulus,
respondents will reveal their
own feelings
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19. Projective techniques can
include such approaches as:
•word association tests
•sentence and story
completion
•cartoon tests and bubble
drawing
•third person techniques
•analogies
•personification
•mapping
•role playing
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20. Ethnography - describes behaviour
in a natural setting
The researcher becomes part of the
community under study, the
ethnographer enters into the
respondent’s world.
Stages:
1. Decision on Location
2. Decision on Team Composition
3. Entry-point Analysis
4. Arrival and full immersion
5. Identification of Informants
6. Data Gathered and Reported
7. Departure from the field
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21. Awareness of body language also
helps qualitative inquiries.
The researcher must examine:
•Proxemics. The use of space,
the proximity
•Kinesics. Movement and body
posture
•Oculesics. Eye behaviour, gaze,
eye movements
•Vocalics. Tone, intonation &
other features of the voice
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22. 22
The topic guide:-
•Examine the research question
•List topics of interest
•Develop a list of relevant ides and create a list
of relevant vocabulary
•Decide on projective/elicitation techniques
•Lay out the guide
Essential for all qualitative research
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