This document discusses various qualitative research methods for collecting primary data, including observation and in-depth interviews. It provides an overview of exploratory research using qualitative methods, and describes the major differences between qualitative and quantitative research. Specifically, it outlines a three-phase process for developing focus group interviews, including planning, conducting discussions, and analyzing and reporting results.

1. Exploratory Research Using
Qualitative and Observation
Methods
Edina Matta (122120040)
Hara Febriyanthi (122120060)
Made Satya Dharmika (122120081)
Nurita Rouly (122120099)
Stevanus Handoko (122120124)

2. Value of Exploratory Research
When important questions cannot be adequately addressed or resolved
with secondary information/data, company starts to collect primary data
through several research designs.

3. How to Collect Primary Data?
OBSERVATION –record
human behavior or market
phenomena.
QUESTIONING &
RECORDING – to
obtain a person’s
attitudes, feelings, and/or
behaviors.

4. Major Differences between Qualitative and
Quantitative Research
QUALITATIVE METHODS
QUANTITATIVE METHODS
Goals/Objectives
Discovery/identification of new ideas, thoughts,
feelings : preliminary understanding of relationship,
ideas, and objects
Validation of facts, estimates, relationship, and
predictions.  tests hypotheses
Type of Research
Exploratory
Descriptive, Causal
Type of Questions
Open-ended, unstructured, probing
Mostly structured, formal
Time of Execution
Relatively short time frame
Typically significantly longer time frame
Representativeness
Small samples, only the sampled individuals
Large samples, with proper sampling, can represent
population
Type of Analysis
Debriefing, subjective, content analysis, interpretive.
Difficult to summarize or quantify data.
Statistical, descriptive, and causal predictions.
Researcher Skills
Highly Trained. Skills : Interpersonal communications,
observations, interpretations of text or visual data
Skills : Statistical analysis and interpretation of
numbers
Generalizability
Limited generalization, no final course.
Generally very good, can infer facts and
relationships

5. Differrent Use of Qualitative & Quantitative
Research
QUALITATIVE RESEARCH
QUANTITATIVE RESEARCH
Identifying a bussines problem or opportunity situation
Validating/answering a problem and existing relationship
Obtaining preliminary insight into the motivation, emotional,
attitudinal, and personality factors that influence market place
behaviors
Obtaining detailed descriptions or insights into motivation,
emotional, attitudinal, and personality factors that influence
market place behaviors
Building theories & models to explain marketplace behaviors or
relationship between two or more marketing constructs.
Testing theories and modes to explain marketplace behaviors or
relationship between two or more marketing variables
Developing valid scales for investigating specific market factors,
consumer qualities and beahvioral outcomes
Assessing the reliability and validity of scales for investigating
market factors, consumer qualities and behavioral outcomes
Determining the preliminary effectiveness of marketing
strategies on actual marketplace behaviors
Assessing the effectiveness of marketing strategies on
marketplace behaviors
Developing new products & services or repositioning current
- Examining new product/service, repositioning current
- Segmenting and or comparing large or small differences, and
repositioning current.

6. Advantages and Disadvantages of Using
Qualitative Research Methods
Advantages
Disadvantages
Data quickly collected (except ethnography)
Lack of generalizability
The data is rich
Difficulty in estimating small-magnitude differences of
the phenomena being investigated
Accurate & valid in recording maketplace behaviors
Low reliability
Preliminary insights into building models investigators,
and scale measurements
Difficult to find well-trained interviewers & observers
Insight for highly trained researchers
Reliance on subjective interpretive of researchers

7. Some Techniques of Collecting Data
(Interview) in Qualitative Research
Primary Qualitative Method
Frequency of Use
Traditional Focus Groups (FGD)
51,8 %
Hybrids (2 or more methods)
14,3 %
In-Depth Interviews
7,8 %
Netnography
4,2 %
Ethnography
2,0 %
Chat-based online focus groups
1,2 %
Video-based online focus groups
1,0 %
Other
5,0 %
None
12,7 %
Source: Research Industry Trends, 2006 Report, Pioneer Marketing Research,
GreenBook, Rockhopper Research, and Dialtech – Marketing Research (McGraw
– Hill International Edition), page 158

8. Skills Required for Conducting In-Depth
Interviews
Interpersonal
Communication
Listening
Probing
Questioning
Interpretative
Approaches

9. Steps in Conduting an in Depth Interview
1.
2.
3.
4.
5.
6.
7.
8.
Understand initial decision question(s)/ problems
Create set of research questions
Decide on the best environment for conducting the interview
Select, screen and secure the prospective subjects
Great respondent, give interviewing guidelines, create a confort zone
Conduct the in depth interview
Analyze respondents narrative responses
Write summary report of the result
•
Untuk menyediakan data untuk mendefinisikan masalah pemasaran
•
Untuk mengidentifikasi kebutuhan informasi yang tersembunyi spesifik
•
Untuk menyediakan data untuk pemahaman yang lebih baik dari hasil studi
kuantitatif
•
Untuk
mengungkapkan
kebutuhan
konsumen
yang
tersembunyi, keinginan, sikap, perasaan, perilaku, persepsi dan motif mengenai
layanan, produk atau pratices

10. Focus Group Interviews
• Formalized process that brings together a small group
•
•
•
•
of people for an interactive and spontaneous
discussion of a particular topic.
Consists of 10 to 12 participants in a groupsetting.
Trained moderator leads discussion
Overall goal  Topic interest
Sessions are recorded

11. Video : http://www.youtube.com/watch?v=POF3m6ZNoiY

12. Primary Focus Group Objectives
1. To provide data for defining marketing problems
2. To identify specific hidden information requirements
3. To provide data for better understanding results from
quantitative studies
4. To reveal consumers hidden needs, wants, attitudes, feelings,
behaviors, perceptions and motives regarding services,
products or pratices
5. To generate new ideas about products, services or delivery
methods
6. To discover new constructs and measurement methods
7. To help explain changing consumer preferences

13. Three-Phase Process for Developing
a Focus Group Interview
Phase 1: Planning the Focus Group Study
Three
Phase
Process
Phase 2: Conducting the Focus Group Discussions
Phase 3: Analyzing and Reporting the Result

14. Phase 1: Planning the Focus Group Study
Planning the focus group study:
- Researchers must have an understanding of the purpose of the
study, a precise definition of the problem and specific data
requirements
- Key decisions focus on who the appropriate participants would
be
- How to select and recruit respondents
- What size the focus group
- Where to have the sessions

15. Guidelines for the Selection of Focus Group
participans
•
•
•
•
•
•
Specify exact selection criteria
Maintain control of the selection
Beware of pontential selection bias
Incorporate randamization
Check respondents knowledge
No selection process is perfect

16. Phase 2: Conducting the Focus Group Discussions
1. The Focus Group Moderator
The moderator is responsible for creating positive group dynamics and a comfort zone
2. Preparing a Moderator`s Guide
A moderator`s Guide is a detailed outline of the topics and questions used to generate the spontaneous interactive
dialogue among the participants.
Include : - Opening Questions
- Introductory Questions
- Transition Questions
- Substantive Questions
- Ending Questions
3. Beginning the Focus Group Session
- The purpose of these pre-session is to create a friendly, warm, and comfortable environment.
- Introductions & Opening Questions
4. Main Session
- This session should move toward the study`s critical questions
- Transition Questions & Substantive Questions
5. Closing the Session
- Closing Questions

17. Phase 3: Analyzing and Reporting the Results
1. Debriefing
Debriefing = Evaluation
2. Content Analysis
Content Analysis = A systematic procedure of taking individual responses and grouping them into larger theme
categories or patterns
3. Reporting Focus Group Results
Reporting must offer a logical sequence of findings, insights, and recommendations.
INTERPRETIVE FACTORS
Interpretive
Factors in
Analysing
Focus Group
Data
NOTE
Consider the word
Words & Phrases
Consider the context
Tone, Intensity (voice inflection) and nonverbal
communication (Body Language)
Consider the frequency of comments
Extensiveness and frequency of comments
Consider the intensity of comments
Passion and deep feeling
Consider the specificity of responses
Experience
Consider the big picture
Construct an aggregate theme

18. Advantages and Disadvantages of Focus
Group Interviews
ADVANTAGES
DISADVANTAGES
Stimulate new ideas, thoughts, and
feelings about a topic
Inability to generalize results
Foster understanding of why people act or
how they behave in certain market
situations
Data reliability
Allow client participation
Subjectivity of interpretations
Elicit wide ranging participant responses
High Cost
Can bring together hard-to-reach subject
groups (special market segments)

19. Other Qualitative Research Methods
Case Studies
Experience Interviews
Protocol Interviews
Articulative Interviews
Etnography
Netnography
Projective Interviewing Methods
Word Association Tests
Sentence Completion Tests
Picture Tests
Thematic Apperception Test (TAT)
Cartoon or Balloon Test
Role – Playing Interview
Zaltman Metaphir, Elicitation Technique (ZMET)

20. Overview of Observation Methods
The tools researchers use to collect primary data
about human behavior and marketing
phenomena.
Researchers must rely on their observation skills rather than
using respondents’ reports of their behavior.
Watch and record what people (or object) do rather than relying
on them to report their behaviors.

21. Video : http://www.youtube.com/watch?v=xSsszDVuGcs

22. Appropriate Conditions for Using
Observation Techniques
Information Condition
Type – of – Data Condition
Time – Frame Condition
Setting

23. Unique Characteristic of Observation
Techniques
Characteristic
Description
Directness
The degree to which the researcher or trained observer actually
observes the behavior/ event as it occurs. Observation can be either
direct or indirect.
Awareness
The degree to which individuals consciously know their behavior is
being observed and recorded. Observation can be either disguised or
undisguised.
Structure
The degree to which the bahiour, activities, or events to be observed
are known to the researcher before doing the observations.
Observation can be eithr structured or unstructured.
Observing mechanism
How the behavior, activities, or events are observed and recorded.
Alternatives include trained human observers and mechanical or
electronic devices.

24. Type of Observing Mechanism

25. Benefits and Limitations of Observation
Methods
Benefits of Observation
Limitations of Observation
Accuracy of actual behavior
Difficult to generalize findings
Reduces biases found in other data
Cannot explain behaviors, events, collection
methods, or activities unless combined with other
methods
Provides detailed behavioral data
Problems in setting up and recording behavior(s),
events, and/ or activities

26. Url Video : http://www.youtube.com/watch?v=VdlaQTS76VU

27. Thank You