Qualitative research- introduction

1. Marketing Research
Lecture-7 : Qualitative research-1
Faculty : Ravi Kumar Singh, International School of management Patna

2. Lecture-7 : Qualitative Research-1
● Topics to be covered :
● What is Qualitative research
● Classification of Qualitative Research techniques
● Rationale for using qualitative research
● Focus Group technique

3. Quantitative data collection methods
1. Surveys: List of closed or multiple choice questions that is distributed
to a sample (online, in person, or over the phone).
2. Experiments: Situation in which variables are controlled and
manipulated to establish cause-and-effect relationships.
3. Observations: Observing people in a natural environment where
variables can’t be controlled.
4. Content analysis: Systematically recording the presence of certain
words or themes in a set of texts to analyze communication patterns.

4. 1. Interviews: Asking open-ended questions verbally to respondents.
2. Focus groups: Discussion among a group of people about a topic to
gather opinions that can be used for further research.
3. Case studies: In-depth study about a person, group, event or organization.
4. Literature review: Survey of published works by other authors.
5. Projective techniques
6. Observation
Qualitative data collection methods

5. Rationale for using qualitative research
1 Preferences and/or experience of the researcher.
Some researchers are more oriented and temperamentally suited to do
this type of work.
2 Preferences and/or experience of the research user. Some decision-
makers are more oriented to receiving support in a qualitative manner.
3 Sensitive information.
Participants may be unwilling to answer or to give truthful answers to
certain questions that invade their privacy, embarrass them, or have a
negative impact on their ego or status.

6. 4 Subconscious feelings.
Participants may be unable to provide accurate answers to
questions that tap their subconscious.
The values, emotional drives and motivations residing at
the subconscious level are disguised from the outer world
by rationalisation and other ego defences.
For example, a person may have purchased an expensive
sports car to overcome feelings of inferiority. But if asked
‘Why did you purchase this sports car?’ that person may
say ‘I got a great deal’, ‘My old car was not working well’, or
‘I need to impress my customers and clients.’

7. Classification of Qualitative Research techniques
Direct approach
A type of qualitative research in which the
purposes of the project are disclosed to
the participant or are obvious given the
nature of the interview.
Indirect approach
A type of qualitative research in which
the purposes of the project are
disguised from the participants.

8. Focus Group Discussions
● A focus group is a discussion conducted by a trained
moderator in a non-structured and natural manner with a
small group of participants.
● Moderator : An individual who conducts a focus group interview,
by setting the purpose of the interview, questioning, probing and
handling the process of discussion.
● Objective : The main purpose of focus groups is to gain insights
by creating a forum where participants feel sufficiently relaxed to
reflect and to portray their feelings and behaviour, at their pace
and using their language and logic. It bridges social and cultural
differences between researchers and their target participants.

9. Characteristics of Focus Groups
Key benefit
Group members ‘feed’ off each other and creatively reveal ideas that
the researcher may not have thought of or dared to tackle.
Key drawback Group members may feel intimidated or shy and may not reveal anything
Group size 8-12
Group composition Homogeneous, participants pre-screened
Physical setting Relaxed, informal atmosphere
Stimulating
discussion
Use of storyboards, mood boards, products, brochures
Time duration 1 to 3 hours
Recording
Use of recording devices like audiocassettes, videotapes and notes from
observations
Moderator Observational, interpersonal and communication skills

10. Marketing Applications of Focus Groups
● Understanding consumers perceptions, preferences, and behaviour concerning
a product category, brand etc.
● Obtaining impressions of new product concepts
● Generating new ideas about existing products.
● Developing creative concepts and copy materials for advertisements.
● Securing price impressions
● Obtaining preliminary consumer reaction to specific marketing programme.