ADV 281 Research Methods Test 3 Chapter 5 9 Lecture Slides 3 4 14 Qualitative advertising research Definition o Quantitative advertising research entails the intensive interviewing of a small number of individuals to acquire detailed in depth insights into their attitudes beliefs motivations and lifestyles o Qualitative research seeks to provide a better understand of why people act as they do rather than numeric descriptions of what people do and think Goal Uses o To move beyond information obtained through direct structured open ended questions o To obtain information in areas where little is currently known o To hear consumers express ideas in their own words o To compliment quantitative research Pros Cons o Quicker o Less costly o More flexible o Allows limited generalization o Does not permit numeric descriptions o Interpretation is more subjective Thinking too much Wilson Schooler 1991 Ps instructed taste strawberry jams and evaluate them Five jams had been rated by Consumer Reports expert tasters ranked 1 11 24 32 44 by experts Half randomly assigned to analyze why you feel the way you do about each half just ate the jams after tasting No reasons correlate with experts 0 55 Reasons correlate with experts 0 11 Thinking or analyzing reasons might change people s minds about how they felt Certain aspects of the jams were not central to their initial evaluations were weighted more heavily e g their chunkiness or tartness Unconscious influences on behavior Bargh Chen Burrows 1996 Participants engaged in sentence unscrambling task three different conditions Conditions o Aggressively bold rude bother disturb e g they her bother see usually o Respect honor considerate appreciate e g they her respect see usually o Exercising flawlessly occasionally rapidly gleefully e g they her Priming refers to the incidental activation of knowledge structures such as trait concepts and stereotypes by current situational context Participants whose concept of rudeness was primed interrupted the experimenter more quickly and frequently than did participants primed with polite related stimuli In many cases one s own thought and behavior are not under one s own intentional control Bottom line of these studies People are not always able to accurately report their cognitive processes o How did you come to that decision o Why do you believe this o Why do you prefer brand x Asking them to do so is likely to provide answers that sounds reasonable but are probably Keep in mind when conducting qualitative research e g interviews inaccurate Personal interview 30 to 60 minutes Free flowing yet structured conversation Interviewer flexibility to o Pursue topics in different ways with different respondents o Create new questions o Probe interesting or unexpected responses Appropriate for situations in which extensive detailed probing is required Eliminates potential for group pressure to alter or discourage honesty in answer Focus group interview 90 120 minutes Used for FGs are larger 8 12 vs 3 6 o New product idea generation o Product positioning o Product perceptions o Creative explorations o In depth exploration of consumer attitudes beliefs and behaviors 3 6 14 Personal Interview Conducted on a single respondent Used when Small sample N 5 15 o Extensive information is needed o Topic is confidential emotional embarrassing o Presence of others will discourage honesty Preparing for the Individual Interview Problem statement o Define informational needs o What do I want to learn Determine questioning techniques o What techniques are most likely to elicit information that addresses the client s needs Create interview guide Questioning Techniques Direct and factual Structural Grand tour Idealization Contrast Hypothetical interaction Third person Questioning techniques Direct and Factual Explicit requests for specific information o Provide background information o Lay the foundation for more extensive discussion Examples o How many hours per week do you spend watching football o When did you switch to your current brand of shampoo Questioning techniques Structural Questions Understanding how someone had organized their beliefs about a particular area Examples o What terms do you use when describing your car to your friends o What different reasons would you give for trying a new energy drink Questioning techniques Grand Tour Questions Recreate the steps that took place at a particular time Move beyond direct factual structural questions Demonstrate interest in the respondent Allow respondent to describe expertise and experience Examples o Describe the events that led up to the last time you purchased a car o Tell me how you felt during the last time you tried on a new pair of jeans Questioning techniques Idealization questions Ask respondents to speculate or describe the ideal product or type of advertising Allows the researcher to draw links between a specific product and the ideal Examples o How would you describe the ideal digital music player o Here are some possible features of the ideal digital music player High memory Lightweight compact Easy to navigate o How do these features compare with those that you would find in your ideal player Questioning techniques Contrast questions Help uncover attitudes and perceptions by contrasting one item to another Allows respondents to describe the opposite item Examples o How would you describe the difference between Windows and Macintosh operating systems o Describe the opposite of Guess Jeans Questioning techniques Hypothetical Interaction o Draws on respondent s imagination o Elicits underlying beliefs and attitudes Example Presents a situation and asks the respondent how s he would respond o Imagine that Steve Jobs shows up at your door to learn about ways in which you interact with your iPhone What do you think What would you tell him Questioning techniques Third person Questions Presents respondent with a non threatening challenge from an anonymous group o It lets respondents evaluate a different viewpoint Examples o You said previously that price is the most important factor in choosing and energy drink Other expel that I ve talked to have said the same thing Some people however said that they don t care how much the drink Questioning techniques summarized Specification explicit request for rational or emotional info Structural to identify range of feelings knowledge Grand tour reconstruct a routine procedure activity or event that took place at a particular