BA 396 Exam 2 Review Chapter 8 Exploratory Research Design Qualitative Research p 287 1 Compare and contrast qualitative and quantitative research Qualitative provides insights and understanding of the problem setting objective to gain a qualitative understanding of the underlying reasons and Quantitative seeks to quantify the data and typically applies some form of statistical analysis objective to quantify the data and generalize the results from the sample to motivations small number of nonrepresentative cases data collection is unstructured data analysis is nonstatistical outcome develops an initial understanding the population of interest large number of representative cases data collection is structured data analysis is statistical outcome recommend a final course of action It is a sound principle of marketing research to view qualitative and quantitative research as complementary rather than in competition with each other Both forms of primary data 2 What are focus groups of participants Setting Focus group an interview conducted by a trained moderator in a non structured and natural manner with a small group of respondents main purpose to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher group size 8 to 12 people group composition homogenous respondents are prescreened physical setting relaxed informal atmosphere time duration 1 to 3 hours recording use of audio cassettes and videotapes moderator observational interpersonal and communication skills of the moderator 3 How are focus groups conducted By a trained moderator among a small group of respondents in an unstructured and natural manner 4 Characteristics and roles of focus group moderators During the interview the moderator must establish rapport with the group state the rules of group interaction set objectives probe the respondents and provoke intense discussion in the relevant areas attempt to summarize the group s response to determine the extent of agreement Kindness with firmness disciplined detachment with understanding empathy Permissiveness must be permissive yet alert to signs that the group s cordiality or Characteristics purpose is disintegrating Involvement must encourage and stimulate intense personal involvement Incomplete understanding must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding Encouragement must encourage unresponsive members to participate Flexibility must be able to improvise and alter the planned outline and disregard Sensitivity must be sensitive enough to guide the group discussion at an intellectual distractions as well as emotional level 5 What the steps in planning focus groups 1 Determine the objectives of the marketing research project and define the problem 2 Specify the objectives of qualitative research 3 State the objectives questions to be answered by focus groups 4 Write a screening questionnaire 5 Develop a moderator s outline 6 Conduct the focus group interviews 7 Review tapes and analyze the data 8 Summarize the findings and plan follow up research or action 6 What are the different types or variations of focus groups Two way focus groups one target group listens and learns from a related group Dual moderator group most common conducted by two moderators one responsible for smooth flow of the session and the other ensures that specific issues are discussed Dueling moderator two moderators who deliberately take opposite positions on the issue to be discussed creates conflict disagreement leading to discussion Respondent moderator moderator asks selected participants to play the role of moderator temporarily to improve group dynamics Client participant groups client personnel are identified and made part of the discussion group not a good idea unless it s a technical product needing clarification Mini groups consist of a moderator and only 4 or 5 respondents Telesession groups sessions by phone using a conference call Online focus group online chat room format 7 Advantages and disadvantages of focus groups Disadvantages 5 M s 1 Misuse 2 Misjudge 3 Moderation 4 Messy 5 Misrepresentation Advantages 10 S s 1 Synergism 2 Snowballing 3 Stimulation 4 Security 5 Spontaneity 6 Serendipity 7 Specialization 8 Scientific scrutiny 9 Structure 10 Speed 8 What are depth interviews unstructured direct way of obtaining information one on one basis personal interview 30 mins to one hour interviewer attempts to follow a rough outline but the specific wording of the questions and the order is influenced by the subject s replies probing is important in obtaining meaningful responses and uncovering hidden issues 9 What are different question techniques Explain each Laddering the line of questioning proceeds from product characteristics to user characteristics find out consumer s deep underlying psychological and emotional reasons that affect their purchasing decisions create their mental map why questions Hidden Issue Questioning the focus is not on socially shared values but rather on personal sore spots not on general lifestyles but on deeply felt personal concerns Symbolic Analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites to learn what something is the researcher attempts to learn what it is not ex what would it be like if you could no longer use airplanes without planes I would have to rely on email letters and telephone calls so they used an effective ad communicating that the airline will do the same thing that FedEx does for a package 10 How can an interviewer probe Ask respondents to ask themselves what is important to me what problems do I have How do I wish I could live What is my ideal world Probing is effecting in uncovering underlying or hidden information Probing is an integral part of depth interviews and is used in all depth interviewing techniques 11 Compare and contrast focus groups with depth interviews 12 What are projective techniques Purpose Techniques Examples and explanation of each technique 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 respondents are asked to interpret the behaviors of other rather than describe their own behavior in interpreting the behavior of others respondents indirectly project their