QUALITATIVE RESEARCH

Dr. Shuddhasattwa Rafiq

Qualitative Research: Defined

Qualitative Research include an array of interpretive techniques which seek to describe, decode, translate, and otherwise come to terms with the meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world. Qualitative research are used at:
Data Collection Stage: focus groups, individual depth interviews (IDI), case studies, ethnography, grounded theory, action research, and observation. Data Analysis Stage: content analysis of written and recorded materials drawn from personal expressions by participants, behavioral observations, and debriefing of observations, as well as the study of artifacts and trace evidence from the physical environment.

SOURCES OF QUALITATIVE RESEARCH

People (individuals or groups)

Organizations or institutions
Texts (published including virtual ones) Settings and environments (visual/sensory and virtual material) Objects, artifacts, media products (textual/visual/sensory and virtual material)

Events and happenings (textual/visual/sensory and virtual material)

Areas of Appropriate Uses of Qualitative Research

Market Segmentation Advertising concept development New product development Sales analysis Productivity enhancement Package Design Brand Image Benefits Management Retail Design Process Understanding

Qualitative Vs. Quantitative Research

Qualitative Focus of Research Understand and interpret Quantitative Describe, explain, and predict

Researcher Involvement
Research Purpose Sample Design Research Design

High-researcher is participant or catalyst

In-depth understanding: theory building Small May evolve or adjust during the course of the project Often uses multiple methods simultaneously or sequentially Consistency is not expected Involves longitudinal approach

Limited, controlled to prevent bias

Describe or predict: build and test theory Large Determined before commencing the project Uses single method or mixed methods Consistency is critical Involves either a crosssectional or a longitudinal approach
Cont.

Qualitative Vs. Quantitative Research

Qualitative Participant Preparation Data Type and Presentation Data Analysis Pretasking is common Verbal or pictorial description Reduced to verbal codes (sometimes with computer assistance) Human analysis following computer or human coding; primarily nonquantitative Forces researcher to see the contextual framework of the phenomenon being measured- distinction between facts and judgments less clear Always ongoing during the project Deeper level of understanding is the norm; determined by type and quality of freeresponse questions Researcher participation in data collection allows insights to form and be tested during the process Quantitative No preparation desired to avoid biasing the participant Verbal Descriptions Reduced to numerical codes for computerized analysis Computerized analysis- statistical and mathematical methods dominate Analysis may be ongoing during the project Maintains clear distinction between facts and judgments

Insights and Moaning

Limited by the opportunity to probe respondents and the quality of the original data collection instrument Insights follow data collection and data entry, with limited ability to reinterview respondents

Cont.

Qualitative Vs. Quantitative Research

Qualitative Research Sponsor Involvement Feedback Turnaround May paticipate by observing research in real time or via taped interviews Smaller sample size make data collection faster for shorter possible turnaround Insights are developed as the researcher progresses, shortening data analysis More absolute given use of restricted access facilities and smaller sample sizes Quantitative Rarely has either direct or indirect contact with participant Larger sample sizes lengthen data collection; Internet methodologies are shortening turnaround but incorporate for many studies Insight development follow data collection and data entry; lengthening research process; interviewing software permits some tallying of responses as data collection progresses Act of research in progress is often known by competitors; insights may be gleaned by competitors for some visible, field-based studies

Data Security

The Qualitative Research Process

Clarifying the Research Question Discover Management Dilemma Define Management Question(s) Define Research Question(s) Refine Research Question(s) Exploration Legend Research Planning Data gathering Analysis, Interpretation Reporting Research Proposal

Exploration

Cont.

The Research Process

Research Design Strategy (type, process, time frame, scope, environment)
Data Collection Design

Cont.

Sampling Size & Recruiting Plan

Discussion Guide Development & Prestesting

Legend
Research Planning Data gathering Analysis, Interpretation Reporting

Data Collection and Preparation

Pretasking
Debriefing of Moderators, Observers & Participants Insight Development & Interpretation of Data

Research Reporting

Management Decision

Formulating Qualitative Research Question

1 Discover Management Dilemma Sales in many of our established product categories are flat. We need to increase revenues.

1a. Exploration
Literature Search for Expert Interviews What new product categories show evidence of long-term strength? Which product categories match our expertise? In which categories do our current competitors lack competency?

2 2a. Qualitative Research

Define Management Question

What new product categories pose the best opportunities for sales? To what degree are we positioned in the minds of our customers to take advantage of these opportunities.

Convergent Interviewing Industry analysts Futurists Engineers Focus Groups with Current Customers Using Competent sort Imaginary universe

Cont.

Formulating Research Question

3 Define Research Question(s) Does product A or B have the most potential for success? How should each of these be positioned in the marketplace for best performance?

cont.

SAMPLING IN QUALITATIVE RESEARCH

Qualitative research involves nonprobability sampling like: Purposive Sampling Snowball sampling Convenience sampling

INTERVIEWS
Types of interviews: Unstructured interview Semistructured interview Structured interview
Differences between unstructured and semi-structured interviews from structured interviews are: Rely on developing dialog between interviewer and participant. Require more interviewer creativity. Use the skill of the interviewer to extract more and a greater variety of data. Use interviewer experience and skill to achieve greater clarity and elaboration of answers.

Individual Indepth Interview Vs. Group Interview

Individual Interview
Research Interview Explore life of individual in depth Create case histories through repeated interviews over time Test a survey

Group Interview
Orient the researcher to a field of inquiry and the language of the field Explore a range of attitudes, opinions, and behaviors Observe a process of consensus and disagreement Add contextual detail to quantitative findings Issues of public interest or common concern Issues where little is known or of a hypothetical nature Participants whose backgrounds are similar or not so dissimilar as to generate conflict or discomfort Participants who can articulate their ideas Participants who offer a range of positions on issues

Topic Concerns Details individual experiences, choices, biographies Sensitive issues that might provoke anxiety Participants Time-pressed participants or those difficult to recruit (e.g., elite or high-status participants) Participants with sufficient language skills (e.g., those older than seven) Participants whose distinction would inhibit participation

PROJECTIVE TECHNIQUES
Word or picture association Sentence completion Cartoons or empty balloons Thematic apperception technique Component sorts Sensory sorts Laddering or benefit chain Imagination exercises Imaginary universe Visitor from another planet Personification Authority figure Ambiguities and paradoxes Semantic mapping Brand mapping

THE INTERVIEW QUESTION HIERARCHY

Broad Issue
What do participants consider entertaining ?

Narrow to one topic

What type of movie do participants consider most entertaining?

Narrow the topic

What do participants find most entertaining about action movies??

Narrow to the clients specific interest

Within action movies, how do the computerenhanced or computer-generated action sequences contribute to the movies entertainment experience?

INTERVIEWER QUALIFICATIONS
In general, the interviewer is a consultant with wide-ranging responsibilities: Recommends the topics and questions. Controls the interview, but also plans-and the locations and facilities for the study. Proposes the criteria for drawing the sample participants. Writes the recruitment screener and may recruit participants. Develops the various pretasking exercises. Prepare any research tools (e.g., picture sorts or written exercises) to be used during interview. Helps analyze the data and draw insights. Writes or directs the writing of the client report, including extracting video clips for the oral report.

INDIVIDUAL DEPTH INTERVIEWS

An individual depth interview (IDI) is an interaction between an individual interviewer and single participant. The types of research using IDIs are: Oral history (narrative) Cultural interviews Life Histories Critical incident technique Convergent interviewing Sequential interviewing Ethnography Grounded theory

GROUP INTERVIEWS
A group interview is a data collection method using interviewer with more than one research participant. Group interviews vary widely in size: Dyads- 2 people Triads- 3 people Mini-groups- 2 to 6 people Small groups- 6 to 10 people Supergroups- up to 20 people In terms of composition, groups can be: Homogeneous Heterogeneous

Factors Influencing Participant Contributions in Group Interviews

Positive/Facilitators: Recognition/ego enhancement Personal contribution Validation Catharsis/load-sharing Personal growth Socialization Expectations Extrinsic rewards Negative/Inhibitors: Use of abstract terminology Ego threats Political correctness Memory decay Embellishment Inarticulation/rambling accounts Confusion Reticence Time Dominating/monopolizing

FOCUS GROUPS
The focus group is a panel of people (typically made up of 6 to 10 participants), led by a trained moderator, who met for 90 minutes to 2 hours. The facilitator or moderator uses group dynamics principles to focus or guide the group in an exchange of ideas, feelings, and experiences on a specific topic. Focus groups are valuable in following scenarios: Obtaining general background a topic or issue. Generating research questions to be explored via quantitative methodologies. Interpreting previously obtained quantitative research. Stimulating new ideas for products and programs. Highlighting areas of opportunity for specific managers to peruse. Diagnosing problems that managers need to address. Generating impressions and perceptions of brands and product ideas. Generating a level of understanding about influences in the participants world.

OTHER VENUES OF FGDs

Telephone Focus Groups Online Focus Groups Videoconferencing Focus Groups

COMBINING QUALITATIVE METHODOLOGIES

Case Study: The case study, also referred to as the case history, is a powerful research methodology that combines individual and (sometimes) group interviews with record analysis and observations.

Action Research: It is designed to address complex practical problems about which little is known- thus no known heuristics exit. So the scenario is studied; a corrective action is determined, planned, and implemented; the results of the action are observed and recorded; and the action is assessed as effective or not.

MERGING QUALITATIVE AND QUANTITATIVE METHODOLOGIES

Triangulation is the term used to describe the combining of several qualitative methods or combining qualitative with quantitative methods. Four strategies for combining methodologies are common in marketing research. 1. 2. 3. 4. Qualitative and quantitative studies can be conducted simultaneously. A qualitative study can be ongoing while multiple waves of quantitative studies are done, measuring changes in behavior and attitudes over time. A qualitative study can precede a quantitative study, and a second qualitative study then might follow the quantitative study, seeking more clarification. A quantitative study can precede a qualitative study.

Thanks for Now!