C5-Qualitative Research Techniques

Chapter 5
Qualitative Research
Techniques
CONTENTS
• 5.1. Quantitative, qualitative, and mixed methods research
• 5.2. Observation techniques
• 5.3. Focus Group
• 5.4. Ethnographic research
• 5.5. Marketing research online communities
• 5.6. Other qualitative research techniques
• 5.7. The analysis of qualitative data
• References:
Chapter 6 - Alvin C. Burns & Ann Veeck, Marketing research, 2020, Pearson Education. Inc.
5.1. Quantitative, qualitative, and mixed methods research
• Quantitative research is • Qualitative research involves

defined as research involving
the administration of a set
collecting, analyzing, and
of structured questions with interpreting data by observing
predetermined response what people do and say.
options to a large number of
respondents.
• “Mixed methods means the • Mixed methods research is

combination of different defined as the integration of
qualitative and quantitative
methods of data collection and qualitative and quantitative
data analysis in one empirical research methods, with the
research project”. (Udo Kelle aim of gaining the advantages
quoted in: Kuckartz 2014b, 31)
of both.
5.1. Quantitative, qualitative, and mixed methods
research
• Mixed methods research is
defined as the integration of
qualitative and quantitative
research methods, with the
aim of gaining the advantages
of both.
• Quantitative Before • Quantitative and Qualitative

Qualitative. Concurrently.
In others cases, a qualitative phase In recent years, qualitative and
is applied after a quantitative research have begun to be
conducted concurrently in order to
quantitative study to help the
provide complementary results.
researcher understand the findings Researchers have found that each type of
in the quantitative phase. research can provide different insights to
a phenomenon, with the integration of
quantitative and qualitative data yielding
a richer understanding.
5.2. Observation techniques
• Observation methods
are techniques in which
phenomena of interest
involving people, objects,
and/or activities are
systematically observed and
documented.
5.2. Observation techniques
• TYPES OF OBSERVATION
Direct versus Structured Versus In Situ Versus

Covert Versus Overt
indirect Unstructured Invented
• Observing • With covert • In structured • With in situ

behavior as observation, the observation, observation,
it occurs is called subject is the researcher the researcher
direct unaware that he identifies observes the
observation. or beforehand which behavior exactly
she is being behaviors as it happens
observed. are to be in a natural
observed and environment.
recorded.
• Observation guide
• printed form with space to record
• Recording sheet or checklist
• Yes/no options; tallies, rating scales
• Field notes
• least structured, recorded in
narrative, descriptive style
10
• Have more than one observer, if feasible
• Train observers so they observe the same things
• Pilot test the observation data collection instrument
• For less structured approach, have a few key questions in mind
11
Advantages and Challenges: Observation
Advantages Collects data on actual vs. self-
reported behavior or perceptions. It is
real-time vs. retrospective
Challenges Observer bias, potentially unreliable;

interpretation and coding challenges;
sampling can be a problem; can be
labor intensive; low response rates
12
5.3. Focus Group
• Focus groups are small
groups of people brought
together and guided through
an unstructured, spontaneous
discussion for the purpose of
gaining information relevant
to the research problem.
•
ONLINE FOCUS GROUPS
• (1) no physical setup is necessary;
• (2) transcripts are captured in real
time. • Respondents to an online
(3) participants can be in widely focus group communicate via
separated geographic the Internet, and clients may
locations. observe the virtual chat
• (4) participants are comfortable in
their own home or office
environments.
• (5) the moderator can exchange
private messages with individual
participants.
OPERATIONAL ASPECTS OF TRADITIONAL FOCUS GROUPS
• The optimal size of a focus

group is 6 to 12 people.
• Selection of focus group
members is determined by
the purpose of the focus
group.
Focus Group Process
Phase Action
1 Opening Ice-breaker; explain purpose; ground rules;

introductions
2 Warm- Relate experience; stimulate group interaction;
up start with least threatening and simplest questions
3 Main Move to more threatening or sensitive and
body complex questions; elicit deep responses; connect
emergent data to complex, broad participation
4 Closure End with closure-type questions; summarize and
refine; present theories, etc; invite final comments
or insights; thank participants
IPDET © 2009 16
Advantages and Challenges of Focus Groups
Advantages Can be conducted relatively quickly and

easily; may take less staff time than in-depth,
in-person interviews; allow flexibility to make
changes in process and questions; can
explore different perspectives; can be fun
Challenges Analysis is time consuming; participants not

be representative of population, possibly
biasing the data; group may be influenced by
moderator or dominant group members
IPDET © 2009 17
5.4. Ethnographic research
Ethnographic research What is Ethnographic approach to culture?
is a term borrowed from
anthropology that describe
a detailed, descriptive study
of a group and its behavior,
characteristics, and culture.
5.5. Marketing research online communities
Marketing research online

communities (MROCs) are
groups of people that are
brought together online to
interact, provide ideas and
opinions, and complete tasks
5.6. Other qualitative research techniques

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Chapter 5

• Quantitative research is • Qualitative research involves

• “Mixed methods means the • Mixed methods research is

• Quantitative Before • Quantitative and Qualitative

Direct versus Structured Versus In Situ Versus

• Observing • With covert • In structured • With in situ

Challenges Observer bias, potentially unreliable;

• The optimal size of a focus

1 Opening Ice-breaker; explain purpose; ground rules;

Advantages Can be conducted relatively quickly and

Challenges Analysis is time consuming; participants not

Marketing research online

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