Week 5 - Lecture 1 of 1 PDF

BM4903 Week 5 - Lecture 1of 1 Learning Outcomes: Lecture 5 Examine the focus group We will recount the concept of research methodology, FGDG qualitative research preparation to analysis & reporting Examine...

BM4903 Week 5 - Lecture 1of 1 Learning Outcomes: Lecture 5 Examine the focus group We will recount the concept of research methodology, FGDG qualitative research preparation to analysis & reporting Examine field observations & Explore Ethnographic research the in-depth interview method  Purpose : Exploratory – understanding the Why and How, discovering insights and developing ideas Focus: In-depth meaning, deeper explorations Subjective and uses flexible questioning Options: Focus groups Field observations In-depth interviews Action Research Case studies Qualitative Ethnography Grounded Theory Research Semiotics Hermeneutics (study of text data) Output = insights and/or ideas  Actionable Insight Quantitative & Qualitative Research… …can combine …can compliment Combining (Where relevant) when combined qualitative and quantitative research may offer new perspectives/ opportunities Complimenting Qualitative and quantitative research have differences that may compliment to provide a better overall picture. Qualitative is often used as preliminary steps (pilot study) to determine the parameters for a Quantitative survey. Or additional study of a Quantitative research survey to find out more in-depth explanation of certain issues of interest  Understanding Consumers Motivation What they say Views, suggestions, opinions, feedback What they do behaviour, actions, choices Intentions Personality/ Lifestyle What they think (but don’t say) motives, thoughts What they feel (but don’t say) fears, aspirations, BEHAVIOR frustrations, emotions Awareness/ Knowledge Attitudes Socioeconomic Demographic Attitudes Usage Emotional Preference/ Beliefs Feelings Disposition Underlying Cultural Strengths, To sample, buy Likes or To consider/ Values or social contexts economy, dislikes form a or use/subscribe Objects/Artifacts usefulness preference Social Interaction/ Consumer Usage & Attitudes (U&A) Construction Demographics Qualitative Research Methodologies Focus Groups Field Observation In-Depth Interviews Ethnography Action Research Case studies Grounded Theory Semiotics Hermeneutics (study of text data)  Generates new product or service ideas Reveals consumer Facilitate needs, understanding of motivations, quantitative perceptions and attitudes Focus Groups Generates future Understand research consumer explorations/ vocabulary objectives Understand consumer comprehension of marketing activities/brand campaigns  When Not to conduct Focus Using Focus Groups for Qualitative Research Groups: – When detailed histories or accounts are required Advantages Disadvantages – Practical difficulties and confidentiality May be used in pilot studies to further explore ideas Importance of experienced and skilled – When taboo subjects are moderators discussed (intimate, social norms, complex soxial or Actual groups can be conducted quickly after Not possible to gather quantitative data political issues) recruitment – When people have different levels of Cost of focus group could be lower than In- Cheaper to conduct online with multi- knowledge or understanding depths/Ethnographics. Online FGDs are cost- geo ability but harder to ensure quality – When observation in situ is effective. needed Flexibility in question design and follow-up Presence of self-appointed leader who Cautions : monopolizes the conversation or – It is easy for managers to attempts to impose his/her opinion on see what they expect to participants see in focus group results Online Focus Groups ~ chat rooms do – Focus groups are one form Responses from focus group are more complete of qualitative research – it and less inhibited not have face-to-face or peer should not be expected to interactions deliver final results or One respondent’s remarks tend to stimulate others Online focus groups do not offer control answers to decision over environment/attention problems to pursue lines of thinking that might not have been elicited in a situation involving just one individual – Yet many managers seem to use them for that purpose Ability to have extended focus groups (before or Computer literacy may be a barrier afterwards)  The Focus Group Process in Qualitative Research Size usually 5 to 8 participants (per group) who are carefully chosen based on their Venue: ideally relaxed, profile, product category criteria/behaviour informal, good for relaxed sharing of 1-3 hours Pre-screening ensures productive process and insights quality Recruit and Design the Focus Prepare the Conduct the Prepare the Select Focus Select a Group Content, Discussion Group Focus Group Group Moderator Environment Guide Interviews Reports Participants Venue: may have one-way mirror facilities that could be used by the client Facilities may include recording, simultaneous translation, transcription Focus Group Settings A typical focus group facility  Moderator the individual who meets with focus group participants and guides the session Focus Group Settings  Focus Group Discussion Guide A focus group discussion guide (sometimes called a DG or topic guide) is a questionnaire for focus groups Clarify your aims and objectives Aims and objectives of your research are most important Detail out as much as possible after thinking through the reasons why the research is being done, what the results are expected to answer Good hypotheses help the exploratory process. Number of questions & time Avoid loading the DG with too many questions A focus group typically lasts for 90 or 120 minutes. The split between moderator talking/explaining/questioning and respondents answering tends to be equal. it is very important to plan the discussion guide carefully so that no time is wasted and all respondents get a chance to express themselves. Interviewer instructions Discussion guides may include interviewer/moderator instructions which guide an interviewer how to follow up the pre-prepared discussion guide questions.  Focus Group Discussion Guide Introduction & Warm up section FGDG example flow/questions: The first few minutes should be devoted to making the participants relaxed in the group "How do you keep healthy?" is setting the opening question in the Cover house-keeping rules and due diligence about recording/scribing. discussion guide. Get them to start thinking about the subject generally. The Moderator may ask this The first few questions are very broad and designed more to get participants relaxed and talking than finding out anything useful. question (verbatim) to the group, without giving any Main section examples or clues. The main section gets into the main topic starting with exploratory questions That's because it could be Try to ask initial questions so they are not "leading". interesting to hear how different Ideally you want to see if participants mention the topic themselves, without being participants think of "health". prompted. Now if the research is for a You might have to eventually ask specific questions if the group doesn’t mention the topic/key point soon enough. health food brand, the follow up question may be about “the role Using Techniques: of diet or hydration in keeping Depending on the topic and respondent profile, interactive techniques may be used healthy” Closing section This reference to diet or Spend the last few minutes of the focus group rounding up an understanding of all hydration is what would go in participants' answers and giving them time to respond and to add any final comments. the interviewer instructions. Discussion guides need to consider a suitable length of the focus group, avoid too many questions and ensure enough time for the rounding up process.  Give a voice to the interviewee…. How people say things Everyone has an interesting story is equally important as what they say Interviewing Skills Establish Rapport Empathy Sharp Eyes for Nuances Active Listening, Enquiry, Probing Hearing meaning in context Verbal/Non-verbal cues: read body language Manage the information exploration process Managing engagement/group energy Manage time Manage individual/group dynamics Handling prima-donna vs quiet, soft-spoken participants Give a voice to the interviewees…. Using participants’ language Working with different profiles  Online Focus Group  Qualitative Research processes Data Collection Analysis Reporting Recording Coding Consistent with Theme analyzed (digital/physical) Thematic Inclusion of direct respondent segmentation quotes from interviews Interpretation Reports sections: Transcription Iterative comparisons Introduction and Aim of the Study (Translation) and confirmations Management summary & key findings Detailed Findings & Conclusions: URL checks/Meta data Sample Description, Data Collection, https://www.r Procedures, Methods & Analysis ev.com/blog/tr outputs anscribe- interviews-for- Appendix qualitative- research  Qualitative Data Analysis Tools: Using Technology to Code Text Tableau Python SAS RapidMiner Splunk Coding Analysis Toolkit GATE (General Architecture for Text Engineering) FreeQDA QDA Miner Lite TAMS Qiqqa RQDA Connected Text LibreQDA https://provalisresearch.com/products/ QCAmap qualitative-data-analysis-software/ Visao Aquad Weft QDA Cassandre CATMA Compendium ELAN Tosmana Fs/QCA Field Observations Major dimensions Useful for collecting data and for generating hypotheses & theories Degree to which Degree to Concerned more with description & the researcher which the participates in the observation is explanation than with measurement & behaviour under concealed observation quantification  DIMENSIONS OF OBSERVATIONS overt Overt Observation Overt Participation The researcher is identified when Those being observed know the the study begins, and those researcher, but the researcher under observation are aware goes beyond the observer role they are being studied and becomes a participant in the situation observer participant Covert Observation Covert Participation The researcher’s role is limited to that The researcher participates in the of the of the observer but those under process under investigation but is observation are not aware they are not identified as a researcher being studied covert Disadvantages of Field Observations Difficult to provide external validity and avoid bias As observation is subjective, it is necessary to cross validate using another observer Reactivity – the very process of being observed may influence the behaviour of the subjects being studied Online Field Observation: privacy concerns  In-Depth Interviews Technique that involves conducting intensive In-depths are useful when its easier to gauge a individual, unstructured interviews with a single or participant’s immediate reaction, uncontaminated small number of respondents by others. Conducted by a highly skilled interviewer. The interviews may be customized for individual Purpose : explore and understand underlying respondents respondent motivations, beliefs, attitudes, and The interviews may also be with people feelings on a particular idea, subject, program or knowledgeable about the general subject being situation. investigated (industry/subject experts) Most relevant where understanding the context is The process, though usually long, allows for essential. lengthy and in-depth observations that help Good for sensitive/taboo topics or highly specialized provide detailed background information ones. The option can be costly; require high incentives Good for practical reasons, when detailed histories and the turn-around times may be long. are required, and for topics where under or over- claiming due to social pressure is the norm.  Ethnography Ethnographic research is qualitative research Its origins are in Anthropology, the science that deals that’s designed to understand, reflect and with the origins, physical & cultural development represent the social and cultural context of biological characteristics, and social customs and people from an insider’s perspective beliefs of humankind. Industry expert: Ethnography Center of Excellence - Immersion | Ipsos Ethnography Naturalistic It is aimed at opening-up and extending our understanding of how human beings live naturally Ethnography : Engaging people on their own terms in a relatively undirected way Attempts to clarify behaviour Ethnography in specific situations Ethnography in practice Focus on social & cultural context of people’s actions and beliefs (emotive) Social and Cultural context of street food in Taiwan Capturing on the go: Photo Gallery 13 Putting ‘play’ into practice  Ethnography in practice : Point of view of participants rather than researchers’ frame (“real problems”)  Using Ethnography for Qualitative Research Advantages Disadvantages Flexible and open structure Logistically more intensive and costly (time & $) Rich and in-depth data Requires ongoing support Ethnography from sponsors and target groups Realistic perspective Requires trained fieldworkers Useful to derive deep and Limited to small groups novel insights (what is significant) into complex issues Direct contact with target Danger of going “native” groups (lose perspective) Can be fun/exciting Requires more effort to derive information (from data) Learning Outcomes: Lecture 5 Examined the focus group research methodology, FGDG Concept of qualitative research preparation to analysis & reporting Examined field observations & Explored Ethnographic research the in-depth interview method BM4903 Week 5 - Lecture 1of 1