BUS210 2020 Chapter 6 Slides PDF

8/20/2020 Chapter 6 Qualitative Research Techniques 1 Learning Objectives In this chapter you will learn 6.1 The differences between quantitative and qualitative research techniques 6.2 The pros and cons of using observation as...

8/20/2020 Chapter 6 Qualitative Research Techniques 1 Learning Objectives In this chapter you will learn 6.1 The differences between quantitative and qualitative research techniques 6.2 The pros and cons of using observation as a means of gathering data 6.3 What focus groups are and how they are conducted and analyzed 6.4 What ethnographic research is and its strengths and weaknesses 6.5 Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing 6.6 How to analyze qualitative data 2 1  8/20/2020 Categories of Research (1 of 3) Quantitative research: research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved 3 Categories of Research (2 of 3) Qualitative research: research involving collecting, analyzing, and interpreting data by observing what people do and say Thick data is a term used to emphasize the importance of gaining qualitative insights of phenomena to complement the quantitative knowledge provided by big data. 4 2  8/20/2020 Categories of Research (3 of 3) Mixed method research: integration of both quantitative and qualitative research methods in order to gain the advantages of both Three types of mixed methods research include: qualitative before quantitative quantitative before qualitative qualitative and quantitative concurrently 5 Observation Techniques (1 of 9) Observation methods: techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented. 6 3  8/20/2020 Observation Techniques (2 of 9) Types of observation: Direct versus indirect Overt versus covert Structured versus unstructured In situ versus invented 7 Observation Techniques Direct observation: observing behavior as it Indirect observation: observing the effects occurs or results of the behavior rather than the behavior itself Archives: secondary sources, such as historical records, that can be applied to the present problem Physical traces: tangible evidence of some past event 8 4  8/20/2020 Observation Techniques Covert observation: subject is unaware that he or she is being observed, mystery shopping Overt observation: respondent is aware of observation, Nielsen’s People Meters to monitor media to which a consumer is exposed e.g., radio stations, tv stations, cable tv etc. 9 Observation Techniques (5 of 9) Structured – researcher identifies beforehand which behaviors are to be observed and recorded. Often there is a checklist. Unstructured – all behavior is observed and the observer determines what is to be recorded (with no predetermined restrictions). 10 5  8/20/2020 Observation Techniques (6 of 9) In situ observation: the researcher observes the behavior exactly as it happens Invented observation: the researcher creates a simulated situation 11 Observation Techniques (8 of 9) Advantages of observational data Insight into actual, not reported, behaviors No chance for recall error Better accuracy Less costly 12 6  8/20/2020 Observation Techniques (9 of 9) Limitations of observational data Small number of subjects Subjective interpretations Inability to pry beneath the behavior observed Motivations, attitudes, and other internal conditions are unobserved 13 Focus Groups Focus groups are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem. Information from focus groups can be used to generate ideas, to learn the respondents’ “vocabulary” when relating to a product, or to gain some insight into basic consumer needs and attitudes. 14 7  8/20/2020 Types of Focus Groups Traditional focus group: Select 6 to 12 persons and meet in a dedicated room with one-way mirror for client viewing. Moderator: responsible for creating the correct atmosphere in the group and guiding discussion Focus group report: summarizes the information provided by the focus group participants relative to the research questions 15 Newer Focus Groups Online focus group: the respondents and/or clients communicate and/or observe by use of the Internet. Clients can observe the virtual chat. 16 8  8/20/2020 Online Focus Groups (1 of 2) Advantages: No physical setup is necessary Transcripts are captured on file in real time Participants can be in widely separated geographical areas Participants are comfortable in their home or office environments The moderator can exchange private messages with individual participants 17 Online Focus Groups (2 of 2) Disadvantages: Observation of participants’ body language is not possible Participants cannot physically inspect products or taste food items Participants can lose interest or become distracted 18 9  8/20/2020 Advantages of Focus Groups Can generate fresh ideas Allow clients to observe their participants May be directed at understanding a wide variety of issues Allow fairly easy access to special respondent groups 19 Disadvantages of Focus Groups Representativeness of participants Dependence on the moderator Interpretation sometimes difficult 20 10  8/20/2020 When Should Focus Groups Be Used? Focus groups should be used when the research objective is to describe rather than predict. How do consumers describe a better package? How would they describe their satisfaction with our service? How could they describe their ideas for an ad campaign? 21 When Should Focus Groups Not Be Used? Focus groups should not be used when the research questions require a prediction or when a major decision affecting the company’s livelihood rests on the research results. 22 11  8/20/2020 Some Objectives of Focus Groups To generate ideas To understand consumer vocabulary To reveal consumer goods, motives, perceptions, and attitudes about products or services To understand findings from quantitative studies 23 Operational Aspects of Traditional Focus Groups (1 of 2) How many people should be in a focus group? Who should be in the focus group? How many focus groups should be conducted? How should focus group participants be recruited and selected? Where should a focus group meet? When should the moderator become involved in the research project? How are focus group results reported and used? What other benefits do focus groups offer? 24 12  8/20/2020 Ethnographic Research Ethnographic research is a term borrowed from anthropology to describe a detailed, descriptive study of a group and its behavior, characteristics, culture, and so on. 25 Examples Shopalongs are a types of research in which a researcher accompanies a shopper (with permission) on a shopping trip and observes and records the shopper’s activities Mobile ethnography is a type of marketing research in which respondents document their own experiences through their mobile phones Netnography is the name for the ethnographic study of online activities. 26 13  8/20/2020 Marketing Research Online Communities Marketing research online communities (M R O Cs) are groups of people that are brought together online to interact, provide ideas and opinions, and complete tasks. 27 Table 6.1 Comparisons of Traditional Focus Groups, Online Focus Groups, and Marketing Research Online Communities (M R O Cs) 28 14  8/20/2020 Other Qualitative Techniques (1 of 3) In-depth interview (I D I) is a set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves a certain way. Laddering attempts to discover how product attributes are associated with consumer values. 29 Other Qualitative Techniques (3 of 3) Projective techniques involve situations in which participants are placed in (projected into) simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning 30 15  8/20/2020 Five Common Projective Techniques Word-association test Sentence completion test Picture test Cartoon or balloon test Role-playing 31 Table 6.2 Projective Techniques That Can Be Used with Focus Groups62 Technique Name Description Application Sort Me Up Respondents are given products (or cards with Reveals competitive sets of products and product names) and asked to sort them into brands groups and provide a descriptive name for Offers segmentation implications each group Shows how consumers perceive products and brands Sort Me Straight For each attribute, respondents rank cards Identifies how the target brand performs on with brand names from most to least specific attributes with respect to competing brands Picture This, Picture Respondents are given several pictures that Reveals images and emotions that are That represent a wide range of emotions and asked associated with specific to select pictures that represent specific brand/category/situations brand/category/situations Color My World Respondents are given several color swatches Offers insight into positive and negative (paint chips) and asked to select color(s) that imagery and associations for specific represent specific brand/category/situations brand/category/ Situations Dot, Dot, Dot Respondents are given 10 dot-shaped stickers Provides a relative ranking for each of the or tokens and asked to allocate them across alternatives; follow-up probing reveals why flavors, brands, advertisements, etc. certain alternatives are favored 32 16  8/20/2020 Neuromarketing Neuromarketing is the study of an individual’s involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, and brain activity. 33 Example of Neuromarketing Neuroimaging, or viewing brain activity, may aid marketing researchers to better understand consumers’ unconscious emotions. Eye tracking is a technique for measuring eye positions and eye movement. Facial coding is a system that is used to measure universal expressions of emotions, such as happiness, sadness, fear, and surprise, by their appearance on faces. 34 17  8/20/2020 Thematic Analysis Thematic analysis involves examining qualitative data to uncover themes or patterns which relate to the objectives of the research. A theme is a pattern that is found across data when conducting qualitative analysis that relates to the objectives of the research. A substantiating example is an example from qualitative data that provides evidence for a theme. A verbatim is a quote from a research participant that is used as a substantiating example of findings from qualitative research. A word cloud is a visual display of words and phrases in a text, with the size of the words and phrases representing the frequency of their occurrence in the text. 35 Figure 6.1 Word Cloud 36 18