Exploratory Research Design Chapter 4

7/28/2019 Exploratory Research Design Chapter 4

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Exploratory ResearchDesign:

Qualitative Research


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Overview

Primary Data: Qualitative versusQuantitative Research

A Classification of Qualitative ResearchProcedures

1.Focus Group Interviews

2.Depth Interviews

3.Projective Techniques


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A Classificationof Qualitative

ResearchProcedures

QualitativeResearch

Procedures

Indirect(Disguised)

ProjectiveTechniques

FocusGroups

DepthInterviews

AssociationTechniques

ExpressiveTechniques

Direct(Nondisguised)

ConstructionTechniques

CompletionTechniques


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Focus Group

A focus group consists of eight to tenrespondents who meet with amoderator/analyst for a group discussion

focused on a particular product orproduct category.

Respondents are encouraged to discusstheir interests, attitudes, reactions,

motives, lifestyles, feelings about theproduct or product category, usageexperience and so forth.


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For example, if the communication gap betweenthe target audience and upper management islarge, focus groups can help upper managementunderstand the different perspective of thetarget audience.The dynamic nature of open-ended questions

can lead to insights unique to the focus groupprocess. Ideally, focus groups last about 1 totwo hours, and group members will answer fiveor six questions during that time. Focus groupsare usually observed by a two-way mirror andare videotaped.


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Characteristics of FocusGroups

Group Size Group

Composition

PhysicalSetting Time

Duration

Recording

Moderator

8-12

Homogeneous, respondents,

Prescreened

Relaxed, informal atmosphere

1-3 hours

Use of audiocassettes and videotapes

Observational, interpersonal,andcommunication skills of the

moderator


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Key Qualifications of FocusGroup Moderators

1.Kindness with firmness: The moderatormust combine a disciplined detachment withunderstanding empathy so as to generatethe necessary interaction.

2. Permissiveness: The moderator must bepermissive yet alert to signs that the groupscordiality or purpose is disintegrating.

3. Involvement: The moderator mustencourage and stimulate intense personalinvolvement.

4. Incomplete understanding: The moderatormust encourage respondents to be morespecific about generalized comments by

exhibiting incomplete understanding.


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Key Qualifications of FocusGroup Moderators

5. Encouragement: The moderatormust encourage unresponsivemembers to participate.

6. Flexibility: The moderator must beable to improvise and alter theplanned outline amid the distractionsof the group process.

7. Sensitivity: The moderator must besensitive enough to guide the groupdiscussion at an intellectual as well

as emotional level.


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Variations in Focus Groups

Two-way focus group. This allows one targetgroup to listen to and learn from a relatedgroup. For example, a focus group ofphysicians viewed a focus group of arthritis

patients discussing the treatment theydesired.

Dual-moderator group. A focus groupconducted by two moderators: One

moderator is responsible for the smoothflow of the session, and the other ensuresthat specific issues are discussed.

Dueling-moderator group. There are two

moderators, but they deliberately take


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Variations in Focus Groups

Respondent-moderator group. Themoderator asks selected participants to playthe role of moderator temporarily toimprove group dynamics.

Client-participant groups. Client personnelare identified and made part of thediscussion group.

Mini groups. These groups consist of amoderator and only 4 or 5 respondents.

Tele-session groups. Focus group sessionsby phone using the conference calltechnique.

Online Focus groups. Focus groups


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Depth Interviews

A depth interview is a lengthy(generally 30 minutes to an hour),non-structured interview between a

respondent and a highly trainedinterviewer, who minimizes his or herown participation in the discussion

after establishing the general subjectto be discussed


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Depth Interviews

Transcripts, videotapes or audiotaperecordings of interviews are thencarefully studied, together with

reports of respondents moods andany gestures or body language thatthey might have used to convey

attitudes or motives


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Depth Interview Techniques:Laddering

In laddering, the line of questioning proceedsfrom

product characteristics to usercharacteristics by using what and whyquestions.

This technique allows the researcher to tap intothe

consumer's network of meanings.

What do you understand by Wide body aircrafts(product characteristic)

I can get more work done

I accomplish more

What makes you feel good about product andWhy do you feel good about (user


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Depth Interview Techniques:Hidden Issue Questioning

In hidden issue questioning, the focus is not on socially sharedvalues but rather on personal sore spots; not on generallifestyles but on deeply felt personal concerns.

fantasies, work lives, and social lives historic, elite,masculine-camaraderie, competitive Activities

Advertising theme: communicate aggressiveness, high status,and competitive heritage of the airline.


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Depth Interview Techniques:Symbolic Analysis

Symbolic analysis attempts to analyze the symbolicmeaning of objects by comparing them with theiropposites. The logical

opposites of a product that are investigated are: non-usage of

the product, attributes of an imaginary non-product,and

opposite types of products.

What would it be like if you could no longer use

airplanes?Without planes, I would have to rely on letters and longdistance calls.

Airlines sell to the managers face-to-face

communication.Advertisin theme: The airline will do the same thin for


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Definition of ProjectiveTechniques

An unstructured, indirect form ofquestioning that encouragesrespondents to project their underlying

motivations, beliefs, attitudes orfeelings regarding the issues ofconcern.

In projective techniques, respondentsare asked to interpret the behavior ofothers.

In interpreting the behavior of others,res ondents indirectl ro ect their own


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Projective Techniques

Projective techniques are designed totap the underlying motives ofindividuals despite their unconscious

rationalization or efforts at consciousconcealment.

They consist of a variety of disguised

tests that contain ambiguous stimuli,such as incomplete sentences,untitled pictures or cartoons, ink

blots, word-association tests.


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Word Association

StimulusStimulus

CoffeeCoffee

Long distance dialingLong distance dialing

CoatCoat

RainRain

MovieMovie


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Word Association

Long distance dialing was notLong distance dialing was not

understood by many customer sounderstood by many customer so

after research it was found thatafter research it was found that

Direct Distance Dialing was theDirect Distance Dialing was thechosen wordchosen word


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Word Association

In word association, respondents are presentedwith a list of words, one at a time and asked torespond to each with the first word that comesto mind. The words of interest, called testwords, are interspersed throughout the list

which also contains some neutral, or filler wordsto disguise the purpose of the study. Responsesare analyzed by calculating:

(1) the frequency with which any word is given asa response;

(2) the amount of time that elapses before aresponse is given; and

(3) the number of respondents who do notrespond at all to a test word within a reasonableperiod of time.


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Sentence Completion

when you first get a car.

What would you do?

Automatic teller machine users are

___________________________________________________________

___________________________________________________________

Automatic teller machines may be convenient, but they

___________________________________________________________

___________________________________________________________

My major concern about automatic teller machines is

___________________________________________________________

___________________________________________________________


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Sentence Completion

In an effort to create moreeffective advertising, a study was

conducted to probe the motivationfor buying cars.

Women responses were will drive

it and go to office, will go for along drive,

These results indicate that for

women a car is something to use


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Sentence Completion

Men responses were, we will takegood care of it, will wash itregularly, check the engine,

These results indicate that men viewcar as something for which theyshould beprotective and responsible


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Completion Techniques

In Sentence completion, respondentsare given incomplete sentences andasked to complete them. Generally,

they are asked to use the first wordor phrase that comes to mind.


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The third-person Technique

Sonu gets up early 5 a.m. completesSonu gets up early 5 a.m. completes

her household work. Wakes her kidsher household work. Wakes her kids

and husband. Makes the childrenand husband. Makes the children

ready to school. Drives her car andready to school. Drives her car andleaves to office by 9.15.leaves to office by 9.15.


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The third-person Technique

Sonu gets up early 5 a.m. completesher household work. Wakes her kidsand husband. Makes the children

ready to school. Get into the Generalbus at 9 oclock and reaches heroffice by 10 oclock


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The third-person technique

more than any other projective technique, is used to elicitdeep seated feelings and opinions held by respondents, thatmight be perceived as reflecting negatively upon theindividual. People will often attribute "virtues" to themselveswhere they see "vices" in others.

For instance, when asked why they might choose to go on anAlaskan cruise, the response might be because of the qualityof the scenery, the opportunity to meet interesting peopleand learn about a different culture. But when the same

question is asked as to why a neighbour might go on such acruise, the response could very well be because of bragappeal or to show off.


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Thematic Apperception Test

Respondents are asked to interpret one ormore pictures or cartoons relating to theproduct or topic under study.

Application: A study was designed tomeasure the price/quality perception ofwomen regarding cosmetics. One-half ofthe respondents were shown a cartoon ofa women buying a Rs.30 beauty cream;

the other half was presented with a pictureof a woman buying a Rs.250 beautycream. Both groups were asked todescribe the beauty cream.


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Thematic Apperception Test

The Rs.30 product is perceived as greasyand oily and bought by someone who fallsfor advertising claims and doesnt have toomuch money to spend on cosmetics.

The Rs.250 product was viewed as leavingthe skin clear, refreshed and young-looking, softening and cleaning the skin,

and purchased by someone who careswhat she looks like-possibly a businesswoman.

The results demonstrate that women

consider more expensive cosmetics to be of


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Deposit

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CARTOON COMPLETION TESTCARTOON COMPLETION TEST

In the cartoon technique, the

respondent is shown a comic-strip

like cartoon with two characters in a

conversation. While the speech of one

character is shown in his/her balloon,

the other balloon is empty.

The respondent is asked to assume

the role of the other person and fill

the empty baloon with a speech.


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Motivation ResearchTechniques


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Expressive Techniques

In expressive techniques, respondents arepresented with a verbal or visual situationand asked to relate the feelings andattitudes of other people to the situation.

Role playing Respondents are asked to playthe role or assume the behavior of someoneelse.

Third-person technique The respondent is

presented with a verbal or visual situationand the respondent is asked to relate thebeliefs and attitudes of a third person ratherthan directly expressing personal beliefs and

attitudes. This third person may be a friend,


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Ink blot projectiveTechnique

The respondent is asked to describethe ink blot. The theory behindprojective tests is that respondents

inner feelings influence how theyperceive ambiguous stimuli.

For example if a person is hunger

there is every chance that he will seesome eatables in the ink blot


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Ink blot projectiveTechnique


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Advantages of ProjectiveTechniques

They may elicit responses thatsubjects would be unwilling or unableto give if they knew the purpose of

the study. Helpful when the issues to be

addressed are personal, sensitive, orsubject to strong social norms.

Helpful when underlyingmotivations, beliefs, and attitudesare operating at a subconscious

level.


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Disadvantages of ProjectiveTechniques

Suffer from many of the disadvantagesof unstructured direct techniques, butto a greater extent. Require highly trained interviewers. Skilled interpreters are also required to

analyze the responses. There is a serious risk of interpretation

bias. They tend to be expensive. May require respondents to engage in

unusual behavior.


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Guidelines for Using ProjectiveTechniques

Projective techniques should be usedbecause the required informationcannot be accurately obtained by

direct methods. Projective techniques should be

used for exploratory research to gain

initial insights and understanding. Given their complexity, projective

techniques should not be used

naively.


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Mystery Shoppers

Are professional observes who poseas customers in order to interact withand provide unbiased evaluations of

the companys service personnel inorder to identify opportunities forimproving productivity and efficiency


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Complaint analysis

Take the complaint from customers

Take suggestions for improvements

Establish listening posts and analyze

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Exploratory Research Design Chapter 4