Qualitative Rsrch

7/27/2019 Qualitative Rsrch

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Qualitative research


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QualitativeResearch

Direct

(Nondisguised)

Focus GroupsDepth

Interviews

Indirect

(Disguised)

ProjectiveTechniques


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Focus Groups

Consist of 8-12 people

Lesser than 8 unlikely to generate the momentum& group dynamics necessary for group discussion

Greater than 12 not conducive for a meaningfulinteraction

Homogenous in terms of demographic & socio-economic characteristics

A womens group cannot contain marriedhomemakers with young children, unmarriedprofessional women & elderly women differentlifestyles


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Focus Groups

Participants shd hv adequate experience with theissue being discussed

Participants who hv already participated in

numerous focus groups shd not be included Ambience relaxed informal

Light refreshments may be provided

1.5- 2.5 hours Time needed to establish rapport & the

participants come out with feelings,ideas,insights


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Focus Groups

Clients may observe the discussion through aone way mirror

Discussion is audio/video taped for replay,

transcription & analysis Video taping benefit capture facial

expressions & body language

Video taping- disadv cost very high

Skill of the moderator very high-trainedprofessional


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Focus Groups

Moderator has to establish rapport & make

the participants comfortable

Has to be able to elicit insights

Has to keep the discussion moving forward

Pg 136-138 Pg 140-142 Cellular Handset


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Key Qualifications of the Moderator

Kindness & Firmness

Permissive & alert to the groups distractions

Must encourage & stimulate personalinolvement

Must encourage participants to be more

specific about generalised comments byfeigning incomplete understanding


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Key Qualifications of the Moderator

Encourage unresponsive members to

participate

Must be able to improvise & alter the planned

outline

Sensitivity


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Advantages of Focus Groups

Stimulation- as rapport increases, the group

gets stimulated to express freely

Snowballing

Spontaneity

Security

Specialised personnel needed for analysis


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Depth Interviews

Unstructured method of obtaining qualitative

data

Similar to Focus groups, but happens one-to-

one

Probed by a highly skilled interviewer to

uncover underlying motivations, beliefs,

attitudes & feelings


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Depth Interviews

There is a rough outline but the interviewers

probing & wording of questions will depend

on the replies of the interviewee

Probing for Intelligencepg 149


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Projective Techniques

Word Association Tests

Sentence Completion Tests

Thematic Apperception Tests


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Class Exercise

Nescafe Coffee

Cadbury Chocolate

Management Education Dove soap

Ariel

Ezee Close Up


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Word association Tests

Respondents are presented with a list of

words

Test words interspersed with filler words

For Department store, shopping, parking,

location, price, money, quality,

ambience, staff, billing ,value,

The responses are asked of the respondent

The responses noted down by the interviewer


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Word Association Tests

The responses are analysed in terms of

number of times a particular word is used

The amount of time elapsed in giving a

response(more than 3 seconds)(hesitation)

The number of respondents who do notrespond at all to a test word within a

reasonable amount of time.(emotional block) Responses categorised in terms of

favorable,unfavorable or neutral.


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I shop at Mango/Zara because ..

I buy Tata Salt because .

I have an Aircel connection because.

I bought a Blackberry because .


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May provide more information about

customer than word association tests

More direct stimulus

The purpose of the study cant be disguised


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What will the Neighbors Say?

Are you afraid to fly?

Reasons given for not flying were cost,

inconvenience, delays caused due to bad

weather

Socially desirable responses

Do you think your neighbor is afraid to fly?

Heightened security measures


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Thematic Apperception Tests

Picture/Cartoon

A series of pictures ordinary & unusual

Needs to build a story What he will do when put in such a situation

Ego defenses are low, subconscious feelings

An individual maybe characterised asimpulsive, creative ,unimaginative


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Advantages of Projective Techniques

May elicit responses that the subject may be

unwilling to give

When issues are personal, sensitive or subject

to strong social norms

Documents

Qualitative Rsrch