Karthik JeganathanPGDAM 2010karthik@purplemango.co.in

RecapData Collection

Quantitative vs. Qualitative Research Quantitative Research Techniques

Qualitative Research Qualitative Research TechniquesFrequent Areas of ResearchIn Depth InterviewsFocus Groups

Projective TechniquesAnalysis of Qualitative Data

Problem definition Research approach & design Data collection Data processing Analysis

Primary Data Collection: collected for the specific purpose of addressing the marketing research problem

Quantitative DataQualitative DataMixed Method (Quantitative & Qualitative)

Secondary Data Collection: data that has already been collected for other purposes

The choice depends on: Research objectivesTopics or issues under investigationAbility to reach the sampleTime and budget availableOften needs to be revised due to practical reasons

Qualitative Research is intensivethe focus is on depththe scope is narrowReliability may decrease

Quantitative Research is extensivethe focus is on breadththe scope is wide

Surveys (postal / f2f / online/telephone)Observation (both qualitative & quantitative)

In-depth InterviewsFocus GroupsDiaries

Qualitative Research techniques are best suited to:Increase understandingExpand knowledgeClarify the real issuesIdentify a range of behavioursExplore/explain consumer motivations/attitudes/behaviour

Basic market exploratory studies:To look for opportunities for NPDWhen consumer markets change & current information is necessary to understand the changing attitude or behaviour When new markets require descriptive information to aid marketing or advertising development programmesWhen companies require information on a market which is new to them

New Product Development:To understand a market or brand to discover any “gaps”To obtain reactions to a large number of NPD product concepts/ideas to see which directions are worth followingTo understand strengths/weaknesses of a new product to guide improvementsTo aid in the development of a total NPD proposition. I.e. product, packaging, positioning and advertising

Creative Development Research:What should the advertising be saying to consumers?How should the strategy be conveyed to consumers? i.e. which creative ideas best succeed in the strategy’s objectives?Pre-testing the chosen execution to check communication against the advertising objectives

Tactical Qualitative Studies:Pack design alternativesPress advertising – alternative headlines or copy linesCasting – which model best represents the values of the brandProduct formulation – which particular recipe is most acceptablePositioning alternativesPackage dispensing alternatives – which is most acceptable by consumersExecutional options – do consumers notice changes in pack design, logo, voice-over etc.

Mini-depth interviewSemi-structured interviewPaired interviewTriangular interviewTele-depth interviewAccompanied shopping

When the situation under discussion holds the potential to be embarrassing to be stressful or confidentialWhere a detailed analysis of a complex situation needs to be undertakenWhere peer pressure may cause some respondents to act atypically (lie to avoid disgrace)Where the interviewer needs to gain a progressive set of images of a decision processIn novel, complex situations where the prime intention is to explore rather than measure

Intellectual ability/common senseImagination/logicConceptual ability/an eye for detailDetachedness/involvement“neutral” self-projection/”instant” empathyNon-stereotypical thinking/capacity to spot the typicalExpertise with words/good listenerLiterary flair/ability to summarise conciselyAnalytical thinking/tolerance of disorder

From general to specificIn a logical mannerStart by encouraging interviewee to talk descriptivelyThen ask opinions and feelingsAsk knowledge and skills questions in context once rapport and trust establishedConcentrate on present and past activitiesKeep background and demographic questions until end

Great depth & richness of dataCan ascribe directly responses to an individualAbility to develop close rapport/trust which may encourage a freer flow of conversation and more valid dataLack of overt peer pressure to conform to social norms etc. This allows for the expression of non-conformity without sanctions

Costly in terms of time/money and in terms of analysisNeeds skilled interviewers (hard to find)Can only work with a small sample; therefore ability to generalise limitedBecause of subjectivity, difficult to compare results of one interviewer with those of others

Usually made up of between 8 and 12 peopleConsider recruitment criteriaUsually last 1 to 1.5 hoursLocation should be central/easily accessible

Providing background information on a product categoryGaining reactions to new product concepts in the absence of secondary dataStimulating new ideas concerning older productsGenerating ideas for new creative conceptsHelping to interpret previously obtained quantitative results

In intimate or personal situationsWhen there are strong social norms which pressure people to conformWhere a detailed life history is importantWhere the group is likely to be too heterogeneous with respect to the characteristic of interestWhere it is difficult to recruit the sample

The Introduction PhaseObjectivesNature of the focus groupGeneral agenda of topicsPrompts for participants

The Discursive PhaseGeneral topic areasPrompts and stimulus material

Summarizing PhasePromptsThanks

Questions tend to be open ended and non-directiveAllow respondents to use own languageNote not just what is being said BUT also how it is being saidRemember to probe at all occasionsCan consider using projective techniques

Cost and speedThe social dimensionObservationSimulationCreativeLess threateningProbing

UnrepresentativenessEmbarrassmentReactions to other respondentsReactions to the moderator

“Attempts to get beyond the rational response to the private and non-communicable ideas” (Cooper and Braithwaite, 1977)

Explore/generate hypothesesUncover feelings, motivations attitudes etcGains access to respondents’ answers denied by more

direct investigative methods

CompletionSentence CompletionBrand Mapping

AssociationWord AssociationPictures & WordsBrand Personalities

ConstructionThematic TestsCartoon Tests

Useful in exploratory research when need ideas and hypothesesGain access to inaccessible informationCan be used to “break the ice” with a group at the start of a qualitative research project

Expensive – need highly skilled research staffRestricted to small sample sizes because of costTime consumingNon-responseHigh possibility of measurement error

2 ComponentsOrganisation of the data

Tabular method: equal treatment of transcripts, inflexible, laboriousCut and paste methodSpider-type diagrams/Mind mappingAnnotation methodComputerised programmes

Interpretation of the data

Tabular Analysis: Matrix detailing respondent characteristics and key issues

Users Non-users

Attitude towards quality

“The quality is fine”Good quality”“Reliable”

“Adequate – not impressive”“Not confident”

Attitude towards price

“Good value for money”Cheaper than competition”

“Cheap”“Cheaper, but that reflects quality”

Attitude towards typical users

Sensible not flash”

“Downmarket”

Cut and paste – cut and paste from original transcript into relevant tablesSpider diagrams/Mind mappingAnnotation method – annotate transcript with codes/comments to categoriseComputerised programmes

Content analysis softwareText analysis/theory building software i.e. QSR, NUD*IST