QUALITATIVE RESEARCH

Group 1

Iffat qamar 21

Nighat aslam 44

Asma inayat 73

2 march 2012

OUTLINE

Qualitative research

Depth interviews and its types

Advantages and disadvantages

Mini groups

QUALITATIVE RESEARCH

In Qualitative Research generally Depth Interviews and Projective Techniques are used by marketing researchers when direct questioning is impractical, more costly or less accurate.

Depth interviews may be broadly classified into Individual Depth Interviews and Focus Group Interviews.

DEPTH INTERVIEWS

Individual Depth Interview

Focus groups

TYPES

DEFINITION

INDIVIDUAL DEPTH INTERVIEWS

Individual Depth Interviews involve one respondent and one interviewer. The interviewer is not bound by pre-specified questions.

Instead, there is freedom to create questions, to probe those responses that appear relevant, and generally try to develop the best set of data in any way practical.

INDIVIDUAL DEPTH INTERVIEWS

Laddering it involves having respondents identify attributes

that distinguish brands by asking questions such as “in what way is Pepsi different from Classic Coke and Dr. Pepper?” Each distinguishing attribute and its reason for distinction are then probed. The purpose is to uncover the “network of meanings “associated with the product, brand or concept.

Hidden issue questioning  focuses on individual respondents feelings about sensitive issues such as wanting to have an affair or having a desire for power.

Symbolic analysis it requires respondents to describe the opposite of

the product/activity of interest or a specifiable attribute of the product/activity.

Three techniques are recommended for Individual Depth Interviews

ADVANTAGES

more detail, point out preferences and idiosyncrasies, and describe subtleties, nuances and shades of differences that are masked in a group setting.

cost and time requirement greater than group interviews.

DISADVANTAGES

FOCUS GROUP INTERVIEWS•Focus group usually consists of 8-12 respondents and one interviewer.

•Normally, each group is designed to reflect the characteristics of a particular market segment.

• The respondents are selected according to the relevant sampling plan and meet at a central location that has facilities for taping and/ or filing the interviews.

•The discussion is led by the moderator.

FOCUS GROUP INTERVIEWS CAN BE APPLIED TO Basic need studies for product idea

creation, New product idea or concept exploration, Product positioning studies, Advertising and communication research, Background studies on consumers

frames of reference, Establishment of consumer vocabulary

as a preliminary step in questionnaire development, and

Determination of attributes and behavior.

ADVANTAGES

More detailed and accurate information

More stimulus

Security

Degree of spontaneity

DISADVANTAGES Misuse – Some people consider the results

as conclusive when it should be just exploratory.

Misjudge – client and researcher bias.

Difficult to moderate

Difficult to code, analyze and interpret.

Not representative of the general population and not projectable.

Insight not Rules

Social not Individual

Homogenous not Diverse

Flexible not standardized

THE SPECIAL FEATURES OF FOCUS GROUPS

MINIGROUPS Minigroups consist of a moderator and 4-5

respondents. They are used when the issue being investigated requires more extensive probing than possible in a larger group.

The advantages and disadvantages of minigroups are similar to those of standard for groups but on a smaller scale.

REASONS FOR USING MINIGROUPS

The need to converse with groups that are more difficult to reach

The topics or subject matter require more explanation

Experimental design requires the need to vary stimuli across multiple groups or individuals