Fichas
Qualitative
Fichas del conjunto (21)
- 1Qualitative researchOpen-ended, flexible dynamic
Taps consumer creativity
Data-base is broader and deeper
Richer source of ideas for marketing and creative teams - 2Definition“Qualitative research is multi-method in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of or interpret phenomena in terms of the meanings people bring to them.”
- Denzin and Lincoln (2000) - 3Ethos of qualitative data 'interpretivism'1. Seeing through the eyes of people being studied- the aim of research is to understand, not predict behaviour
2. Emphasis on content or “thick description”
3. An act of empathy - ‘Verstehen’
4. Inductive approach to research
5. Looking at ways in which individuals interpret their social world
6. Prioritises understanding and insight generation into the complexity of human behaviour and interactions
7. Social reality viewed as constantly shifting, emergent process - 4Qualitative interviews are characterised by..- Flexible interview structure
- Evolutionary interview structure which changes in response to a growing understanding
- A data base that is not entirely accessible to those who have only listened to the tapes or read the transcripts
- Techniques – group discussions, individual depth interviews, projective/enabling methods, observation - 5Most frequent areas of study...1) Basic Market Exploratory Studies
2) New Product Development
3) Creative development research
4) Tactical qualitative studies - 6Qualitative methodsMain:
In depth interviews
Focus groups/group discussions
Observation
Other possibilities:
Consumer diaries
Projective techniques - 7Weaknesses of 'survey' and 'interview' data, + types of observationDiscrepancy between real and verbal behaviour (Hawthorne Effect)
True nature of phenomenon can be witnessed in real life/real time
No limitations through sampling
Natural v. Contrived
Visible v. Hidden
Structured v. Unstructured
Mechanised v. Human
Participant v. Non-Participant - 8Specific methods
- 9In-Depth interviewsMini-depth interview
Semi-structured interview - Paired interview
Triangular interview
Tele-depth interview
Accompanied shopping - 10Interviewer skillsUnbiased; ability to summarise concisely; analytical thinking etc.
- 11Interview processFrom general to specific
In a logical manner
Start by encouraging interviewee to talk descriptively
Then ask opinions and feelings
Ask knowledge and skills questions in context once rapport and trust established
Concentrate on present and past activities
Keep background and demographic questions until end
i.e. Asking international students’ views on Scotland - 12Use of questioning probesPatton (2002); Smith, Thorpe and Lowe (1991):
Repetition
Explanatory – Who? What? Where? When? How? - Focused
Elaboration
Silent
Clarification
Mirroring
“Probing is a skill that comes from knowing what to look for in an interview, listening carefully to what is said and what is not said, and being sensitive to the feedback needs of the person being interviewed.” - Patton 2002 - 13Advantages & Disadvantages of probingADVANTAGES:
Depth & richness of data; ascribe directly to an individual; develop close rapport/trust – may encourage freer flow of conversation and more valid data; lack of overt peer pressure to conform to social norms etc.
DISADVANTAGES:
Costly in time/money/analysis; Needs skilled interviewers; Can only work with small sample; therefore ability to generalise limited; Because of subjectivity, difficult to compare results of one interview with those of others - 14Focus Groups/Group DiscussionGain insight from appropriate market
6-12 in a group
Duration of 1-2 hours
Homogeneous group
Relaxed environment necessary
Moderator should be used
A pilot should be conducted
Topic guide designed – induction/discursive/summarising phase - 15Good for...Generating hypotheses that may be further tested quantitatively
Generating information helpful in constructing questionnaires
Providing background information on a product category
Gaining reactions to new product concepts in the absence of secondary data
Stimulating new ideas concerning older products
Generating ideas for new creative concepts
Helping to interpret previously obtained quantitative results - 16Group discussions are NOT appropriateIn intimate or personal situations
When there are strong social norms which pressure people to conform
Where a detailed life history is important
Where the group is likely to be too heterogeneous with respect to the characteristic of interest
Where it is difficult to recruit the sample - 17Questioning styles for focus groupsQuestions tend to be open ended and non-directive
Allow respondents to use own language
Note not just what is being said, but HOW it is being said
Remember to probe at all occasions
Can consider using projective techniques - 18Projective techniquesAttempts to get beyond the rational response to the private and non-communicable ideas (Cooper and Braithwaite 1977)
Explore/generate hypotheses
Uncover feelings, motivations attitudes etc.
Gains access to respondents’ answers denied by more direct investigative methods - 19Types of projective techniques1) Completion:
- Sentence completion
- Brand mapping
2) Association:
- Word association
- Pictures and words
- Brand personalities
3) Construction:
- Thematic apperception test
- Cartoon tests - 20Overall advantages of focus groupsStimulates interaction between participants
– snowballing
May feel more motivated to contribute in group setting
– security
Flexibility
– spontaneity
Rich data can be produced
– synergism
Ease of set up
– speed
Can be used to generate and test ideas rather than examine them
– serendipity - 21Overall disadvantages of focus groupsLarge groups can make interaction difficult
Dominant members
Sensitive issues
Difficult to moderate
Results not generalisable or representative – exploratory rather than conclusive
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- International Marketing Research Fichas sobre Qualitative , creado por Abigail Cullis el 28/07/2016.
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- Abigail Cullis
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