exploratory research design: qualitative research

Prakash SharmaAsst. Business Development Officer

IndiaReportMetrix Web Services (P) Ltd

Exploratory Research Design: Qualitative Research

MR Data

Secondary Data Primary Data

Qualitative Quantitative

QuantitativeData

Descriptive Causal

Survey Data Observational andOther Data

ExperimentalData

Qualitative ResearchAn unstructured, exploratory research

methodology based on small samples that provides insights and understanding of the problem setting

Quantitative ResearchA research methodology that seeks to

quantify the data and, typically, applies some form of statistical analysis

Qualitative versus QuantitativeQualitativeObjective: To gain a

qualitative understanding of the underlying reasons and motivations

Sample: SmallData collection:

UnstructuredData analysis: Non-

statisticalOutcome: Develop

an initial understanding

QuantitativeTo quantify the data

and generalize the results from the sample to the population of interest

LargeStructured

Statistical

Recommend a final course of action

Rationale: QualitativePeople may be unwilling or unable to

answer certain questionsUnwilling to give truthful answersUnable to answer questions that tap the

subconsciousUseful for discovering which sensory

feelings are important

Qualitative ResearchProcedures

Direct Indirect

Focus Groups

DepthInterviews

ProjectiveTechniques

Association Completion Construction Expressive

Focus Group InterviewsUnexpected findings obtained from a free-

flowing group discussionSynonymous with qualitative researchSample quality criticalModerator plays a critical roleBe wary of “professional respondents”Should not be the sole criteria for decision

making

Applications of Focus GroupsUnderstanding consumer behaviour

concerning a product categoryObtaining impressions of new product

conceptsGenerating new ideas about older productsAdvertisingPrice impressionsReaction to marketing programmes

FG: Methodological applicationsDefine problem preciselyGenerate alternative courses of actionDevelop an approach to a problemInformation for questionnairesGenerate hypothesesInterpret previously obtained quantitative

results

Depth InterviewsAn unstructured, direct, personal interview

in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic

DI TechniquesLadderingHidden issue questioning: focus on deeply

felt personal concerns Symbolic analysis: non usage of a product,

attributes of an imaginary non product, and opposite types of products

Advantages and disadvantages of Depth InterviewsUncover greater depthsResponses attributable to respondentDepends on skills of interviewerData difficult to analyze and interpretCost – remember, each interview is

minimum 30 minutes

Applications of Depth InterviewsDetailed probingConfidential/personal subjects can be

discussedRespondent not under pressure to be

swayed by the groupIndustrial marketing researchInterviews with competitorsProduct consumption sensory in nature

Projective TechniquesRespondents are asked to interpret the

behaviour of othersIndirectly project their own motivations,

beliefs, attitudes, or feelingsThe more ambiguous the situation, the

more respondents project their emotions, needs, motives, attitudes, and values

Association TechniquesStimulus presented and response sought

with the first thing that comes to mindWORD ASSOCIATION: first word, animals,

personification, benefit

Completion TechniquesSentence completionStory completion e.g. Couple at Furniture

shop

Construction TechniquesIn the form of a story, dialogue, or

descriptionPicture responseCartoons

Expressive TechniquesRole PlayingThird-person Technique

Advantages and Disadvantages of PTWhen the issues are personal, sensitiveWhen underlying motivations, beliefs, and

attitudes are operating at a subconscious level

Thanx