University Of Agriculture Faisalabad

Subject:Marketing Research

By JawariaSection (C )M.B.A (R)4th semester

Exploratory Research Design: Qualitative

Topic: Chapter # 5

Submitted to:

Prof.Dr.Hassan Rasool

Submitted by:

JawariaMBA 4th Semester

CONTENTS……Qualitative ResearchUses of qualitative researchQuantitative ResearchQualitative vs. Quantitative ResearchReasons to use qualitative researchQualitative research Procedure

Direct apporachIndirect apporach

Direct apporach Focus group

DeffinitionCharacteristicsTypes of focus groupAdvantages and disadvantages

Indepth interviewDeffinitionCharacteristics Techniques

• Probing• Laddering• Hidden issuing questioning &• Symbolic analysis

Advantages and disadvantagesIndirect apporach

Projective techniquesAssociation techniques DeffinitionTechniques used for;

• Word Association techniqueCompletion techniques

DeffinitionTechniques used for;

• Sentence completion • Story Completion

Completion Techniques Deffinition Techniques used for;

• Sentence completion• Story completion

Expresive techniques DeffinitionTechniques used for;

• Role playing• Third-person technique

Exploratory or Qualitative Research:

Definition:

Exploratory or Qualitative research is an unstructured exploratory research design which base on small sample that provides insights and understandings of the problem.Qualitative Research is used to:

Define the problemDevelop an apporachGenerating hypotheses &Develop the variables

Quantitative Reasearch

A research methodology that seeks to quantify the data and applies some form of statistical analysis.

It is used to solve the problem by using the hypotheses and the variables developed with the help of the qualitative research, and see the cause and effect relationship.

Qualitative vs. Quantitative Research

Comparison Dimension Qualitative Research Quantitative Research

Types of questions Probing Limited probing

Sample size Small Large

Information per Much Variesrespondent

Administration Requires interviewers Fewer specialized skillswith special skills required

Types of analysis Subjective, interpretive Statistical, summarization

Qualitative vs. Quantitative Research

Comparison Dimension Qualitative Research Quantitative Research

Tools Tape recorders, projection Questionnaires, computersdevices, video, pictures printouts

Ability to replicate Low High

Training needed by Psychology, sociology, Statistics, decision models,the researcher social psychology, DSS, computer program-

consumer behavior ming, marketing

Type of research Exploratory Descriptive or causal

Reasons to use Qualitative Research

Because people are unwilling to answer the questions which,

Invade their privacyHave negative impact on their ego or status

Tap their subconcious

Qualitative research Procedure

Direct(Nondisguised)

Focus groups

Idepth Interview

Indirect(Disguised)

Porjective techniques

Associations

Techniques

Completion

Techniques

Construction

Techniques

Expresive Technique

s

Qualitative Research Procedure:

Direct (Nondisguise)Approach:A type of qualitative research in which

the purpose of project is disclosed to the respondents.

Types: Focus groupsIndepth interview

Focus groups:•An interview conducted by a trained

moderator among a small group of respondents in an unstructured and natural manner.

Characteristics:Include 8 to 12 membersHomogenous in demographic and

socioeconomic characteristicsTime dueration is 1 to 3 hoursUse audiocassettes and vidio tapes for

recording

Devision of focus group:•It is also devided into two parts,Focus group

Other focus group

Dual moderator group

Respondent moderator group

Dueling moderator group

Mini group

Teleseccion group

Online focus group

Advantages and disadvantage s of focus group:

•Advantages

SynergismSimulationSecurityStructure Speed Specialization

•Disadvantages:

MisuseMisjudgeMisrepresentation

Indepth interview:•An unstructured interview in which a single

respondent is probed by a highly skilled interviewer to uncover underlying motivation, beliefs, attitude s, and feelings on a topic.

Characteristics:An unstructured and direct way of obtaining

information.Interview conducted on one -on-one basis.Time duration is 30 minutes to 1 hour

Indepth interview:

•Techniques:Techniques that are used in depth

interview;

ProbingLadderingHidden issuing questioning &Symbolic analysis

Probing:It is useful in obtaining meaningful information and

uncovering hidden issues.Laddering:

A technique in which a line of questioning proceeds from product characteristics to user characteristics.

Symbolic analysis:A technique in which the symbolic meaning of objects is

analyzed by comparing them with their opposites.Hidden issuing questioning:

A type of interview that attempts to locate personal sore spots related to deeply felt personal concerns

Advantages and disadvantages of in depth interview

•Advantage

▫Uncover greater depth of insights

▫Results in free exchange of information then in focus group because of no social pressure

•Disadvantage▫ Costly then focus group ▫ Time consuming

process▫ Difficult to find skilled

interviewer▫ Quality and

completeness of results depends on the interviewer skills.

▫ Psychologist service is required to analyze and interpret the results.

Indirect (Nondisguised) apporach:

A type of qualitative research in which the purpose of object disguised from the respondents.

Use:Projective techniques:

Projective techniques:Projective techniques

Association techniques

Word Association

Completion techniques

Sentence completion

Story completion

Construction techniques

Picture response

Cartoon test

Expressive techniques

Role playing

Third-person technique

Projective techniques:• A unstructured and Indirect form of questioning that

encourages the respondents to project their underlying motivations, believes, attitudes or feelings regarding the issue of concern.

Most commonly used techniques;

Association techniquesCompletion techniquesConstruction techniquesExpressive techniques

Association techniques:

•A technique in which the respondent is presented with a stimulus and asked to response with the first word comes in mind

.Techniques used for;

Word association

Word association:• The respondents are presented with a list of words,

one at a time.• After each word, they asked to provide the first

word comes in their mind.

E.g

DrinkTaste Quality Price

Completion techniques:

A projective that requires the respondents to complete an incomplete stimulus situation.

Techniques used for;

Sentence completionStory completion

Sentence completion:•A technique in which the respondents are

presented with a number of incomplete sentences and asked to complete them.

E.gWhenever i am thirsty the drink i peffer,I peffer the drink on the basis of,I select any drink which is, to remove my thirstMega stores increase the impulse buying behaviour of

peoples because, When i thinking of shoping in the mega stores. I

Story completion:•A technique in which the respondents are provided with part of incomplete story.

•They are required to give the conclusion in their own words.

•Story contain an enough information that direct the attention to a particular topic.

Construction techniques:

A projective technique in which the respondents are required to construct a response in the form of a story, dialogue, or description.

Techniques used for;

Picture responseCartoon test

Picture response:

•A techniques in which a picture is shown to the respondents and asked to tell the story that the picture discribes

.The technique used for;

Thematic apperception test (TAT) Which consist of a series of pictures of ordinary as well as unusual events

Cartoon test:•In this, cartoons are shown in a specific

situation related to the problem.

•Respondents are asked to indicate what one character might say in response to the comments of another character.

•That show the feelings , beliefs and attitudes toward the situation

Expressive technique:Techniques in which the respondents are

presented a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation.

 Techniques used for:

Role playingThird-person technique.

Role playing:•In this the rsepondents are asked to play the role and assume the behaviour of someone else.

• Uncovered the underlying feelings of the respondents

Third-person technique:

•Respondents are presented with a verbal or visual situation.

•And asked to relate the beliefs and attitudes of a third person.

•Through taht the researchers indirectly judge the beliefs and attitude sof the respondent