Chapter 8

1. Chapter 8 Qualitative Research

2. Learning Objectives Understand . . . • how qualitative methodologies differ from quantitative methodologies • the controversy surrounding qualitative research • the types of decisions that use qualitative methodologies • the different qualitative research methodologies

3. The Importance of Qualitative Research “Most of what influences what we say and do occurs below the level of awareness. That’s why we need new techniques: to get at hidden knowledge – to get at what people don’t know they know.” Jerry Zaltman

4. Qualitative Research in the Research Process Data Collection Data Analysis

5. Group Interviews Focus Groups Observation IDIs Ethnography Case Studies Action Research Grounded Theory Qualitative Research Data Collection Techniques

6. Why we use qualitative research “Polls and focus groups do a good job on issues where people have made up their minds, but there are a number of gridlock issues laden with complex trade-offs that people haven’t thought out.” Daniel Yankelovich Creator of Yankelovich Monitor and ViewPoint Learning

7. Content Analysis Other Techniques Artifacts Behavioral Observations Trace Evidence Debriefings Qualitative Research

8. Market Segmentation Advertising Concept Development New Product Development Sales Analysis Sales Development Productivity Enhancement Benefits Management Package Design Brand Image Positioning Retail Design Process Understanding Uses of Qualitative Research for Business

9. Data Sources People Organizations Texts Environments Artifacts/ media products Events and happenings

10. The Roots of Qualitative Research Qualitative Research Economics Sociology Psychology Semiotics Anthropology Communication

11. Distinction between Qualitative & Quantitative Theory Building Theory Testing

12. Qualitative Understanding Interpretation Quantitative Description Explanation Exhibit 8-2 Focus of Research

13. Qualitative High Participation-based Quantitative Limited Controlled Exhibit 8-2 Researcher Involvement

14. Qualitative Non-probability Purposive Small sample Quantitative Probability Large sample Exhibit 8-2 Sample Design and Size

15. Qualitative Longitudinal Multi-method Quantitative Cross-sectional or longitudinal Single method Exhibit 8-2 Research Design

16. Qualitative Verbal or pictorial Reduced to verbal codes Quantitative Verbal descriptions Reduced to numeric codes Exhibit 8-2 Data Type and Preparation

17. Qualitative Nonquantitative; human Judgment mixed with fact Emphasis on themes Quantitative Computerized analysis Facts distinguished Emphasis on counts Exhibit 8-2 Data Analysis

18. Qualitative Shorter turnaround possible Insight development ongoing Quantitative May be time-consuming Insight development follows data entry Exhibit 8-2 Turnaround

19. Exhibit 8-3 Qualitative Research and the Research Process

20. Pretasking Activities Use product in home Bring visual stimuli Create collage Keep diaries Draw pictures Construct a story

21. Exhibit 8-4 Formulating the Qualitative Research Question

22. Project’s purpose Researcher characteristics Schedule Types of participants Budget Topics Choosing a Qualitative Method Factors

23. NonProbability Sampling Purposive Sampling Snowball Sampling Convenience Sampling

24. Qualitative Sampling General sampling rule: You should keep conducting interviews until no new insights are gained.

25. Exhibit 8-6 The Interview Question Hierarchy

26. Recommends topics and questions Controls interview Plans location and facilities Proposes criteria for drawing sample Writes screener Recruits participants Develops pretasking activities Prepares research tools Supervises transcription Helps analyze data Draws insights Writes report Interviewer Responsibilities

27. Heading Screening requirements Identity information Introduction Security questions Demographic questions Product/ brand usage/ purchase questions Lifestyle questions Attitudinal and knowledge questions Articulation and creative questions Offer/ Termination Exhibit 8-7 What’s Included in a Recruitment Screener?

28. Interview Formats Unstructured Semi-structured Structured

29. Requirements for Unstructured Interviews Developed dialog Distinctions Probe for answers Interviewer creativity Interviewer skill

30. The Interview Mode Individual Group

31. Exhibit 8-5 IDI vs Group

32. Oral histories Sequential interviewing Life histories Cultural interviews Critical incident techniques Exhibit 8-8 Types of Research using IDIs Types Ethnography

33. Laddering Association Semantic Mapping Sentence Completion Sensory sorts Cartoons Imagination Exercises Component Sorts Thematic Apperception Projective Techniques Data Collection Techniques

34. Group Interviews • Dyads • Triads • Mini-Groups • Small Groups (Focus Group) • Supergroups

35. Determining the Number of Groups Scope Number of distinct segments Desired number of ideas Desired level of detail Level of distinction Homogeneity

36. Group Interview Modes Face-to-Face Telephone Online Videoconference

37. Combining Qualitative Methodologies Case Study Action Research

38. Merging Qualitative and Quantitative Conduct studies simultaneously Ongoing qualitative with multiple waves of quantitative Perform series: Qualitative, Quantitative, Qualitative Quantitative precedes Qualitative

39. Dynamic Survey wins AMA EXPLOR Award

40. Action research Case study CAPI Content analysis Creativity session Ethnography Focus groups Group interview IDI Convergent interviewing Critical incident technique Cultural interviews Grounded theory Life histories Oral history Sequential interviewing Interview Key Terms

41. Interview guide Moderator Non-probability sampling Pretasking Probability sampling Projective techniques Cartoons Component sorts Imagination exercises Laddering Semantic mapping Brand mapping Sensory sorts Sentence completion Thematic Apperception Test Word or picture association Key Terms (cont.)

42. Key Terms • Qualitative research • Quantitative research • Recruitment screener • Triangulation