Qualitative Research: Methods, Uses, and Planning
INTRO QUALITATIVE RESEARCH
Definitions
Very often the answer becomes clear after just 1 or 2 groups, even though it isn’t possible to express this result within statistical bounds.
– Ethnography: is the study of humans in specific environment. The ethnographer seeks to undertones the behavior of a group by living close to it, so that they can observe and listen at home or work place, in this way the truth emerges. You have to avoid direct questions, behavior can give more honest answer than questions.
– Deep interviews: to obtain insights, not possible in larger and more structured surveys. Can use laddering, the interviewer keeps asking the question “why” until it is felt the real answer is given. Projective techniques, videos and products can be shown. Such interviews (depth) and discussions are engaging because they are more conversational as a result can easily last 30 minutes/ 1 hour.
– Focus groups: is a research technique used to collect data through group interaction on a topic. It is a group experience, comprising a small number of carefully selected people. Who are recruited to discuss a subject on the basis of their shared experience
When to use qualitative research
: – Exploring attitudes and behavior: Depth interviews and focus groups to understand attitudes and examine the hypotheses.
– Testing adverts: advertising agencies uses depth interviews and focus groups for get ideas for campaigns and test advertising messages.
– Developing concepts and new products: focus groups are excellent tool for exploring ideas for new products and getting reaction.
– Building a picture of a market: depth interviews can help to understand of: its size, the competitive environment or its growth prospects
DESK RESEARCH
Searches
: google, baidu and yandex
Internet sources
: companies sites and user groups.
Online market reports
: multi client reports can be useful and inexpensive introduction to the subject
The press
: like the news these sources includes background material and supplements on industries and market
Company data
: Today companies websites provide:-Pictures of products.-List of distributors.-Data sheets -Company histories.-Press releases.
Governments statistics
:-Department of commerce.-United nations.
-The organization for economic cooperation and development (OECD)-Eurostat.
Trade and industry bodies
:-Often publish trade publications-To meet members needs and for PR purposes.
Directories and lists
: a customer survey usually depended on a list of customer provides by the sponsor of the research. In many B2B surveys is necessary to find target respondents by using directories or specialist list suppliers. Make sure the list is good ensure the right person is interviewed. Directories provide details of companies that either supply or consume goods.
The range of information available from desk research
:
-The marketing environment: markets are shaped by environment factors (economic+demographic trends+ legislative framework + social factors).
-Market structure and size: general and trade press + directories + company financial data + published reports + trade associations + government statistics.
-Suppliers and brands: company website + press + directories + company accounts and reports + advertising.
-Distribution and retailing: intel (reports on retail and apparel) + Forrester (report on state of retailing online) + Deloitte and KPMG (annual reports retail industry).
-Products: websites re the first port (specification of products) + Trade publications (corporate products from different suppliers) + Amazon and online retailers (source of product retail and prices) + trade fairs.
Planning, recording and evaluating desk research
: Specify the information that we are looking for. , Include a Timetable. , Data is organized files including source. , Evaluate the information collected and validity. Market size figures need cross checked by using 2 or 3 sources (If can go back to primary source that generated that secondary source information). , Meaningful whole, looking for linkages and patterns. , Analysis and integration: its only possible if material reasonably organized.
FOCUS GROUPS
When to use it?
: – Used to identify and explore behavior attitudes and processes.
– To understand why, what and how.- Can be used in 3 ways in the research design:
+ Stand-alone method: explorative and diagnostic (what is the problem, how we can solve it)+ Supplementary to a survey: pre to quantitative stage.+ As a part of a multi-method design: several sources.
DEPTH INTERVIEW
Principles of interviewing
: – Limited time.- Listen rather than speak.- Adopt a clear line of questioning.- Facilitate a permissive tone.- Demonstrate engagement with the respondent.- The interview itself:+ A businesslike approach: confidence and control will transmit positively to the respondent.+ Enthusiasm: will help develop interest in the topic.+ Nothing worse: than the uninterested interviewer.+ Informing that their words are being recorded.+ Respondents unsure their ability to answer the questions.
+ Skilled interviewers, create a rapport with respondents as quickly as possible.+ The sooner the interviewer gets the responders talking.
Discussion guide
: – Intro.- Warm-up questions.- Main body of interview.
– Thank and close.