Business Research Methods

Chapter 7
Qualitative Research Tools
Group 1

Ko Phyo Theingar

Ma Tin Kyi Min
Ko Arkar
Ma Aye Aye Aung
Ma Khine Zin
Ma Hnin Yu

Page 131 - 158

What is Qualitative Research?

Qualitative business research

Research that addresses business objectives through techniques that
allow the researcher to provide elaborate interpretations of
phenomena without depending on numerical measurement.
Researcher-dependent
Research in which the researcher must extract meaning from
unstructured responses.
Common Situations that often call for Q.R.
1. When it’s difficult to develop specific and actionable problem
statements or research objectives.
2. When the research objective is to develop an understanding of some
phenomena in great detail and in much depth.
3. When the research objectives is to learn how a phenomena occurs in
its natural setting or to learn how to express some concept in
colloquial terms.
4. When some behavior the researcher is studying is particularly context
dependent.
5. When a fresh approach to studying some problem is needed.
 Qualitative Quantitative
The aim of qualitative analysis is a In quantitative research we classify
complete detailed description. features, count them, and construct
statistical models in an attempt to
explain what is observed.

The design emerges as the study unfolds All aspects of the study are carefully
designed before data is collected.
Researcher is the data gathering Researcher uses tools (questionnaires or
instrument. equipment) to collect data.
Data is in the form of words (interviews), Data is in the form of numbers and
pictures (videos), or objects (artifacts). statistics.

Qualitative data is more rich, time Quantitative data is more efficient, able
consuming, and less able to be to test hypotheses, but may miss
generalized. contextual data.
 Similarities & Differences Between
Quantitative and Qualitative Research
Similarities
• Both forms of research follow the six steps in the process of research.
• Both forms of research have introductions that establish the importance of
the research problem.
• Both forms of research use interviews and observations.

Differences
• Quantitative data collection is more closed-ended; qualitative data collection
is more open-ended.
• Quantitative data analysis is based on statistics; qualitative data analysis is
based on text or image analysis.
• Quantitative reporting has a set structure; qualitative data reporting is more
flexible.
Contrasting Exploratory And Confirmatory Research

Qualitative Data
• Data that are not characterized by numbers but rather are textual,
visual, or oral.
• Focus is on stories, visual portrayals, meaningful characterizations,
interpretations, and other expressive descriptions.

Quantitative Data
• Represent phenomena by assigning numbers in an ordered and
meaningful way.
 Major Orientations of Qualitative Research

• 1.Phenomenology
• 2.Ethnography
• 3.Grounded theory
• 4.Case Studies
What is Phenomenological Approach to Research?

• Phenomenology
A philosophical approach to studying human experiences based on the idea that
human experience itself is inherently subjective and determined by the context in
which people live.
Seek to describe, reflect upon, and interpret experiences.
Relies on conversational interview tools and respondents are askes to tell a story
some experience.
 What is Ethnography?
• Ethnography
Represents ways of systematic studying of people and cultures
through methods that involve becoming highly active within
that culture.
Culture can be either Broad culture or Narrow culture
Study of their natural habits, and mutual differences
• Participant- observation
Researcher becomes immerse within the culture
Method of data collection
 What is Grounded Theory?
• Grounded Theory
Represents an inductive investigation in which the researcher poses questions
about information provided by respondents or taken from historical records.
The researcher asks the questions to him of herself and repeatedly questions the
responses to derive deeper explanations.

Key questions:
What is happening here ?
How is it different?
 Case: Page 140
USED LOOKLOOK® TO EXPLORE THE LIFESTYLE AND
BUYING HABITS OF THE FEMALE HENRY (HIGH
EARNER NOT RICH YET) - IN BEAUTY, FASHION,
JEWELRY AND PERSONAL FINANCE

ANDROID USERS SHOWED US MEDIA HABITS AND

PURCHASE DYNAMICS WITH THEIR SMARTPHONES
AND GAVE US CANDID FEEDBACK ON POSITIONING
IDEAS FOR A NEW OPERATING SYSTEM CONCEPT

DESIGNED AND EXECUTED SENSORY SAFARIS FOR

FASHIONISTAS AROUND THE WORLD FROM MOSCOW
TO SAO PAULO.
ESIGNED SENSORY SAFARI CONSUMER RESEARCH TO
UNCOVER NEW AREAS OF INSIGHT AROUND THE
BRAND AS PART OF A NEW PERFUME PRODUCT
DEVELOPMENT PROCESS. PRODUCED FOUR CONCEPT
TERRITORIES FOR FURTHER CREATIVE
DEVELOPMENT.
INTERVIEWED BARTENDERS AND FASHION
INFLUENCERS IN ORDER TO INSPIRE IDEAS FOR NEW
VODKA ACCESSORY CONCEPT. DEVELOPED VAST
RANGE OF PRODUCT CONCEPT AND NAME IDEAS FOR
CLIENT CONSIDERATION.

CONDUCTED NATIONWIDE STUDY ON INTERSECTION

OF LUXURY AND CHOCOLATE.
DESIGNED CONSUMER STUDY TO UNDERSTAND THE
PREMIUM PART OF THE TEA MARKET AND AND THE
NEEDS OF VARIOUS CONSUMER SEGMENTS.

CONDUCTED IDEATION NATION WORKSHOP FOR

SPRITE GLOBAL TEAM TO ALIGN BRAND
ARCHITECTURE.

DESIGNED COMMUNICATIONS RESEARCH IN CHINA

ON BEHALF OF JWT ADVERTISING FOR EXPANSION IN
THE CHINESE MARKET.
Common Techniques used in Qualitative Research

• Focus Group Interviews

• Depth Interviews
• Conversations
• Semistructured Interviews
• Word Association/ Sentence Completion
• Observation
• Collages
• Thematic Apperception/ Cartoon Tests
 What is Focus Group Interview
 An unstructured, free flowing interview with a small group of around
six to ten people. Focus groups are led by a trained moderator who
follows a flexible format encouraging dialogue among respondents.

Advantages of Focus Group Interviews

 Relatively fast
 Easy to execute
 Allow respondents to piggyback off each other’s ideas
 Provide multiple perspectives
 Flexibility to allow more detailed descriptions
 High degree of scrutiny
 Can observe their behaviors
 Focus Group Respondents
• Group Composition

 6 to 10 people
 Relatively homogeneous
 Similar Lifestyles and experiences

Example: In discussing household chores, four

groups might be used
• Married men
• Married women
• Single men
• Single women
 Focus group Illustration
Focus group are used for concept screening and concept refinement.

 Environmental Conditions
Video tape cameras in observation room behind two-way mirrors
and microphone system.

Focus group moderator

Moderator
A person who leads a focus group interview and ensures that everyone gets a chance
to speak and contribute to the discussion.
 Qualities of A Good Moderator
 Develops rapport with the group
 Good listener
 Tries not to interject his or her own opinions
 Controls discussion without being overbeating

Planning A Focus Group Outline

 Welcome and introduction should take place first.
 Begin the interview with a broad icebreaker that does not reveal too
many specifies about the interview.
 Questions become increasingly more specific as the interview proceeds.
 If there is very specific objective to be accomplished that question
should probably be saved for last.
 A debriefing statement should provide respondents with actual focus
group objectives and answering any questions they may have.
 Videoconferencing
Manager can watch on television rather than
having to take trip to a focus group facility.

Interactive Media and Online Focus Groups

 Online focus group
A qualitative effort in which a group of individuals provides unstructured
comments by entering their remarks into an electronic Internet display
board of some type.

 Focus blog
A type of informal, “continuous’’ focus group established as an Internet
blog for the purpose of collecting qualitative data from participants
comments.
 Online Versus Face-to-face Focus Group

Advantages Disadvantages
• Fast • Less control over who participants
• Inexpensive • Participants cannot touch or taste
• Bring together many participants something
from wide-spread geographical • Cannot see facial expression and
areas body language
• Respondent anonymity • Moderators’ ability to probe and ask
• Transcript automatically recorded questions is reduced
 Disadvantages of Focus Group

1. Require objective, sensitive, and effective moderators.

2. May have unique sampling problems.
3. May not be useful for discussing sensitive topics in face-to-face
situations.
4. Cost a considerable amount of money, particularly when they are
not conducted by someone employed by the company desiring the
focus group.
 Online Versus Traditional Focus Groups
Characteristic Online Focus Groups Traditional Focus Groups

Group size 4-6 8-12

Group composition Anywhere in the world Drawn from the local area

Time duration 1-1.5 hours 1-3 hours

Physical setting Researcher has little control Under the control of the researcher

Respondent identity Difficult to verify Can be easily verified

Respondent Respondents can engage on Attentiveness can be monitored

attentiveness other tasks
 Depth Interviews
Depth interview
A one-on-one interview between a professional researcher and a research
respondent conducted about some relevant business or social topic.
Laddering
A particular approach to probing, asking respondents to compare
differences between brands at different levels.
Produces distinctions at the:
Attribute level (raw materials)
Benefit level (comfort)
Value or motivation level (excitement)
CONVERSATION
• An informal qualitative data gathering approach in
which the researcher engages a respondent in a
discussion of the relevant subject matter.
• The goal is to have the respondent produce a
dialogue about their experiences.
• A conversational approach to qualitative research is
particularly appropriate in phenomenological
research.
• A conversational approach is advantageous
because each interview is usually inexpensive to
conduct.
Semi structured Interviews

• Semi structured interview usually come in written form and ask

respondents for short essay responses to specific open-ended
questions.
• Respondents are free to write as much or as little as they want.
• The questions would be divided into sections, within each section, the
opening question would be followed by some probing questions.
• The advantages to this approach include an ability to address more
specific issues.
Social Networking

• Social networking is one of the most impactful trends in recent times.

• For many consumers, particularly younger generations, social networking
sites like Facebook, Instagram, Twitter, etc. have become the primary tool
for communicating with friends both far and near and known and
unknown.
• Social networking has replaced large volumes of e-mail and face-to-face
communications as well.
• Companies can assign research assistants to monitor these sites for
information related to their particular brands.
• The information can be coded as either positive or negative.
• When too much negative information is being spread, the company can
try to react to change the opinions.
Free-Association/Sentence Completion Method

• Free-association techniques record respondent’s first (top-of-mind)

cognitive reactions to some stimulus.
• Respondents view an ambiguous figure and are asked to say the first
thing that comes to their mind.
CONVERSATION
• The sentence completion method is based on free-association
principles.
• Respondents are required to complete a few partial sentences with the
first word or phrase that comes to mind.
• They can sometimes be used as effective icebreakers in focus group
interviews.
Observation
• Observation can be a very important qualitative tool and used
to explore various issues.
• Meaning is extracted from field notes.
• Field notes are the researcher’s descriptions of actually
happens in the field.
• Observation may also take place in visual form. Observe
employees in their workplace, consumers in their home.
• Observational research is keenly advantageous for gaining
insight into things that respondents cannot or will not
verbalize.
Collages

• Business researchers sometimes have respondents prepare a collage

to represent their experiences.
• The collages are then analyzed for meaning in the same manner as
text dialogues are analyzed.
• Collages are often used within some other approach such as a focus
group or a depth interview.
• Collages offer the advantage of flexibility but are also very much
subject to the researcher’s interpretations.
Projective Research Techniques

• A projective technique is an indirect means of questioning enabling

respondents to project beliefs and feelings onto a third party, an
inanimate object or a task situations.
• Usually encourage respondents to describe a situation in their own
words with little prompting by the interviewer.
• Individuals are expected to interpret the situation within the context
of their own experiences, attitudes and personalities.
• To express opinions and emotions that may be hidden from others
and possibly themselves.
Thematic Apperception Test (TAT)

• Sometimes called the picture interpretation technique presents

subjects with an ambiguous pictures in which consumers and
products are the center of attention.
• The investigator asks the subject to tell what is happening in the
pictures now and what might happen next.
• A TAT represents a projective research technique.
• The TAT consists of a series of pictures with some continuity so that
stories may be constructed in a variety of settings.
 Exploratory Research in Science and in Practice
Misuses of Exploratory and Qualitative Research

• Exploratory Research cannot take the place of confirmatory research.

• Not to synonymously use interpretive research with qualitative research
• Need to be very cautious before major business decision are made based on the result of
exploratory research
• Is the research replicable? How far is an exploratory research reliable?
• Exploratory become motivational research
• In the late 1950s and early 1960s, projective techniques and depth interviews were frequently
used
• Interpretations can be either misleading or too ambitious
• Companies became frustrated when decisions based upon motivational research approaches
proved poor. Thus, qualitative tools were moved away in 1960s and 1970s.
• Today, however, researchers have realized the usefulness of qualitative research
Pillsbury Doughboy
Scientific Decision Processes
Why is the scientific decision approach not
always used or needed
• Time
• Money
• Emotion
THANK YOU