Download Conducting a Focus Group

Chapter Four
Qualitative
Research
Chapter Four
Chapter Four Objectives
•
Define qualitative research
•
Explore the popularity of qualitative research
•
Understand the limitations of qualitative
research
•
Learn about focus groups and their
tremendous popularity
•
Gain insight into conducting and analyzing a
focus group
•
Recognize the growing popularity of online
focus groups and their disadvantages
•
Learn about other types of qualitative
research
Chapter Four
Nature of Qualitative Research
Qualitative Research:
1. Findings are not subject to quantification or
quantitative analysis
2. Conclusions are not based on precise, measurable
statistics
3. Based on more subjective observations and analysis
Quantitative Research:
1. Uses mathematical analysis
2. Typically research analysis is done using measurable,
numeric standards
Chapter Four
Qualitative vs. Quantitative Research
Chapter Four
Popularity of Qualitative Research
•
Usually less expensive than quantitative
research
•
Can provide “true” impressions and results
on consumer behaviour (“first-hand”)
•
Can improve efficiency of quantitative data
Limitations of Qualitative Research
•
May not distinguish small differences in
attitudes and opinions regarding a marketing
mix
•
May not always be a representative sample
of the population
•
Opinions in groups may be swayed
significantly by a strong-willed respondent
Chapter Four
Importance of Focus Groups
A focus group is:
• A group of 8–12 respondents
• Led by a moderator
• An in-depth discussion
• On one particular topic or concept
Group Dynamic
Interacting among
people in a group. The
moderator must manage
this issue carefully.
Focus groups:
• Are excellent for idea generation, brainstorming, understanding
customer vocabulary
• Provide insight to motives, attitudes, perceptions
• Can reveal needs, likes, dislikes driven by emotions
Chapter Four
Conducting a Focus Group
1. Decide on research objectives for focus group
2. Use secondary research to refine group
questions
3. Select focus group facility and overview of ideal
group participants
4. Begin recruiting with participant incentives
5. Select a moderator
6. Develop a discussion guide to chart flow of
focus group
7. Conduct the focus group
8. Review the videotape, your notes, and analyze
the results
9. Prepare a written report for client
Chapter Four
Conducting a Focus Group
The Participants:
•Potential opinion leaders are best
• Participants must be screened for relevance to the topic
The Location:
• A conference room or living room setting
• Separate observation room with a one-way mirror or live AV
feed
The Moderator:
• Leads the focus group
• Psychology or sociology background is preferred
The Discussion Guide:
• Sets a timetable for each topic, and clear goals/questions
• Is a strategy for keeping group on task / focused
• Managing the group dynamics is critical
Chapter Four
The Moderator
Moderators should:
1. Meet and greet the participants before focus group.
2. Ask simple/light personal questions during warm-up.
3. Reveal something personal information about
yourself.
4. Ask for the participants’ assistance during the
process. “Your opinion is valuable…”
5. Use humour when appropriate.
6. Dress the same as the respondents.
7. Start the focus group session sitting down.
8. Have a client-approved discussion guide to assist.
Chapter Four
What Makes a Good Moderator?
A good moderator:
• Is genuinely interested in people, including their:
• Behaviours
• Emotions
• Lifestyles
• Prejudices and opinions
Is accepting and appreciative of participant differences
• Is objective and open minded
• Has good listening skills
• Has good observation skills (can pick-up on body language)
• Is interested in a wide array of subjects
• Prepares for the topic at hand to enhance credibility
Chapter Four
What Makes a Good Moderator?
• Good oral, written, and organizational skills
• Able to manage conversation flow
• Good at follow-up questioning and probing
• Excellent attention to detail and is precise
• Understands client’s business and industry
• Reliable, responsive, trustworthy
• Ability to provide feedback and be a sounding board for
client
Chapter Four
Benefits and Drawbacks of Focus Groups
• Participants’ candor
• Looks the customer “in the eye”
• Generates fresh ideas / brainstorming
• Allows client to observe and comment onsite
• Can be executed quickly
• Can enhance other data collection methods
• Expertise needed
• Participation issues (e.g., “no shows”)
• Interpretation is subjective
• Often misused as representative of the general population
Chapter Four
Online Focus Groups
• Low costs and no geographic barriers
• Can be executed quickly
• Good for generating fresh ideas / brainstorming
• Can enhance other data collection methods
• Efficient moderator-client interaction
• Participants provide valuable information for the next research
phase
• Group dynamics
• Non-verbal inputs
• Client involvement
• Exposure to external stimuli
• Role and skill of moderator
Chapter Four
Other Qualitative Methodologies
Depth
Interviews:
One-on-one discussions that probe
to elicit detailed answers, often
using non-directive techniques to
uncover hidden motivations.
Key Techniques:
• Laddering approach
• Hidden issue questioning
• Symbolic analysis approach
Chapter Four
Other Qualitative Methodologies
Advantages of Depth Interviews:
• Group pressure is eliminated
• Often geared towards getting underlying information
• Interviewer becomes more sensitive to nonverbal clues
• Respondent can be more forthright, since focus is on them
• An interview can be conducted anywhere
• More personalized attention given
Disadvantages of Depth Interviews:
• More costly than a focus group
• An interview lacks the advantage of group dynamics
Chapter Four
Other Qualitative Methodologies
Projective
Tests:
A technique tapping respondents’ deepest
feelings by having them project those feelings
into an unstructured situation.
Types of Projective Tests:
• Word Association
• Cartoon Tests
• Photo Sorts
• Consumer Drawings
• Storytelling
• Sentence and Story Completion
• Third-Person Technique
Chapter Four