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5: Qualitative and Observational
Research Designs
Qualitative Research
Qualitative research
relies on the collection of data
in the form of spoken or written text
or images using open-ended
questions, observation, or “found” data
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Goals of Qualitative
Research
Gain preliminary insight into research problems
Probe more deeply into areas that quantitative
research is too superficial to access – i.e.
subconscious processes
Provide initial ideas about specific problems,
theories, relationships, variables, and scale
design
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Quantitative Research
Quantitative research uses
formal standard questions and
predetermined response options in
questionnaires or surveys
administered to large numbers of respondents.
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Goals of Quantitative
Research
Make accurate predictions about consumer
behaviors
Validate relationships suggested by qualitative
research and test hypotheses in statistically
sound ways
Derive mathematical models that describe
consumer behaviors and marketing
phenomena
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Quantitative vs Qualitative
Quantitative
 Validation of facts, estimates,
predications, relationships
 Descriptive and causal
designs
 Mostly structured
 Good representation of target
populations – big samples
 Statistical, descriptive, causal
predictions, relationships
analyses possible
 More objective analysis
method
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Qualitative
 Discovery of ideas,
feelings, preliminary
insights and
understanding of ideas
 Exploratory designs only
 Open-ended, semistructured or unstructured
 Small samples, limited
generalizability
 More subjective content
analysis
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Primary Qualitative Methods
Focus groups
In-depth interviews
“Hybrids”
Ethnography – “Deep Dives”
Netnography
Case Studies
Observation Methods – manual & mechanical
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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In-depth Interview
An in-depth interview is a
formal interview process in which a
well-trained interviewer asks subjects a
set of semi-structured questions
in face-to-face setting
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Objectives of IDI
Discover what subjects think about a
topic and why
Understand subjects’ feelings, beliefs,
opinions and why they exist
Encourage subject to communicate as
much detail as possible
Generate new research ideas
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Focus Groups
A focus group is a
formal process that brings a
small group of people together
for an interactive, spontaneous discussion.
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-10
Focus Group
Characteristics
8-12 participants plus moderator
Session lasts 1 – 2 hours
Respondents paid $50-$200
Typically held at FG facility
Participants pre-screened
Overall cost $2000-5000+ per group
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-11
Objectives of
Focus Groups
Identify data for defining and redefining research
needs
Reveal consumers’ hidden attitudes
Generate new ideas for products, market opportunities
and marketing strategy
Discover new constructs and measurement methods
Explain changing consumer preferences
Help develop advertising / promotion ideas
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-12
The Focus Group
Process
Phase 1: Planning the study
Phase 2: Conducting the discussions
Phase 3: Analyzing and reporting the results
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-13
FG Phase 1 Decisions
Participants
Who should be included?
How many groups should be held?
How will participants be recruited and
screened ?
Size
Location
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-14
FG Phase 2 Components
Select a moderator and prepare guide
Begin the session with “ice-breaker”
Introduce the first topic and continue
Close the session
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-15
FG Phase 2 Guidance
Be nice, fun and accommodating
Offer snacks
Communicate ground rules
Prevent monopolization and groupthink
Solicit a reasonable amount of dissent and
disagreement
Let conversation evolve naturally
Expect to forego some questions
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-16
FG Phase 3 Activities
Conduct a debriefing analysis
Transcribe discussions
Content analyze responses
Develop report
Decide next steps
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-17
Ethnography
Ethnography is a
form of qualitative data collection
that records behavior in natural settings
to understand how social
and cultural influences
affect individual behaviors and experiences
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-18
Forms of Ethnographic
Research
Participating
observation
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Non-participating
observation
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-19
Netnography
Netnography is an ethnographic
research technique that studies “found data”
(consumer generated) on the internet
produced by virtual communities.
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-20
Case Studies
The case study technique involves
thoroughly investigating one or more
consumers (or consumer groups) of interest.
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-21
Projective Techniques
 Word Association Tests
 Thought Completion Tests
 Thematic Apperception Test
 Zaltman Metaphor Elicitation Technique
(ZMET)
 Q-Sort
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-22
Word Association
Which words come to mind when I say:
Ice Cream
Adidas
Desk
Education
Apple
Party
Cosmetics
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-23
Sentence Completion
A person who wears Tommy Hilfilger
shirts is _____.
When I think of Delta Airlines, I
______________.
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-24
Cartoon Completion
Let’s get some
clothes from
Macy’s!
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-25
Thematic Apperception
Test
Write a story about this image.
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-26
ZMET Technique
Create a collage that expresses your
feelings and opinions about…
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-27
Mechanical Observation
Observation is the systematic
witnessing and recording of
behavioral patterns of objects,
people, and events without
directly communicating with them
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-28
Eye-Tracking - VisionTrack
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-29
fMRI – Functional Magnetic
Resonance Imaging
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-30
EEGs Electroencephalography
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 5-31
Benefits and Limitations of
Observation
Benefits
Accuracy of
recording actual
behavior
Well-controlled
experimental
environments
Provides detailed
behavioral data
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Limitations
Difficult to generalize
findings
Cannot explain
behaviors ( i.e. the
“why?”)
Problems in setting
up and recording
behaviors
Ethical issues
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