Qualitative research (focus group research)

1. Marketing Research Essentials
By Ashmond adu-ansere
aamusted

2. Methods of Obtaining Empirical
Data

3. • To obtain insights into qualitative research designs.
• To discuss key differences between qualitative and
quantitative research designs.
• To discuss different types of qualitative and quantitative
research designs and the key considerations to take into
account.
• Focus group
Lecture Objectives

4. Qualitative:
• Research whose findings are not subject to quantification or
quantitative analysis. Its research conclusions are not based
on precisely, measurable statistics but on more subjective
observations and analysis.
Quantitative:
• Research that uses mathematical analysis. Typically
research analysis is done using measurable and numeric
standards.
The Nature of Qualitative Research

5. Qualitative vs. Quantitative Research

6. 6
Types of Qualitative Research Methods
The major categories of qualitative research include:
1. Phenomenology—originating in philosophy and psychology
2. Ethnography—originating in anthropology
3. Grounded theory—originating in sociology
4.Case studies—originating in psychology and in business research

7. Phenomenology represents 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.
The phenomenological researcher focuses on how a person’s
behavior is shaped by the relationship he or she has with the
physical environment, objects, people, and situations.
Phenomenological inquiry seeks to describe, reflect upon, and
interpret experiences.
Phenomenology

8. Ethnography represents ways of studying cultures through methods
that involve becoming highly active within that culture. Participant-
observation typifies an ethnographic research approach.
Participant-observation means the researcher becomes immersed
within the culture that he or she is studying and draws data from his
or her observations. A culture can be either a broad culture, like
American culture, or a narrow culture, like urban gangs or
skateboarding enthusiasts.
Organizational culture would also be relevant for ethnographic
study
Ethnography

9. Grounded theory is probably applied less often in business research than is
either phenomenology or ethnography
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- or herself and
repeatedly questions the responses to derive deeper explanations.
Grounded theory is particularly applicable in highly dynamic situations
involving rapid and
significant change. Two key questions asked by the grounded theory
researcher are “What is happening here?” and “How is it different? "The
distinguishing characteristic of grounded theory is that it does not begin
with a theory but instead extracts one from whatever emerges from an
area of inquiry.
Grounded Theory

10. Case studies simply refer to the documented history of a
particular person, group, organization, or event.
Typically, a case study may describe consumers’
acceptance or rejection of a particular product.
Alternatively, case studies may describe the events of
a specific company introducing a new product or
dealing with some management crisis.
Case Studies

11. 1. Attitudinal, perception, and belief differences revealed
during qualitative research might not be easily measured.
Quantitative research will more precisely measure these
differences.
2. Qualitative research is often not statistically representative
of the general population.
Although qualitative results might give you a good idea about the
population, they do not allow you to precisely gauge the populations’
responses based on the limited sample typical of qualitative
research.
3. Anyone can purport to be an expert.
General Limitations of Qualitative Research

12. Factors to Consider:
• Time / budget
• How the research results will be used
• Product / service tangibility
• Research goals & objectives
• Participant availability and willingness
• Desired analysis sophistication
• Whether quantitative research follows
Qualitative Research Methods

13. • First, qualitative research is usually much cheaper than
quantitative research.
• Second, there is no better way to understand the in-depth
motivations and feelings of consumers.
• A third reason for the popularity of qualitative research is that
it can improve the efficiency of quantitative research.
Popularity of Qualitative Research

14. • Focus Group Interview
• Using the Delphi Method
• Depth Interviews
• Conversations
• Semi-Structured Interviews
• Word Association/ Sentence Completion
• Observation
• Projective Tests
Common Techniques Used in
Qualitative Research

15. Focus Groups
A focus group interview is a free-flowing interview with a small
group of people, usually between six and ten. Focus groups
are led by a trained moderator who follows a flexible format
encouraging dialogue among respondents. Common focus
group topics include:
employee programs, brand meanings,
problems with products, advertising themes, or
new-product concepts.

16. Conducting Focus Groups
Step 1: Setting & Participants
Prepare for the group: Select a focus group
facility and recruit the participants
Step 2: Moderator
Select a moderator and create a discussion guide
Step 3: Discussion Guide
Conduct the group
Step 4: Focus Group Report
Prepare the focus group report

17. A focus group moderator needs two sets of skills:
First, the moderator must be able to conduct a group properly.
Second, he or she must have good business skills in order to effectively interact with the client. Key
attributes for conducting a focus group include the following:
1. Genuine interest in people, their behavior, emotions, lifestyles, passions, and opinions.
2. Acceptance and appreciation for the differences in people, especially those whose lives vary
greatly from your own.
3. Good listening skills: the ability both to hear what is being said and to identify what is not being
said
4. Good observation skills: the ability to see in detail what is happening or not happening and to
interpret body language.
5. Interest in a wide range of topics and the ability to immerse yourself in the topic and learn the
necessary knowledge and language quickly.
Moderator Skills

18. 6. Good oral and written communication skills: the ability to clearly
express yourself and to do so confidently in groups of all types and sizes.
7. Objectivity: the ability to set your personal ideas and feelings aside
and remain open to the ideas and feelings of others.
8. Sound knowledge of the basic principles, foundations, and
applications of research, marketing, and advertising.
9. Flexibility, ability to live with uncertainty, make fast decisions, and
think on your feet (or the part of your anatomy that is seated in the
moderator’s chair).
10. Good attention to detail and organizational ability

19. (1) money ,(2) the topic was interesting,
(3) it was a convenient time, (4) focus groups
are fun, (5) respondent knew a lot
about the product, (6) curiosity, and (7) focus
groups offer an opportunity to express
opinions.
*Grades
Why Do People Agree To Participate
In Focus Groups?

20. Some Key
Characteristics:
The Importance of Focus Groups
• Good for idea generation, brainstorming, and understanding customer
vocabulary
• Can be helpful in gaining insight to motives, attitudes, perceptions
• Can reveal needs / likes & dislikes / prejudices driven by emotions
• Group Dynamics. The moderator must manage this factor deftly

21. • 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

22. • Immediacy and apparent understanding of focus group findings can cause
managers to be misled instead of informed.
• Recruitment may be a problem (when the people respond differently to the
subject matter as compared to other target segments ).
• Also, some focus group facilities create an impersonal feeling, making honest
conversation unlikely.
• The moderator’s style may contribute to bias.
• Respondents also can be a problem. (introverts, we can’t hear you, etc.)
Limitations of Focus Groups

23. Focus Groups Research Report
• Executive summary
• Introduction
• Methodology
• Demographics
• Results and discussions (key findings)
• Recommendations
• Conclusion