Qualitative Versus Quantitative Research
Comparison Dimension
Types of questions Sample size Information per respondent Administration Type of analysis Hardware
Qualitative Research
Probing Small Much Requires interviewer with special skills Subjective, Interpretive Tape recorders, projection devices, videos, pictures, discussion guides Low Psychology, sociology, social psychology, consumer behavior, marketing, marketing research Exploratory
Quantitative Research
Nonprobing Large Varies Fewer special skills required Statistical, summarization Questionnaires, computers, printouts High Statistics, decision models, decision support systems, computer programming, marketing, marketing research Descriptive or causal
Ability to replicate Training of the researcher
Type of research
Triangulation of Research
What does it mean to “triangulate” research? • We move from qualitative to quantitative techniques and back again Define the problem - qualitative
Define and test hypotheses - quantitative
Explore the results in depth - qualitative
• Research is a back-and-forth process
Summary of Research Techniques
Structured
Direct Questionnaire Experiments Observation
Unstructured
Focus group Depth interview Observation
Indirect Observation
Projective techniques Observation
Figure 6.2
A Classification of Qualitative Research Procedures
Qualitative Research Procedures
Direct (Nondisguised)
Indirect (Disguised)
Most Common Qualitative Procedure
Focus Groups
Depth Interviews
Projective Techniques
3
Expressive Techniques
1
Association Techniques
2
Completion Techniques Construction Techniques
Steps in Conducting a Focus Group
Prepare for the Group Select a focus group facility and recruit the participants.
Prepare the Focus Group Report
Select a Moderator Create a discussion guide
Conduct the group
Table 6.2 Characteristics of Focus Groups
Group size Group composition Physical setting Time duration Recording Observation
8-12 Homogeneous; respondents prescreened Relaxed, informal atmosphere, living room environment 1-3 hours Use of audiocassettes and videotapes, one-way mirror Observational, interpersonal, and communication skills of the moderator “First time” participants Some experience with topic No friends/relatives together No domineering personalities
Key success factor Ability of moderator to stimulate INTERACTION among group members
Types of Focus Groups • Exploratory Focus Groups
– – – – Problem definition Hypothesis generation Concept testing Pilot testing
• Clinical Focus Groups ??
– Explore subconscious motivation
• Experiencing Focus Groups
• Product/Brand usage attitudes • Product/Brand usage beliefs
Advantages of Focus Groups
• • • • • • • Relatively quick information Stimulate new ideas Relatively inexpensive Very flexible Very spontaneous Synergy “Snowballing” of ideas
Disadvantages of Focus Groups
Recruiting problems Hard to quantify results Small sample size Can’t generalize to the target population (Beware of this tendency) • Validity and reliability considerations • • • •
TABLE 6.5 Nominal Grouping Sessions versus Focus Groups
NOMINAL GROUPING SESSION PROCEDURES
1. 2. 3. Individuals assigned to small groups (6-10) based on chosen/common characteristics. Group members silently and independently generate ideas about a subject/problem. Each member presents one idea to the group without discussion in an iterative fashion until all ideas are offered. All ideas are recorded on the board. All ideas are discussed for clarification, combination, and evaluation. Expressions of the importance of ideas are encouraged, but criticisms of others’ ideas are discouraged. Each member privately rates or ranks the pooled ideas by importance. Discussion of the ratings by the group until consensus is reached on those ratings. This process generates the most important reasons for ratings.
FOCUS GROUP PROCEDURES
Same. Ideas generated during group interaction/discussion Ideas/items to be discussed are given by the researcher.
4.
Same, but criticisms of ideas usually are accepted.
5. 6.
Primarily unstructured discussion. Primarily unstructured discussion, which ends when the moderator/facilitator believes all important discussions have been completed.
SOURCE: Barry Langford, “Nominal Grouping Sessions,”Marketing Research (Summer 1994), p. 17.
Projective Techniques Figure 6.4 A Cartoon Test SEARS
Let’s see if we can pick up some housewares at Sears!
1. Association Techniques (Word Association) 2. Completion Techniques (Sentence Completion) 3. Construction Techniques (Cartoon Tests) 4. Expressive Techniques (Role Playing)
Cartoon Test
Hey John, I just received a $500 bonus for a suggestion my company is now using on the production line. I’m thinking about putting my money in a credit union.