QUALITATIVE RESEARCH METHODS

1
QUALITATIVE RESEARCH METHODS

• touchy-feely stuff
• Inquiry
• Focus Groups
• Depth interviews (one-on-one)
• Projective technique
• Observation
• Naturalistic inquiry
• Garbology
• Physiological measurements
• Computer/electronic measurements

2
FOCUS GROUPS

• What are they?
• Procedure
• Rules in Recruiting participants (p. 138)
• Reasons to conduct
• Experiencing consumers
• Timing
• Cost
• Flexibility
• Security

3
USES of FOCUS GROUPS

• New products screening
• Identification of attitudes underlying the
  purchase
• Evaluation of advertising concepts
• Pre-quantitative issue and language
  identification
• Packaging/name screening
• Acquisition of general background information
• Idea generation

4
DEPTH INTERVIEWS

• Most useful when
• personal, emotionally charged, or embarrassing
  matters
• behaviours where socially acceptable norms exist
  and where pressures to conform in group
  discussions would influence responses
• a complex behavioural or decision-making process
  that requires a detailed, situation-specific,
  step-by-step description
• when group interviews are difficult to schedule
  for the target population

5
PROJECTIVE TECHNIQUES

• Presume respondents cannot or will not
  communicate their feelings and beliefs directly
  therefore indirect techniques are used
• word association
• sentence completion
• unfinished-scenario story completion
• third-person role playing
• cartoon completion

6
OBSERVATIONAL METHODS

• Naturalistic Inquiry
• Garbology
• Physiological Measurement
• Computerised or Electronic Measurement
• scanners
• eye tracking
• response latency