Qualitative Research in Business Instructor Lyudmila N Bogomolova

Qualitative Research in Business Instructor: Lyudmila N. Bogomolova, Department of marketing

Evaluation system l l l Final exam – 60% l written exam (case study) Team projects – max 20% l students prepare research project and make oral presentation Case study (individual) – max 20% l Written work. Students create mini-cases. l Deadline – 01/12/09 l mila. dembo@gmail. com

Mini-cases l l Min. volume 3 p. , max – 10 p. in Word Topics: § § l l l using of qualitative research for any goals (in any fields) comparison of different methods of qualitative research Bibliography, related links, different sources of information Structure: introduction, story, analyses and conclusions Don’t create. docx files!!!!!!

Final Exam – 28. 12. 09 l l Weighting is 60% l On-line exam l Individual case analysis l Students take individual tasks in the MIB Office, write their own decision and send to Instructor. Evaluation criteria: l Correct answer, based on course materials and additional reading l Using of different source of information (number, quality) l Number of related links, books, research reports

Course materials: l Qualitative Research in Intelligence and Marketing : The New Strategic Convergence ebrary Reader Author: Walle, Alf H. Publisher: Greenwood Publishing Group, Incorporated 2000 l Qualitative Methods in Management Research Author: Cassell, Catherine Buehrins, Anna Symon, Gillian Publisher: Emerald Group Publishing Limited 2006 l Additional reading Silverman, David. Doing qualitative research [Text] : a practical handbook / David Silverman. - 2 nd ed. . - London [ u. a. ] : SAGE, 2006 l Qualitative Research Methods in Public Relations and Marketing Communications Author: Daymon, Christine Holloway, Immy Publisher: Routledge 2002 l Reader (collection of articles)

20. 10. 09 Introduction Market Research: the Context, Main Roles and Trends. 27. 10. 09 Case study – Dove Real Beauty 03. 11. 09 Qualitative Research. Main Notions. Qualitative Research Methods -1. 10. 11. 09 Qualitative Research Methods -2. A cognitive approach. Projective Techniques. 17. 11. 09 Ethnography and Observational Research. The specific research applications. 24. 11. 09 Research Project 01. 12. 09 The Market Research Process. 08. 12. 09 Guide. Data Analyses. Research Report.

Our Glossary l l l Consumer research - Study that yields information about the motives and needs of different classes of product users, buyers or decision makers. Discussion guide - a written outline of topics to cover during a focus group discussion. See also moderator guide or topic guide. Ethnographic research - The observation of a small group of people in their own environment (consumers) and drawing conclusions based on the findings from these observations. The researcher attempts to get a detailed understanding of the circumstances of the people being studied. The result is a collection of extensive narrative data on many variables over an extended period of time which provides insights into the group Focus group - A qualitative market research technique in which a group of participants (approx. 10) of common demographics, attitudes, or purchase patterns are led through a discussion of a particular topic by a trained moderator. Interview - a data-collection encounter in which one person (an interviewer) asks questions of another.

Our Glossary l In-depth interviews (IDIs) - A qualitative research technique in which a moderator interviews one participant. Generally lasting 3060 minutes. Often there is a one-way mirror and observers watching the session. Also known as a one-on-one or diad. l Lifecycle Research - Research which is focused on a group set apart from others because of age and/or because of the activities and events that surround that age. Examples include seniors, teenager, expectant mothers, empty nesters etc. l Moderator - The person hired by the client to lead the focus group or in-depth interview. Also called the focus group moderator, facilitator or qualitative consultant. l Recruitment - The process of securing participants for focus groups who meet specific demographic or other project requirements.

Our Glossary l Screener - questions used to check for appropriate respondents l Screening -The process of choosing research participants who meet the established criteria of the research project. l Rescreening - a brief interview conducted with potential participants when they arrive at a facility to ensure that they really qualify for the session. Rescreening normally uses some of the questions that were originally asked when the participants were originally recruited. l Qualitative research - Research data not subject to quantification or quantitative analysis; characterized by the absence of empirical measurements and an interest in subjective evaluation. Qualitative methodologies include focus groups, mini-groups, one on-ones and open ended-questions.

Market Research: the Context, Main Roles and Trends. Based on: ESOMAR BEST PRACTICE, 2008 Qualitative Methods in Management Research Cassell, Buehrins, Symon, Emerald Group Publishing Limited 2006

Market Research: the Context, Main Roles and Trends. l Process 1: “CONSUMER INSIGHT” l A synonym for a value creating process of creating consumer-centered innovations by selecting the right product innovation for the right brand equity. l Product Innovation – CI efforts provide the basics that help us to define sharp product. l Brand Equity – we are looking at brands as psychological carrier system, powerful mechanisms to establish and maintain the emotional relation to the buyer to the provide a meaningful face for a meaningless product body (e. g. Aaker, 2004; Arnold, 1997; Esch, 2004; Keller, 2002)

Schroiff, 2005 Process 1: “CONSUMER INSIGHT” Screen lab Home visits Surer groups Consumer hotline Diaries (blogs) Creative workshops Concept test CONCEPT CLINIC Usage &Attitude TRANSFORMING CAPTURING TESTING DISTILLING Sequential Adaptive Process Relatively vague Relatively certain PRODUCT IDEA CONSUMER KNOWLEDGE Desk research

The main processes l Process 2 Pre-testing l The pre-testing process tries to minimize marketing risk by systematically checking and improving the single factors of marketing/communication mix until they have reached maximum compatibility with a previously defined strategic/tactical objectives.

Schroiff, 2005 Process 2 Pre-testing Product Test Bases CONCEPT TEST Price test Ad. Test Final offer CONCEPT Single marketing mix factors Sequential Adaptive Process Relatively vague Relatively certain MARKET INTRODUCTION PRODUCT IDEA Packaging test

Schroiff, 2005 Process 3. MARKET OBSERVATION AND ANALYSIS Data Purchasing MARKET INTRODUCTION Data Harmonization Standard Reporting Hierarchies Conceptual Harmonization (White Book) WHY? WHAT? DATA MANAGEMENT Standard Analytical Roadmaps REPORTING ANALYSES Sequential Adaptive Process Relatively vague Relatively certain

Illustrative case: The Dove Campaign For Real Beauty l Recommended to read and see § § § § http: //www. campaignforrealbeauty. ca/uploaded. Files/dove_white_p aper_final. pdf http: //www. marketingmag. com. au/case_studies/view/a-case-studyin-integration-the-dove-campaign-for-real-beauty-1098 http: //www. unilever. co. uk/ourbrands/casestudies/dove_casestudy. asp http: //www. youtube. com/watch? v=hiby. AJOSW 8 U&NR=1&feature= fvwp http: //www. youtube. com/watch? v=vil. Uh. Bh. Nn. Qc&feature=related http: //www. youtube. com/watch? v=48 Dg. ZT 98 Cu 8&feature=related http: //www. youtube. com/watch? v=x 8 uk. DRAu. HPk&feature=related

Qualitative Research: Main Notions Based on l. Silverman, David. Doing qualitative research, Sage, 2006 l. Qualitative Research in Theory and Practice, by P. Sampson. l. Qualitative Research, New Monograph Series, vol. 4, ESOMAR, 1998

What is the status of qualitative research? l Qualitative Research is: l an attempt to capture the sense that lies within, and structures what we say about what we do; l an exploration, elaboration and systemization of significance of an identified phenomenon; l the illuminative representation of the meaning of a delimited issue or problem. (Bannister et al 1994)

Key Stones of QLR (1) 1. 2. 3. 4. 5. Small convenience or quota samples are used. The information sought relates to the respondents’ motivations, beliefs, feeling, and attitudes. An initiative, subjective approach is used in gathering the data. The data collection format is open-ended. The approach is not intended to provide statistically accurate data.

Key Stones of QLR (2) directive interviewing All types of QLR Non-probabilistic sampling Accessi ble Data Non The use of small samples

Phenomenology l l This approach, most often used by psychologists, seeks to explain the "structure and essence of the experiences" of a group of people (Banning 1995). A phenomenologist is concerned with understanding certain group behaviors from that group's point of view. Phenomenological inquiry requires that researchers go through a series of steps in which they try to eliminate their own assumptions and biases, examine the phenomenon without presuppositions, and describe the "deep structure" of the phenomenon based on internal themes that are discovered (Marshall & Rossman, 1995). Phenomenology does greatly overlap with ethnography, but, some phenomenologists assert that they "study symbolic meanings as they constitute themselves in human consciousness"

Positivism vs. Humanism l. Large sample size l. Professional objective moderator l. Dyadic questioning luse of individual questionnaires l. Frequent hand counts to check numbers l. Factual output l. Watchword control l. Client observation l. Results “demonstrated”, no further need to analyse l. Minimal reporting, no interpretation l l l l l Smaller groups Moderator is researcher Moderator facilitates interactive session Use of projective techniques Creative output (ideas and feelings as well as facts) Watchword “facilitate” Client observation not relevant Long analytic process before and after fieldwork Written report includes interpretation and recommendations

When is QL Research used? Linked to quantitative l l l to test comprehension, word forms and sequence etc. beforehand as a pilot study for questionnaire; to help screen ideas for new products, packaging and communication (screening study) usually followed by quantitative testing: to investigate and explain phenomena that have emerged from a major study (post-mortem) Exploratory l l market-driven: to obtain background information about a new product area or market place. consumer driven: to understand the structure, values, dynamics of a culture; to understand the personal constructs, values, motivations and behavior of the consumer, sometimes using psyhology, economics. marketing (motivational research).

When is QL Research used? Diagnostic l to explain a phenomenon, such as loss of market share Evaluative l to check consumer response, perhaps to proposed advertising or new product against a model already established by the client (disaster checking, ad testing); Creative development l l l to work with consumers to develop new advertising, new products (creative development research) to generate new ideas; to facilitate interpersonal dynamics, usually within a company over some new initiative;

Qualitative Research Target Groups B 2 B • private companies, • public authorities, • non-profit organizations, • freelancers, • trade, • public opinion leaders • B 2 C all categories of consumers: • users • non-users • rejecters • creators

Qualitative Research Methods Based on l Qualitative Research in Theory and Practice, by P. Sampson. Qualitative Research, New Monograph Series, vol. 4, ESOMAR, 1998

Individual interview l l l A requirement for longitudinal information and case histories involving details of purchasing processes and decision making sequences The need for individual rather than aggregate information. A wish of reflect with fairness both majority and minority attitudes without the influence of group dynamic (per group pressure, dominant respondents, socially acceptable responses) A preference for a quasi numerical analyses based on a substantional number of depth interview (over 50) A project requiring the discussion of intimate or personal subject matter The necessity of overcoming recruitment difficulties for brand/services with low penetration, wide geographical spread “difficult to interview” respondents and special sample segment

Depth Interviews: Main Advantage l l Possible to modify topics as interviews progress Can be easy to recruit then would a group Ability to discuss “sensitive” problems Ability to get more deep information about subject matter

Depth Interviews: Main Disadvantage l l Time consuming compared to FGD Can be costly (always)

Focus Group Discussion (FGD) l l l A less intimidating environment than the individual interview and an atmosphere which generates feeling of anticipation, excitement and energy A means of encouraging people to build on each other’s ideas or to express similar or opposing views within clearly defined parameters A speedy way of understanding the range of consumer attitudes and behavior Access to the consumer through viewing facilities so that creative and marketing team members can experience consumer vocabulary, attitudes. Accounts of behavior and reacting first hand. A window into the cultural and social experience of the group A more relaxed and flexible environment in which to explore responses to a wide range of difficult stimuli (adv or new product ideas, brand positioning or propositions, packaging etc)

FGD: Main Advantages l l l l The ability to discuss per se Interaction between group members to develop ideas Participants feel less threatened than in a one to one environment Can cover a range of subjects in relatively short time frame Can view any form of stimuli Ability to use projective technique Client can observe the proceeding Low prices

FGD: Main Disadvantages l l l Potential for domination of the group by a few members Not always possible to discuss “sensitive subject matter” Group “view” may override or suppress individual attitudes, etc Spontaneous awareness and views cannot be captured Over-hyping of views/feeling to fit in with others High level of marketing competence of consumers

The FGD procedure Rational Narrowly defines individual data Factual information Creative Projective Techniques Advertising RecallIntroduction of new ideas Summing Up Rational Group Disperses

Qualitative Research: a Cognitive Approach Based on

Laddering l l Laddering is both a technique of interviewing and a means of interpretation. Key question – Why is that important?

Repeat Interviewing l l Studies involving re-interviewing respondents. “Sensitivity Panel”

Projective Techniques Based on

Projective Techniques l l Role-Playing – make-believe “let’s pretend” Personal analogies – individual imagines him or herself to be object or material with which she/he is working and “feels” like the object. A critical element is “emphatic identification”. The involves description of facts, emotions, values. Direct analogies – analogies are sought from another fields. Symbolic analogies – symbolic or poetic metaphors to describe essentials of the problem or object

Projective Techniques l Fantasy solutions/future scenarios – stating problem and solution in terms of how one wishes the world would ideally be. Imaging one is dreaming is helpful. l Psychodrowing – expressive initiative ideas and associations through non-verbal stimuli, using lines, colours, mouldngs. Conveys synaesthetic images, transfers experience articulate thoughts afterwards. l Adjectivization – using brand names, consumer categories, as adjectives to force associations with other fields or products.

Projective Techniques l l Personification – imagine product or object coming to life, having character, personality, life-style and relationship. Story completion – free association to allow unconscious and initiative feeling to emerge Group conflict – group members compete… to advocate ideas Collage – respondents are asked to use variety of pictures/images (cut from magazines, etc) to create collage to express their feelings

Projective Techniques l l l Photo-sorting – is at the core of implicit approach/ Requires: a set of photographs – animals, people, mythology, home, environments, etc. to be associated with objects like products and brands. The set of photos must be standartised a priori, via sorting and scaling on appropriate dimensions, among a large sample of respondents

Implicit Theory Two axes underlying implicit model Out-going/Extrovert Archetypal male Affiliative Egocentric/I/Me/Yang Archetypal female Assertive Sharing-Caring/WE/Us/Yin B A Inward/Introvert A: Physiological axis – what people feel/experience B: Social axis – Relating to others

Implicit Theory l Implicit Theory takes a strong antiocognitivist stance, being essentially concerned with the conative dimension (subconscious or unconscious motivations, gratifications attitudes, values and aspirations). l “The conative dimension of behavior is a dynamic dimension, not only through the presence of biological energy but also through the existence of a social-normative (conscious) energy developed through maturation and socialization processes. Products, brands, activities, etc. , become substitute means that allow basic needs to be satisfied in a socially acceptable way” Heylen

Implicit Theory l l In qualitative analysis, each project is approached as a tree-stage enquiry. Stage 1 is an investigation of Motivations or Needs = WHAT? Stage 2 examines the Relationships or Connections between the individual as he/she is and he/she would like to be and the products and brands is question = WHY? Stage 3 identifies the SATISFIERS or the properties in the product or brand that account for relationships and satisfy the needs = HOW?

Transactional Analyses (TA): introduction. l l The technique of TA developed by Berne, has been used by market researchers. It is both theory of personality and a framework for analyzing how people communicate with each other. Any interaction between 2 people (in original context) or between a Consumer and a Brands (in consumer research context) can be described as “TRANSACTION”. TRANSACTION – a unit of interactive behaviour between two people, each of whom is reacting according to one of three possible ego status: PARENT, ADULT and CHILD. TA corresponded to the Freudian concepts of Ego, Super Ego and Ld.

Transactional Analyses (TA): introduction. l PARENT – represents the state of authority, manifest as reassurance and protectiveness in positive sense and disapproval, criticism and authoritarianism, in a negative one. l ADULT – represents the state of objectivity and rationality, manifest in terms of positive functional values or, negatively, as low involvement. l CHILD – represents the state of instinct and emotion; positively, in terms of warmth, pleasure and polysensyalism; negatively, in terms of fear, hostility and spite.

Transactional Analyses (1) consumer brand P P A A C C

Transactional Analyses (2) brand consumer P P SOCIAL A C A PSYCOLOGICAL C

Transactional Analyses (3) consumer brand P P A A C C

Transactional Analyses (TA): l l l In the language of TA the exchange between individuals, or between consumer and brand (communication) is an act of recognition = stroke. Strokes may be symbolic, psychological… positive or negative. TA synthesizes 2 main model of men. 1 - psychoanalytical 2 – behaviorist

Ethnography and Observational Research Based on

What is commercial ethnography? 1. Ethnography is a long term investigation of a group (often a culture) that is based on immersion and, optimally, participation in that group. 2. Ethnography provides a detailed exploration of group activity and may include literature about and/or by the group. It is an approach which employs multiple methodologies to arrive at a theoretically comprehensive understanding of a group or culture. 3. The issue for the observer is how the particulars in a given situation are interrelated. In other words, ethnography attempts to explain the Web of interdependence of group behaviors and interactions.

Anthropology, Goods and Study of Meaning. Culture is the source of the meanings of consumer goods. It is the source of the strategies by which the marketing system gets these meanings into goods. And it is the source of the strategies by which consumers get them out and put them to work in the construction of self and world. Mc. Cracen, 1990 l

Observation l l l Covert observational research – here is data collector does not identify themselves to the subject: data are collected undetected, or from a distance. This method has the advantage that the respondent’s behaviour will not be contaminated by the presence of researcher. However, there can be some ethical issues with the deceit involved in this approach.

Observation l Overt observational research – The data collectors identify themselves and explain the purpose of their observations. Whilst this approach is undoubtedly ethically sound, some feel that respondents may tend to modify their behaviour when they are being watched and portray “ideal” rather than their true self.

Observational Technique l Personal Observation l l l Product in use Influence of packaging The purchase decision Social interaction Mechanical Observation l l l Eye-tracking* On-site cameras in stores* Measuring television watching behavior* * Quantitative research methods

Principal Applications of Marketing Ethnography 1. 2. 3. 4. 5. 6. Ethnic and Regional Cultures New Product Discovery and Development Retail Navigation Usability Studies Communication Development Commercial and Corporate Culture

Semiotics: What is it Based on

Semiotics l l Semiotics is based on the linguistic theories of Saussire. Semiotics is a science that studies the life of signs in society. Semiotics covers the whole field of verbal and visual communication. Subjects to semiotic analysis: l speech, myth, folktales, novels, drama, comedy, mime, painting, cinema, comics, news items, advertising.

Semiotics l 1. 2. 3. There 3 main aspects of semiotics. They are: The sign itself, including the different varieties of signs, the different ways they have of conveying meaning and the way they relate to individuals. The codes or systems into which signs are organized, based on different societal needs and available channel of communication. The cultural milieu within which the codes and signs operate.

Semiotics l 1. 2. 3. 4. 5. 6. We can use semiotics as essentional component of “communication audit” (by Krief) – a system of relating “supply” (the product/communication mix) and “demand” (consumers’ need and expectations). This system as being applicaple to problems concerning with: The launch of a new product A positioning change The analyses of the product-communication mix in all its ramifactors The identification of brand personalities The analyses of market dynamic and opportunities (gap analyses) Observation of competitors activities.

The Specific Research Applications Based on l. Market Research Handbook, 5 th. Edited by

PUBLIC CUSTOMER PRIVATE CUSTOMER SUBJECTS Infrastructure Local Governments States/Counties/ Provincial Governments Semi/Governmental Bodies (statistical offices) Ministries/ National Government Departments International Bodies/ Organizations EU/UN Local economy/trade Service delivery Public Transport Public Education Media Public Health Social Welfare Quality of life Political Parties Administrative & Economic Performance Universities Attitudes/Options/Needs/Benefits Values/Behaviour National/International Foundations Indicators & Statistics Transparency & Corruption Transformation/Transition Investors Economic Confidence National/ International HGOs Social equality & Justice (poverty/wealth) Migration & Demographic Environment& Sustainability Change Labour & Economy Gender mainstream Family (unemployment)

The Market Research Process Based on

List one-time and repetitive marketing decisions to be made in coming year Determine information needed to help make each decision better Circulate a want list for projects to be carried out if the opportunity presents Repeat cycle for subsequent year in the light of changed needs and present achivements Prioritize research given both needs and research capabilities Research Planning Process in real sectors Set timetable and budget for high priority projects

Research Design (1) Establish objectives 1. • • Definition of management problem Definition of marketing research objectives Determine the research design. 2. • • Target market segments. What areas need exploring? Numbers of cases (groups, interviews, blogs, visits, etc) Length of session and timing Location of sessions. Were should the sessions be held? Develop a screening profile for a respondents – a way to select the type of people you need to look at. 3. • • Demographic characteristics. Product (or service… etc) experience. Establish your budget. 4. • • Expected costs: moderator, facilities, participants, equipments, travel cost. Incentive level of participants.

Research Design (2) 5. 6. 7. 8. 9. 10. 11. 12. Find and rent location for research. The environment may affect respondent’s answers. Screen and select Research respondents Select a moderator. Develop a moderator’s guide. Meet with moderator to further prepare him for the session. Conduct the research/ Analyze the results. Compile all data into meaningful information. Write a report.

Sampling (1) Convenience Sampling: l C-samples are ideal for a great many of QL purposes. l C-samples include people in university class, or a some organization, or those coming daily to clinic…

Sampling (2) Quota Sampling: l The procedure for developing quota sample is l l to develop a profile of the population to be studied set quotas for interviews so that the final is forced to fit major characteristics of the population profile

Sampling (3) Judgment Sampling: l use is key informant l concentrate interviews in an area (segment) that is seen as especially representative of the target group or is often a leading indicator of what will come about in future

Sampling (4) Snowball and Network Sampling: l l l ideal for small, very special population, when probability sampling are inefficient and costly Key terms: screening and re-screening Background: notion that individuals are involved in networks of other individuals who are like themselves in important ways.

Sampling (5) Sequential Sampling: S-sampling involves taking successive dips into the pool of randomly chosen respondents and checking the results after each dip.