Lecture Marketing research (12th edition) - Chapter 8: Information collection: Qualitative and observational methods

Marketing Research
Aaker, Kumar, 
Leone and Day 
Twelfth Edition
Instructor’s 


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Chapter Eight

Information Collection:
Qualitative and
Observational Methods

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Marketing Research
Marketing Research

Primary

Qualitative

Secondary

Quantitative

3

Qualitative

Quantitative

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Information Collection : 
Qualitative and Observational Methods

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Qualitative Research Methods

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Qualitative Research Methods (Contd.)
•

Four major constraints:

▫

Volume of data

▫

Complexity of analysis

▫

Detail of clarification record

▫

Time­consuming nature of the clerical efforts required

Computer technology helps alleviate these problems and   
      increase the use of qualitative research
•

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Use of Computers in Qualitative Research

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Individual In­depth Interviews
•

Nondirective interviews
▫

•

Respondent given maximum freedom to respond

Semi­structured or focused individual interviews 
▫

Covers a specific list of topics or sub­areas
Individual in­depth interview techniques
1.
    Laddering
2.
    Hidden­issue
3.
    Symbolic Analysis

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Focus Group Discussions

•

•

Offers participants more stimulation 
than an interview; makes new ideas 
and meaningful comments more 
likely
Issues to be addressed:
▫

Outlining the intended direction of 
the group

▫

Explaining how participants were 
recruited

▫

Reeducating observers on the 
concepts of random selection, 
statistical reliability, and 

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Types of Focus Groups

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Key Factors for Focus Group Success
ü

Planning the Agenda

ü

Recruitment

ü

Moderator 

ü

Analysis and 
Interpretation of the 
Results
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Trends in Focus Groups
•

Telephone Focus Groups

•

Video Conference

•

Two­way focus groups

•

Online focus groups

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Ten Tips for Running a Successful Focus 
Group
Most client organizations conduct more focus 
1.

2.

You can never do too much 

planning for a focus group

Manage the recruitment 
process actively to get the right 
people in the groups

7.

groups than are necessary to achieve the 
research objective

9.

10.

3.

4.

Don’t prejudge the participants 
based on physical appearance
The best focus group 
moderators bring objectivity 
and expertise to a project

11.

One of the most important services a 
moderator can provide is a fast report 
turnaround

Client observers should be thoroughly 
briefed about research objectives before the 
sessions start 
The most valuable service a moderator can 
provide is objective conclusions based on the 
interpretations of the research, without 
regard for what the client wants to hear

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Projective Techniques
•

Presentation of an ambiguous, unstructured 
object, activity, or person that a respondent is 
asked to interpret and explain. 
Categories of Projective Techniques
•
•
•
•
•
•
•

Word Association
Completion Test

Picture Interpretation
Third Person Techniques
Role Playing
Case Studies
Other Projective Techniques like 
Photo Sort., Pictured Aspirations 
Technique (PAT), etc. 
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Limitations of Qualitative Methods
•

•

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Potential susceptibility of the results to get misused or 
misinterpreted
Results not necessarily representative of the whole 
population
Moderator or interviewer's role is extremely critical 
and can lead to ambiguous or misleading results

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Observational Methods
Ø

Casual Observation 

Ø

Content Analysis

Ø

Systematic Observation

Ø

Physical Trace Measures

Ø

Direct Observation

Ø

Empathic Interviewing

Ø

Contrived Observation

Ø

Humanistic Inquiry

Ø

Behavior Recording Devices
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Limitations of Observational Methods
•

•

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Cannot be used to observe motives, attitudes or 
intentions
More costly and time consuming
May yield biased results if there are sampling problems 
or if significant observant subjectivity is involved

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Recent Applications of Qualitative and Observational 
Methods

•

Virtual Customers system for evaluating service quality

•

On­site observation to observe and learn customer 
purchase decisions as they are being made

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End of Chapter Eight