Chapter 2: Qualitative Research

Question 1

What is Qualitative Research used for?

Answer 1

To generate a hypothesis

Question 2

Focus Groups

Answer 2

Conversation between qualified interviewer and multiple respondents (6 to 9) with the interviewer as moderator

Question 3

Example Topics for Focus Groups

Answer 3

• To understand consumer preferences
• To generate new ideas on existing products
• To develop creative concepts for new ads
• To interpret quantitative findings (reason for increase/decrease in sales)

Question 4

What is Quantitative Research used for?

Answer 4

To validate hypotheses

Question 5

Pros of Focus Groups

Answer 5

• Interaction benefit = broader insight
• Good format to generate ideas
• Possibility to show illustration material
• Time and cost advantage

Question 6

Cons of Focus Groups

Answer 6

• Social pressure will lean towards dominant participant
• Not suitable for taboo subjects
• Trained interviewers needed
• Complex analysis

Question 7

Online Focus Groups

Answer 7

Done through online forums
- Give opinion on statements posted by the moderator or other participants
- Pay attention to composition of focus groups
- Same substantive value as a physical group discussion

Question 8

Pros of Online Focus Groups

Answer 8

• No travel, video recordings or facilities necessary (less expensive)
• No geographical restrictions
• Less socially desirable responses because of anonymity
• Deepening is possible

Question 9

Cons of Online Focus Groups

Answer 9

• No non-verbal communication
• Technical infrastructure needed
• 24/7 involvement of moderator
• Good written communication skills required
• No projective techniques
• Respondents may drop out

Question 10

In-depth Interview

Answer 10

An interview with the aim of trying to uncover underlying motivations, feelings and attitudes

Question 11

Example Topics for In-depth Interview

Answer 11

• Sensitive, confidential topics
• Situations with strong social norms
• Consumption of a product in which senses are important
• Interviews with experts

Question 12

Pros of In-depth Interview

Answer 12

• Discovering hidden feelings
• Unstructured, flexible
• Non-verbal communication
• No or less social pressure
• Illustration material possible

Question 13

Cons of In-depth Interview

Answer 13

• Time-consuming and therefor expensive
• Trained interviewers needed
• Subjective interpretation of the interviewer possible
• No generalisation

Question 14

Projective Techniques

Answer 14

Indirect form of questioning that require respondents to describe vague and ambiguous stimulus situations

Question 15

Word Association

Answer 15

Respondents are presented with a list of words, one at a time, and are asked to respond immediately with the first word that comes to mind

Question 16

Purpose of Word Association

Answer 16

• To check if words are associated with what they should be associated with
• To discover what consumers think about a brand or product

Question 17

Completing Sentences and Stories

Answer 17

Variation of the word association technique where respondent receives a sentence or a story and must quickly complete it

Question 18

Purpose of Completing Sentences and Stories

Answer 18

• Checking that the right association is made
• Describing the image of a brand

Question 19

Cartoon Test

Answer 19

Respondents are asked to fill in empty text bubbles in a cartoon

Question 20

Third-person Technique

Answer 20

Respondent projects their ideas/feelings/attitude towards another person

Question 21

Purpose of Third-person Technique

Answer 21

• Indirectly expresses his personal beliefs and attitudes

Question 22

Identification / Personification test

Answer 22

A respondent is asked to describe a typical user of a product or brand

Question 23

Types of Identification / Personification tests

Answer 23

• Shopping list
• Planet list
• Withdrawal
• Animism

Question 24

Shopping List in Identification / Personification Test

Answer 24

Participants imagine that a product or brand is a person and then create a shopping list for them

Question 25

Planet List in Identification / Personification Test

Answer 25

Participants imagine that different brands or products are planets in a solar system. They are then asked to describe these planets, including their characteristics, size, distance from other planets and inhabitants

Question 26

Withdrawal in Personification / Identification Test

Answer 26

Participants imagine what would happen if a particular brand or product were to be withdrawn from the market

Question 27

Animism in Identification / Personification Test

Answer 27

Participants are asked to describe the brand or product as if it were a living being with a personality, feelings and motivations

Question 28

Purpose of Shopping List in Identification / Personification Test

Answer 28

Reveals perceived lifestyle and values associated with a brand

Question 29

Purpose of Planet List in Identification / Personification Test

Answer 29

Highlights market positioning and brand relationships

Question 30

Purpose of Withdrawal in Identification / Personification Test

Answer 30

Assesses brand loyalty and consumer dependence

Question 31

Purpose of Animism in Identification / Personification Test

Answer 31

Uncovers the emotional and personality traits linked to a brand

Question 32

Photo Talking

Answer 32

Respondent selects the photo that matches the best and the worst with a brand, product or service and questions are asked regarding the chosen photos

Question 33

Pros of Projective Techniques

Answer 33

- Possibility to get responses respondents are unwilling to give - Helpful when underlying motivations, beliefs and attitudes are operating at a subconscious level

Question 34

Cons of Projective Techniques

Answer 34

- Skilled interviewers & interpreters required - Subjective interpretation - Tends to be expensive