Focus groups, depth interviews, and other non-quantitative research methods
8 important questions on Focus groups, depth interviews, and other non-quantitative research methods
What are the limitations of qualitative research?
- Marketing succeses and failures are many times based on small differences in attitudes or opinions about a marketing mix, and qualitative research does not disntuingish those small differences as well as large-scale quantitative research does.
- Qualitative studies are not necessarily representative of the population of interest to researcher (due to small sample sizes and free flowing discussions).
Why are focus group so popular qualitative technique?
Focus groups allow the researcher to experience the emotional framework in which the product is being used.
Moderator in focus group requires two sets of skilks?
Good business skills and able to conduct a group properly.
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Three stages of dicussion guide:
1) Rapport is established, rules of group interactions are explained, objectives are given.
2) Moderator attempts to provoke intensive discussion;
3) Summarizing significant conclusions and testing the limits of belief and commitment.
Pros and cons of instant analysis: debriefing of clients by moderator.
Pro: forum for brainstorming by the moderator and client observers.
Con: possibility of biasing future analysis by moderator.
Three obstacles to projective tests
Unconscious or unaware of the particular influence
Aware of the influence, but it is too personal or ashamed.
Aware of the influence but consider it not to be a logical rational reason to (not) buy the product.
Problems of qualitative research
small sample sizes, subjective interpretation, inability to validate and replicate qualitative reserach
Benefits of qualitative research
Can provide data and insights not available through any other techniques.
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