PRESENTED TO:

PROF. SAMAN ARSHAD

PRESENTED BY:
Fatima Izhar BE 48
Mamoona Izhar BE 03
Neha Saleem BE 07
Mehwish Tariq BE 37
Iqra Naseem BE 38
CHAPTER 7:
QUALITATIVE RESEARCH TOOLS
OUTLINE
 Research
 Qualitative Research
 Uses Of Qualitative Research
 Qualitative Research Subjective
 Quantitative Research Objective
 Qualitative Data
 Qualitative Data
 Quantitative Data
 Exploratory Research
 Confirmatory Research
 Orientation to Qualitative Research
 Focus Group Interview
o Advantages Of Focus Group Interview
o Disadvantages Of Focus Group Interview
o Group Composition
o Moderator
o Focus Group Moderator
o Planning Of Focus Group Outline
o Online Focus Group
o Depth Interviews
o Conversation
o Semi-structured Interview
o Sentence Completion Method
o Observation
o Projective Techniques
o Thematic Apperception Test (Tat)
 WHAT IS RESEARCH

Research is defined as the creation of new

knowledge and the uses of existing
knowledge in a new and creative way so
as to generate new concept.
EXAMPLE:
An example of research is
the information a high school student
tracks down information for a school
report.
 QUALITATIVE RESEARCH
This type of research refers to the meanings,
concepts, definitions, characteristics of things.
OR
Qualitative research focus on the quality of a thing.
EXAMPLE:
marketing research conducted to
collect data regarding consumer’s taste, preferences
and choices by analyzing their buying behavior is a
qualitative research.
 USES OF QUALITATIVE
RESEARCH
 Generally, the less specific the research
objectives, the more likely that qualitative
research tools will be appropriate.

 When the emphasis is on a deeper understanding

of innovations or developing novel concepts,
qualitative research is very appropriate.

 How a phenomenon occurs in a natural setting.

 QUANTITATIVE RESEARCH
Quantitative research deals in numbers, logic, and
an objective stance.
OR
Quantitative research is the systematic empirical
investigation of observable phenomena via
statistical, mathematical techniques.
EXAMPLE:
research carried out to know the sales
of toothpaste brand in a quarter, by different
companies of an industry is a quantitative
research.
QUALITATIVE B/W QUANTITATIVE
RESEARCH
QUALITATIVE QUANTITATIVE

 Holistic nature  Particularistic nature

 Subjective approach  Objective approach
 Purposive sampling  Random sampling
 Verbal data  Measurable data
 Generated hypothesis  Tested hypothesis
 QUALITATIVE RESEARCH
SUBJECTIVE

Qualitative Research is primarily subjective in

approach as it seeks to understand human behavior and
reasons that govern such behavior.

QUANTITIVE RESEARCH
OBJECTIVE

Quantitative Research is objective in approach in the

sense that it only seeks precise measurements
and analysis of target concepts to answer his inquiry.
 QUALITATIVE DATA
Qualitative data is information about qualities;
information that can’t actually be measured.
Examples of qualitative data are the softness of
your skin the, grace with which you run, and the
color of your eyes.
QUANTITATIVE DATA
Quantitative data is information about quantities;
that is, information that can be measure and
written down with numbers. Example of
quantitative data are your height, your shoe size,
and the length of your fingernails.
 EXPLORATORY RESEARCH
 Exploratory research is a defined as a research used
to investigate a problem which is not clearly defined.

 Exploratory research is the process of investigating

a problem that has not been studied or thoroughly
investigated in the past.

 It is conducted to have a better understanding of the

existing problem, but will not provide conclusive
result.
 EXAMPLE:
‘‘Consider a scenario where a juice shop owner feel
that increasing the variety of juice will enable increase
in customers, however he is not sure and needs more
information. The owner intends to carry out an
exploratory research to find out if expanding their
juices selection will enable him to get more customers
or if that is batter idea.’’
CONFIRMATORY RESEARCH
Confirmatory research(also known as hypothesis
testing) is where researchers have a pretty good idea
of what’s going on. That is, researcher has a theory (or
several theories), and the objective is to find out if the
theory is supported by the facts.
WHY CONDUCT EXPLORATORY
RESEARCH?
Diagnose a situation

Screening of alternatives

Discover new ideas

 ORIENTATION TO QUALITATIVE
RESEARCH
 Phenomenology -Originating in philosophy and
psychology.

 Ethnography - Originating in Anthropology.

 Grounded Theory - Originating in sociology.

 Case Studies - Originating in psychology and in

business.
 ORIENTATIONS TO QUALITATIVE
RESEARCH
Phenomenology:
A philosophical approach to studying
human experiences based on the idea that human
experience itself is inherently subjective and
determined by the context in which people live.
Ethnography:
ethnography, simply stated, is the study
of people in their own environment through the use of
methods such as participant observation and face to
face interviewing…..classic ethnographic research
involves a detailed description of the whole of a culture
outside of the country of origin of the researcher.
GROUNDED THEORY:

Represents an
inductive investigation in which the researcher
poses questions about information provided by
respondents or taken from historical records; the
researcher asks the questions to him or herself and
repeatedly questions the responses to derive deeper
explanations.
case studies:
The documented history of a
particular person, group, organization, or event.
FOCUS GROUP INTERVIEW

A focus group interview is an

unstructured, free-flowing interview
With a small group of people, Focus
group are led by a trained moderator
who follows a flexible format
encouraging.
Dialogue among respondents. Common
focus group topics include employee
Programs, employee satisfaction, brand
meanings, problems with products
Advertising themes or new-product
concepts.
EXAMPLES OF FOCUS GROUP
INTERVIEW

A focus group of parents of preschoolers

meets to discuss child care needs.
Parents share their views on local child
care programs, and on what could
Be done to improve them.
 ADVANTAGES OF FOCUS GROUP
INTERVIEW

There are some advantages of focus group

interview;
 Relatively fast
 Easy to execute
 Provide multiple prospective
 Flexibility to allow more detailed description
 High degree of scrutiny
1. RELATIVELY FAST:
In an emergency situation, three r four group
sessions are
Conducted, analyzed, and reported in a week. Companies
with large research departments likely have at least one
qualified focus group moderator so that they need not
outsource the focus group.
2. EASY TO EXECUTE:
The large number of research firms that
conduct focus group interviews makes it easy to find
someone to host and conduct the research.
3. PROVIDE MULTIPLE PROSPECTIVES:
A comment by one individual often triggers a
chain of responses from the other participants. The social
nature of the focus group also helps bring out multiple
views as each person shares particular perspective.
4. FLEXIBILITY TO ALLOW MORE DETAILED
DESCRIPTION:
The flexibility of focus group interviews is
advantageous, especially when compared with the more
structured and rigid survey format. Numerous Topics can
be discussed and many insights can be gained,
particularly with regard To the variations in consumer
behavior in different situations.

5. HIGH DEGREE OF SCRUTINY:

A focus group interview allows closer
scrutiny in several ways. First The session can be
observed by several people, as it is usually conducted in a
room
Containing a two-way mirror. If the decision makers are
located in another city or Country, the session may be
shown via a live video hookup.
DISADVANTAGES OF FOCUS GROUP
INTERVIEW

There are some disadvantages of focus group

interview;
 Results dependent on moderator
 Results do not generalize to larger population
 Difficult to use for sensitive topics
 Expensive
1. RESULTS DEPENDENT ON MODERATOR:
The focus group interview obviously should not
reduce to, or Even be influenced by, the moderator`s opinion.
Also, without a good Moderator, one or two participants may
dominate a session, yielding results That are really the opinion
of one or two people, not the group.

2. RESULTS DO NOT GENERALIZE TO LARGER

POPULATION:
Some unique sampling problems arise with focus
groups. Researchers Often select focus group participants
because they have similar backgrounds and
Experiences. Such typical participants may not be
representative of the entire target Market. Thus, focus group
results are not intended to be a representative of a larger
Population.
3. DIFFICULT TO USE FOR SENSITIVE TOPICS:
Focus groups require objective, sensitive,
and effective moderators It is very difficult for a
moderator to remain completely objective about most
topics. In large research firms, the moderator may be
provided only enough information to Effectively conduct
the interview, no more.

4. EXPENSIVE:
Focus groups do cost a considerable amount
of money, particularly When they are not conducted by
someone employed by the company desiring the
Focus group. As research projects go, there are many more
expensive approaches Including a full-blown mail survey
using a national random sample. This may cost
Thousands of dollars to conduct and thousands of dollars
to analyze and disseminate.
GROUP COMPOSITION

 6 to 10 people.

 Relatively Homogeneous.

 Similar lifestyle,
experiences and
communication skills.
FOCUS GROUP MODERATOR

Several qualities that a good moderator must possess:

 Develops Rapport.
 Be an Active Listener.
 Remain neutral yet Involved.
 Have Knowledge of the topic.
 Be Enthusiastic and Attentive.
 Have a Sense of Humor.
PROCEDURE FOR PLANNING & CONDUCTING
FOCUS GROUP
Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

State the Objectives/Questions to be Answered by Focus Group

Write a Screening Questionnaire

Develop a Moderator's Outline

Conduct the Focus Group Interviews

Review Tips and Analyze the Data

Summarize the Findings and Plan Follow-up Research or Action

 7 STEPS GUIDE TO RUNNING A
SUCCESSFUL FOCUS GROUP EVENT.

1. Write down your goals.

2. Define your target audience.

3. Find a venue.

4. Recruit participants.

5. Design the questions.

6. Moderate the group.

7. Analyze.
ONLINE FOCUS GROUP
“A qualitative research
effort in which a group of
individuals provides
unstructured comments by
entering their remarks into
an electronic Internet
display board of some
type.”
DEPTH INTERVIEWS

“A depth interview is a one-on-one interview

between a professional researcher and a research
respondent conducted about some relevant business
or social topics.”
 LADDERING

“A particular approach to probing, asking

respondents to compare differences between brands
at different levels that produces distinctions at the
attribute level, the benefit level, and the value or
motivation level.”
CONVERSATION

“An informal qualitative data gathering approach

in which the researcher engages a respondent in a
discussion of the relevant subject matter.”
SEMI-STRUCTURED INTERVIEW
“Semi-structured interviews usually come in
written form and ask respondents for short essay
responses to specific open-ended questions.
Respondents are free to write as much or as little
as they want.”
FEATURES OF SEMI-STRUCTURED
INTERVIEW

 question should be specified.

 level of language must be adjust.

 Interviewer does not follow a formalized list of

questions.
FREE-ASSOCIATION/SENTENCE
COMPLETION METHOD
“The sentence completion method is based on free-
association principles. Respondents simply are required
to complete a few partial sentences with the first word
or phrase that comes to mind.”

For Example:
 People who drink beer are ______________________.
 A man who drinks light beer is _________________ .
 Imported beer is most liked by __________________.
 A woman will drink beer when __________________.
OBSERVATION
“Observation can be a very important qualitative
tool. The participant-observer approach typifies
how observation can be used to explore various
issues.”
 It is keenly advantageous for gaining insight in
to things that respondents can not or will not
verbalize.
PROJECTIVE TECHNIQUES

“An indirect means of questioning enabling

respondents to project beliefs and feelings onto a
third party, an inanimate object, or a task
situation.”
THEMATIC APPERCEPTION TEST
(TAT)

“A test that presents subjects with an ambiguous

picture(s) in which consumers and products are the
center of attention; the investigator asks the
subject to tell what is happening in the picture(s)
now and what might happen next.”