Scribd
Upload
2 views

04. Qualitative research methods (1)

Chapter 04 discusses qualitative research methods, including desk research, focus groups, depth interviewing, and observation/ethnography. Each method is defined, highlighting its characteristics, applications, and best practices, while also noting limitations and challenges. The chapter emphasizes the importance of combining these methods for comprehensive insights in market research.

Uploaded by

Hà 1609 Ngô Phước
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
2 views

04. Qualitative research methods (1)

Chapter 04 discusses qualitative research methods, including desk research, focus groups, depth interviewing, and observation/ethnography. Each method is defined, highlighting its characteristics, applications, and best practices, while also noting limitations and challenges. The chapter emphasizes the importance of combining these methods for comprehensive insights in market research.

Uploaded by

Hà 1609 Ngô Phước
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 24

Chapter

04
Qualitative Research Methods
Table of Contents

01 Desk research 02 Focus groups

Observation
and
03 Depth interviewing 04 ethnography
1. Desk Research
Definition
Desk research, or secondary research, involves
analyzing existing data rather than collecting new
data.

Perception
Often undervalued compared to primary
research, seen as easier or less involved.

Importance
Provides foundational knowledge and can be
cost-effective compared to primary research.
Online Market Reports Company Data
● MarketResearch.co ● Company Websites:
m: Purchasable Product details, press
reports, $500- releases.
$5,000. ● SEC Edgar, Companies
● Mintel: Industry- House: Financial data.
specific reports.
Key
Sources
Government Statistics Directories
US Census Bureau,
Yellow Pages, Kompass,
Eurostat, OECD
Hoovers: Business
Statistics: Economic
listings and profiles.
and demographic data
Effective Research Strategies

Search Techniques Validation Expert Insights

• Use precise search terms • Cross-check data from


and quotation marks for Consult industry
multiple sources.
exact phrases. • Understand experts via LinkedIn
• Explore advanced search or direct contact for
methodologies and
features and specific file in-depth insights
assess credibility.
types (e.g., .xls, .ppt)
Best Practices & Limitations
● Plan and document research efforts.

Best Practices ● Combine desk research with


primary research to fill gaps.

● Stay organized and systematic in


data collection.

● May not cover all needed data,


such as attitudinal insights.
Limitations
● Potential gaps and unpredictability
in findings.
2. Focus Group
Focus Group:
➤ Definition: Focus groups collect qualitative data
through group interaction on a topic.

➤ Key Characteristics:

- Actively involve participants.

- Participants share common experiences or


interests.

- Provide in-depth, qualitative insights.

- Discussions are focused to understand behaviors


and attitudes.
Focus Group Types:

Face-to-
face Online
Structure & Usage of Focus Groups
● Typically 5-10 participants.

Group ● Small enough for interaction,


Composition large enough for diverse ideas.

● Exploring behaviors, attitudes,


and processes.
Applications ● Testing new products, concepts, or
complex processes.

● Not suitable for quantitative data or


sensitive topics.
Planning & Moderation

Moderator's Role Recruitment Venue & Logistics


& Group Dynamics
• Steer discussion, • Choose accessible venues;
• Carefully screen and ensure proper recording
provoke responses,
recruit participants. setup.
and manage group
dynamics.
• Consider cultural and • For online groups, ensure
• group hierarchy participants have the
Ensure all participants
impacts. required technology.
contribute.
3. Depth Interviewing
Overview
➤ Formal, structured
conversations to elicit
detailed information.
Definition
➤ Flexible and exploratory,
allowing respondents to
Depth answer in their own words.

Interview
➤ Used in market research
to gain deeper insights.
Purposes
➤ Complements
quantitative methods.
Overview
Overview
When to use
Depth Interviews?
➤ Respondents are geographically scattered.

➤ No contamination from others’ views is needed.

➤ Detailed individual stories or behaviors need to be


tracked.

➤ Topics are sensitive (e.g., wealth, hygiene).

➤ Application: Customer satisfaction, product testing, needs


assessment.
Conducting Depth Interviews

Intervie
Key
w
Tips
Format
• Listen more than you speak.
• Loosely structured, allowing for
• Facilitate a natural, permissive
exploration and flexibility.
tone.
• Typically face-to-face for building
• Use probes and prompts
rapport, but can also be done via
effectively.
phone.
Practical Consideration

Number of
Challenges Interviewer’s Role:
Interviews

• Usually 10-30; • High costs, potential • Build rapport, manage the


balance quality with for no-shows. interview flow,
cost and • Telephone vs. face-to- avoid leading questions.
manageability. face trade-offs.
4. Observation and ethnography
Introduction

Observatio Ethnograph
n y

• Method to gather insights • Involves becoming part of a


by watching people. group to understand their
• Often reveals behavior behavior.
not captured through direct • Useful for studying how people
questioning. buy or use products.
Applications
➤ Originated in the 1930s with
audits of product sales in
stores.
Historical Use
➤ Observation has evolved but
remains vital for understanding
Aplications behavior.
➤ Video cameras in stores observe
shopping behaviors..

➤ Ethnography helps in
Modern
understanding real-world product
Techniques
use.

➤Mystery shopping assesses


customer service without bias
Organizing
Ethnographic Research
Observations

● Observations can be ● Requires respondent


subjective and need Challenges cooperation and can be time-
systematic recording. consuming.
● Video and photos are & ● Difficult in private or
valuable tools but need business-to-business
privacy considerations. Considerations settings.
Key Takeaways:
➤ Value of Observation:

• Provides insights that interviews alone may not


capture.
• Supports product development and improves
customer experience.

➤Reporting:

• Interpretation of observational data can be


subjective.
• Visual evidence can have a powerful impact on
research findings.

You might also like