Chapter

1. Chapter 8 Observation, Focus Groups, and Other Qualitative Measures

2. Research • Quantitative research:research involving the use of structured questions in which response options have been predetermined and a “large” number of respondents are involved • Qualitative research: collecting, analyzing, and interpreting data based on what people do and say with smaller samples • Pluralistic research:combination of both quantitative and qualitative research methods in order to gain the advantages of both

3. Observation Techniques • Observation methods:techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information • Types of observation (will explain later): • Direct versus indirect • Disguised versus undisguised • Structured versus unstructured • Human versus mechanical

4. Observation Techniques…cont. Direct versus Indirect • Direct observation:observing behavior as it occurs • Indirect observation: observing the effects or results of the behavior rather than the behavior itself • Archives (written records) • Physical traces (erosion or accumulation/accretion)

5. Observation Techniques…cont. Disguised versus Undisguised • Disguised observation:subject is unaware that he or she is being observed • Undisguised observation: respondent is aware of observation

6. Observation Techniques…cont. Structured versus Unstructured • Structured observation:researcher identifies beforehand which behaviors are to observed and recorded • Unstructured observation: No restriction is placed on what the observer would note: all behavior in the episode under study is monitored

7. Observation Techniques…cont. Human versus Mechanical • Human observation:person or persons observe behavior (person hired by the researcher, clients, or perhaps the observer is the researcher) • Mechanical observation: human observer is replaced with some form of static observing device(audio and or visual recording)

8. Observation Techniques…cont. Appropriate Conditions for the Use of Observation • Short duration • Public • Faulty recall (difficult for person to remember accurately what was done) conditions • Person is unaware of behavior

9. Observation Techniques…cont. Advantages of Observational Data • Insight into actual, not reported, behaviors • No chance for recall error • Better accuracy (versus self-reporting) • Less cost

10. Observation Techniques…cont. Limitations of Observational Data • Small number of subjects • Can only observe short-duration, frequently occurring events • Subjective interpretations (by observer) • Inability to to pry beneath the behavior observed (why was the behavior carried out - motivations, attitudes, and other internal conditions are unobserved)

11. Focus Groups • Focus groups: small group (6 – 12 people) discussions led by a trained moderator; homogeneous group; tightly bounded topic area • Objectives: • Generate ideas • Understand consumer vocabulary • Reveal consumer benefits sought, needs, motives, perceptions, and attitudes on products and services • Understand findings from quantitative studies

12. Focus Groups Moderator’s Role and Responsibilities • Focus group moderator: a person who conducts the session and guides the flow of group discussion across specific topics • Moderator characteristics: • Experienced • Enthusiastic • Prepared • Involving • Energetic • Open-minded

13. Focus Groups Reporting and Use of Focus Group Results • Factors to remember when analyzing data: • Some sense must be made by translating the qualitative statements of participants into categories and then reporting the degree of consensus apparent in the focus groups • Demographics and buyer behavior characteristics of focus group participants should be judged against the target market profile to assess what degree the group(s) represent(s) the target market • A focus groups analysis should identify major themes as well as salient areas of disagreement among the participants

14. Focus Groups Online Focus Groups • Online focus group: one in which the respondents and/or moderator (and sometimes clients) communicate and/or observe by use of the Internet; group members are at their own pc • Advantages: • No physical setup is necessary • Transcripts are captured on file in real time • Participants can be in widely separated geographical areas • Participants are comfortable in their home or office environments • The moderator can exchange private messages with individual participants

15. Focus Groups Online Focus Groups…cont. • Disadvantages: • Observation of participants’ body language is not possible • Participants cannot physically inspect products or taste food items • Participants can lose interest or become distracted

16. Focus Groups – In General • Advantages: • Generation of fresh ideas • Client interaction • Versatility (many topics, other research techniques may be used, product tests, etc.) • May tap special respondents (drs., lawyers …) • Disadvantages: • Representative of the population? • Interpretation is subjective • High cost-per-participant ($150 - $200 each)

17. Other Qualitative Research Techniques • Depth interview: aset of questions with probes, posed one-on-one to a subject by a trained interviewer to gain an idea of what the subject thinks about something or why he or she behaves a certain way • Protocol analysis: involves placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision (step-by-step)

18. Other Qualitative Research Techniques…cont. • Projective techniques: involve situations in which participants are “projected into” another person, an inanimate object, or a simulated activity, with the hope that they will divulge things about themselves that they might not reveal under direct questioning. Types include: • Word association test • Sentence completion • Picture test (may include “headline” or statement) • Cartoon or balloon test • Role-playing activity

19. Physiological Measurements • Physiological measurements: monitoring a respondent’s involuntary responses to marketing stimuli via the use of eye cameras, salinity detectors, blood pressure sensors, and other devices • Pupilometer (iris dilation/contraction) • Eye-tracking • Galvanometer • Voice Print Analysis (VOPAN)