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Overview of a Qualitative Research Study

Overview of a Qualitative Research Study. Consumer Satisfaction 2006. Background. The client markets a pharmaceutical product for treatment of a chronic, often progressive disease

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Overview of a Qualitative Research Study

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  1. Overview of a Qualitative Research Study Consumer Satisfaction 2006 Bertram Group Consulting

  2. Background • The client markets a pharmaceutical product for treatment of a chronic, often progressive disease • A variety of programs and services are offered to physicians, patients and their care partners to support their selection and use of the company’s product. • The focus of this research is a monthly teleconference targeted to people with the disease and their caregivers who are interested in learning more about the disease, treatment options and ways to mange symptoms and side effects. • Open to any who registers in advance via an automated phone system, including patients currently using competitive products. Bertram Group Consulting

  3. Objectives • The objectives of this research are to: • Profile participants in terms of the status of their disease, history of treatment and basic demographics • Understand participants perceptions of the teleconference content and structure. • Identify factors that motivate participants to listen • Determine actions taken as a result of the teleconference Bertram Group Consulting

  4. Methodology • Qualitative: small sample (n=25) • In-depth telephone interviews • To be completed within 2 days after the teleconference • Random sample of participants • Geographic distribution • Representative mix of gender (65% female) Bertram Group Consulting

  5. Process • Sample • List of participants who “opted in” provided by conference system vendor • Name, state, accurate phone number • HIPPA requirements • Do not want to irritate people • Sets an expectation (good/bad) Bertram Group Consulting

  6. Process • Discussion guide • Key issues identified by client • Moderator determines wording and logical flow • Loosely structured • Combination of open and closed-ended question with probes • Rating scales • Often modified after 1st 2 or 3 interviews Bertram Group Consulting

  7. Process • Pick up the phone!!! • Most are very receptive when you have the opportunity to explain why you are calling • Caller ID / screening calls • Leave voicemail • Work the 4 US time zones • Some call back (often at odd hours) Bertram Group Consulting

  8. Process • Interviewing – Moderator’s role • Consistency • Keep on track – many suffer from memory problems and confusion • Ensure common understanding of questions and elicitation of appropriate answers • Identify important issues that surface and require probing • Respondents run the gamut • Direct and on point • Depressed • Lonely • Angry Bertram Group Consulting

  9. Process • Do not want to make respondents feel bad or anger them • Stay on task • Take notes as needed • Make sure conversation is recorded • Sometimes play social worker or counselor • Remember - client is often listening silently but will give feedback after the interview Bertram Group Consulting

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