QUALITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS

<< QUANTITATIVE RESEARCH DATA COLLECTION TECHNIQUES:ATTITUDE SCALES

CUSTOMER SATISFACTION MEASUREMENT, SAMPLING, AND DATA ANALYSIS AND REPORTING >>

Consumer Psychology (PSY - 514)

Lesson 10

QUALITATIVE RESEARCH DESIGNS &

DATA COLLECTION METHODS

Qualitative Research seeks to find common patterns of operative values, meanings and behavior across

consumption situations. It tends to be qualitative in nature and is based upon small sample. Qualitative Research

views each consumption situation as unique and non-predictable.

In selecting appropriate type of research format in qualitative study researcher has to take into consideration:

The Purpose of Study

Types of data needed

All the qualitative research methods have roots in Psychoanalytic and Clinical aspects of Psychology. The emphasis

is upon open-ended and free response types of questions to simulate respondents to reveal their innermost

thoughts and beliefs.

Viennese Psychologist Sigmund Freud developed the dynamic theory of personality called Psychoanalysis.

According to Sigmund Freud human behavior springs from unconscious drives and wishes.

They key data collection techniques for qualitative studies are

Depth Interviews

Focus Groups

Discussion Guides

Projective Techniques

Metaphor Analysis

These techniques are regularly used in early studies of attitude research to pinpoint relevant product related beliefs

or attributes and to develop an initial picture of consumer attitudes (especially the beliefs and attributes they

associate with particular products and services).

1. Depth Interviews

A lengthy, generally 30 minutes to one hour non-structured lengthy interview between a respondent and a highly

trained interviewer is called a Depth Interview.

Composition of Depth Interview

Depth Interviews can involve one interviewer and one respondent that is why it is also called one on one

interviews or individual in-depth interviews. They may involve 8-15 participants but in that case it will be called a

Focus group. Groups of 4-5 are referred to as mini groups

Process

The interviewer minimizes his/her own participation after establishing the general subject to be discussed.

Respondents are encouraged to talk freely about their activities, attitudes and interests in addition to the product

category and brand under study. The interviewer may not have a specific set of prescribed questions in mind that

must be asked in order imposed by the questionnaire, instead there is freedom to create questions to probe those

questions that appear relevant and generally try to develop set of data that appear relevant. Transcripts, videotapes

or audiotape recordings of interviews are then studied carefully together with reports of respondents' moods and

any gestures or body language they may have used to convey attitudes or motives

When Appropriate

Depth Interviews are conducted when:

1. Detailed study of individual's behaviors, attitudes, or needs is required

Consumer Psychology (PSY - 514)

The subject matter is likely to be of highly confidential nature (e.g. personal investments)

The subject matter is of emotionally charged or embarrassing nature (e.g. a weight reduction formula)

Certain strong social norms (e.g. child rearing practices)

Detailed understanding of a complicated behavior or decision making patterns (e.g. family planning)

Interviews with professional people

Purposes:

Copy testing:

Respondents might be asked to describe in depth various ads they are shown

Auto Driving:

Researchers show respondents photos, videos and audio tapes of their own shopping behavior and ask them to

explicitly comment on their shopping behaviors

2. Focus Groups

Focus Group consist of 8-12 respondents who meet with a moderator-analyst for a group discussion focused on

particular product or product category

Respondents are encouraged to discuss their interests, attitudes, reactions, motives, lifestyles, feelings about the

product or product category usage experience and so forth

Table of Contents: