Deck 7: Qualitative Research

Question 1

How does qualitative research differ from quantitative research

Answer 1

The first distinction occurs in the definitions where qualitative research is seen as "interpretative techniques which seek to describe, decode, translate, and otherwise come to terms with the meaning, not the frequency, of certain phenomena" and quantitative research is seen as "the precise count of some behavior, knowledge, opinion, or attitude." More elaborate differences are shown in Exhibit 7-2 , where differences are shown in the following areas:
•Focus of research
•Researcher involvement
•Research purpose
•Sample design
•Sample size
•Research design
•Participant preparation
•Data type and preparation
•Data analysis
•Insights and meaning
•Research sponsor involvement
•Feedback turnaround
•Data security

Question 2

How does data from qualitative research differ from data in quantitative research

Answer 2

Data type and preparation -qualitative research has verbal or pictorial descriptions and is reduced to verbal codes (sometimes with computer assistance); quantitative research has verbal descriptions and is reduced to numerical codes for computerized analysis.
Data analysis -qualitative research has human analysis following computer or human coding (primarily nonquantitative), forces the researcher to see the contextual framework of the phenomenon being measured (the distinction between facts and judgments less clear), and always ongoing during the project; quantitative research has computerized analysis (statistical and mathematical methods dominate), analysis may be ongoing during the project, and maintains clear distinction between facts and judgments.
Insights and meaning -qualitative research has a deeper level of understanding is the norm and researcher participation in data collection allows insight to form and be tested during the process; quantitative research is limited by the opportunity to probe respondents and the quality of the original data collection instrument; insights follow data collection and data entry, with limited ability to re-interview participants.

Question 3

Why do senior executives feel more comfortable relying on quantitative data than qualitative data Why might a qualitative research company lesson the senior-level executives' skepticism

Answer 3

Many senior managers maintain qualitative data are too subjective and susceptible to human error and bias in data collection and interpretation. They believe such research provides an unstable foundation for expensive and critical business decisions. The fact that results cannot be generalized from a qualitative study to a larger population is considered a fundamental weakness.
As suggested in the chapter, marketers deal with the issue of trustworthiness of qualitative data through exacting methodology by:
•Carefully using literature searches to build probing questions.
•Thoroughly justifying the methodology or combination of methodologies chosen.
•Executing the chosen methodology in its natural setting rather than a highly controlled setting.
•Choosing sample participants for relevance to the breadth of the issue rather than how well they represent the target population.
•Developing and including questions that reveal the exceptions to a rule or theory.
•Carefully structuring the data analysis.
•Comparing data across multiple sources and different contexts.
•Conducting peer-researcher debriefing on results for added clarity, additional insights, and reduced bias.

Question 4

Distinguish between structured, semistructured, and unstructured interviews.

Question 5

Assume you are a manufacturer of small kitchen electrics, like Hamilton Beach/Proctor Silex, and you want to determine if some innovative designs with unusual shapes and colors developed for the European market could be successfully marketed in the U.S. market. What qualitative research would you recommend, and why

Question 6

NCR Corporation, known as a world leader in ATMs, point-of-sale (POS) retail checkout scanners and check-in kiosks at airports, announced June 2009 that it would move its world headquarters from Dayton (OH) to Duluth (GA), a suburb of Atlanta, after more than 125 years. An employer of 1200 mostly high-salaried, professional workers in Dayton, NCR was enticed to move by Georgia's offer of more than $56.9 million in tax credits; it's fast-growing, educated 25- to 34-year-old population cohort; international offices for 10 European state governments; and the busiest international airport (Atlanta) in the world.
a. What qualitative research might NCR have done to reach this decision
b. NCR will use its move to Georgia to downsize its world headquarters workforce. What qualitative research could help NCR determine to which of its 1200 employees to offer positions in Duluth

Question 7

What dilemma does HealthPlus face, and why has the company turned to focus groups for insights

Question 8

Use Exhibit 7-7 to develop the recruitment screener for the research you described in your answer to question 5.

Question 9

Conduct a focus group among students in your class on one of these topics:
(a) Your department's problems offering requirements and electives essential for meeting your graduation expectations.
(b) Entertainment sponsored by your university to bring the community on campus.

Question 10

Pepsi launched a new global branding campaign based on the concept of live in the moment called "Live For Now." It did extensive research prior to the campaign's launch. What research should be done to determine if the campaign is resonating with worldwide audiences