Marketing Research Qualitative vs Quantitaive

Qualitative Characteristics
-Probing questions
-Small sample size
-Interviewer with special skills
-Subjective, interpretive
-Low replication
-Exploratory research
Quantitative Characteristics
-Limited probing
-Large sample size
-Few special skills required
-Statistical, summarization
-High replication
-Descriptive or causal
Qualitative Strengths
-Less expensive than quantitative
-Best way to understand in-depth consumer feelings and motivations
-Can improve quantitative research
Qualitative Weaknesses
-Does not distinguish small differences in the marketplace like quantitative research
-Not representative of the population of interest
-No certification, anyone can say they do qualitative research
Types of Qualitative Research
-Focus Group
-Depth Interviews
-Case Study
-Ethnography
-Projective techniques
Focus Group Characteristics
8-12 participants
1 ½ – 2 hours
Led by a moderator
Discussion guide
In-depth discussion
Group dynamics
Focus Group Advantages
-Interaction among participants
-Opportunity to observe customers
-Quick
Focus Group Disadvantages
-findings can be misleading
-Participants may not be representative or typical
-Possible bias (Moderator or Participants’ personalities)
Depth Interviews
One-on-one interviews that probe and elicit detailed answers to questions, often using nondirective techniques to uncover hidden motivations.
Case Study
An in-depth study of one specific case (situation or subject) to gain a deep understanding of an issue(s) being explored
Ethnography
The study of human behavior in its natural context involving observation of behavior.
Projective Techniques
Ways of tapping respondents’ deepest feelings by having them “project” those feelings into an unstructured situation.
examples: word association, sentence/story completion, photo sorts, consumer drawings, story-telling, third person techniques
Word Association
The interviewer says a word and the respondent must mention the first thing that comes to mind.
Sentence/Word Completion
Respondents complete sentences or stories in their own words.
Photo Sorts
Respondents sort photos of different types of people, identifying those photos they feel would use the specified product or service.
Consumer Drawings
Respondents draw what they are feeling or how they perceive an object
Story Telling
Respondents tell stories to describe their experiences
Third Person Techniques
Ways of learning respondent’s feelings by asking them to answer for a third party, such as “your neighbor” or “most people.”