Collective Primary Data: Qualitative Techniques

COLLECTIVE PRIMARY DATA: QUALITATIVE TECHNIQUES

Primary data Collection:

Data that has not been collected before
It is collected to address a specific problem

Types of data that is important for marketing research:

Demographic and socio-economic characteristics
Psychological and personal characteristics
Attitudes
Opinions
Awareness
Knowledge
Intensions
Motives
The behaviour of people and or enterprise

Primary data can be collected through either quantitative research or qualitative research. Each of these approaches can be further subdivided into distinctive methods of data collection.

Quantitative research technique includes: survey observations and experiments

Qualitative research technique includes: focus group, in-depth interviews and predictive technique

Qualitative and Quantitative research

Qualitative research technique:

It is the collection, analysis and interpretation of data that cannot be meaningfully quantified, that is, summarized in the form of numbers.
It is generally less structured than quantitative and due to the details of data collected, use smaller sample sizes.
It relies on the detailed description by respondents to gain insight into a particular problem.
This approach is useful when examining attitudes, perceptions, motivation and understanding.

Quantitative research technique:

It is the collection of data that involves larger, more representative respondent sample and the numerical calculation of results (it relies on numbers, measurements and calculations)
The scientific approach to research is guiding framework for quantitative research
This approach tends to be more highly structured than qualitative research, which makes it easier to measure and analyse the responses.
As a result of these structured approach, a greater number of people can be include in the sample.

Four important differences can be identified between the two (Qualitative and Quantitative)

The type of problem that can be solved
The sampling method used
The methods used to collect data
The techniques used to analyse the data

A COMPARISON OF QUALITATIVE AND QUANTITATIVE RESEARCH

Comparison dimension / Qualitative research / Quantitative research
Types of question / Probing / Non-probing
Sample size / Small / Large
Information per respondent / Much / Varies
Administration / Interviewers with special skills are required / Fewer special skills required for interviews
Type of analysis / Subjective interpretive / Statistical summarisation
Hardware required / Tape recorders, projection devices, video, pictures discussion guide / Questionnaires, computers and prints outs
Ease of replication / Difficult / Easy
Researcher training necessary / Psychology, sociology, social psychology, consumer behaviour, marketing, marketing research / Statistics, decision models, decision support systems, computer programming, marketing, marketing research
Type of research / Exploratory / Descriptive or casual
Validity / High / Low
Data presentation / Words / Numbers
Researcher involvement / Researchers learns more by participating and being immersed in a research situation / Researcher is ideally an objective observer, who neither participates in or influences what is being studied

THREE IMPORTANT FACTORS WHEN CHOOSING METHODS FOR DATA COLLECTION

The volume and variety of data required:

More data can be obtained through personal interviews than through telephone survey, and a wider variety of data can be obtained through survey than through observation or experimentation.
In-depth interview can provide the most details.

The objectivity and reliability of the required data:

It is directly influenced by the data collection method
Critics of the qualitative approach point out that quantitative research is a lot more objective and reliable

The cost and duration of the study:

The survey method is usually quicker and cheaper than observation and experimentation, since the interviewer has more control over the collection activities than the observer has.
Qualitative research can be relatively cheap to administer in some cases and in others, extremely costly.

Qualitative Research

-When considering the use of quantitative techniques, the key point to remember is that they are less structured and explore the respondents more deeply than traditional survey methods.

The characteristics of qualitative market research can be summarised as follows

A small sample or group of people
The sample is not considering to be representative of large populations
In-depth data is delivered
Data collection methods are usually unstructured
The data analysis uses non-statistical methods
It is reliant on and subject to the researcher’s interpretation
The focus is on understanding consumer behaviour, motivations, opinions and attitudes
It is most useful when conducting exploratory studies in order to define a more complex problem
Quantitative research will sometimes be carried out after the qualitative research has been conducted to test the generalisability of findings of the qualitative research

Key areas where qualitative research can be used

Pre-piloting qualitative questionnaires. Qualitative research can help ensure that the questionnaire to be used in a quantitative study is relevant and applicable to the identified respondents
Exploring new markets, countries or ideas. Qualitative research helps in gaining insights into markets or areas about which there is little information.
Diagnostic research and problem solving. The researcher attempts to gain insights into specific problems by investigating the problem in detail in order to obtain viable solutions
Evaluation. Qualitative research is used as a control measure, to check whether a particular project is on target to achieve the established goals. It is a short-term project used to gain immediate insight
Creative development. Qualitative research can be used to explore the thoughts and ideas of respondents and gain insights into their needs and wants.

Three most common qualitative research methods

Focus Group
In-depth interviews
Projective techniques

Focus group interviews:

This is a research technique that relies on an objective discussion leader or moderator who introduces a topic to a group of respondents and directs the discussion of that topic in a non-structured and natural fashion
They are used to collect data from a small number of participants, usually six to ten
The interviewer introduces the discussion of subjects and encourages participation in the discussion
Group interviews are used particularly to gather information on consumer attitudes and behaviour. Similarly they used to test the introduction of new products and advertising activities or to obtain new ideas. They offer an opportunity to gain insight into the meaning of existing data or test attitudes to and opinions on controversial or sensitive subjects.

Guidelines to ensure focus groups are productive

The moderator must be properly trained. People and facilitation skills are crucial
The environment should be relaxed and conducive to encouraging free flow discussion
The group should contain between 6 to 12 participants. A group has been shown to be ineffective if larger than this
The participants should be carefully screened to ensure that they have knowledge of the topic under discussion
The participants should be relatively homogenous (similar) in terms of the particular issue being studied
Sessions should preferably be recorded so that the researcher can review the sessions later in order to gain further insights
The sessions should not be too long or too short. The most effective duration tends to be between one and three hours.
People should be rewarded or compensated for their participation in this discussion session. The reward will vary from study to study depending on the intensity of the discussions and the nature of the topics being discussed.

Advantages of focus groups

Cost and speed: this is a cheaper and quicker way to reach more people while still gathering large amounts of data
Observation: they are observed in most cases recorded so that they can be reviewed at a later stage
Group interaction: group members can interact and therefore stimulates additional ideas and thoughts, thereby contributing to the quality of the data gathered
Creative enhanced: the social context is useful in stimulating new ideas
Controllable: a good moderator can steer the discussion in the required direction and ensure that important issues are covered
Non-threatening situation: people may use the safety of numbers to express more deeply rooted opinions without the fear of feeling exposed as they would in a one on one situations
In-depth exploration of topics: focus groups allow the moderator to explore important issues in more detail to gain greater clarity on unclear issues.

Disadvantages of focus groups

Non-representative sample: the groups are relatively small and therefore, some may argue, do not give a representative view of the population in question
Inconclusive results: although focus groups identify important issues relevant to the problem, these need to be subjected to more in depth and intensive study to be conclusive
Respondent’s fear of embarrassment: some respondents may be self-conscious about expressing certain opinions that are different to other members of the group. A form of peer pressure may therefore be present and result in some group members giving answers that reduce the potential for embarrassment rather than express their true thoughts or opinion
Effect of dominant personalities: dominant personalities may take over the session and drown out the more introverted participants. As a result the dominant personality’s opinions and viewpoints take centre stage and other members’ opinions are suppressed.
Effect of the moderator: whilst a good moderator can add significant value to study, a poor moderator severely reduces the chances of obtaining quality data from the session

The importance of the moderator

The moderator plays a huge role in determining the success or failure of the focus groups’ session the moderator must be able to facilitate the session and have good communication skills to effectively manage the different personalities of the respondents.

Critical skills a moderator need to have to conduct an effective focus group.

The ability to establish a connection with the group and listen to what is being said.
The ability to be flexible: the moderator must have the ability to manage the session according to the set agenda, but flexible enough to allow the conversation flow in the direction that the participants take it, while maintaining a focus on the issue at hand.
The ability to control group influences: the moderator should be able to manage dominant personalities that may take over the group and encourage all participants to contribute to the discussion
The ability to facilitate the flow of discussion: it is important to know when new topics need to be introduced and when old ones have been exhausted.

In-depth interviews

-In-depth interviews are relatively unstructured, extensive interviews in which the interviewer asks many questions and probes for in-depth answers. In-depth interviews need to be properly planned

The following guidelines should be followed to ensure a successful interviewing process

The interview should last between 30 min and two hours. The duration depends on the nature of the topics being addressed and the level of interviewee fatigue
Respondents should be carefully screened to ensure that they are the appropriate persons to interview on the relevant topic
The interviewer should possess the necessary skills and knowledge to be able to conduct the interview, good communication skills are essential
Where possible, the sessions should be recorded, so that the interview can be transcribed and analysed later
The interview should take place in pleasant surroundings and the respondent must

Insert more notes

e). Use of visual techniques

Visual aids can, to a certain extent, be used in postal surveys, but they are most suited to personal interviewing.

f). Control

Virtually no control is possible in a postal survey whereas personal interviewing requires intensive control.
Control is possible during telephone surveys, as the survey can be dealt with in a short time and at a central point.

g). Financial Implications

Postal surveys are the cheapest survey method, as they require minimum staff and the biggest cost is printing and postage costs.
Telephone surveys are also relatively cheap, they have the advantage of being over with quickly.
Personal interviews are the most expensive method as interviewers’ salaries, travel and accommodation costs must be paid.

h). Target group

Factors such as level of literacy and accessibility must be kept in mind.
The size of the sample is also important
In large surveys postal surveys will be the easiest method.

i). Nature of questions

For sensitive questions a postal questionnaire will be better, while long, complicated questions should be dealt with by an interviewer during a personal interview.

The observation method

Observation is defined as “the systematic process of recording the behavioural patterns of people, objects and occurrences without questioning or otherwise communicating with them”

This method gathers information about whether or not an event occurs or about the behavior of a consumer through direct observation.
The observation method is characterized by the fact that there is no communication between the observer and the object observed.
Observation is scientific when :
It serves a formulated research purpose
It is planned systematically
it is recorded systematically and related to general propositions rather than simply reflecting a set of interesting curiosities
efforts are made to ensure it is valid and reliable

it is the only method that can be used to collect data in situations where communication is not possible.

Use of observation method

Before observation can be used in marketing research the following three minimum requirements must met:

The data must be accessible to observation. The observer can however make certain inferences about a person’s motives and attitudes by observing their behavior.
The behavior observed must be repetitive and frequent or predictable so that excessive time is not spent on the observation process.
The event observed must take place within a reasonably short time span. The time and monetary costs of the observation process must not exceed the value of the study. For instance observation is restricted to relatively short investigations or phases, such as a visit to a shop.

The use of the observation methods is strongly recommended in three particular situations.

Where observation is the only method to gather accurate information eg food and toy preferences of children.
Where the relationship between data accuracy and data cost makes observation more favourable than other data-gathering methods.
Where the researcher wants to confirm the results obtained when other research methods were used.

Advantages and disadvantages of the observation method

Observation does not rely on the respondent’s willingness and ability to answer questions. It is less intrusive and does not affect the respondent’s activities.
Data is observed and recorded as it happens in its natural environment. It does rely on the respondent being able to recall a situation in the past.
Data can be collected from subjects that may not be able communicate their views or opinions. Eg children who cannot writ or properly describe a situation
Possible interviewer subjectivity or bias is eliminated. Observation is based on events unfolding before the observer and recorded as and how they occur.
Observation can provide valuable insights, particularly in the areas of advertising and media research as well as brand preference studies.

Disadvantages

Findings are limited to observed behaviours. The reasons behind the behaviours and the thought processes are not addressed. These issues may be crucial in understanding consumer behavior.
Observed behavior is not necessarily the respondent’s normal behavior, which implies that the observed behavior cannot be extrapolated.
Observation can be extremely time consuming. There is no guarantee when a particular behavior is going to occur.
Observation focuses on what occurs in public. Behavious that occur in the home are beyond the scope of observation and require a survey to gain insights
Observation works best when respondents do not know they are being observed. If they are aware that they are being observed they may change their behaviour which will affect the reliability and validity of the collected data.

Observation techniques

Various observation techniques can be used to gather data, each of which influences the reliability of the results. Observation techniques are classified as follows:

Structured and unstructured observation
Disguised and non-disguised observation
Direct and indirect observation
Natural and controlled observation
Human and mechanical observation

Structured and unstructured observation

Structured observation is used when the decision making process has been defined accurately enough so that the behaviour and aspects of the observed event can be specified before the time.
With structured approach the researcher must specify accurately what is to be observed and how the measurement is to be recorded.
Structured observation is thus more suitable for descriptive and casual research than for exploratory research.
Unstructured observation is used in studies where the problem is not specifically defined. The observer is allowed more freedom in terms of what is observed and how observations are recorded.
The unstructured approach is useful for creating an understanding of the various aspects of a client’s behaviour.

Disguised and non-disguised observation

Indisguised observation the object observed is not aware of being observed. The observer is disguised because people alter their behaviour if they know they are being observed.
In non- disguised observation the object being observed is aware of the observation. The observer openly stands in the supermarket and records the shoppers actions and behaviour patterns on a form

Direct and indirect observation

In direct observation the objects are directly observed and immediately noted. Eg an observer will stand at a checkout point in a supermarket and count the number of boxes of each different brand of cleaning products purchased for the entire day.
In-direct observation the evidence of situations that have already taken place is observed. Indirect observation is also known as trace analysis. Eg an observer will count the stock of each brand of cleaning products at the end of each day to determine how many boxes were sold during that day.
The difference between the two is that direct observation observes the present action itself while indirect observation observes the effects or results of a past action.

Natural and controlled observation