Business

Research Methods
Dr. Bikramjit Rishi

Exploratory Research and Qualitative

Analysis

Qualitative versus Quantitative

Research
Purpose
Exploratory versus descriptive and conclusive

Small versus large samples

Broad range of questioning versus
structured questions
Subjective interpretation versus statistical
analysis

Purpose of the Study

Exploratory study:
is undertaken when not much is known about
the situation at hand, or no information is
available on how similar problems or research
issues have been solved in the past.

Example:
A service provider wants to know why his
customers are switching to other service
providers?

Purpose of the Study

Descriptive study:
is undertaken in order to ascertain and be able to describe the
characteristics of the variables of interest in a situation.

Example:
A bank manager wants to have a profile of the individuals who
have loan payments outstanding for 6 months and more. It would
include details of their average age, earnings, nature of occupation,
full-time/part-time employment status, and the like. This might
help him to elicit further information or decide right away on the
types of individuals who should be made ineligible for loans in the
future.

Purpose of the Study

Causal study:
Delineating one or more factors that are causing
the problem.

Example:
A marketing manager wants to know if the
sales of the company will increase if he
increases the advertising budget.

Categories of Exploratory
Research
1.
2.
3.
4.

Experience surveys
Secondary data analysis
Case studies
Pilot studies

1. Experience Surveys
Ask knowledgeable individuals about a
particular research problem
most are quite willing

If you wish to know the road up the

mountain, you must ask the man who
goes back and forth on it.
- Zenrinkusi

2. Secondary Data Analysis

Data collected for a purpose other than the
project at hand
Economical
Quick source for background information

3. Case Study Method

Intensely investigates one or a few
situations similar to the problem
Investigate in depth
Careful study
May require cooperation

4. Pilot Study
A collective term
Any small scale exploratory study that uses
sampling
But does not apply rigorous standards

4. Pilot Studies
1. Projective Techniques
2. Focus Group
Interviews
3. In-Depth Interviews

1. Projective Techniques
a.
b.
c.
d.
e.
f.

Word association tests

Sentence completion method
Third-person technique
Role playing
T.A.T.
Picture frustration version of T.A.T.

A man is least himself when he talks

in his own person; when given a mask
he will tell the truth.
--Oscar Wilde

a. Word Association
Subject is presented with a list of words
Asked to respond with first word that comes
to mind

Word Association Examples

GREEN

Money
Lawn

Word Association Examples

CHEESE

Kraft
Goat

b. Sentence Completion
People who drink beer are ______________________
A man who drinks light beer is ___________________
Imported beer is most liked by ___________________
A woman will drink beer when____________________

c. Thematic Apperception Test

T.A.T.

2. Focus Group Interviews

Unstructured
Free flowing
Group interview
Start with broad topic
and focus in on
specific issues

Group Composition
6 to 10 people
Relatively
homogeneous
Similar lifestyles and
experiences

Outline for a Focus Group

Establish a rapport
Begin with broad topic
Focus in on specific topic
Generate discussion and interaction

The Moderator
Develops rapport helps people relax
Interacts
Listens to what people
have to say
Everyone gets a
chance to speak

The Focus Group Moderator

Maintains loose control and focuses
discussion
Stimulates spontaneous responses

Disadvantages of Online
Focus Groups
Less group interaction
Absence of tactile stimulation
Absence of facial expression and body
language
Moderators job is different

Disadvantages of Online
Focus Groups
Less group interaction
Absence of tactile stimulation
Absence of facial expression and body
language
Moderators job is different

Business
Research Methods
Dr. Bikramjit Rishi

Secondary Data

Secondary Data
Data gathered and recorded by someone else
prior to and for a purpose other than the
current project
Is often:
Historical
Already assembled
Needs no access to subjects

Advantages of Secondary Data

Inexpensive
Obtained Rapidly
Information is not Otherwise Accessible

Disadvantages of Secondary Data

Uncertain Accuracy
Data Not Consistent with Needs
Inappropriate Units of Measurement
Time Period Inappropriate (Dated)

Secondary Data may be Dated

Evaluating Secondary Data

Applicability
to project
objectives

Does the data help to

answer questions
set out in the
problem definition?
Does the data apply to
the time period of
interest?

Does the data apply to

the population of
interest?

Evaluating Secondary Data (continued)

Applicability
to project
objectives

Accuracy
of the data

Do the other terms

and variable
classifications
presented apply?
Are the units of
measurement
comparable?

If possible, go to the
original source of the
data?

Is the cost of data

acquisition worth it?

Accuracy
of the data

Is there a possibility
of bias?

Can the accuracy of

data collection be
verified?

Objectives for Secondary Data

Studies
Fact Finding
Model Building
Data Based Marketing

Common Research Objectives

for Secondary Data Studies
Fact Finding

- Identifying consumption patterns

- Tracking trends

Model building

- Estimating market potential

- Forecasting sales
- Selecting trade areas and sites

Data Base Marketing

- Development of Prospect Lists

- Enhancement of Customer Lists

Fact Finding
Identify consumer
behavior
Trend analysis
Environmental
scanning

Model Building
Market potential
Forecasting sales
Analysis of trade areas

Data Based Marketing

Practice of maintaining a customer data
base
Names
Addresses
Past purchases
Responses to past efforts
Data from numerous sources

Internal Data
Internal and proprietary data is more descriptive

Accounting information
Sales information
Backorders
Customer complaints

Data Mining

External Data
Created, recorded, or generated by an entity
other than the researchers organization
Government
Trade associations
Newspapers and journals

External Data

Libraries
The Internet
Vendors
Producers
Books and periodicals

External Data
Government sources
Media sources
Commercial sources

Government Sources
NCAER National Council for Applied
Economic Research - http://www.ncaer.org/
National Sample Survey Organization http://mospi.nic.in/Mospi_New/site/home.as
px
Census of India - http://censusindia.gov.in/

Commercial Sources
Market share data companies like A.C.
Nielsen provide information about sales
volume and brand share over time
Demographic and census updatesmany
organizations supply census updates, in
easy-to-use or custom formats

Commercial Sources
Attitude and public opinion research
syndicated services report the findings of
opinion polls
Consumption and purchase behavior data
Advertising researchreadership and
audience data

Qualitative for Beginners

TOOLS

Methodologies

We deploy a methodologies subject to the

research requirement
Individual & Social

Traditional & New Age

CREATIVE
WORKSHOPS

IDEATION
CONFLICT
GROUPS
FOCUS
GROUP
DISCUSSION

ETHNOGRAPHY

Conversational
& observational
RECONVENED
GROUPS

EXPERT
OPINIONS

ONLINE PANELS
FB/WA GROUPS

DIARY
PLACEMENT

ACCOMPANIED
SHOPPING
WEBNOGRAPHY
IN_DEPTH
INTERACTIONS

Online & offline

HOME
VISITS

PRODUCT
PLACEMENT

Deductive &
Inductive

Qualitative for Beginners

CAPABILITYOFFLINE METHODOLOGY

METHODOLOGY

TRADITIONAL QUALITATIVE METHODOLOGIES

Focus Group Discussions

Mini group

With a slightly evolved / expert set / young consumers.

For concept or idea evaluation

Conflict Groups

Involves 4-6 people, homogeneous in their demographics and usage habits, leads to
generation of richer insights.

Online focus groups / chat rooms

(To cover the width and depth of information)

Traditional FGDs which consents a free flowing discussion and creates a platform to share
views and ideas.
6-8 people who come together to discuss the topic in hand.
Methodology acts as a springboard for the thoughts / ideas which get validated or nullified by
others.

A methodology whereby two distinctly different sets of respondents are pitted together in an
attempt to understand reactions and responses to products/categories. The conflict in terms
of respondent profile helps understand consumer differentiation in attitudes.

In-depth Interviews

A methodology which is used when it is imperative to capture individual point of view without
getting lost or being influenced by the opinions of other respondents.
4

METHODOLOGY

CAPTURING CONSUMER REACTIONS

Product Placement
Consumer comes in contact with product. Interaction happens for a span of 4
7 days. Gauge consumer reactions /feedback by a diary placement / blog
May /may not be followed by a group or an interview.
Reconvened group
Post product placement in homes, invited for group to get consumer reactions
/ feedback to placed product.
Diary placement
Consumer pens down their feedback for the product. Which allows to capture
both the rational and emotional pay-offs . This also helps to capture the real
time feedback while the product is placed with them. Ensures that there is no
loss of information owing to memory lapse since every activity is documented
in detail.
Many a times, this methodology is followed by home visits or reconvened
groups to get consumers take on the positive and negative experiences faced.
5

METHODOLOGY

WE ARE COMING TO MEET YOU

Home Visit

Visiting consumer home for fewer hours, in order to understand their usage and
attitude, behaviour and perceptual nuances they carry which induce their choice.
This methodology is based purely out of active observation where the moderator
and respondent is given a platform to share their views and opinions.

Ethnography Day in the life of the consumer

Spending longer hours with consumers to capture a slice of their life and to
understand their lifestyle.
Helps deep diving into the experience of the consumer by actively observing them
and participating in their world.
It also includes filming respondents, taking pictures and observing them in different
settings such as: at work, cooking, cleaning, eating, understanding their nutritional
choices made, family dietary preferences etc.
This is conducted with minimal intervention from the moderator, and the
respondent is given the room to react and behave like they would otherwise in a
real life setting.

METHODOLOGY

THINKING OUT OF THE BOX!

Brainstorming / Ideation sessions

This exercise plays a very critical role with regards to new product
development or new concept building exercise.
Is also used extensively in using consumer led ideas for brand extension.
A complete interactive session where the respondents are being exposed
to different exercises with ample aid from qualitative projective
techniques to heighten articulation and churning of new ideas. These
sessions are usually free flowing and unstructured.

Creative Workshop

Creative workshops are done in a highly controlled environment , with key

areas around which the scope of discussion is restricted.
Conducted with respondents or participants who are slightly evolved.
Session may include an expert as well. E.g. A appliance designer while the
discussing the structure and shape of home appliances most suited for
Indian kitchens.
E.g. mobile app developer while discussing creating mobile applications.

METHODOLOGY

LET S GO SHOPPING
Accompanied shopping

These are qualitative interviews that partly or wholly take place while the
participant is engaging in an activity of interest to the client.

These often involve a degree of passive observation as well as more

directed interviewing. The activity in question is often shopping, and such
a trip may include a range of related contexts within one interview.
Here the researcher would visit the respondent at home, go shopping with
her or him, then go back to the respondent's home for further discussion
and observation. The approach may also be applied to other retail or
leisure activities.
This method allows relevant aspects of the respondent's experience and
the processes by which choices are made to be explored. It is particularly
useful in bringing to light aspects of behaviour that the respondent may
not be aware of, or may not be able to verbalize.
8

TECHNIQUES

GET CLICKED
Camera placement
Camera placement has a very critical role in the field of research ,
mainly when it comes to capturing consumer habits and behavior.
Here a camera is placed in the house of the consumers, and the family
is asked to continue with their daily routine and lifestyle.

TECHNIQUES

THE NEW AGE TECHNIQUES

Blog writing

A contemporary technique, which is mainly used with the higher SEC and amongst
the more articulate set of consumers exposed to blogs and maintain a blog, visits
logs et . Si ilar to a diary pla e e t ut has a edge si e it s irtual a d
encourages participation and feedback from several consumers .

Expert Opinions

In depth interviews with experts can be used to obtain deep insight about specific
tre ds or to ha e a etter u dersta di g of the o su er s attitudes a d opi io s.
It involves a one on one conversation between an interviewer and the respondent.
In depth interviews with industry experts or members of the target market are
often done to get an overall perspective on the market and also helps to check
some of the important hypothesis.
Expert opinions need not be restricted to plain quizzing an opinion maker or expert
but also extends to understanding the same through detailed analysis of columns,
documents, blog posts etc. which are written by these experts.

10

TECHNIQUES

BRAND FINGER PRINT

An analysis of sensory perceptions / processing patterns
It aids in:
Understanding consumer - category experiences
Developing communicationP
r
o
c
e
s
s
i
n
g

STIMULUS
11

TECHNIQUES

OTHER TECHNIQUES
Free Associations

E.g.: When I say ___ what comes to your mind

Can provide us with a rough indication of consumer perceived values and
attributes.

Word Association

Words are used to decode consumer connotations about the brand / product.
Enables to identify the key distinguishing attributes and values.

Visual Association

Conversation that ensues when respondents react to visual stimulus is markedly

different from otherwise
Helps gain some insights into the elements that make some characters work,
consequent associations made and rub-off on brand imagery

Mood Board/Tape

Developed by the client (often in conjunction with its advertising agency) as a

board/film that conveys the essence of the brand
Used to stimulate a discussion around what the brand essence is; helps to
understand the gap between current perceptions and desired imagery.

12

TECHNIQUES

OTHER TECHNIQUES
Picture sort:

Visuals act as wonderful stimulus and elicit rich data

Conversation that ensues when respondents react to visual stimulus is
markedly different from otherwise

Collages:

People feel incapable of expressing their thoughts through words and

sentences and find it much easier to choose a picture, object or a
symbol that depicts what they want to say

Onion ring exercise

Herein we elicit the core, peripheral, supporting and absentee values

of a brand
Helps to distinguish our imagery from that of competing brands
13

Qualitative for Beginners

CAPABILITYQUALITATIVE THE
ONLINE WAY

RESEARCH APPROACH
Given the T.G and the dynamic environment around them, online research
approaches are recommended

Help co-create new ideas & platforms

Help in concept
development & expansion

Help evaluation of ideas

Help in Understanding
the youth

Help in Trend Spotting

DETAILING THE SAME OUT
IN NEXT SLIDES

15

NEW TOOLS FOR YOUNGER AUDIENCE

Researching YouthThe O li e way

An ideal place to capture the youth, since the platform provides a familiar and
uninhibited experience
Platforms like online chats and social networking sites provide umpteen
opportunities and allows us to capture active and passive information about their lives,
likes and preferences
New age platforms like Visio Li e also provide opportunity for seamless online groups
The online way also often helps optimize cost and timeline

WE ARE CURRENTLY SETTING UP AN ONLINE QUALITATIVE PANEL TO

TRACK YOUTH TRENDS AND ANSWER SPECIFIC BUSINESS QUESTIONS

Webnography to read consumer trends

Searching web logs (blogs) and online portals -general and subject oriented (Flickr,
Youtube) for the topic under discussion
Finding consumer generated content, has the advantage of being content which is real ,
not contrived by the artificial setting of a FGD
Informing bloggers, getting permissions to cite material
Acts as an early warning system
Can be used to generate hypotheses, which can be further tested in traditional research
16

RESEARCH TYPES
ONLINE PANEL

ONLINE FGD

ONLINE INTERVIEW

CONCEPT TESTING

U&A STUDIES

PROFILING STUDIES

EXPLORATORY STUDIES

BRAND EQUITY STUDIES

PURCHASE BEHAVIOUR

NEW PRODUCT DEVELOPMENT

USAGE BEHAVIOUR

PURCHASE BEHAVIOUR
AD TESTS

17

Qualitative the HRG way

CAPABILITY- ONLINE
PANELs

ONLINE PANEL - WHAT DO WE NEED?

ONLINE
METHODOLOGY

Features needed
Bulletin Board- aided by moderators
Asynchronous focus groups that take place over time (days or weeks).
Participants come and go as they please, or as directed, providing their ideas.

Archival and Retrieval of Information

Holistic( overall) as well as city specific inputs on the discussion topic

Platfor
hi h a e easily i stalled at the respo de t s e d
Platform that is not heavy, therefore does not require very high
internet speed

19

THE SOLUTION- OPTION 1

ONLINE
METHODOLOGY

Online Bulletin Board

Setup
Positives

Archiving: All conversations are

archived
Security: Data fully secure
Cost: Free
Time: Low
Online RQ link can be given

Interaction

Methodology

Easy to Use and Understand

Customizable
Third party apps can be
integrated
Formal
Users get an email on registered
address when new discussion
thread / comment posted

Negatives
Requires extra cost

Need to make sure we do not

get one word responses
considering the informal
medium

Comment updates on the

bulletin board

20

THE SOLUTION- OPTION 2

ONLINE
METHODOLOGY

Community Page on Face book

Setup
Positives

Archiving: All conversations are

archived
Security: Data fully secure
Cost: Free
Time: Low
Online RQ link can be given

Negatives
Requires extra cost

Interaction
Easy to Use and Understand
Medium Customization elaborate
user profile, somewhat
customizable look with branding,
Can include photos, albums, video,
Third party apps can be integrated
Informal
Access to participant profiles

Methodology
Users get an email on
registered address when
new discussion thread /
comment posted get
updates on facebook
Facebook is accessed
Comment updates on
facebook
Comment updates on
facebook
Can create facebook buzz

Will have to be careful with

confidential content should not
be put on status update line,
only in the discussion forum
page of community
Need to make sure we do not
get one word responses
considering the informal
medium

21

THE PLATFORM: FACEBOOK

ONLINE
METHODOLOGY

Bulletin boards for specific

discussions. It will look similar to
the wall but will be visible only to
the panelists. Each topic will be a
separate event thereby making it
easy to archive the data
A wall for general
discussions

Periodic tracking of
profiles

22

CONCERNS AND POSSIBLE SOLUTIONS

ONLINE
METHODOLOGY

Engaging the respondent:

Dropout rate in such bulletin boards is high. Moreover, respondents tend to post in brief
comments on the topic rather than putting in detailed opinions. These can be tackled by:
Exclusive incentives for high contribution (discussed in the next slide )
Interesting, engaging and evocative topics.
Make the interaction more lively , and inclusive

Familiarizing respondents:

Tool explanation necessary at the recruitment stage itself, take them through the process,
make comfortable with putting their thoughts up online

Should conduct an initiation forum for all participants, which will help break the ice

Validation of the date

Can be tackled by complementing the research with offline interactions like ethnography,
FGDs

23

ONLINE
METHODOLOGY

INCENTIVIZING THE RESPONDENTS TO STICK ON..

In order to keep the respondents motivated and engaged we

plan to give incentives in the following manner
A MONTHLY RETAINER which could be in the form of talk time or VAS
service activation (e.g Free GPRS for a month) can be given by to each of
the respondents per month
Awarding of most prolific and interesting entries every week. The
incentives could be given to two respondents each center per week. This
will be given in the form of gift vouchers , passes to events, concerts , etc

A mega prize at the end of the panel. The award would be given to the
consistent and prolific respondents.
24

Qualitative for Beginners

CAPABILITY- ONLINE
FGDs/IDIs

ONLINE FGD- WHAT DO WE NEED?

ONLINE
METHODOLOGY

Features needed

Common wall Synchronous Focus group

Capacity for simultaneous chatting involving 8-10 participants
Archival and Retrieval of Information
Capacity to upload images/concepts
Preferably video/ audio facility along with chat
Platfor
hi h a e easily i stalled at the respo de t s e d
Platform that is not heavy, therefore does not require very high internet speed

26

THE SOLUTION- OPTION 1

ONLINE
METHODOLOGY

Gmail+ FTP

Setup
Positives

Negatives

Cost: Free
Does not involve large set up
time
Archiving: All conversations are
archived
Does not require very high
Internet speed

Security: Low. The chat also

gets recorded with the
respondents in their inbox.

Interaction
Easy to Use and Understand
High familiarity with the format
Semi-formal environment

No physical evidence in the

form of audio or video can be
intimidating for the
respondents. Moderator
therefore needs to do a
detailed and informal warm up
Differences in typing speed of
all participants might make it
difficult to keep everybody
interested all the time and also
might lead to consuming more
time. Moderator will have to
collect all responses quickly on
one question and then move to
the next

Methodology
Post recruitment the
moderator (through a mail)
introduces self , purpose,
schedule and sends in a
chat invite
On the day for the group a
group chat is initiated with
all the participants on Gmail
chat.
All respondents are invited
to a group chat through the
Gmail chat and a group
discussion begins. All
uploads are to be done on
the FTP, where respondents
can see the concept but
cant download

27

SNAPSHOT FROM AN ONLINE FGD

Research Objective: Concept test

Research Methodology: FGD
Platform: G-chat
Respondents from: Delhi, Mumbai and Bangalore

ONLINE
METHODOLOGY

28

ONLINE CONFLICT GROUPS FOR

CONTENT/CONCEPT DEVELOPMENT

Clearly highlights

Differences
Arguments/Counter
arguments
Strength of
motivators/barriers

GROUP DIVIDE

Demographics
- Age
- Sex

Psychographics
- Conservative / broad minded
- Traditionalist / modernist

ONLINE
METHODOLOGY

On the spot relevant solutions

to consumer apprehensions /
mind blocks provided by
consumers themselves

Most useful in

Growing the market

Strategies for overcoming
barriers

Behavioural
- Users / Non-users
- Loyalist /
experimentalist
- Early adopters /
laggards
29

THE SOLUTION- OPTION 2

ONLINE
METHODOLOGY

Skype

Setup
Positives

Negatives

Cost: Free
Does not involve large set up
time
Allows group chat and sharing
of images

Security: Low. The chat also

gets recorded with the
respondents.
Archiving: Manual Exporting of
data
Requires moderately high
internet speed

Interaction
Semi-formal environment

No physical evidence in the

form of audio or video can be
intimidating for the
respondents. Moderator
therefore needs to do a
detailed and informal warm up
Differences in typing speed of
all participants might make it
difficult to keep everybody
interested all the time and also
might lead to consuming more
time. Moderator will have to
collect all responses quickly on
one question and then move to
the next

Methodology
Post recruitment the
moderator (through a mail)
introduces self , purpose,
schedule and sends in a
chat invite
On the day for the group a
group chat is initiated with
all the participants on
Skype.
All respondents are invited
to a group chat through the
Skype chat and a group
discussion begins.

30

THE SOLUTION- OPTION 3

ONLINE
METHODOLOGY

Third Party Platform

Setup
Positives

Negatives

Security: High. The chat is

recorded centrally with limited
access
Easy Archiving
Allows group chat and sharing
of images

Cost Intensive
e ui es a week s ti e to set
up
Requires moderately high
internet speed

Interaction
Professional and formal
environment
Provides physical evidence if
audio and video media is used

Methodology
Post recruitment the
moderator (through a mail)
introduces self -purpose,
schedule and the link is sent
Once all respondents log into
the platform the discussion
begins.

Differences in typing speed of

all participants might make it
difficult to keep everybody
interested all the time and also
might lead to consuming more
time. Moderator will have to
collect all responses quickly on
one question and then move to
the next

31

Let s talk!
THANK YOU