Qualitative Research Tools

I. QUALITATIVE BUSINESS RESEARCH

Research that addresses business objectives through techniques that allow the
researcher to provide elaborate interpretations of phenomenon without depending on
numerical measurement, its focus is on discovering true inner meanings and new
insights.

II. EXPLORATORY RESEARCH: WHAT IT IS AND WHAT IT IS NOT

Exploratory research may be a single research investigation or it may be a series of

informal studies; both methods provide background information.

Exploratory research helps ensure that a rigorous and conclusive study will not begin
with an inadequate understanding of the nature of the business problem. Most
exploratory research designs provide qualitative data which provides greater
understanding of a concept. In contrast, quantitative data provides precise
measurement.

III. WHY CONDUCT EXPLORATORY RESEARCH?

A. Diagnosing a situation
Exploratory research helps diagnose the dimensions of problems so that successive
research projects will be on target.
B. Screening alternatives
When several opportunities arise and budgets restrict the use of all possible options,
exploratory research may be utilized to determine the best alternatives. Certain
evaluative information can be obtained through exploratory research. Concept
testing is a frequent reason for conducting exploratory research. Concept testing
refers to those research procedures that test some sort of stimulus as a proxy for a
new, revised, or remarketed product or service
C. Discovering new ideas
Uncovering consumer needs is a great potential source of ideas. Exploratory
research is often used to generate new product ideas, ideas for advertising copy, etc.

IV. CATEGORIES OF EXPLORATORY RESEARCH

A. Experience surveys
Concepts may be discussed with top executives and knowledgeable managers who
have had personal experience in the field being researched. This constitutes an
informal experience survey. An experience survey may be a small number of
interviews with experienced people who have been carefully selected from outside
the organization. The purpose of such a study is to help formulate the problem and
clarify concepts rather than to develop conclusive evidence.
B. Secondary data analysis
A quick and economical source of background information is trade literature in the
public library. Searching through such material is exploratory research with

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 secondary data; research rarely begins without such an analysis. An informal
situation analysis using secondary data and experience surveys can be conducted by
business managers. Should the project need further clarification, a research
specialist can conduct a pilot study.
C. Case study method
The purpose of a case study is to obtain information from one, or a few, situations
similar to the researcher's situation. A case study has no set procedures, but often
requires the cooperation of the party whose history is being studied. However, this
freedom to research makes the success of the case study highly dependent on the
ability of the researcher. The results of a case study should be seen as tentative.
D. Pilot studies
The term “pilot studies” is used as a collective to group together a number of
diverse research techniques all of which are conducted on a small scale. Thus, a
pilot study is a research project which generates primary data from consumers, or
other subjects of ultimate concern. Few major categories of pilot studies are:

1. Focus group interviews: These interviews are free-flowing interviews with a

small group of people. They have a flexible format and can discuss anything from
brand to a product itself. The group typically consists of six to ten participants and
a moderator. The moderator's role is to introduce a topic and to encourage the group
to discuss it among themselves. There are four primary advantages of the focus
group: (1) it allows people to discuss their true feelings and convictions, (2) it is
relatively fast, (3) it is easy to execute and very flexible, (4) it is inexpensive.

One disadvantage is that a small group of people, no matter how carefully they are
selected, will not be representative.

The ideal size for a focus group is six to ten relatively homogeneous people. An
effective focus group moderator prepares a discussion guide to help ensure that the
focus group will cover all topics of interest. The discussion guide consists of written
prefatory remarks to inform the group about the nature of the focus group and an
outline of topics/questions that will be addressed in the group session.

A number of focus groups use videoconferencing. The videoconferencing industry

has improved in quality and grown dramatically in recent years.

2. Depth interviews: Depth interviews are similar to the client interviews of a

clinical psychiatrist. The researcher asks many questions and probes for additional
elaboration after the subject answers; the subject matter is usually disguised.
Depth interviews have lost their popularity recently because they are time-
consuming and expensive as they require the services of a skilled interviewer.

3. Projective techniques:
Individuals may be more likely to give a true answer if the question is
disguised. If respondents are presented with unstructured and ambiguous
stimuli and are allowed considerable freedom to respond, they are more likely
to express their true feelings.

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 A projective technique is an indirect means of questioning that enables
respondents to “project their beliefs onto a third party.” Thus, the respondents
are allowed to express emotions and opinions that would normally be hidden
from others and even hidden from themselves. Common techniques are as
follows:
a) Word association: The subject is presented with a list of words, one at a time,
and asked to respond with the first word that comes to mind. Both verbal and non-
verbal responses are recorded. Word association should reveal each individual's
true feelings about the subject. Interpreting the results is difficult; the researcher
should avoid subjective interpretations and should consider both what the subject
said and did not say (e.g., hesitations).
b) Sentence completion method: This technique is also based on the assumption
of free association. Respondents are required to complete a number of partial
sentences with the first word or phrase that comes to mind. Answers tend to be
more complete than in word association, however, the intention of the study is more
apparent.
c) Third-person technique and role playing: Providing a “mask” is the basic
idea behind the third-person technique. Respondents are asked why a third person
does what he or she does, or what a third person thinks of a product. The respondent
can transfer his attitudes onto the third person. Role playing is a dynamic re-
enactment of the third-person technique in a given situation. This technique
requires the subject to act out someone else's behaviour in a particular setting.
d) Thematic Apperception Test (TAT): This test consists of a series of pictures
in which consumers and products are the centre of attention. The investigator asks
the subject what is happening in the picture and what the people might do next.
Theses (“thematic”) are elicited on the basis of the perceptual-interpretive
(“apperception”) use of the pictures. The researcher then analyses the content of
the stories that the subjects relate. The picture should present a familiar, interesting,
and well-defined problem, but the solution should be ambiguous. Cartoon tests, or
picture frustration version of TAT, uses a cartoon drawing in which the respondent
suggests dialogue that the cartoon characters might say. Construction techniques
request that the consumer draw a picture, construct a collage, or write a short story
to express their perceptions or feelings.
Observation Method
In business research, observation is a systematic process of recording the behaviour
patterns of people, objects and occurrences as they are witnessed.
Scientific observation is the systematic process of recording behavioural patterns
of people, objects, and occurrences without questioning or communicating with
them. The researcher utilizing the observation method of data collection witnesses
and records information as events occur, or compiles evidence from records of past
events.

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 What can be observed?
Six kinds of behaviour of people and objects can be observed:
a. Human behaviour and physical actions
Ex: Shopper’s movement action pattern in a store.

b. Verbal behaviour
Ex: Statements made by airline travelers who wait in line

c. Expressive behaviour
Ex: Facial expressions, tone of voice, and other form of body language

d. Spatial relations and locations

Ex: How close visitors at an art museum stand to paintings

e. Temporal patterns
Ex: How long fast-food customers wait for their order to be served

f. Physical objects
Ex: What brand name items are stored in consumers’ pantries?

g. Verbal records
Ex: Bar codes on product packages

Observation of Human Behavior Benefits

 Communication with respondent is not necessary
 Data without distortions due to self-report (without social desirability) Bias
 No need to rely on respondents memory
 Nonverbal behavior data may be obtained
 Certain data may be obtained more quickly
 Environmental conditions may be recorded
 May be combined with survey to provide supplemental evidence

Content analysis: Content analysis obtains data by observing and analysing the content
of advertisements, letters, articles, etc. It deals with the study of the message itself. For
example, the content of an advertisement might be investigated with regard to the use of
words, characters, or space and time relationships.

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