Research Methodology

Session 5

By: Deepak Gajria

Primary Data

Primary Data

Primary data are obtained by qualitative research or quantitative research. Qualitative research provides insight and understanding of the problem setting, while quantitative research seeks to quantify the data and typically applies some form of statistical analysis.

Primary Data

Whenever a new marketing research problem is being addressed appropriate qualitative research must precede the quantitative research. However result of qualitative research cannot be regarded as conclusive or to make generalization to the problem of interest.

Qualitative Research
Qualitative Research Procedure Direct (Nondisguised) Indirect (Disguised)

Focus Group Depth Interview Projective Technique

Focus Group

A focus group is the most important qualitative research procedure. It consists of interview conducted by a trained moderator in a non-structured and natural manner with a small group of respondents. The moderator leads the discussion. discussion.

Focus Group

The main purpose of focus group is to gain insight by listening to a group of people from the appropriate target market talk about issues of interest to the researcher. The value of the technique lies in the unexpected findings obtained from a free flowing discussion.

Characteristics of Focus Group

The main characteristics of focus group are as given below Group size: 6 to 12 Group composition: Homogeneous respondents (prescreened) Physical setting: Relaxed, informal atmosphere

Characteristics of Focus Group

Time duration: 1 to 3 hours Recording: Use of audio and video recorders Moderator: Observational, interpersonal and communication skills

Focus Group

A focus group should be homogeneous in terms of demographic and socioeconomic characteristics. Commonality among group member avoids conflicts among group members on side issues.

Focus Group

The participants should be carefully screened to meet certain criteria and must have adequate experience with the object or issue being discussed. The physical setting of the focus group is also important. A relaxed informal atmosphere encourages spontaneous comments.

Focus Group

The duration of focus group discussion is generally 1.5 to 2 hours. This period is needed to establish rapport with the participants and explore in-depth, their feelings, beliefs, ideas, attitudes and insight regarding the topic of concern.

Focus Group- Observation

Focus group discussions are video recorded invariably for subsequent replay, transcription, and analysis. It has the advantage of reviewing the facial expressions and body movements though it increases the cost. Frequently clients observe the session from adjacent room using a one way mirror.

Focus Group- Moderators Role

The moderator plays a key role in the success of a focus group. The moderator must establish rapport with the participants, keeps the discussion moving forward and probe the respondents to elicit insights. In addition the moderator may have a central role in the analysis and interpretation of the data.

Focus Group- Moderators Role

Therefore moderator should possess skill, experience, knowledge of the discussion topic and an understanding of the nature of group dynamics.

Planning and conducting focus group

Determine the objectives of the marketing research project and define the problem. Specify the objectives of qualitative research. State the objectives/questions to be answered by focus group. Write a screening questionnaire.

Planning and conducting focus group

Develop a moderators outline. Conduct the focus group discussion. Review recording and analyze the data. Summarize the findings and plan follow up research or action.

Case Study

Qualitative research Problem: Why do consumers upgrade cellular handsets? Focus group discussion guide

Preamble

Duration: 5 Minutes Thanks and welcome Nature of focus group ( informal, all views, expansive) There are no right or wrong questions. Audio and video recording

Preamble

Colleagues viewing Help self to refreshments Going to be talking about cellular phone handsets Questions or concerns

Introduction and warm up

Duration: 5 Minutes Like to go round the room and have you introduce yourselves First name Best thing about having a cellular phone Worst thing about having a cellular phone

Cellular Environment

Duration: 5 Minutes When you are out what do you take with you? Let us start with the things you always take with you.

Cellular usages

Duration: 10 Minutes I would like to understand a bit about how you typically use your cellular phone. How many calls do you typically make or receive in a day?

Cellular usages

What are some of the most common outgoing calls you make? If your cell phone was taken away, what difference would it make to your life?

Past handset purchase

Duration: 15 Minutes Thinking now about your current handsetFirst how you actually went about the process of choosing the handset and second any criteria you had for the handset itself?

Past handset purchaseselection process

Thinking first only about how you went about choosing your handset, not any features you wanted?

Past handset purchasecriteria

What you actually looked for in a handset?

Usage of handset features

Duration: 10 Minutes I would like to start by making a list of all the handset features you can think of- anything the handset can do, any settings you can change. Which features have you ever used even if only once?

Usage of handset features

Are there any settings you have only changed once but are really glad you could change? Why? Which features do you use regularly? Why?

Desired features

Duration: 5 Minutes Are there any features your handset does not have, but you wish that it did?

Motivation for replacement

Duration: 10 Minutes You all have been invited here because you have replaced your handset at least once. What motivated you to replace your handset?

Motivation for replacement

Was the handset replacement tied to your switching your service provider? What do you think are some of the reasons that people would like to replace their handsets?

Trigger to Past upgrade

Duration: 5 Minutes What was it that made you want to upgrade to a better handset? What were all the factors involved in that decision? What was the single biggest reason?

Barriers to past upgrade

Duration: 5 Minutes How long was it from the first time you ever considered upgrading until the time you actually went ahead and bought the new handset? What were all the reasons you did not do it immediately? What was the main reason for leaving it a while?

Triggers and Barriers to future upgrade

Duration: 15 Minutes What about the future- when do you think, you will next upgrade your handset? What would spur you to do that? Is there a killer feature that would have you upgrade immediately?

Triggers and Barriers to future upgrade

How would you go about choosing your next handset? What will you actually look for in your next handset?

Closing Exercise

Duration: 10 Minutes Finally I would like your creativity for a few minutes to come up with ideas Dont worry about whether it is a good idea or bad idea.

Closing Exercise

Supposing a handset, manufacturer wanted to encourage you to upgrade tomorrow What could they do? Just call out anything that occurs to you. Thanks the respondents and close the session.

Advantages of Focus Group

Synergies: Putting a group of people together will produce a wider range of information, insight and ideas than will individual response secured privately. Snowballing: A bandwagon effect often operates in a group interview. One persons comments trigger a chain reaction from the other participants.

Advantages of Focus Group

Simulation: Usually after a brief introductory period, the respondents want to express their ideas and expose their feelings as the general level of excitement over the topic increase in the group.

Advantages of Focus Group

Security: Because the participants feelings are similar to those of other group members, they feel comfortable and are therefore willing to express their ideas and feelings.

Advantages of Focus Group

Spontaneity: Since participants are not required to answer specific questions, their response can be spontaneous and unconventional and should therefore provide an accurate idea of their views.

Advantages of Focus Group

Novelty: Ideas are more likely to arise out of blue in a group than in an individual interview. Specialization: Because a number of participants are involved simultaneously, use of a highly trained but expensive interview is justified.

Advantages of Focus Group

Scientific scrutiny: The group interview allows close scrutiny of the data collection process, in that observers can witness the session and it can be recorded for later analysis.

Advantages of Focus Group

Structure: The group interview allows for flexibility in the topics covered and the depth with which they are treated. Speed: Since a number of individuals are being interviewed at the same time, data collection and analysis proceed relatively quickly. .

Disadvantages of Focus Groups

Misuse: Focus groups can be misused and abused by considering the results as conclusive rather than exploratory. Misjudge: Focus group results can be more easily misjudged than the results of other data collection techniques. Focus groups are particularly susceptible to client and researcher biases.

Disadvantages of Focus Groups

Moderation: Focus groups are difficult to moderate. Moderators with all the desirable skills are rare. The quality of the results depends heavily on the skill of the moderator.

Disadvantages of Focus Groups

Messy: The unstructured nature of the response makes coding, analysis and interpretation difficult. Focus group data tend to be messy.

Disadvantages of Focus Groups

Misrepresentation: Focus group results are not representative of the general population and are not projectable. Consequently focus group results should not be the sole basis for decision making.