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In our introduction to quantitative and qualitative market research in Asia Market Research dot Com's Market Research Graffiti column, we explain the difference between the two -
Quantitative research deals in numbers logic and the objective, while qualitative research deals in words, images and the subjective.Qualitative Research is used when more in depth or perceptual data is required, and where it is less critical to elicit generalizable results as you would in large scale surveys. Becuase qualitative data can be complex and veiwed at many levels, many techniques of data collection and analysis have been developed to cope with this. Some of these include the Repertory Grid technique, focus groups, the Nominal Group Technique, depth interviews, the critical incident technique (developed initially to analyse the jobs of fighter pilots), and cognitive mapping.
Narrative text biases attending the critical incidents technique The critical incident technique (CIT) wherein informants describe their experiences and feelings attendant to a specific occasion is an attractive qualitative technique because it is easy to administer in a group setting, computer textual analysis is readily available, and it provides insight into marketplace phenomena. However, self-disclosure theory predicts and studies have found that the informant's gender, the target of the disclosure, and similarity between informant and target affect the quality of the informant's narrative text. Using hypotheses from this knowledge base and adding the consumer construct of involvement, the authors conduct an experiment using CIT. Three hypotheses are supported: females disclose more than males, more is disclosed to friends than to strangers, and a high involvement topic produces more disclosure than does a low involvement one. Qualitative marketing researchers are warned that subtle biases exist in narrative text generated by the use of CIT, and precautions are suggested.
Keywords: Qualitative techniques, Marketing research, Disclosure, Communications
Interpretive consumer research: how far have we come? Considers the history and current position of interpretive consumer research within the marketing paradigm. It focuses on the conflict that has developed between the positivist tradition and the relatively new interpretive approach. In doing so it considers the merits of interpretive research in consumer behaviour and criticisms made against it. Methodological issues centring on the trustworthiness of this type of research are explored, as well as the friction that traditionally has existed between art and science. An argument is made for an inclusive rather than exclusive approach, allowing the existence of differing approaches and assuming each has a contribution to make to the furtherance of consumer behaviour research.
Keywords: Marketing research, Consumer behaviour, Qualitative techniques, Marketing theory
Implementing international qualitative research: techniques and obstacles While it is well accepted that good research is essential to developing the most effective international marketing strategies, until recently many warned that using qualitative techniques was fraught with pitfalls. However, no study had been completed which describes the use of various qualitative techniques in specific markets. This preliminary study, based on interviews with 39 experienced market research managers, shows that most qualitative techniques are used in nearly every one of the 17 countries included. International researchers interviewed are well aware of the cultural problems they may face in completing international qualitative research. These cluster around relations with the in-country research firm, reactions of respondents and interpretation of data. In this study, they offer specific strategies they use to overcome these problems: patience and sensitivity in developing working relationships with the local firm and meeting the needs of respondents and first-hand in-country experience.
Keywords: International marketing, Market research, Qualitative techniques, Implementation, National cultures,
Marketing strategy
Exploring consumer product construct systems with the repertory grid technique Examines some of the applications of repertory grid technique and theory to qualitative market research. In particular, it shows how together they can be used to explore five basic components of the network of subjective meanings that consumers attach to their consumption experiences, what are termed here consumers' product construct systems (PCSs): consumption domains: how do consumers categorise different products and services?; decision rules: what search strategies and evaluative criteria are employed for each category?; values: what core beliefs underpin different decision rules?; construct complexity: how discriminating are consumer's decision rules and values?; and construct commonalities: what are the similarities and differences in consumers' PCSs and how are they mediated by their demographic backgrounds?
Keywords: Market research, Qualitative techniques, Repertory grid, Consumer behaviour
Measurement in a cross-cultural environment: survey translation issues Focuses on the issue of survey translation and different translation alternatives available to researchers. As marketers attempt to better understand and serve the needs of the global consumer, they face a culturally diverse population. When conducting research with different cultural groups, it is necessary to utilize culturally and linguistically appropriate instruments to measure various concepts. Frequently, details of instrument development are very limited, or omitted from presentation of research results. An instrument that is not properly adapted can have serious ramifications for study conclusions. This study attempts to identify alternatives for survey translation (specifically with a Hispanic subgroup), and provides some empirical evidence as to the effectiveness of a combination of these methods.
Keywords: Marketing research, Global marketing, National cultures, Foreign languages
Recognising deductive processes in qualitative research States that there are two general approaches to reasoning which may result in the acquisition of new knowledge: inductive reasoning commences with observation of specific instances, and seeks to establish generalisations; deductive reasoning commences with generalisations, and seeks to see if these generalisations apply to specific instances. Most often, qualitative research follows an inductive process. In most instances, however, theory developed from qualitative investigation is untested theory. Both quantitative and qualitative researchers demonstrate deductive and inductive processes in their research, but fail to recognise these processes. The research paradigm followed in this article is a post-positivist ("realist") one. This is not incompatible with the use of qualitative research methods. Argues that the adoption of formal deductive procedures can represent an important step for assuring conviction in qualitative research findings. Discusses how, and under what circumstances, qualitative researchers might adopt formal deductive procedures in their research. One approach, theory testing by "pattern matching", is illustrated with a sample application.
Keywords: Marketing research, Qualitative techniques, Methods
An evaluation of two qualitative methods (focus group interviews and cognitive
maps) for conducting research into entrepreneurial decision making Reports on a qualitative approach to conducting research in small firms. Two cases are reported that fall within the EU definition of small firms (with fewer than 99 employees). One case is drawn from the clothing industry and one other from the publishing industry. The clothing company had fewer than 50 employees and the publishing company had fewer than ten employees, the latter being regarded as a micro-firm. The purpose of the research was to investigate decisions taken by owner-managers in relation to their future strategies. Consideration is given to alternative methodological approaches before justifying the selection of a combination of focus group interviews and cognitive mapping in each of the cases. Comparisons are drawn that demonstrate the utility of the research methods chosen. The work then identifies issues and considers implications for the conduct of future research into SMEs using these methods. The purpose of the paper is to explain and to evaluate the usefulness of the methods rather than to explain the particular cases in detail.
Keywords: Entrepreneurialism, Decision making, Focus groups
Management consultant meets a potential client for the first time: the pre-entry
phase of consultancy in SMEs and the issues of qualitative research methodology The day-to-day operations in small to medium-sized enterprises (SMEs) tend to reach a bottleneck before the owner-managers think of engaging an external expertise to help. By then the situation is often difficult to salvage, and management consultants tend to get blamed for the outcomes. In this study, 40 management consultants were asked to allow a researcher to be present during their first meeting with a potential client. Four agreed. The objective of this study was to evaluate a model of pre-entry phase of consultancy behaviour against the real-life interaction, in which two parties attempt to choose the best problem-solving partner. The findings suggest that, far from management consultants and potential clients behaving in a rational way, as proposed by the pre-entry phase model of consultancy, each partner brought into the interaction their personal agenda, therefore taking the interaction processes away from the "purely business" rational level, as present management literature suggests. This has some important implications for the research methodologies used to study SMEs.
Keywords: Small to medium-sized enterprises, Management consultancy, Marketing research, Qualitative
techniques
The pursuit of value through qualitative market research Offers a positive example of how small firms can benefit from low cost qualitative market research techniques to determine achievable advantageous marketing strategies. The issue of identifying "customer perceived value" was chosen as the prime focus. The experimental Pilot Programme featured a series of depth interviews and a focus group session. The research benefited from the inclusion of some classical creative problem-solving techniques. Preliminary concerns that the research would breach the boundaries of academic rigour and that the depth interview interviewee samples would be too small for any significant findings to emerge proved unfounded. The success of the experiment (judged by the small businesses, in terms of its relevance in enabling them both to draft action marketing plans and to manage customer value) has prompted the local support agencies to provide a low cost qualitative market research service using similar qualitative research techniques as the experimental programme.
Keywords: Entrepreneurialism, Marketing research, Marketing strategy, Qualitative techniques, Small firms,
Value
Projecting the right image: using projective techniques to measure brand image Research has shown that consumers very often do not use explicit, concrete, rational factors to evaluate products, and thus their motivation to purchase is not always easy to articulate. Traditionally, marketers have used projective techniques in qualitative research groups to overcome this problem. This method is not infallible as each moderator brings his or her own style to discussions and subjective judgement to the interpretation of results, and it is practically impossible to replicate identically over time. The work presented in this paper describes the development of a set of implicit characteristics for two animation sets to which respondents will respond similarly and with consistency, through which we can identify the brand image held and consequently the motivations behind brand choice.
Keywords: Brand image, Brands, Consumer behaviour, Food, Marketing research As always we have only skimmed the surface of relevant articles this week and only those that are particularly relevant for Asia-Pacific managers. Many other articles are available as well including those focusing on other countries and international perspectives.
Qualitative vs Quantitative Research: Article comparing the two market research foci. |
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