Scribd
Upload
21 views23 pages

3420 - Week 5

The document discusses qualitative and online research methods. It covers conducting online surveys using panels, mobile marketing research, the nature of qualitative research including focus groups and interviews, and projective techniques. Factors to consider when choosing methods and conducting focus groups and interviews are also outlined.

Uploaded by

Avery Reilly-Smith
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as ZIP, PDF, TXT or read online on Scribd
21 views23 pages

3420 - Week 5

The document discusses qualitative and online research methods. It covers conducting online surveys using panels, mobile marketing research, the nature of qualitative research including focus groups and interviews, and projective techniques. Factors to consider when choosing methods and conducting focus groups and interviews are also outlined.

Uploaded by

Avery Reilly-Smith
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as ZIP, PDF, TXT or read online on Scribd
You are on page 1/ 23

QUALITATIVE AND

ONLINE RESEARCHDR. BONNIE


SIMPSON

MOS 3420F 2021-2022


Sample Inferences

The study is conducted online using the Ipsos proprietary online panel
among n=1,500 Canadians aged 18 years and older. While not a
random probability sample, a sample of this size has a theoretical
margin of error of ± 2.5, 19 times out of 20.
Application Task #1 Feedback

• Feedback and Rubric on Gradescope


•

• How survey adheres (or doesn’t) to survey flow


• Length
• Use of incentives
• Likert scale – extent to which agree (vs. itemized
rating)
• Connection of questions to research objectives
• Assumptions about graduate students based on own
experiences (age, funding)
Today’s Goals

• Online Research
•

• Extent of data collection taking place online


• Panel management
• Social media marketing research

• Nature and uses of qualitative research


•

• Advantages and disadvantages


• Focus groups
•

• Conducting them, advantages and disadvantages


Survey Research Online
• Web survey software
•

• Database outputs
• Standard ‘good questionnaire’ rules apply
• Advantages
•

• Fast, efficient collection of data


• Reduced costs
• Personalization
• High response rates, even those who are ‘hard to reach’
• Disadvantages
•

• Population representation
• Call-back procedures may be difficult
Survey Panels

• Commercial online panels


• Panel management – quality of the panel
•

• Recruitment
•

• Open vs. closed


• Participation
•

• Understand motivations, ethics


• Incentives – sweepstakes, pay-all model
•

• Influences response rates and retention rates


• If you can afford to, pay-all
•
Options for online participants

• Proprietary panels (Ipsos, Environics)


• Qualtrics
• Amazon Mechanical Turk
• Prolific
• Microworkers
• ClearVoice Surveys
• ClickChores
• Others?
Mobile Marketing Research
• Preferred mode of communication for many
consumers
•

• Alternative for ‘hard to reach’ groups


• Increased respondent cooperation
• Source of recruitment to other methods
• Now easy data collection via:
•

• Pictures and videos


• Time/dates stamps
• GPS locations
• Combined with more traditional methods can
gather innovative insights into consumer
Nature of Qualitative Research

• Findings not subject to quantification


•

• Examine attitudes, feelings, motivations


• Intuitive understanding
• Popular because:
•

• Often less expensive than quantitative


• Better understand motivations
• Improved efficiency for future quantitative research
•

• Designing measures, surveys, studies


• Blend of research to improve decision-making
•
Qualitative Methods

• Primary data collection


•

• Focus groups
• Observation
• Individual depth Interviews
•

• Hermeneutics, delphi method


• Projective Tests
•

• Word association, analogies, personification, completion


tests, cartoon tests, photo sorts, consumer drawings,
storytelling, third-person
Factors to Consider

• Time and budget


• How research will be used, goals and objectives
• Participant availability and willingness
• Desired analysis sophistication
• Whether quantitative research will follow
qualitative
Focus Group Planning
• Step One: Preparing
•

• Setting
• Participants
•

• Establish criteria, avoid participation motivation bias


• Approximately 8 people, generally paid for their time but often
motivated by other means
• Step Two: Moderator and discussion guide
•

• Leads the focus group, skilled in both people and business


interactions
• Develop written outline of topics to be covered
•

• Generated from RO’s


•
•
Setting – one-way mirrors, televised to another room to avoid
mirror, microphones unobtrusive, videotaping hidden, living room
vs. conference room
•

• Do you need participants to feel at ease?


•

• Criteria – who do you want to know about?


•

•
Screen professional/repeat participants
•

• Motivations: money, topic interesting, convenient time, fun,


knowledgeable, curiosity
•

•
MODERATOR: genuine interest in people, acceptance and
appreciation for differences in people, good listener – what is being
said AND NOT being said, observation skills, wide interest, oral
and written skills, objectivity
Individual Depth Interviews
•

• Relatively unstructured one-on-one interviews


•

• Probing, eliciting detailed answers to questions (e.g.,


can you tell me know, would you elaborate on that,
etc.)
• Applications of depth interviews
•

• Sensory evaluations, exploratory research, NPD,


packaging, usage, understanding purchase process
• Why might you want to use an interview instead of
a focus group?
•
Advantages of interviews over focus
groups:
1. Group pressure eliminated, so more honest feelings
2. Personal situation makes them feel their thoughts are
important and wanted
3. High state of awareness for participant
4. Longer time spent with an individual might mean
revelation of new information - BUT EXPENSIVE
5. Can be probed at length to get to motivation behind
statements
6. Improvisation can happen easier
7. Less client involvement in interviews – disadvantage
8. Cannot leverage dynamics of group
Projective Tests
•
Techniques to tap into respondents’ deepest feelings by
having them project those feelings into unstructured
situations; used in conjunction with open and closed-
ended questions
•
In a nutshell, people might be unable or unwilling to
reveal true feelings, these tasks lead respondent to
impose their frame of reference and ‘project’ personal
feelings into the situation to reveal more information
•

•
Word association, analogies, personification,
completion tests, cartoon tests, photo sorts, consumer
drawings, storytelling, third-person
Getting Creative
Online Focus Groups
•
Primary form of online qualitative research
•

• Complement traditional panels


•
Two categories
•

• Traditional (synchronous)
•
Online bulletin boards (asynchronous)
•
Benefits
•

•
Lower costs, faster turn-around, diverse sample population,
increased openness and comfort of respondents, moderator-
client interaction possible
•
Limitations
•

• Group dynamics and nonverbal inputs limited, cannot


present physical stimuli to participants, less opportunity for
moderator-participant involvement
Next Week

• REMOTE
• Observation 
•

Readings:
Text: Chapter 9
OWL:
Reading #6 - Why Companies Shouldn’t Give Up on
Focus Groups

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy