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Transcript

Choice, Happiness and Spaghetti Sauce

It's QUIZ TIME

What is Qualitative Research?

Question 1

Who was the researcher mentioned in the video?

A

B

Howard Moskowitz

Howard Schultz

A term used to refer to research in which findings are not subject to quantification or quantitative analysis

Question 2

What kind of sauce was 1/3 of the population in love with but without?

B

A

Spicy

Chunky

So… it’s not quantitative research then? That’s a pretty vague definition. What does it measure?

Question 3

Who is the speaker in the video?

Quantitative research measures attitudes, feelings and motivations of a user towards a brand, product, idea, etc.

B

A

Malcolm Mclaren

Malcolm Gladwell

Question 4

What book is Malcolm most known for writing?

Quiz Time

...again

What are some benefits of qualitative research?

B

A

Tipping Sacred Cows

The Tipping Point

Question 5

Do you agree that “choice”

plays a large role in helping

creating happiness?

What are some benefits of qualitative research?

B

A

No

Yes

Much less expensive than quantitative research

Can improve efficiency of quantitative research

The best way to gather insight and motivations of consumers

Often used in conjunction with quantitative methods to provide the best, most efficient decision making results

Question 6

Name two large companies

Howard helped during

his career?

A

B

Question 7

How many people are

typically

in a focus group?

What are some drawbacks of qualitative research?

A

B

8-12

10-15

What are some drawbacks of qualitative research?

Question 8

What is an advantage of

online focus groups?

A

B

Small scale qualitative research has difficulty distinguishing the small differences that can mark success or failure for a marketing initiative

Data from qualitative research is not necessarily representative of the population of interest

Lack of geographic barriers

Lack of group

dynamics

Question 9

What is the typical length for a focus group session?

A

B

Qualitative Methodologies

90 min

75 min

Focus Groups

Individual Depth Interviews (hermeneutic research, online individual depth interviews)

Projective Tests (word association, sentence and story completion, cartoon tests, photo sorts, consumer drawings, storytelling, third person)

Question 10

What is the average length

of an online focus group?

A

B

30 min

50 min

Qualitative Cookie Data

Quantitative Cookie Data

Focus Groups

BONUS

What kind of physicist

was Gladwell dating?

A

B

Cookie Time

Goal: To learn and understand what people have to say and why, with the emphasis on getting people to talk at length and in detail about the subject at hand.

The intent is to find out how the focus group feel about a product, concept, idea, or organization; how it fits into their lives; and their emotional involvement with it.

The idea behind focus groups is that a response from one person will become a stimulus for another person, thereby generating an interplay of responses that will yield more information than if the same number of people had contributed independently.

Phsyiophsicist

Psychophsicist

Q&A

Focus Groups - Pros

The interactions among respondents can stimulate new ideas and thoughts that might not arise during one-on-one interviews.

- Group pressure can help challenge respondents to keep their thinking realistic

- Energetic interactions among respondents will provide first-hand consumer information to client observers in a shorter amount of time than individual interviews.

Offers the opportunity to observe customers or prospects from behind a one-way mirror.

Focus groups can be executed more quickly than many other research techniques, and findings from groups tend to be easier to understand.

Focus Groups - Cons

The immediacy and apparent understandability of focus group findings can cause managers to be misled instead of informed.

Focus group recruiting may be a problem if the type of person recruited responds differently to the issues being discussed than do other target segments.

Focus group facilities create an impersonal feeling, making honest conversation unlikely.

The moderator's style may contribute to bias.

Respondents may be introverted and afraid to speak in a group setting, or may be aggressive and dominate the discussion.

Online Focus Groups

One of the hottest areas in qualitative research today

In many cases replaces the need for face-to-face interaction without sacrificing the quality of the qualitative research derived from the study

Some major market leaders in OFG qualitative research are Greenfield Online, NFO Interactive, and Harris Black International

However advocates of OFG qualitative research admit to the existence of limitations within the field

Advantages of Online Focus Groups

OFG focus groups are cheaper and more accessible to participants and researchers alike

OFG removes the restriction of geographic barriers

OFG lowers the cost of qualitative research by 50%

OFG allows for a faster turnaround time of research conducted

OFG may also inspire increased openness by the participant

Disadvantages of Online Focus Groups

However OFG is criticized by the research community regarding

Lack of group dynamics between participants

Lack of non-verbal input by participants, body language can be used to generate qualitative data

Lack of Client involvement

Lack of exposure to external stimuli

Role and skill of moderators does not come into play

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