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TED Talks

Qualitative Research

Jonathan Siemens

on 31 January 2013

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Transcript of TED Talks

It's QUIZ TIME Question 1 Who was the researcher mentioned in the video? Howard Moskowitz Howard Schultz A B Question 2 Spicy A B Choice, Happiness and Spaghetti Sauce A Malcolm Gladwell Question 3 B What kind of sauce was 1/3 of the population in love with but without? Chunky Who is the speaker in the video? Malcolm Mclaren Cookie Time A Question 4 What book is Malcolm most known for writing? B Tipping Sacred Cows The Tipping Point Question 5 B A B Question 6 A Question 7 A B Question 8 A B Question 9 A B Question 10 A B What is Qualitative Research? A term used to refer to research in which findings are not subject to quantification or quantitative analysis So… it’s not quantitative research then? That’s a pretty vague definition. What does it measure? Quantitative research measures attitudes, feelings and motivations of a user towards a brand, product, idea, etc. What are some benefits of qualitative research? What are some benefits of qualitative research? 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 What are some drawbacks of qualitative research? What are some drawbacks of qualitative research? 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 Qualitative Methodologies 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) Focus Groups 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. Do you agree that “choice”
plays a large role in helping
creating happiness? Yes No Name two large companies
Howard helped during
his career? How many people are
in a focus group? 8-12 10-15 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 In many cases replaces the need for face-to-face interaction without sacrificing the quality of the qualitative research derived from the study What is an advantage of
online focus groups? Lack of geographic barriers Lack of group
dynamics What is the typical length for a focus group session? 90 min 75 min What is the average length
of an online focus group? 30 min 50 min 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. BONUS A B What kind of physicist
was Gladwell dating? Phsyiophsicist Psychophsicist One of the hottest areas in qualitative research today 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 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 Advantages of Online Focus Groups 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 Quantitative Cookie Data Qualitative Cookie Data Quiz Time

...again Q&A
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