Business Research Method

Session-6
Prof. Ravi Shekhar Kumar

The ladder of success is never

crowded at the top.
...NapoleonHill

Agenda of Session
Introduction to Qualitative Research
Forms of Qualitative Research
Sampling for Qualitative Research

Introduction to Qualitative Research

Why do we need qualitative research?

It gives you an intimate understanding of
consumers
Helps understand people and their social and cultural
contexts
Makes products, positioning, advertising, packaging
more relevant
Allows marketers to use their marketing spends more
effectively.

How is Qualitative Research different from

current experiences of discussion forums
Focus is on listening
the moderator only rephrases to clarify and does not make dominant
statements of opinion

Attempted objectivity
the moderator does not try to influence/ lead the ideas, attitudes,
opinions expressed

Non-competitive
the opinion of all respondents is valued and domination is discouraged
participation is encouraged and sought not dependent on lung power

No stakes to prove
the moderator does not have a vested interest in the findings desired

Information is sought one-way

the moderator avoids/ does not share his/ her own opinions

Strangers/ peers enhance comfort in sharing information

the moderator is not seeking personal advice
the moderator does not know/ is not biased towards any of the
respondents
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So then what is Qualitative Research?

Centrally

concerned with understanding things

Exploring, Explaining, Linking

the evidence - associations, symbols, rituals,
with the interpretation - their meaning, value,
and

Identifying
the deep-rooted bonds/ strength - emotional pay-offs
beyond the rational, the relationships,
potential triggers of change, loyalty drivers

Develop
hypotheses of likely future outcomes

Qualitative vs. Quantitative Research

Qualitative Research

Quantitative Research

Objective

To gain a qualitative
understanding of the
underlying reasons and
motivations

To quantify the data and

generalize the results from
the sample to the population
of interest

Sample

Small number of nonrepresentative cases

Large number of
representative cases

Data
Collection

Unstructured

Structured

Data Analysis Non-statistical

Outcome

Develop an initial
understanding

Statistical
Recommend a final course of
action
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And the key limitations

Is diagnostic, not evaluative
Recommended when short-listing ideas, not choosing a winner
Highlights factors that influence in-market success, but does not

predict the quantum of success

Does not represent all your consumers as

Involves purposeful sampling for recruitment
Number of people met is also relatively low

Respondents are invited to a GD, they may exhibit

Socially desirable behaviour and rational responses, conformity and

other group dynamic influenced behaviours

Control issues
Strong personalities can dominate if not adequately controlled

Is highly researcher dependent

9

A Classification of Research Data

Research Data

Secondary Data

Primary Data

Qualitative Data

Descriptive
Survey
Data

Observational &
Other Data

Quantitative Data

Causal
Experimental
Data

Forms of Qualitative Study

Qualitative research also called Qual,

Quali what defines it?

Reflects flexibility and adaptability of Qualitative research.

12

Forms of Qualitative Research

In-depth Interview
Focused Group Discussion
Expert Interview
Projective Technique
Ethnographic Technique
Netnographic Study

13

In-depth Interview
In-depth Interviews
One on one interviews
Encourages an intimate dialogue
Variations in interviews
Depth Interviews 45 minutes to 1 hour
Intensive Depth Interviews 2 to 3 hours
Focused Interviews 30 minutes (for advertising

check)

14

Focused Group Discussions

Focused Group Discussions (FGD)
Consists of 8 - 10 homogenous people
Encourages discussion on a particular subject among the

participants spontaneously
Moderated by a researcher whose role is to guide the

discussion
Variations in group discussions
Focus Group Discussions (FGD) 1.5 to 2 hours
Extended Group Discussions (EGD) 3 hours
Mini Group Discussions (MGD) 4 to 6 respondents

sensitive yet group format is more comforting

Conflict Discussions contrasting behavior owners of

microwave Vs non intenders

15

Choosing the appropriate tools

In-depth interview when
Need depth on an individuals practices and attitudes
Understand practices, product interaction mapping claimed Vs

real Harpic usage, cleaning of exhaust fans

Sensitivity of the subject body odor
Reality context kind of houses, kind of bathroom, kind of

surroundings

Focus groups discussion when

Need width of responses on practices, attitudes & beliefs
Consumer dynamics will spark new thoughts
Exploring triggers & barriers
Concept evaluation & development
Contrasting user profiles
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Ethnography The Methodology

Nature of Observation

PASSIVE

ACTIVE
A researcher takes part in the
process of respondent performing
their behavior
More like a scene where respondent
demonstrates how they usually do it
for you.
Periodic questioning or clarification
is done at the spot.

Shadowing
In-home visit

A researcher acts as an
outsider when the respondent is
performing their behavior
Everything proceeds naturally
and uninterrupted
Questioning and clarification is
done before or after the process

Accompanied shopping
A day in the life

Cooking observations
Mystery shopping
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Projective Technique- Broad types

Drawing
Role play

Guided fantasy
Sentences
Conversations
Bubbles...

Grouping by
preference

Word
Picture
Brand personification

18

Netnography
Ethnography: Study of a community
Netnography: Study of an online community
Data Sources:
Archival Netnographic Data
Social Network Analysis
Elicited Netnographic Data

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 Advantages

Disadvantages

Large sample possible quickly

Identity validation

Immediate analysis

Loss of non-verbals

Considerably cheaper

Loss of intangibles

Sensitive topics accessible

Reliability & integrity of information

Historic archives often

Information overload

available

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Qualitative Research Sample Design

Qualitative

research needs to represent the

spectrum of all possible points of view on the given
topic

Two principles of qualitative research sampling:

Principle of Exhaustion
Represent all the diversities in the TG
Who are likely to have diverse points of view on the relevant

topic
Principle of Minimalism
To make the sample time and cost efficient.

21

Exercise
Research Issue: Urban male attitudes to

Mutual Funds

Step 1: Write down all the TG parameters which are

likely to affect attitudes to Mutual Funds

Plan for the study in 4 metros

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Exercise: Urban male attitudes to Mutual

Funds
Principle of exhaustion:
All the parameters which are likely to affect attitudes to Mutual Funds

SEC: amount of money, ratio of spending : saving, education, access to fin. advisors

A1 plus, A, B, C

Age: all with independent income, but differing life-stages

Young adults, 24-27 years, first jobbers

Adults, 28-35 years

Mature adults, 36-45 years

Senior adults, 50-60 years, having a regular source of income

Occupation: different income cycles

Salaried employees

Businessmen

Self employed professionals

Investment profile: different types of interactions with mutual funds

Non investors (only have savings profile)

Investors, rejecters of mutual funds

Investors, have invested in mutual funds

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Exercise: Urban male attitudes to Mutual

Funds
SEC A1+

Salaried employees

Young Adults

Adults

Businessmen

Self employed
professionals

Mature Adults

Senior Adults

Non investors

Investors,
rejecters of mutual funds

Investors,
Invest in mutual funds

Question : What is the maximum no. of groups possible?

Answer: 144 from one metro & total 576 focus group discussions !!!!
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Evoking both the rules of Qualitative

Sampling
Qualitative research needs to represent the total

possible spectrum of opinions possible

Principle of Exhaustion
Represent all the diversities in the TG
Who are likely to have diverse points of view on the relevant

topic

And,
Qualitative research needs to be time and cost
effective
Principle of Minimalism
Collapsing
Polarization
Rotation
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Principle of Minimalism
Demonstration
SEC A1+, A, B, C minimum of 4 groups
Reduce it to 2 groups
Collapsing SEC A, SEC B & C, retain the homogeneity within SECs
Polarizing SEC A1+, SEC C representing sharp diversities
Ages (24-27), (28-35), (36-45), (50-60) minimum of 4 groups
Reduce it to 2 groups
Collapsing (24-35), (36-60)
Polarizing (24-27), (50-60)
What is being compromised?
Homogeneity in collapsing especially in 36-60 years
Range of responses in polarizing, people in 36 to 45 have unique financial
needs and responsibilities at this life-stage
Solution?
Combination of collapsing and polarizing

(24-35 years, married with young kids)

(40-55 years, married with older kids)

Homogeneity + representation of spectrum.

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Examples of the three methods of evoking the Principle of

Minimalism
Collapsing

Polarizing
Mumbai

Rotation
Delhi

Total

Non - investors
Salaried employees

SEC A1+
Adults 24 - 35 yrs

SEC B2C
Seniors 40 55 yrs

2 FGDs

Businessmen & SEPs

SEC B2C
Seniors 40 55 yrs

SEC A1+
Adults 24 - 35 yrs

2 FGDs

Investors, not investing in mutual funds

Salaried employees

SEC B2C
Seniors 40 55 yrs

SEC A1+
Adults 24 - 35 yrs

2 FGDs

Businessmen & SEPs

SEC A1+
Adults 24 - 35 yrs

SEC B2C
Seniors 40 55 yrs

2 FGDs

Salaried employees

SEC A1+
Seniors 40 55 yrs

SEC B2C
Adults 24 - 35 yrs

2 FGDs

Businessmen & SEPs

SEC B2C
Adults 24 - 35 yrs

SEC A1+
Seniors 40 55 yrs

2 FGDs

6 groups

6 groups

12 FGDs

Investors in mutual funds

Total

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In sum:
Type of sampling
Purposive. Always.
Two principles of sampling in qualitative research
Principle 1: Exhaustion
Represent the total diversity which needs to be represented in the study
To ensure that findings represent the full spectrum of diverse view
points vis--vis the topic under investigation
Principle 2: Minimalism

To make the study time and cost effective

Three methods of minimizing qualitative research design
Collapsing retaining homogeneity within groups, heterogeneity across
groups
Polarizing representing polar ends of points of view
Rotation alternating the sample descriptors across centers, across
user profiles within centers.
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A few recruitment dos & donts

Attempt to get homogenous sets unless the design includes a

conflict group
As per TG definition of age, SEC, occupation, usership,

Mask the category you want to research

Else the consumer rehearses and comes as the Marketing
consultant
Dont make the recruitment criteria so stringent that you are

meeting a very small niche compared to your universe

For creative/ developmental interactions pre-decide if you want

creative/ better than average consumers

Build in surrogates
Check for creativity

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A few recruitment dos & donts

Dont put in only 2 peer groups into a single group can result

in group conflict
Never more than 2 friends even in a peer group unless the entire

group is one group of friends but then you need many such
groups
With small kids you may need to start the interview with the

mother & child and then move off the mother

Mixed gender groups dont work due to high socially desirable

behaviour patterns or impression management efforts

Its best to keep age bands narrow
In kids even a gap of 2 years sometimes is a different stage of
development
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Thank You