A comparative analysis of three qualitative

strategies for marketing research

1. Ehtasham
2. Waqar Satti
3. Dildar
4. Zeeshan Abbas
5. Kamran Riaz
Purpose: Problem in QR, rigorous application in theory
development & effective decision making
Design/Methodology/Approach: 3 Approaches 4 data collect,
interpret, strength & Weakness
Findings: Qualitative Methodologies vs. Qualitative methods,
application
Originality/Value: Interest to Marketers with qualitative
Perspective, 3 widely used methodologies
Positivism vs. Interpretivism concept is slowing
down in Marketing due to marketing Phenomenon
Qualitative Research is no more soft & speculative
Quantitative research failed in
Grounded theory(Theoratical sensitivity)
Phenomenology(Philosphy free, descibed with content
analysis)
Ethnography( Snapshot Observation, limited participatory
interaction)
Sacred & Profane in Consumer behaviour*
Analysis of Advertising and Mass media*
Examination of Product Concept Development*
Marketing and Health visiting*
Interpretation of health care consumption
practices*
Research into consumer experiences at heritage
sites*
Despite Theoretical Developments Still Confined to
Experiential Consumer behaviour
GT has its origins in symbolic interactionism
(environmental response)
Behaviour is goal driven (social interaction(Verbal,
Non-Verbal)
1950s & 1960s Qualitative Research was Evolving
(Need Methodology to validate Theory Building)
2 American Sociologist Barney & Anselm developed
procedure for Collection & Analysis of Data called
Grounded Theory
Theory of Words/Actions of Individuals under study

Grounded theory process (GT) is a systematic methodology in
the social sciences involving the discovery of theory through the
analysis of data.

Grounded theory method is a research method which operates
almost in a reverse fashion from traditional social science
research.

Rather than beginning with a hypothesis, the first step is data
collection, through a variety of methods.
Preparation:
As a general rule, grounded theory researchers should make
sure that they have no preconceived theoretical ideas before
starting the research

Many people think that this means ignoring the literature.

But this is not so - the intention is to make sure that researchers
are not constrained by literature when coding.

Researchers should make sure that they do not impose concepts
on the data those concepts should emerge from the data


Just about anything really!

Data may comprise of life histories.

Usually involves qualitative data collection, particularly
interviewing.

Grounded Theory studies also tend to feature
observations.

Statistical information is usually regarded as
secondary source data.

Self reviews and field diaries are also sometime
contentiously used as data.


Despite the open and flexible nature of the data that may be
used in a grounded theory study, there exist a set of specific
principles for analysis and abstracting the information. These
include the constant comparison method, where, for
example, interview texts are analyzed line by line.

Constant comparison: constantly compare and contrast
qualitative data in the search for similarities and differences.

The primary method of analysis is a continuous coding
process.




Open coding is the part of the analysis concerned
with identifying, naming, categorizing and
describing phenomena found in the text.
Summarizing some text by the use of a concise
code.
Data is labeled, separated, compiled and
organized.
Codes may be: simple, concrete , general,
abstract or conceptual.
Coding is the fundamental means of developing
the analysis
Codes fit the data, rather than forcing data into
codes (Charmaz, 1988, p.112)




We search for links through the identification of
concepts that may go some way to offering an
explanation of the phenomenon under study.

Identifying a central phenomenon.
Exploring causal conditions.
Specifying strategies,.
Describing the consequences for the central
phenomenon identified.
Selective coding is the process of choosing one category to
be the core category.

The final stage of the theory development process (Glaser
and Strauss, 1967).

A core category pulls together all the concepts in order to
offer an explanation of the phenomenon.

It should have theoretical significance and should be
traceable back through the data.
Grounded theory as a methodology emerged from the
discipline of sociology, an area of enquiry that is focused on
society and the individual.

The main problems associated with the methodology appear
to stem largely from its misuse and abuse i.e

o not following the principles of theoretical sampling.
o inductive coding.
o constant comparison and so on.
Despite the evolving nature of grounded theory and its
application to an increasing number of contexts, there remains
some issues:

o The most grounded theory studies are context specific rather
than developed to the general level.

o Theoretical saturation of the data and the interpretation of
that data can make it difficult to anticipate an accurate time
scale for the research.
However, despite all the factors and issues grounded theory
is only one of a wide range of qualitative methodologies
currently being used to investigate contemporary marketing
phenomenon.

The next section examines the ethnographic approach.
Phenomenology examines patterns of subjective
experience and consciousness
the science of phenomena as distinct from that of
the nature of being.
an approach that concentrates on the study of
consciousness and the objects of direct experience.
Individuals will be influenced by others, but not
same experience

Father of phenomenology German philosopher
who established the school of phenomenology.

Developed theories later in life (post retirement/late
at university)

Studied mathematics, led to empirical works
(Phenomenology)
Every certainty is questionable

Believed scientific method & naturalistic thinking was
overvalued and, not important to understanding behavior
based on consciousness. In short, can conduct a science of
perceptions

Consciousness is where you will find true meaning behind actions


Time Consciousness: past events influence ones present
consciousness/perception
In turn, allows unbiased & biased time to be cohesive to draw
perceptions

Perception was based on retention and memory
What one sees is based on past memories and reflection
Ex. Spouse with ex, who cheated may suspect current spouse
of same actions





Responsible for phenomenology's development into
a social science
Studied law & social science at the University of
Vienna










Must accept own existence & others existence

Must reflect/observe other experience and relate/find understand
from own experience
Can observe own experiences only in past, can observe yours as
they take place

Leads to individuals coexisting, or having each consciousness
intertwining

We will see our actions as single act, not natural view of two separate
persons
Growing old together
Each act is influences by others, but not the same experience
Ex. Concert level enjoyment

Therefore, experience shared but consciousness is unique








This shared experience leads us to our social world

Allows understanding of united individualism
Can perceive same world & understand others with similar
experiences/subjective meanings
Leading to social relationship or, mutually related act of
consciousness

Social scientist should act as observer to detach self and biases

Stock of Knowledge: As observer, researcher must draw from own
experience to, fill in blanks. Individuals must also do this while
interacting. World is constructed by social group/life experiences and
allow them to create proper behaviors/actions


Born in Vienna, Austria

Studied under Alfred Schutz

Key focus was on religions importance on society &
how social forces has led to religion creations
Social reality or perception is influenced by culture and experience
Ex. An American businessman will see reality different than a monk

Knowledge is developed and maintained through social
situations

Everyday life or reality is subjective and is originated through own
thoughts and actions (past & modifications)
Ex. Immigrants opposing language change; dramatic change in
everyday life/social reality

Social relationships allow subjective meanings to transfer into
objective/shared meanings
Reification & Consciousness: Humans forget power over social world. Leads
to:
Reification: Turning an abstract object into material object, or turning
ownership to an unknown
In turn, leads to alienation & false consciousness, or perception


Reality is constantly recreated by external experiences
Ex. Norms and values

Politics is what delivers social control and societys restrictions





Most closely associated with anthropology, but
also sociology.
Ethnography is an approach for developing
understandings of the everyday activities of
people in local settings.
Descriptive study of a particular human society.
The branch of anthropology that deals with the sc
ientific description of individual human societies.
Invented by Bronislaw
Malinowski in 1915
Spent three years on the Trobriand
Islands (New Guinea)
It is important for the researcher considering using
ethnography to understand the various types of
investigation that may potentially form the
framework for analysis.
Ethnography can be any full or partial description of
a group (ethno folk, graphy description),
Involves prolonged direct contact with group members
The hallmark of ethnography is fieldwork; working with
people in their natural settings. The voices of
participants are an important source of data and should
be allowed to be heard in the written end-product.
Ethnography and its role in consumer research
Ethnography should aim to explain the ways that
culture constructs and is constructed by the behaviors
and experiences of its members.
Ethnography involves prolonged participation within a specific culture or
sub-culture
The potential for ethnography lies in applying multiple data collection
methods at a single phenomenon. These may range from surveys to
observational data, video tapes, photographs and recordings of speech in
action.
Ethnography requires tactics for representing research findings. These
representations should aim to unravel the layered meanings that
marketing activities hold for the customer.
observation of cultural patterns forming relationships involving two or
more symbols. Ethnographic research is holistic, believing that symbols
cannot be understood in isolation but instead are elements of a whole.
One method of patterning is conceptual mapping, using the terms of
members of the culture themselves to relate symbols across varied forms
of behavior and in varied contexts.
Field work
Phenomenological Approach
Conceptualizing
Phenomenology
Phenomenological Process
Philosophical method of studying
human experience of any event, thing or
object.
To know how persons behavior is
shaped.
Used as Philosophy and Methodology
Craig Thompson highlighted the principles of
Phenomenology in the field of Marketing.
Other consumer Studies that provide
examples of Phenomenology include:
Mick and Demosss, Ogiunn and Fabers,
Woodruffe-Burton, Goulding and
Seebarasingh.
Long, Controversial and confusing in social
sciences (Rehorick and Taylor).
Experience of level of everyday life/ life world
(Schutz).
Distinguish the life world and social world
(Gregova).
Understand the range of immediate
experience (Spieglberg).

Naming, Language and Word
In persons life experiences interrelate
coherently and meaningfully.
Participants views taken as fact and they
should face the experience of situation under
study.
Interpretation:
Interview transcripts in full to know the whole
situation.
Intertextuality where patterns and
differences are extracted from transcripts.
Colaizzi 7 Steps to develop phenomena/ Theory:
Read the participant narratives
Extract significant statements
Formulate meanings for statements
Gather meaningful themes from storey
Resulting themes into discription
Finalize the themes
Cross check interpretation by repeating.
Researcher Stern (1994) emphasis on careful
study of individuals lived experiences