“Understand how people use the Internet and have a qualitative context to their actions and behaviours”. This video shows a very good example of the uses of online qualitative research by mean YouGov. Concretly, the video illustrates very well how we can get to deeply understand a regular online purchase journey.
“Borderlands: The Edges of Europe” is a collection of analogue photographs representing the people and places along the borders of the European Union, developed with the purpose of creating an archive of images narrating life at the edges of Europe.
Since 2011 Leonardi has undertaken extensive walks along the land borders of the European Union. Proceeding slowly on foot and following methodically the boundaries traced on maps, she has built up a distinctive experience of the European frontier that includes unplanned encounters with its inhabitants.
This series focuses on the connection between people and territory and the significance of trans-national and transcultural identities, exploring the relevance of European identity and its relationship with concepts of home and belonging, memory and territory and how these have been shaped by events.
This project concentrates on land borders, and the concept of geographical Europe is juxtaposed to that of political Europe/European Union. For example, it does not include the borders of Switzerland, which is not EU however does not have restrictions towards EU citizens.
Source and further info: http://borderlands.eu/
Source: PhD Stress blog (2014) Retrieved from http://phdstress.com/post/81561374996/at-the-faculty-meeting
What does first spontaneously come to your mind when listen the word “interview”? May be a conversation between a journalist and a relevant personage on television? May be a job interview? Although an interview for market research may have many things in common with a job interview, there are a number of particularities to bear in mind. A market reserch interview is a purposeful discussion between two or more people (Kahn and Cannel, 1957) Bellow you can see what are the essentials of an interview.
1. Open-ended questions. Unlike in a questionnaire, the interviewee is not forced to choose among a set of options like bellow:
- Strongly disagree
- Disagree
- Neither agree nor disagree
- Agree
- Strongly agree
On the contrary, the interviewee has absolute freedom to answer and does not need to stick to any preset categories. Actually, this is the essence and advantage of such technique, i.e. the possibility to obtain a spontaneous and non-conditioned answer. Some of examples are:
- “Tell me about your relationship with your supervisor”
- “How do you see your future?”
- “What is the purpose of government?”
- “Why did you choose that answer?”
3. Representation. When doing a research on trainers shoes consumptions, you must interview young people, adults and elder, or whatever other relevant categorization. It is going to assure a correct representation of the phenomena. Take into account that representation does not imply representativeness. When applying interviews in your research, the sample is usually low, 15 or 20 cases is enough. But these figures are insufficient to do inferences. On the contrary, other techniques like survey are precisely designed for reliable inferences.
4. Interaction. As well as other qualitative techniques as focus group, interaction is both the main advantage and handicap. On the one hand, the direct and close interaction interviewer-interviewee allows a deeper understanding. However, the way interviewer behaves may affect the answers. How do should behave? This question will be answer in future posts, but here is enough to say that a good interviewer must be neutral and refrain from giving his or her personal opinion.
Reference
“A research design is a plan for collecting and analyzing evidence that will make it possible for the investigator to answer whatever questions he or she has posed” (Ragin, 1994, p. 1919) This definition leads to a number of steps that every researcher must follow:
1º Formulate a research question. Every inquiry always starts by a question. This question represents certain problem. “Why unemployment is higher in southern countries than in northern countries?” “Why my company sales have dropped over the last years?” As it was covered in a previous post, research questions are normally headed by a interrogative particles like “what is”, “what type”, “how frequent”, “what are the causes”, “what are its consequences”, “what are people´s”, etc.
2º Secondly, you must describe how you are going to collect the information required to answer the research question. Concretely, you should account for the techniques to be applied and sampling. Regarding the former one, think over which techniques best applied for you, interviews? focus group?, observation? (Have a look here to those posted earlier) On the other hand sampling is concerned with the selection of a subset of individuals from within a statistical population. Bear in mind that such qualitative techniques as interviews or focus group do not require representativeness like survey does. In other words, the number of cases selected doesn´t allow doing generalizations to the whole population.
3º Finally, every research design should include a plan for analyzing data. If a quantitative design would likely include such analysis techniques as statistical test, absolute and relative frequencies, graphics or tables, a qualitative one generally deals with such techniques as categorizations, summaries, ranking of relevance (see here further info about categorizations here) However, take into account that in some cases, data obtained by mean qualitative techniques may be quantify. Actually, there are software as CAQDAS or Sonal (the latter is a free software) specially set to do it.
References
Flick, U. (2009) An introduction to qualitative research Sage Publications Limited
Ragin, C. C. (1994). Introduction to qualitative comparative analysis. The comparative political economy of the welfare state, 299, 300-9.
The qualitative approach within the market research industry is of increasing importance. Why this approach is required in many occasions?
Tempranillo varietal wine bottle and glass, showing colour Shot with Nikon D70s (Photo credit: Wikipedia)
CASE STUDY¹. Imaging your company want to export Spanish wine to Poland. In this country, it is well known that either beer or vodka are more popular drink than wine, but nothing is clear about the Polish delight in wine, and even less in Spanish wine. For this reason, the company has contacted a market research agency and they plan to develop a telephone survey of a Polish population representative sample. Results show that just 10% of population drinks more than one glass of wine a month, instead of the 20% in other eastern European countries. Also, results show that the consumption of wine is less common in the group between 25 and 35 years old. The researcher seems to have a clear marketing strategy.
But something important is still up in the air. How to address this population? A qualitative approach has complemented the quantitative data by mean a number of focus groups in Warsaw. The idea of the research is gathering at least eight people between 25 and 35 years old that do not consume wine usually and another group of eight people at the same age who consume wine at least once a month. Questions as “habits of alcohol consumption in general”, “willingness to increase wine consumption”, “reasons to not consume” were asked. Below you can see some of the sentences that were listened to in the discussions:
“…I do not drink wine because I never know what kind of wine goes with each food…”
“…I have a feeling that wine is more for old people, and I feel young…”
“I do prefer to support Polish industry of vodka and beer”
“…yeah! and also for high standard of living people, I feel that beer is more…how to say…more akin to my people”
“…bottles information are not translated into polish so I do not even know where this wine is from”
“…I get drunk too fast! beer is more kind of easy-going…”
“…I really like wine but all my friends prefer beer so… I don´t want to be a weirdo when go to a party…”
QUESTION: WHAT MAKES THE QUALITATIVE APPROACH DIFFERENT FROM QUANTITATIVE ONE?
________________________________________________________________________________________
Solution
The quantitative approach is very important to quantify the reality. The representative percentage of wine-consumers in Poland or the frequency of consuming is unobtainable but by mean questionnaire or statistics. Ad hoc questionnaire may help us also to understand opinions and attitudes of people toward your product by mean opinion scales as well as including some open-ended questions.
However, three factors make this approach inappropriate when investigator sought a more detailed opinion:
1. Time: especially in phone questionnaires, the interviewees feel generally in hurry either by the surveyor or by him/herself. On the contrary, the more calm and tranquil atmosphere provided by qualitative methods as interview or focus group, encourages a major commitment and engagement.
2. Interaction: while the interaction in quantitative methods in occasions does not even exist or is limited to a phone conversation, in the qualitative one, the number of interaction increases exponentially, allowing at the same time a major capacity to adjust questions and improvising new ones as the interviews progress. In the case of the focus group, the interaction is produced also among the members of the group which represent a great advantage of this technique, since many of the most profound opinions we have are just seen clearly by ourselves after discussing with others.
3. Depth of the analysis: quantitative approach usually deals with countable behaviors or resources: number of wine bottles sold in Poland last year, number of wine glass per week, etc. it hardly allow researcher gets know about emotions, values and beliefs. Making use of the iceberg metaphor, focus group, interview, but also the analysis of comments in forums or just graffiti in a wall expresses better than nothing our deepest view of the world.
Finally: critical reflection for a organization manager: What values do your brand transmit? Is your organization media strategy connected efficiently with your buyers? What is more, is your organization media strategy connected with your potential market? Just when a company reach to understand its target´s deepest and detailed opinions, values and beliefs, the marketing and communication strategies implemented may cause a truly impact on the sales.
References
As one semester student of qualitative method for market research (MR) you must bear in mind that attending this course is unlikely to make you an expert in this discipline. It takes years to become a professional of market research industry¹. However, both if you want to join this exciting career or if you just want to make use of MR to fundament your future decisions as manager, the content of this semester it is going to help you to get familiar with this industry and at most to allow you a major expertise in one specific technique.
This post has been designed as a initial step to get familiar with some of the existing MR technniques², before further explanations on the particularities of each (bellow some of them are linked to Wikipedia, so that you can meanwhile obtain further info on your own).
Please divide the bellow techniques into qualitative and quantitative. Furthermore, as online research is becoming more and more relevant, try to do the same between the online and offline techniques. The result should be taxonomy of four quadrants: quadrant 1, online qualitative techniques; quadrant 2, online quantitative; quadrant 3, offline qualitative, quadrant 4: offline quantitative:
To see solution click on the image
¹ Many organization account for the today´s level of profesionality of this industry. For instance, the World association for market, social and opinion research
² note that technnique and method are frequently used as synonimus. However, it must be no-tticed that there are a slightly difference. For further details you can visit this site
We tend to think that the technology is a quite recent development, but the truth is that it comes from the beginning of the human history. It has always been a crucial factor for the social change and for the change of our lives. Inclusive relatively simple inventions such as stirrup.
“This invention, that allows a horse riders remain firmly seated in the saddle, produced a major social change. This medieval innovation led to a completely new form of attack-combat on horseback in which a fast-moving warrior could stab or chop his opponent without fear of falling to the ground as ungentlemanly. This new form of struggle, in turn, brought new demands to the fighters. A free citizen simply could not take up arms and be fit for war. The new combat technique required many years of training, not to mention the huge expense in horses, assistants and equipment. Thus was born a social aristocracy-new-class of knights-and with it a new set of role models to the needs of affluent lifestyle of a warrior on horseback. “Few inventions have been so simple as the stirrup,” writes Lynn White Jr. (1962, p38) “but few have had so catalytic an influence on history”
What reality lies beneath this story which is relevant for market research? The rapid social change produced by new technology challenges our society as a whole, our society´s organizations and our everyday life. The primitive society was simply organized: tribes, low ranking (hierarchical), barter base economies and perhaps some differences regarding gender and age. As new technologies were emerging, as the example of stirrup, society is getting more and more complex, more hierarchical.
Spinning jenny, steam engine and many other inventions encouraged strong changes. Industrial revolution affected greatly European and American society. The rapidness of the changes over the last two centuries has increased exponentially. The estates of the middle age gave way to social class from the Marxist viewpoint. In recent decades, the Capitalism-communism antagonism gave way to the so called “globalization”: international integrating, multinational corporations, the dissolution of “old” social inequalities from the industrial society; the emerging subcultures, lifestyle and way of living, consumption, the rise of the Internet and the “network society”, but also climate change.
As a result, socities become more complex and all the countries over the world become economically and culturally interdependent. The 2008 crash in US eventually led and still lead to recession in most Western countries, any ecological catastrophe in Asia could eventually affect us; immigrants from all over the world habit the more and more dense urban areas. And no society, no organization can scape from this reality. Governments, countries, but also companies and other organizations, as well as families and ourselves are constantly challenged by these rapid changes.
So, why is market research needed? As a manager, researchers or consultant, the rapid social changes will constantly chal
lenge your organization. We are bombarded with messages that society keeps changing and technology keeps developing faster and faster, making extant professional knowledge obsolete at the speed of lighting. In conclusion, change is ongoing, and every issue in a company is exposed to change or the threat of change in the near future. Personnel, customers, government, environment, investors and suppliers´ relations might not be a problem when a company is doing well. But as “time are a-changing” such relations must be assess continuously. Sometimes, intuition based decision making is not enough nowadays to lead a company in the right direction. More systematic approaches are required.
Corporatte strategy, marketing strategy, organizational structure, business process reengineering, mergers and acquisitions, financial management, downsizing, outsourcing, relationship marketing, alliances, globalization and green policies may and must generally be based in any kind of previous research.
References
After providing in the previous two posts a brief definition of both terms “qualitative method” and “market research“, we are in a position to clarify what Qualitative methods of market research subject is about (see about for further details on this blog). The main objective of the subject is “learning how to collect text (and images) information systematically in order to understand the relation between buyers and sellers of a specific product or service that occurs or might occur in the future in a part of the world” More specifically, the subject will aim the managing of the below qualitative research techniques (as well as its respective emerging online variant)
Furthermore, a number of secondary objectives must be pointed out. Apart from the collection of information itself, it is necessary to emphasize the importance of the research process as a whole. In other words, you as researcher may manage the above techniques but it would be pointless if you are not aware of a number of steps that all researchers must bear in mind when developing a research project and that forms what is called “research process”. This process, that will be addressed in future posts, goes from the mere formulation of the research question to the final presentation of the results.
Finally, ethics of research, origin and history of market research as well a brief theoretical approaches overview complement the secondary objectives of this subject.
Below you can find the main references taken to the production of the material for the subject´s content.
Flick, U. (2009). An introduction to qualitative research. Sage Publications Limited.
Ibáñez, J. (1979). Más allá de la sociología: El Grupo de Discusión: teoría y crítica. Siglo XXI de España Editores.
Lewis, Philip, Mark NK Saunders, and Adrian Thornhill. Research methods for business students. Pearson, 2009.
Martínez, P., & Rodríguez, P. M. (2008). Cualitativa-mente. ESIC Editorial.
Mella, O. (1998). Naturaleza y orientaciones teórico-metodológicas de la investigación cualitativa. Santiago: CIDE, 51.
Xaquín S. Pérez-Sindín López 