Research Topics 4-6 Unit 1 Exam

4 assumptions that bind qualitative research (UQA 25-27)

1. Active individuals - Humans constantly interpret what things mean and respond accordingly 2. Worlds of meaning - Understand meaning and you will understand behavior, behavior fallows meaning - Meaning changes over time and place 3. From the participant's perspective - Must understand participants perspective to understand behavior 4. Multiple truths - Truth bound by time and context and the individuals who believe them - Shared realities are what constitute truths

How qualitative research is used in ADPR research for following purposes (ON TEST)

1. Source credibility - How credible is the person or institution that sends out a communication? how does that influence audience member 2. Concept testing - Used to evaluate proposed marketing, ad, pr 3. Copy testing - Formed for ad to test potential themes, pretesting 4. Media trust - If audience doesn't believe news, trust of commercial will go down

important things to consider when selecting a moderator

1. personality - Interested in what others have to day, active listener, balance managing and leading the group 2. Background and experience - Be familiar with working with group to hasten the learning curve 3. Be a comfortable fit with the demographic of the focus group Ex: uncomfortable for a male to moderate a group about women's tampons

Weaknesses of focus group interviews

- Findings can be misleading rather than informative (Subjective interpretation) - The group interview itself (unnatural setting) - Biased moderator, dominant respondent, less motivated participants - Limited time to get in-depth answers - Small sample size (hard to generalize the result) - Participant identification (online FGI) - Limited role of moderator (online FGI) - Information richness

selecting a focus group considerations

- compatibility between group members, similarities and differences between moderator and group - demographics and product usage - number of focus groups and where to hold them

benefit in qualitative research

Provide rich data, time consuming, less able to be generalized

bests uses of IDI

Reaching out to hard to reach respondents (flexibility in venue Speed is crucial (quicker recruiting time than FGI, length can be tailored to individual Deeper insights is required (can probe for deeper insights in a personal setting Applied learning is the goal (further probing is possible based on previous answers)

Completion (sentence and story) projection techniques

Respondents complete sentences or stories in their own words - Can be used with word association tests - Considered by some to be the most reliable and useful Ex: the type of people who pay at the stores and restaurants with apple pay are: younger, modern, trendy, tech savvy

advantages of projective techniques

Richness, amount, and accuracy of information Helpful to break ice or stimulating discussion Truthful response (respondents don't know real purpose of study) Requires less literacy skill (from respondents)

projective technique

Technique for tapping respondents deepest feelings by making the respondents to project themselves into a situation, objects, other people, or scenario - Attempt to undercover motives, attitudes, opinions, feelings and beliefs by using indirect ways (questions) - Allows true sentiments to emerge - easy to administer

strengths of IDI

Time is quicker and more flexible compared to FGI Cost less More in-depth knowledge than FGI or any other qualitative approach (private, relevant and controlled setting)

preparing the focus group discussion guide

go from broad to specific (like a pyramid) Your script/outline to guide the conversation, always have it in front of you (especially for moderator) Include a range of time for each topic Be flexible (adjust time & don't have to follow exact order) Set up rules (e.g. no right or wrong answer, talk one at a time, etc.) Use probing and projective techniques for important questions Always leave time at the end and consult with your client about any follow up questions (Keep the time) Start with easy (general) questions and place important questions in the mid

syndicated research

idea to have a number of parties fund the research so that each individual company gets a lot of information for a relatively small amount of money - differ from primary research, not single sponsored - used for media exposure, media profile, target audience media profile, consumer trends

data in qualitative research

in the form of word, picture, or object

for qualitative and quantitative: what are the goals, types of data, and how do they contribute to one another

quantitative: - goal: to describe - data: words and pictures - answers how and why it works quantitative - goal: classify and count - data: numbers and statistics - answers what works and to what extent you can begin with qualitative research to provide insights, thus building a stronger foundation to build your quantitative research on

time of qualitative research

recommended during earlier phases of project

time in quantitative research

recommended during later phases of the research project

secondary research

summary, collation, and synthesis of existing data - Analyze existing data - Can provide important insights what we know and what we don't, prior to primary research - help us determine how we will conduct primary research

goal of focus group

to learn and understand deep insight of consumer behavior in a group setting

disadvantages of secondary research

- Lack of specific information (relevancy) - Limited knowledge of your specific research (accuracy) - Lack of depth to a topic (sufficiency)

advantages of qualitative research

- Participant observation purest form of research - Can help to formulate quantitative research - Adds depth and offers insight - Provide interesting and valuable information

Disadvantages of Qualitative Research

- Participant observation time consuming and expensive - More subjective and cannot be generalized

advantages of secondary research

- Save money (relatively cheaper than primary research) - multiple trusted resources and large data available - Save time (to analyze a study and reporting

Strengths of focus group interviews

- What is being communicated verbally & nonverbally - Reactions of the various participants - The flow and order of what is happening - Explore broad topics that require brainstorming - Entering the discovery phase of a concept (testing various hypotheses) - Online FGI less expensive than traditional FGI (online FGI) - Easier to access to special groups (CEOs, violent crime survivors, etc.) (online FGI)

Construction: picture sorts and words or picture collage projective techniques

Asking participants to construct a story or picture from a stimulus concept Connect the individuals in the picture with the brands they think they would use Examples- magazine collage, word cloud, bubble drawing, or cartoon test

choice ordering projective techniques

Asking respondents why certain things are more important than others Used to find out priorities of different benefits (for creating strategy or positioning strategy Ranking most important to least important things about lunch menu (i.e price convenience, brand name, taste, social influence)

expressive projective techniques

Ask participants to role play, act out, or tell a story or specific concept or situation Useful when respondents are not able to describe their feelings or actions (enable to demonstrate it) Able to learn about the respondents feelings by asking them to answer for a third party, such as your neighbor, or most people (third person) Used to avoid embarrassing questions and hostility Ex: why do you give your kid sugary cereals → why do many mothers serve their children sugary cereal

disadvantage of projective techniques

Complexity of data and skills required to analyze the data Expensive (especially when outsourcing the research) does it represent the entire population? (drawn from small sample) difficult to get participants

characteristics of IDI

Conducted from the participants point view in a natural setting (i.e cafe,) Long duration (30 min- 2 hours) for in-depth insights Success of interview depends on gaining access and building trust (trust and cooperations from participants) Use 4-5 questions per interview Interviewer skill is an important factor

Association: brand personification and anthropomorphism

Drawing a comparison between a product and a well known person, artificial character, or animal - Used to discuss peoples perceptions of the brand

weaknesses of IDI

Hard to gain access to consumer's true feeling (quality of moderator Hard to generalize the results to the entire population Unnatural setting (by having a moderator in presence

The role of a moderator

Moderator (1-2): moderate the group and analyze the results Collecting and organizing feedback (2-3): note-taking, analyzing feedback (verbal and nonverbal), prepare a transcript Facilitator (1-2): recruit, greet, and help participants, prepare devices and documents (consent and demographic forms), (audio/video recorder), reserve facility, prepare refreshments, time keeping, etc.

benefit in quantitative research

More able to be generalized but may miss contextual detail

important things about SWOT analysis (lecture side)

More than a listing of the information - Clear picture of a brand's current situation (summary of situation analysis) - SWOT based on the situation analysis - Road map for a brand's future (lead to clear problem statement) - strengths and weaknesses internal factors, opportunities and threats external factors

aims of quantitative research

Often begins with RQ, hypothesis with little background info - Aim is to classify features, count them, and attempt to explain what is observed

when to use an online FGI

Persons with affinities to different topics High-level decision makers with busy schedules Hidden populations of persons who may not overtly indicate their membership in a specific group People who interact, or don't with online ads Brand advocates

background of quantitative research

Researcher knows clearly in advance what they are looking for

background of qualitative research

Researcher may only know roughly in advance what they are looking for

when is a focus group appropriate?

When information needs require deep insight of consumer behavior (e.g. why consumers are not buying store brand) or explore the specific research hypotheses to be tested in the next phase.

when is a focus group inappropriate?

When information needs require numeric descriptions, testing hypotheses, or generalization (e.g. market share of Trader Joe's cereal in TX market When it's used simply because there is a feeling that we should do something

best uses of secondary research

When secondary source is the industry standard - I.e competitive spending analysis, audience and media profile When you need general background information of a topic - I.e consumer usage of product category in general, company and industry info When you need to know a known fact (to generate hypothesis) - I.e young consumers are more open to use social media

Asynchronous FGI

a group in which conversation happens sporadically over an undefined period of time - social networking sites, chat boards

aims of qualitative research

become more knowledgeable about a particular area of study - The aim is a complete and detailed description and development of theories

primary research

collection of data that does not already exist Find out something that cannot be found out without collecting new information

data in quantitative research

data in the form of numbers

synchronous FGI

live face-to-face, a group in which conversation happens at a specific time - chat rooms, video conferences

difference between multiple and mixed methods (UQA 36-38)

mixed methods combines qualitative and quantitative methods, while multi-methods uses two qualitative methods - understand participants perspective, to understand and change human behavior must understand meanings that lead to the behavior - qualitative research strengthened by the muse of multiple methods (triangulation) - if you join mixed methods, clarify role in advance - either use qualitative method to explain quantitative findings, or design qualitative story from the ground up

association projective technique

word association and brand personification Interviewer says a word and respondent must mention the first thing (images, words, or thoughts) that comes to mind - Used with brand names, campaign themes, and product slogans - Goal is to explore how brand is perceived by consumers Examples: nike, starbucks, research class