ppt
maole525
Week3.pptxAccount Planning & Research
Nikki McClaran
Week 3: Qualitative Research
Before you begin:
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Many things are due this week! Since we aren’t meeting in class, you should take this time to make sure everything get’s done in time.
Remember: Report #1 is due this Sunday before midnight
This is a significant portion of your grade, so please reach out if you have any questions
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Refresh: What is Qualitative Research?
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Research that uses text, images, and audio in order to gain a deep understanding from individuals’ perspectives.
Mostly for explorative research- you are not trying to test hypotheses, but gain an in-depth understanding
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Goal of Qualitative Research
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To understand why individuals act as they do, rather than gain a numeric description of what people do and think (quantitative research)
Finding the nature and motivation of behavior, not the frequency of attitudes or behaviors
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When do you need it?
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Little is currently known about your problem/opportunity
You want to hear your target audience’s perception of you client using their own words
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Pros and Cons
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Pros:
Provides “rich data”
Gives people ability to use their own words
Helps in exploratory research goals
Flexible
Cons:
Requires a lot of time and resources (e.g., man power)
Findings cannot generalize (be said to be reflective) of the population as a whole
Interpretation of results is subject (and could have error)
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Qualitative Research Methods
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Most common qualitative research methods are:
In-depth interviews
Focus groups
Observational research
Content analysis
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In-Depth Interviews
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Definition: structured (yet flexible) conversations between a participant and a trained interviewer
Typically, in-depth interviews:
Last between 30-90 minutes
Are private, face-to-face conversations
Include approximately 5-15 interviews for a single study
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Focus Groups
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Definition: structured (yet flexible) conversations between a group of participants and a trained interviewer (called a moderator)
Typically, in-depth interviews:
Lasts between 60-120 minutes (varies greatly)
Held in professional, yet comfortable, environment
Groups of 7-12 individuals
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Focus Groups
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Typically done when you want to:
Explore reactions to messages/products
Gain collective responses that can build off one another
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Example Focus Group
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Interview vs. Focus Group?
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How do you choose whether you need a focus group or conduct individual interviews?
Typically, focus groups are preferred as they save time being able to conduct one session with 5 individuals at a time, instead of 5 separate interviews.
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Interview vs. Focus Group?
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HOWEVER, you would want to do interviews if:
Your participants are geographically dispersed (thus, making it hard to have all your participants meet in a central location)
If your topic is sensitive where people may not feel comfortable talking about it in a group
You don’t want respondent’s perceptions to be influenced by others
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How to conduct focus groups/interviews
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The procedure for both techniques are the same:
Identify research question
Identify sample inclusion criteria
Create moderator guide (focus group) or interview guide (interviews)
Select and train moderator/interviewer
Recruit participants
Set up location
Conduct focus group/interview
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Step 1: Identify RQ(s)
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Questions to ask yourself:
What are you trying to find from your focus group?
What do you expect to learn?
In answering these questions, you should have at least one research question to answer from your data
Doing this step also helps you figure out what concepts/topics need to be on your question guide
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Step 2: Identify your sample criteria
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Your participants should be homogeneous, which means, they should all be similar in some aspect (think back on last week’s lecture about segmentation- what variable are you focusing on?)
EX: if you are conducting a focus group on Bird scooters, you could have two focus groups:
The first focus group may consist of all people who have previously used Birds
The second focus group may consist of all people who have NOT previously used Bird
The key is that you do not mix these participants into one focus group
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Step 3: Create Question Guide
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This guide is called a moderator guide for focus groups and an interview guide for in-depth interviews
This the roadmap of conversation.
You should make sure to ask all questions on your guide, but also be flexible to new avenues of conversation. It’s okay to deviate from the questions, just make sure it’s still relevant to your client
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Step 3: Create Question Guide
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Your questions should be:
Open-ended (no yes/no questions!)
Go from broad to narrow in focus
Short and precise
Be asked one at a time
Not be biased (don’t lead them to answer a certain way, EX: “Don’t you think that this is true?”)
Use “why” questions sparingly. Instead, try different tactics such as “Could you elaborate on that?” “What makes your say that” etc.
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Step 3: Create Question Guide
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Your questions should be:
Open-ended (no yes/no questions!)
Go from broad to narrow in focus
Short and precise
Be asked one at a time
Not be biased (don’t lead them to answer a certain way, EX: “Don’t you think that this is true?”)
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Step 3: Create Question Guide
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In addition to the questions on your guide, the moderator/interviewer should also ask probing questions.
These are questions meant to have participants elaborate or clarify their or other’s statements
These should occur naturally/organically, not asked just to ask
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Step 3: Create Question Guide
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Example probing questions:
Can you tell me more?
Does anyone else view it that way as well?
Does anyone have a different perspective?
Could you phrase what you said another way to help clarify?
Can you elaborate a little on that thought?
DO NOT ask “why?”– people do not give very thorough responses when just asked “why”
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Step 4: Train Moderator/Interviewer
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The moderator/interviewer (M/I) sets the tone and plays a very important role
Participants should feel comfortable and free to express their opinions
The moderator should:
Engage in active listening
Be nonjudgmental
Build rapport
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Step 4: Train Moderator/Interviewer
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Engage in active listening
Be active in the conversation (ask probing questions)
Shows that you are interested and that their responses are important
Be nonjudgmental
Always take a neutral stance
Do not let own opinion be known
Do not evaluate other’s opinions (I like that, I agree, I disagree, etc.)
Body language matters!
Build rapport
Make people feel comfortable talking to you
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Step 4: Train Moderator/Interviewer
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Example of good moderator
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Step 5: Recruit Participants
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Typically, there are professional participant recruiters that you would use
Recruiters use screeners (based on sampling criteria) to weed out people
Incentives are large part of recruitment
Should always incentivize participants
Typically money, but can be other things such as food and drinks
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Step 6: Set Up Facility
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Select a place that is professional yet comfortable
Conference room, library room, etc.
Can be in a naturalistic setting but should be private (no one should interrupt it)
Set up the room in a way that’s conducive for conversation
Everyone should be able to see each other
There should be name tags
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Step 7: Conduct Research!
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You should also record, in some manner, the session. This can be through audio or visual, but make sure that your participants know it is happening
You also want to take notes regarding things that can’t be seen (if not video filming), such as:
Body language
Non-verbals
Participant profiles
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In case you still feel unclear:
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How to Analyze Qualitative Data
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There is no single “right” way to analyze data, but there are guide lines
When analyzing the data
Keep an open mind (don’t just confirm)
Try to understand underlying attitudes and behaviors
Understand more than just the actions/words
View respondent, not individual responses
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How to Analyze Qualitative Data
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To ensure you looked through the lecture, please respond to this survey (to get attendance points)
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Themes
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Qualitative data often looks for themes
‘a consistent and recurring idea found either explicitly or implicitly in the data” p. 179
You find themes by coding the data
Codes are shorthand notes to label, separate, compile, and organize data
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For example:
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Code may then be:
Popular show
Positive view
Not strong opinion
Watches on habit
A response may have been: “You know, The Office is a television classic, but does it compare to the UK version? I don’t know… maybe? All I know is that when I get home at night, it’s the show I automatically put on
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Synthesize Responses
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You then want to synthesize the responses (bring them all together)
Look for what’s being repeated
How are the responses similar
How are the responses different
Are there conflicting themes?
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Synthesize Responses
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When reporting, your data should not read like your “raw” data.
It shouldn’t be written like: “I asked them how they liked The Office. One person said X. Another person said Z. Two people agreed. A last person said Y.
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Synthesize Responses
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Instead, it should sound more like:
“Overall, it appeared that people had a positive view of the office. The majority generally viewed it as a popular and well-loved show that they frequently watched. For example, one participant said “… when I get home at night, it’s the show I automatically put on”
Summary your report based on the themes, and then support those themes with your data.
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Helpful Documents
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I have uploaded an example moderator guide and focus group report from a previous class.
If you choose to do an interview, you would rewrite the questions to be singular, but consistent in all other aspects
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This week’s activity
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Create a thread on the discussion post responding to one of the following scenarios:
You have been hired to conduct qualitative research for Strange Matter Coffee, a local coffeehouse in Lansing, MI. They have hired you because they buying a new building and want insight on what kind of atmosphere would encourage more business.
You have been hired to conduct qualitative research for Under Armour. Recently, they’ve noticed that women’s apparel has been declining in sales. They’ve tasked you with discovering why this may be the case, and what they can do to regain sales.
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This week’s activity
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In your post, include:
Your research question
What qualitative research method you would choose
Who you would recruit
Two example questions that would be in your guide
In addition to your own post, please respond to at least one other classmate’s post to receive full credit
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