MR24309 AUT2021 L11 Interviews Focus Groups v07 04052021 PDF PDF

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2021

Interviews&FocusGroups

WithDrPaulBurke

WHERE ARE WE UP TO? (COMPLETED!)

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WHERE ARE WE UP TO? (WEEK 11)

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OVERVIEW OF WEEK 11

FocusGroupsandInterviews  Whatareproandconsofqualitativedata?  Whatareprosandconsoffocusgroups andinterviews?  Whataresomeconsiderationsforboth techniquesthatcanimproveresearch outcomes?  Whataresomebasicwaystolookatthe datathatemergesfromthesetechniques?

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AreminderfromLecture1

TYPES OF PRIMARY DATA – PROS AND CONS Source

Pros

Cons

Interviews

• In‐depthinformationcanbe • Time‐consuming. collected. • Expensive. • Non‐responseandresponse • Interviewerbias biascanbedetected. • Samplescanbecontrolled

Surveys& Questionnaires

• Respondentshaveadequate • Ahighrateofnon‐response timetogiveresponses. bias. • Freeinterviewer bias • Inflexible;difficulttochange • Cheapercomparedto oncesent. interviews • Can beaslowprocess (particularlymail)

Social media monitoring

• Relativelyinexpensive • Quickandrealtime

• Securityandprivacy concerns • Opinionsbiased • Maynotberepresentative

AreminderfromLecture1

TYPES OF PRIMARY DATA (CONT.) Source

Pros

Cons

Observation

• Datausuallyobjective. • Datanotaffectedbypast orfutureevents.

• Informationislimited. • Expensive

Focusgroups

• Lowercostcomparedto interviews. • Lessertimetoo than speakingtoeach individual • Stimulatesideas/views fromotherparticipants • Canrespondtotangible stimuli

• Responsebiasisa probleminthiscase becauseaparticipant mightbesubjectiveto whatpeoplewillthink aboutsharingasincere opinion. • Groupthinkingdoesnot clearlymirrorindividual opinions.

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QUALITATIVE RESEARCH • Gainpreliminaryinsightstodecisionproblemsand opportunities – Methodsincludeprobing,interviews,open‐endedor unstructuredquestions,observation,feedback – Preliminaryinsightsaresometimesfollowedupwith quantitativeresearchtoverifythequalitativefindings

• Applicableforexploratoryresearchdesigns – Whenobjectivesfocusongainingbackgroundinformation, definingtermsandestablishingresearchpriorities

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QUALITATIVE VS QUANTITATIVE RESEARCH

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WHEN TO USE QUAL RESEARCH?

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FOCUS GROUPS IN QUALITATIVE RESEARCH • Aformalisedprocessofbringingasmallgroupof peopletogetherforaninteractive,spontaneous discussionononeparticulartopicorconcept – Usually6‐12peopleareguidedbyamoderatorthroughan unstructureddiscussionthatmaytypicallyoccupyoneto threehours.

• Themainpurposeistogaininsightintothetopicof interest.Valueoftechniqueliesintheunexpected findings oftenobtainedfromafree‐flowing group discussion. 24309 MARKETING RESEARCH

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FOCUS GROUPS: PROS AND CONS Advantages

Disadvantages

• Stimulatesnewideas,thoughtsand feelingsaboutatopic • Canuncoverunderlyingreasons • Fostersanunderstandingofwhy peopleactorbehave • Clientparticipation • Elicitswide‐rangingcustomer responses • Bringstogetherhard‐to‐reach groups

• • • •

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Inabilitytogeneraliseresults Questionablereliabilityofresults Subjectivityofinterpretation Highcostperparticipant

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FOCUS GROUP RESEARCH OBJECTIVES 1. Providedatafordefiningandredefiningmarketingproblem 2. Identifyspecifichiddeninformationrequirements 3. Providedataforbetterunderstandingtheresultsfromother quantitativesurveystudies 4. Revealconsumers’ hiddenneeds,wants,attitudes,feelings, behaviours,perceptionsandmotivesregardingservices,products orpractices 5. Generatenewideasaboutproducts,servicesordeliverymethods 6. Discovernewconstructsandmeasurementmethods 7. Tohelpexplainchangingconsumerpreferences

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FOCUS GROUP PARTICIPANTS • Centralfactorsintheselectionprocess – Strongconsiderationofthestudy’spurposeandthink aboutwhocanbestprovidetherequisiteinformation – Potentialgroupdynamics – Willingnessofmemberstoengageindialogue – Individuals’knowledgeofthetopic – Groupshouldbehomogeneousenoughtoencourage comfortanddiscouragesociallyacceptableresponses, whileallowingenoughvariationtoallowforcontrasting opinions

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SELECTING FOCUS GROUP PARTICIPANTS

Numberof participants

Between6and12

Incentives

Increasethelikelihoodofparticipation; Rangingfrom$50to$200perperson

Numberoffocus groups

Aseriesofsessionsisrequired Typicallyminimumtwogroups

Locationoffocus groups

ProfessionalFGfacility,appropriatelocation

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GOOD MODERATOR TRAITS • • • • • • • • • •

Goodinterpersonal,communicationsandinterpretiveskills Displayprofessionalismandcreatepositivegroupdynamics Goodunderstandingofthetopicsandquestions Skilledinaskingfollow‐upprobingquestions Communicateclearlyandpreciselybothinwritingandverbally Exhibitafriendly,courteousandadaptivepersonality Thepersonshouldbeexperiencedinfocusgroupresearch Quickmindcapableofnotingandprobingnewideas Knowhowandwhentobringclosuretoonetopicandmovethediscussionto thenext Usesaguidethatprovidesadetailedoutlineofthetopics,questionsandsub‐ questionsthatwillserveasthebasisforgeneratingthespontaneousinteractive dialogueamongthegroupparticipants.Theguideshouldprovideastructured outlineformatthatestablishesanorderforaskingaseriesofopening, introductory,transition,criticalandendingquestions

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THE FOCUS GROUP SESSION

The beginning session

The main session

The closing session

• Makeparticipantsfeelcomfortable,completeconsent forms,outlinegroundrules,enableparticipant introductions

• Introducethetopics,applyprobingtechniquesas necessary,ensurethatcriticalissuesareaddressed

• Presentclosingquestions,summarisethemainpoints, debrief,showappreciationandmakearrangementsfor incentivestobedistributed

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ANALYSING FOCUS GROUPS OUTCOMES

Consider the words

• Variety of words and phrases • Classify them based on similarity

Consider the context

• Understand the context in which certain expressions were given • Tones and intensity (voice inflection) • Nonverbal cues (body language)

Frequency of the comments

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• More people talk the same topic • Some comments made more frequently

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ANALYSING FOCUS GROUPS OUTCOMES

Intensity of the comments

Specificity of responses

Consider the big picture

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• Some topics with passion or deep feelings • Changes in tone, speed and emphasis

• Responses with emotional first-hand experience are more intense

• Construct an aggregate theme or message of what is being portrayed • Big picture provides preliminary insights

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INTERVIEWS IN QUALITATIVE RESEARCH • Formalisedprocessinwhich awell‐trainedinterviewer asksasubjectasetofsemi‐ structuredquestionsina face‐to‐facesetting – Athome,office,centralised interviewingcentre,product location,purchaselocation, randomlocationsetc. – Couldbeonline(zoom!) – Alsoreferredtoas‘in‐depth’ or‘one‐on‐one’ 24

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IN-DEPTH INTERVIEWING TECHNIQUES • Collectionofattitudinalandbehaviouraldialogue throughprobingquestions – Whenaninterviewertakesthesubject’sinitialresponseto aquestionandusesthatresponseastheframeworkfor thenextquestion(theprobingquestion)inordertogain moredetailedresponses

• Interpretationsofthedialoguetocreatetheme categoriesandinsights

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IN-DEPTH INTERVIEWS: PROS AND CONS Advantages • Flexibilitytocollectdataon activitiesandbehaviour patterns,andattitudes, motivationsandfeelings. • Largeamountofdetailed datapossible. • Thepossibilitytoprobethe respondentfurther • Notinfluencedbypresence ofotherparticipantslike focusgroup • Mayfeelmorecomfortable to“openup” 24309 MARKETING RESEARCH

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Disadvantages • Lackofgeneralisability. • Inabilitytodistinguishsmall differences. • Lackofreliabilityand validity. • Potentialforbiasesto emerge. • Potentialinterviewererrors. • Costsandtime

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TYPES OF INTERVIEWS • Experienceinterviews(i.e.,talkingtoexperts) • Protocolinterviews(i.e.,talkaloudaboutadecisionprocess) • Articulative interviews(eg,identifyingconflictinconsuming goodsvsunderlyingbeliefs/culture/orientation) • Projectiveinterviews – – – – – – –

Wordassociationtests Sentencecompletiontests Picturetests Thematicappreciationtest(TAT) Cartoonorballoontests Role‐playingactivities Zaltman MetaphorElicitationTechnique(ZMET)

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EXAMPLE: PROJECTIVE INTERVIEWS

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EXAMPLE: PROJECTIVE INTERVIEWS

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EXAMPLE: PROJECTIVE INTERVIEWS

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QUALITATIVE DATA ANALYSIS • • •

Dataistextualandoccasionallyvisualandthegoal is‘understanding’ Qualitativedataanalysistendstobeongoingand iterative Qualitativedataanalysisislargelyinductive – categories,themes,patternsemergefromthedata; ratherthandefinedpriortodatacollection

• •

Qualitativedataneedstobecollected& transcribed ‘Toomuch’ detaileddata! – Transcriptionofaudio/videotapes – Researcherobservationrecordingsandnotes – Fieldnotesbyethnographers

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MANAGING THE DATA COLLECTION • Qualitativedatamustbetranscribedforanalysis – Textfromonlinefocusgroupsandnetnography is producedautomaticallyandisimmediatelyavailablefor analysis – Audiotapeorvideotaperecordingshavetobetranscribed – Notesfromthefield,duringobservation,debriefsneedto integrated – Correctionsandadjustmentsneedtobemadetothe transcription

• Allqualitativedatamaterialshouldbeindexedand relatedmaterialshouldbecross‐indexed. 24309 MARKETING RESEARCH

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DATA REDUCTION (STEP 1) • Theamountofqualitativedatacanbeextensive – Datareductionprocessesallowustoreadthrough transcriptsanddevelopcategoriestorepresentthedata

• Datareductioncanbedonethrough: – – – – – –

categorisationandcoding Comparison theorybuilding iteration negativecaseanalysis tabulation

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CODING

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DATA REDUCTION: CATEGORISATION AND CODING • Categorisesectionsofthetranscriptandlabelthem withnamesorcodenumbers • Categories – maybedefinedbeforetheanalysis – canbedevelopedinductivelyintheanalysisprocess – maybemodifiedandcombinedasanalysiscontinues

• Acodesheetisadocumentwithallthecategories andcodesonit – Codescanbewordsornumbers

• Popularsoftwareused:NVivoandATLAS 24309 MARKETING RESEARCH

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DATA REDUCTION: TABULATION • Frequencyofmention,re‐occurrenceandco‐ occurrenceofkeywords,concepts,codesand responses • Showsexacttimesofoccurrenceofspecificcodes • Controversial – Notallquestionsareaskedinthesameway – Notallresponsesaregiveninthesameway – Frequencyofmentionisnotagoodmeasureof importance

• Furtheriterativeanalysisisrequiredtosupportor refutethecredibilityoftabulationanalysis 24309 M32 ARKETING RESEARCH

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DATA REDUCTION: TABULATION

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WORD CLOUD: IS JUST A (CO-)FREQUENCY COUNT

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MIND MAPS

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DATA REDUCTION: NEGATIVE CASE ANALYSIS • Researchersdeliberatelylookforcasesandinstances thatcontradicttheideasandtheoriesthat researchershavebeendeveloping • Generallyideasandtheorygeneratedfromthedata shouldbeviewedwithskepticism – Weshouldnotbelookingforevidencetoconfirmpre‐ existingbiasesandearlypreliminaryfindings

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CONCLUSION DRAWING/VERIFICATION •

•

Credibilityofqualitativedataanalysisisbasedontherigourofthe actualstrategiesusedforcollecting,coding,analysingandpresenting datafortheorygeneration Needtopersuadeaudiencesthattheresearchfindingsofaninquiry are:

– reliable(measurementandfindingsarestable, repeatableandgeneralisable) – valid(theresearchmeasureswhatitwasintendedto measure) •

Crossresearcherreliability

– Degreeofsimilarityinthecodingofthesamedata(text andimages)bydifferentresearchers •

Peerreview

– Externalqualitativemethodologyortopicareaexpertsareaskedtoreviewthe researchanalysisandfindings 24309 MARKETING RESEARCH @DRPAULBURKE UNIVERSITY OF TECHNOLOGY SYDNEY (UTS)

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CONCLUSION DRAWING/VERIFICATION THROUGH TRIANGULATION • Triangulation – Tocheckandestablishvalidityintheirstudiesbyanalysing aresearchquestionfrommultipleperspectives,suchas:  multiplemethodsofdatacollectionandanalysis  multipledatasets  multipleresearchersanalysingthedata  datacollectioninmultipletimeperiods  acknowledgingdifferentandrelevantperspectivesand informants

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CAREFUL …

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@DRPAULBURKE

UNIVERSITY OF TECHNOLOGY SYDNEY (UTS)

39

THAT’S A WRAP ON FOCUS GROUPS & INTERVIEWS

FocusGroups&Interviews  Whatareproandconsofqualitativedata?  Whatareprosandconsoffocusgroups andinterviews?  Whataresomeconsiderationsforboth techniquesthatcanimproveresearch outcomes?  Whataresomebasicwaystolookatthe datathatemergesfromthesetechniques?

24309 MARKETING RESEARCH

@DRPAULBURKE

UNIVERSITY OF TECHNOLOGY SYDNEY (UTS)

40

TO DO …

• Reviewyourquizresultsand lookatthefeedbackdocument • Finalisingyourassignment submission • Beginpreparingyourfinalexams • Areviewlecturewilltakeplace inWeek12

Seeyouinclassnextweek! 24309 MARKETING RESEARCH

@DRPAULBURKE

UNIVERSITY OF TECHNOLOGY SYDNEY (UTS)

41...