Page 197 - Marketing the Basics 2nd

qUALITATIVE METHODS
Qualitative methods takes the opposite approach to quantitative ones. Whereas numbers are needed in quantitative, a qualitative model relies on a direct approach: subjects are asked questions to gain a sense of their opinions. Qualitative models are useful because they explain to the marketer why things are the way they are (academics would characterize them as normative), as opposed to quantitative models which are prescriptive or describe how things should be. Quantitative research is done when you have a theory, or one or more hypotheses to test; qualitative takes place before you have a theory, it is more exploratory, seeking to understand the broad outlines of a question. Thus, usually, qualitative studies are conducted first and followed by a quantitative study to confirm the hypothesis generated from the qualitative study. The next section discusses some of the more popular qualitative research methods.
focus gRoups
Focus groups are popular with marketers, especially when they’re trying to find out exactly what their customers’ needs are. It entails inviting a small group of people (usually between 8 to 12 people) who comprise a good representation of the target market. A moder- ator then asks the group questions to discuss their opinions about how the product satisfies or fails their needs. Once a discussion starts, the moderator somewhat removes himself from the discus- sion, letting the participants debate amongst themselves. From time to time the moderator interrupts to get the discussion back on track. The session usually lasts for an hour, and is taped. Later, researchers transcribe the event and analyse the text to gauge each member’s opinions and attitudes.
The problem with focus groups is that it is vulnerable to group dynamics. In every group there is pressure to conform to one opinion. Because the discussion is free flowing, in theory at least, everyone has an equal voice. Yet if there is a charismatic or extremely vocal person forcibly expressing their opinions, in the interest of ‘moving on’ most people will yield if they perceive the effort to be far more than the satisfaction of winning. A good
Market research 189