2. University Of Agriculture
Faisalabad

3. Subject:
Marketing Research
By Jawaria
Section (C )
M.B.A (R)
4th semester

4. Exploratory Research
Design: Qualitative
Topic: Chapter
# 5

5. Submitted to:
Prof.Dr.Hassan Rasool
Submitted by:
Jawaria
MBA 4th Semester

6. Qualitative Research
Uses of qualitative research
Quantitative Research
Qualitative vs. Quantitative Research
Reasons to use qualitative research
Qualitative research Procedure
Direct apporach
Indirect apporach

7. Direct apporach
 Focus group
Deffinition
Characteristics
Types of focus group
Advantages and disadvantages
 Indepth interview
Deffinition
Characteristics
Techniques
• Probing
• Laddering
• Hidden issuing questioning &
• Symbolic analysis

8. Advantages and disadvantages
Indirect apporach
Projective techniques
Association techniques
Deffinition
Techniques used for;
• Word Association technique
Completion techniques
Deffinition
Techniques used for;
• Sentence completion
• Story Completion

9. Completion Techniques
 Deffinition
 Techniques used for;
• Sentence completion
• Story completion
Expresive techniques
 Deffinition
Techniques used for;
• Role playing
• Third-person technique

10. Exploratory or Qualitative Research:
Definition:
Exploratory or Qualitative research is an unstructured
exploratory research design which base on small sample
that provides insights and understandings of the
problem.
Qualitative Research is used to:
Define the problem
Develop an apporach
Generating hypotheses &
Develop the variables

11. Quantitative Reasearch
A research methodology that seeks to quantify
the data and applies some form of statistical
analysis.
It is used to solve the problem by using the
hypotheses and the variables developed with the
help of the qualitative research, and see the
cause and effect relationship.

12. Qualitative vs. Quantitative Research
Comparison Dimension Qualitative Research Quantitative Research
Types of questions Probing Limited probing
Sample size Small Large
Information per Much Varies
respondent
Administration Requires interviewers Fewer specialized skills
with special skills required
Types of analysis Subjective, interpretive Statistical, summarization

13. Qualitative vs. Quantitative Research
Comparison Dimension Qualitative Research Quantitative Research
Tools Tape recorders, projection Questionnaires, computers
devices, video, pictures printouts
Ability to replicate Low High
Training needed by Psychology, sociology, Statistics, decision models,
the researcher social psychology, DSS, computer program-
consumer behavior ming, marketing
Type of research Exploratory Descriptive or causal

14. Reasons to use Qualitative
Research
Because people are unwilling to answer
the questions which,
Invade their privacy
Have negative impact on their ego or
status
Tap their subconcious

15. Qualitative
research
Procedure
Direct
(Nondisguised)
Focus
groups
Idepth
Interview
Indirect
(Disguised)
Porjective
techniques
Associations
Techniques
Completion
Techniques
Construction
Techniques
Expresive
Techniques
Qualitative Research Procedure:

16. Direct (Nondisguise)Approach:
A type of qualitative research in which the
purpose of project is disclosed to the
respondents.
Types:
Focus groups
Indepth interview

17. Focus groups:
• An interview conducted by a trained moderator
among a small group of respondents in an
unstructured and natural manner.
Characteristics:
Include 8 to 12 members
Homogenous in demographic and socioeconomic
characteristics
Time dueration is 1 to 3 hours
Use audiocassettes and vidio tapes for recording

18. Devision of focus group:
• It is also devided into two parts,
Focus group
Other focus
group
Dual
moderator
group
Respondent
moderator
group
Dueling
moderator
group
Mini group
Teleseccion
group
Online focus
group

19. Advantages and disadvantage s of
focus group:
• Advantages
Synergism
Simulation
Security
Structure
Speed
Specialization
• Disadvantages:
Misuse
Misjudge
Misrepresentation

20. Indepth interview:
• An unstructured interview in which a single
respondent is probed by a highly skilled
interviewer to uncover underlying motivation,
beliefs, attitude s, and feelings on a topic.
Characteristics:
An unstructured and direct way of obtaining
information.
Interview conducted on one -on-one basis.
Time duration is 30 minutes to 1 hour

21. Indepth interview:
• Techniques:
Techniques that are used in depth interview;
Probing
Laddering
Hidden issuing questioning &
Symbolic analysis

22. Probing:
It is useful in obtaining meaningful information and
uncovering hidden issues
.
Laddering:
A technique in which a line of questioning proceeds from
product characteristics to user characteristics.
Symbolic analysis:
A technique in which the symbolic meaning of objects is
analyzed by comparing them with their opposites
.
Hidden issuing questioning:
A type of interview that attempts to locate personal sore
spots related to deeply felt personal concerns

23. Advantages and disadvantages of in
depth interview
• Advantage
▫ Uncover greater depth
of insights
▫ Results in free
exchange of
information then in
focus group because of
no social pressure
• Disadvantage
▫ Costly then focus group
▫ Time consuming process
▫ Difficult to find skilled
interviewer
▫ Quality and completeness of
results depends on the
interviewer skills.
▫ Psychologist service is
required to analyze and
interpret the results.

24. Indirect (Nondisguised) apporach:
A type of qualitative research in which the
purpose of object disguised from the
respondents.
Use:
Projective techniques:

25. Projective techniques:
Projective
techniques
Association
techniques
Word
Association
Completion
techniques
Sentence
completion
Story
completion
Construction
techniques
Picture
response
Cartoon test
Expressive
techniques
Role playing
Third-person
technique

26. Projective techniques:
• A unstructured and Indirect form of questioning
that encourages the respondents to project their
underlying motivations, believes, attitudes or
feelings regarding the issue of concern.
Most commonly used techniques;
Association techniques
Completion techniques
Construction techniques
Expressive techniques

27. Association techniques:
• A technique in which the respondent is
presented with a stimulus and asked to response
with the first word comes in mind
.
Techniques used for;
Word association

28. Word association:
• The respondents are presented with a list of words,
one at a time.
• After each word, they asked to provide the first word
comes in their mind.
E.g
Drink
Taste
Quality
Price

29. Completion techniques:
A projective that requires the respondents to
complete an incomplete stimulus situation.
Techniques used for;
Sentence completion
Story completion

30. Sentence completion:
• A technique in which the respondents are
presented with a number of incomplete
sentences and asked to complete them.
E.g
Whenever i am thirsty the drink i peffer,
I peffer the drink on the basis of,
I select any drink which is, to remove my thirst
Mega stores increase the impulse buying behaviour of
peoples because,
When i thinking of shoping in the mega stores. I

31. Story completion:
• A technique in which the respondents are
provided with part of incomplete story.
• They are required to give the conclusion in
their own words.
• Story contain an enough information that
direct the attention to a particular topic.

32. Construction techniques:
A projective technique in which the respondents
are required to construct a response in the form
of a story, dialogue, or description.
Techniques used for;
Picture response
Cartoon test

33. Picture response:
• A techniques in which a picture is shown to the
respondents and asked to tell the story that the
picture discribes
.
The technique used for;
Thematic apperception test (TAT) Which consist of a
series of pictures of ordinary as well as unusual
events

34. Cartoon test:
• In this, cartoons are shown in a specific situation
related to the problem.
• Respondents are asked to indicate what one
character might say in response to the comments
of another character.
• That show the feelings , beliefs and attitudes
toward the situation

35. Expressive technique:
Techniques in which the respondents are
presented a verbal or visual situation and asked
to relate the feelings and attitudes of other
people to the situation.
Techniques used for:
Role playing
Third-person technique.

36. Role playing:
• In this the rsepondents are asked to play
the role and assume the behaviour of
someone else.
• Uncovered the underlying feelings of the
respondents

37. Third-person technique:
• Respondents are presented with a verbal or
visual situation.
• And asked to relate the beliefs and attitudes of a
third person.
• Through taht the researchers indirectly judge the
beliefs and attitude sof the respondent