Problem Definition And The Research Proposal

Problem Definition and the Research Proposal

A Sea Horse’s Tale

Problem discovery

Problem Discovery and Definition

Selection of exploratory research technique

Sampling

Selection of exploratory research technique

Secondary Experience (historical) survey data

Pilot study

ProbabilityNo probability

Case study

Data Processing and Analysis

Problem definition (statement of research objectives)

Experiment Laborator y

Field

Survey Intervie w

Questionnair e

Collection of data (fieldwork) Editing and coding data Data processing

Selection of basic research method

Research Design

Data Gathering

Conclusions and Report

Secondary Observation Data Study

Interpretation of findings

Report

Uncertainty Influences the Type of Research

CAUSAL OR DESCRIPTIVE

COMPLETELY CERTAIN

ABSOLUTE AMBIGUITY

EXPLORATORY

Problem Discovery and Definition First step Problem, opportunity, or monitor operations Discovery before definition Problem means management problem

“The formulation of the problem is often more essential than its solution.”

Albert Einstein

Problem Definition The indication of a specific business decision area that will be clarified by answering some research questions.

Defining Problem Results in Clear Cut Research Objectives Symptom Detection Analysis of the Situation Problem Definition Statement of Research Objectives

Exploratory Research (Optional)

The Process of Problem Definition Ascertain the decision maker’s objectives

Determine unit of analysis

Understand background of the problem

Determine relevant variables

Isolate/identify the problem, not the symptoms

State research questions and objectives

Ascertain the Decision Maker’s Objectives Decision makers’ objectives Managerial goals expressed in measurable terms.

10

The Iceberg Principle The principle indicating that the dangerous part of many business problems is neither visible to nor understood by managers.

Understand the Background of the Problem Exercising judgment Situation analysis - The informal gathering of background information to familiarize researchers or managers with the decision area.

12

Isolate and Identify the Problems, Not the Symptoms Symptoms can be confusing

13

Symptoms Can Be Confusing Twenty-year-old neighborhood swimming association: Membership has been declining for years. New water park -residents prefer the expensive water park???? Demographic changes: Children have grown up

Organization Twenty-year-old neighborhood swimming association in a major city.

Symptoms Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago.

Problem Definition Based on Symptom

True Problem

Neighborhood residents prefer the expensive water park and have negative image of swimming pool.

Demographic changes: Children in this 20year-old neighborhood have grown up. Older residents no longer swim anywhere.

What Language Is Written on This Stone Found by Archaeologists?

TOTI EMUL ESTO

The Language Is English: To Tie Mules To

TOTI EMUL ESTO

Determine the Unit of Analysis Individuals, households, organizations, etc. In many studies, the family rather than the individual is the appropriate unit of analysis.

18

Determine the Relevant Variable Anything that may assume different numerical values

19

Types of Variables Categorical Continuous Dependent Independent

Hypothesis An unproven proposition A possible solution to a problem Guess

State the research questions and research objectives

22

If you do not know where you are going, any road will take you there.

Broad research objectives

Statement of business problem

Exploratory research (optional)

Specific Objective 1

Specific Objective 2

Specific Objective 3

Research Design

Results

The Process of Problem Definition Ascertain the decision maker’s objectives

Determine unit of analysis

Understand background of the problem

Determine relevant variables

Isolate/identify the problem, not the symptoms

State research questions and objectives

Research Proposal A written statement of the research design that includes a statement explaining the purpose of the study Detailed outline of procedures associated with a particular methodology

Basic Questions Problem Definition What is the purpose of the study? How much is already known? Is additional background information necessary? What is to be measured? How? Can the data be made available? Should research be conducted? Can a hypothesis be formulated?

Basic Questions Basic Research Design What types of questions need to be answered? Are descriptive or causal findings required? What is the source of the data?

Basic Questions Basic Research Design Can objective answers be obtained by asking people? How quickly is the information needed? How should survey questions be worded? How should experimental manipulations be made?

Basic Questions Selection of Sample Who or what is the source of the data? Can the target population be identified? Is a sample necessary? How accurate must the sample be? Is a probability sample necessary? Is a national sample necessary? How large a sample is necessary? How will the sample be selected?

Basic Questions Data Gathering Who will gather the data? How long will data gathering take? How much supervision is needed? What operational procedures need to be followed?

Basic Questions Data Analysis Will standardized editing and coding procedures be used? How will the data be categorized? What statistical software will be used? What is the nature of the data? What questions need to be answered? How many variables are to be investigated simultaneously? Performance criteria for evaluation?

Basic Questions Type of Report Who will read the report? Are managerial recommendations requested? How many presentations are required? What will be the format of the written report?

Basic Questions Overall Evaluation How much will the study cost? Is the time frame acceptable? Is outside help needed? Will this research design attain the stated research objectives? When should the research be scheduled to begin?

Anticipating Outcomes Dummy tables Representations of the actual tables that will be in the findings section of the final report; used to gain a better understanding of what the actual outcomes of the research will be.

Research Design

Research Design: Definition A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.

Components of a Research Design Define the information needed Design the exploratory, descriptive, and/or causal phases of the research Specify the measurement and scaling procedures Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection Specify the sampling process and sample size Develop a plan of data analysis

A Classification Research Designs Research Design Conclusive Research Design

Exploratory Research Design

Descriptive Research CrossSectional Design Single CrossSectional Design

Causal Research

Longitudinal Design

Multiple CrossSectional Design

Exploratory & Conclusive Research Differences Exploratory

Conclusive

Objective:

To provide insights and understanding.

To test specific hypotheses and examine relationships.

Characteristics:

Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and nonrepresentative. Analysis of primary data is qualitative.

Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative.

Findings/ Results: Outcome:

Tentative.

Conclusive.

Findings used as input into Generally followed by further decision making. exploratory or conclusive

A Comparison of Basic Research Designs Exploratory

Descriptive

Objective:

Discovery of ideas and insights

Characteristics:

Marked by the prior Flexible, versatile formulation of Manipulation of specific hypotheses one or more independent Preplanned and variables Often the front structured design end of total Control of research design other Secondary data: mediating Expert surveys quantitative analysis variables Pilot surveys Surveys Secondary data: Panels Experiments qualitative Observation and analysis other data

Methods:

Describe market characteristics or functions

Causal Determine cause and effect relationships

Uses of Exploratory Research Formulate a problem or define a problem more precisely Identify alternative courses of action Develop hypotheses Isolate key variables and relationships for further examination Gain insights for developing an approach to the problem Establish priorities for further research

Methods of Exploratory Research Survey of experts Pilot surveys Secondary data analyzed in a qualitative way Qualitative research

Use of Descriptive Research To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas. To estimate the percentage of units in a specified population exhibiting a certain behavior. To determine the perceptions of product characteristics. To determine the degree to which marketing variables are associated. To make specific predictions.

Methods of Descriptive Research Secondary data analyzed in a quantitative as opposed to a qualitative manner Surveys Panels Observational and other data

Exploratory Research Design: Secondary Data

Primary Vs. Secondary Data

Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process (Chapter 1). Secondary data are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.

A Comparison of Primary & Secondary Data Table 4.1 Primary Data Collection problems Collection easy Collection low Collection

Secondary Data

purpose For the problem at hand For other process Very involved

Rapid &

cost

High

Relatively

time

Long

Short

Uses of Secondary Data Identify the problem Better define the problem Develop an approach to the problem Formulate an appropriate research design (for example, by identifying the key variables) Answer certain research questions and test some hypotheses Interpret primary data more insightfully

Criteria for Evaluating Secondary Data Specifications: Methodology Used to Collect the Data Error: Accuracy of the Data Currency: When the Data Were Collected Objective(s): The Purpose for Which the Data Were Collected Nature: The Content of the Data Dependability: Overall, How Dependable Are the Data

Criteria for Evaluating Secondary Data Table 4.2 Criteria Remarks

Issues

Specifications Data collection method, response rate, quality & & Methodology analysis of data, sampling technique & size, questionnaire design, fieldwork. Examine errors in approach, Error & research design, sampling, data Accuracy collection & analysis, & reporting. Currency Time lag between collection & publication, frequency of Objective updates. Why were the data collected? Nature

Data should be reliable, valid, & generalizable to the problem. Assess accuracy by comparing data from different sources.

Census data are updated by syndicated firms. The objective determines the relevance of data. Definition of key variables, units Reconfigure the data to increase their Dependability of measurement, categories used, usefulness. relationships examined.

A Classification of Secondary Data Fig. 4.1

Secondary Data

Internal

Ready to Use

Requires Further Processin g

External

Published Materials

Computerize d Databases

Syndicate d Services

Internal Secondary Data Department Store Project Sales were analyzed to obtain: Sales by product line Sales by major department (e.g., men's wear, house wares) Sales by specific stores Sales by geographical region Sales by cash versus credit purchases Sales in specific time periods Sales by size of purchase Sales trends in many of these classifications were also examined

Type of Individual/Household Level Data Available from Syndicated Firms I. Demographic Data - Identification (name, address, email, telephone) - Sex - Marital status - Names of family members - Age (including ages of family members) - Income - Occupation - Number of children present - Home ownership - Length of residence

Type of Individual/Household Level Data Available from Syndicated Firms II.

Psychographic Lifestyle Data - Interest in golf - Interest in snow skiing - Interest in book reading - Interest in running - Interest in bicycling - Interest in pets - Interest in fishing - Interest in electronics - Interest in cable television

There are also firms such as Dun & Bradstreet and American Business Information which collect demographic data on businesses.

Published Secondary Sources Fig. 4.2 Published Secondary Data

Government Sources

General Business Sources Guides

Directories

Indexes

Statistical Data

Census Data

Other Governmen t Publications

Computerized Databases Fig. 4.3 Computerized Databases

Online

Bibliographic Databases

Numeric Database s

Internet

Full-Text Database s

Off-Line

Directory Databases

SpecialPurpose Database s

Published External Secondary Sources Guides An excellent source of standard or recurring information Helpful in identifying other important sources of directories, trade associations, and trade publications One of the first sources a researcher should consult Directories Helpful for identifying individuals or organizations that collect specific data Examples: Consultants and Consulting Organizations Directory, Encyclopedia of Associations, FINDEX: The Directory of Market Research Reports, Studies and Surveys, and Research Services Directory Indices Helpful in locating information on a particular topic in several different publications

Classification of Computerized Databases Bibliographic databases are composed of citations to articles Numeric databases contain numerical and statistical information Full-text databases contain the complete text of the source documents comprising the database Directory databases provide information on individuals, organizations, and services Special-purpose databases provide specialized information

Syndicated Services Companies that collect and sell common pools of data of known commercial value designed to serve a number of clients Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions) Household/consumer data may be obtained from surveys, diary panels, or electronic scanner services Institutional data may be obtained from retailers, wholesalers, or industrial firms

A Classification of Syndicated Services Fig. 4.4

Households/ Consumers

Unit of Measureme nt

Institution s

Syndicated Services: Consumers Fig. 4.4 cont.

Households / Consumers

Panels

Purchase

Psychograph ic & Lifestyles

Media Volume Tracking Data

Surveys

General

Electronic scanner services

Advertising Evaluation

Scanner Panels

Scanner Panels with Cable TV

Syndicated Services: Institutions Fig. 4.4 cont. Institutions

Retailers

Wholesaler s

Industrial firms

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Overview of Syndicated Services Table 4.3 Type

Characteristics

Advantages

Disadvantages

Uses

Surveys

Surveys conductedat regular intervals

Most flexible wayof obtainingdata; information on underlyingmotives

Interviewer errors; respondent errors

Purchase Panels

Households provide specific information regularlyover an extendedperiodof time; respondent askedto record specific behaviors as theyoccur

Recordedpurchase behavior canbe linkedto the demographic/ psychographic characteristics

Lackof representativeness; response bias; maturation

Media Panels

Electronic devices automatically recordingbehavior, supplementedbya diary

Same as purchase panel

Same as purchase panel

Market segmentation, advertisingtheme selectionand advertising effectiveness Forecastingsales, market share and trends; establishing consumer profiles, brandloyaltyand switching; evaluating test markets, advertising, and distribution Establishing advertisingrates; selectingmedia programor air time; establishingviewer profiles

Services Table 4.3 cont.Diary Panels Scanner panels of Scanner with Cable TV

Audit services

Data reflect actual Data may not be households that purchases; sample representative; quality subscribe to cable TV control; ability to link of data limited panel data to household characteristics

Promotional mix analyses, copy testing, new product testing, positioning

Verification of product movement by examining physical records or performing inventory analysis

Measurement of consumer sales and market share, competitive activity, analyzing distribution patterns: tracking of new products Determining market potential by geographic area, defining sales territories, allocating advertising budget

Relatively precise information at the retail and wholesale levels

Industrial Product Data banks on Important source of Syndicated Services industrial information on establishments created industrial firms, through direct inquiriesparticularly useful in of companies, clipping initial phases of the services, and corporate projects reports

Coverage may be incomplete; matching of data on competitive activity may be difficult

Data are lacking in terms of content, quantity, and quality

Single-Source Data Single-source data provide integrated information on household variables, including media consumption and purchases, and marketing variables, such as product sales, price, advertising, promotion, and in-store marketing effort Recruit a test panel of households and meter each home's TV sets Survey households periodically on what they read Grocery purchases are tracked by UPC scanners Track retail data, such as sales, advertising, and promotion

Exploratory Research Design: Qualitative Research

A Classification of Research Data Marketing Research Data

Secondary Data

Primary Data

Qualitative Data Descriptive Survey Data

Observational and Other

Quantitative Data Causal Experiment al Data

Qualitative Vs. Quantitative Research Qualitative Research Quantitative Research Objective

To gain a qualitative To quantify the data and generalize the results understanding of the underlying reasons and from the sample to the population of interest motivations

Sample

Small number of nonrepresentative cases

Large number of representative cases

Data Collection

Unstructured

Structured

Non-statistical

Statistical

Develop an initial understanding

Recommend a final course of action

Data Analysis Outcome

A Classification of Qualitative Research Procedures Qualitative Research Procedures

Direct (Nondisguised)

Focus Groups

Associatio n Technique

Depth Interviews

Completio n Technique

Indirect (Disguised) Projective Techniques

Construction Techniques

Expressive Technique s

Characteristics of Focus Groups Group Size Group Composition respondents, Physical Setting Time Duration

8-12 Homogeneous, prescreened Relaxed, informal atmosphere 1-3 hours

Recording videotapes

Use of audiocassettes and

Moderator and

Observational, interpersonal, communication skills of the moderator

Key Qualifications of Focus Group Moderators 1. Kindness with firmness: The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction. 2. Permissiveness: The moderator must be permissive yet alert to signs that the group’s cordiality or purpose is disintegrating. 3. Involvement: The moderator must encourage and stimulate intense personal involvement. 4. Incomplete understanding: The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding.

Key Qualifications of Focus Group Moderators, cont. 5. Encouragement: The moderator must encourage unresponsive members to participate. 6. Flexibility: The moderator must be able to improvise and alter the planned outline amid the distractions of the group process. 7. Sensitivity: The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level.

Procedure for Planning and Conducting Focus Groups Determine the Objectives and Define the Problem Specify the Objectives of Qualitative Research State the Objectives/Questions to be Answered by Focus Groups Write a Screening Questionnaire Develop a Moderator’s Outline Conduct the Focus Group Interviews Review Tapes and Analyze the Data Summarize the Findings and Plan Follow-Up Research or Action

Variations in Focus Groups Two-way focus group. This allows one target group to listen to and learn from a related group. For example, a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired. Dual-moderator group. A focus group conducted by two moderators: One moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed. Dueling-moderator group. There are two moderators, but they deliberately take opposite positions on the issues to be discussed.

Variations in Focus Groups Respondent-moderator group. The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics. Client-participant groups. Client personnel are identified and made part of the discussion group. Mini groups. These groups consist of a moderator and only 4 or 5 respondents. Tele-session groups. Focus group sessions by phone using the conference call technique. Online Focus groups. Focus groups conducted online over the Internet.

Advantages of Focus Groups 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Synergism Snowballing Stimulation Security Spontaneity Serendipity Specialization Scientific scrutiny Structure Speed

Disadvantages of Focus Groups 1. Misuse 2. Misjudge 3. Moderation 4. Messy 5. Misrepresentation

Online Versus Traditional Focus Groups Characteristic

Online Focus Groups

Traditional Focus Groups

Group size

4-6

8-12

Group composition

Anywhere in the world

Drawn from the local area

Time duration

1-1.5 hours

1-3 hours

Physical setting researcher

Researcher has little control

Under the control of the

Respondent identity

Difficult to verify

Can be easily verified

Respondent attentiveness other tasks Attentiveness can be monitored

Respondents can engage in

Online Versus Traditional Focus Groups . Respondent recruiting traditional means

Group dynamics

Easier. Can be recruited online, e-mail,

Recruited by

panel, or by traditional means

(telephone, mail, mail panel)

Limited

Synergistic, snowballing (bandwagon) effect

Openness of respondentsRespondents are more candid except for due to lack of face-to-face contact

Respondents are candid, sensitive topics

Nonverbal communication observed Body language and emotions by using symbols observed

Body language cannot be Emotions expressed

Use of physical stimuli (products, demonstrations, etc.)

Limited to those that can be displayed A variety of stimuli on the Internet advertising can be used

Online Versus Traditional Focus Groups Transcripts expensive to

Available immediately

Time consuming and obtain

Observers’ communication Observers can communicate with the Observers can manually send notes with moderator the moderator on a split-screen to the focus group room

Unique moderator skills Typing, computer usage, familiarity Observational with chat room slang

Turnaround time

Can be set up and completed in a few days

Takes many days for setup and completion

Client travel costs

None

Can be expensive

Basic focus group costs

Much less expensive

More expensive: facility rental, food, taping,

transcript preparation

Advantages of Online Focus Groups Geographical constraints are removed and time constraints are lessened. Unique opportunity to re-contact group participants at a later date. Can recruit people not interested in traditional focus groups: doctors, lawyers, etc. Moderators can carry on side conversations with individual respondents. There is no travel, videotaping, or facilities to arrange so the cost is much lower.

Disadvantages of Online Focus Groups Only people that have access to the Internet can participate. Verifying that a respondent is a member of a target group is difficult. There is lack of general control over the respondent's environment. Only audio and visual stimuli can be tested. Products can not be touched (e.g., clothing) or smelled (e.g., perfumes).

Depth Interview Techniques:

Laddering In laddering, the line of questioning proceeds from product characteristics to user characteristics. This technique allows the researcher to tap into the consumer's network of meanings. Wide body aircrafts (product characteristic) I can get more work done I accomplish more I feel good about myself(user characteristic) Advertising theme: You will feel good about yourself when flying our airline. “You're The Boss.”

Depth Interview Techniques: Hidden Issue Questioning In hidden issue questioning, the focus is not on socially shared values but rather on personal “sore spots;” not on general lifestyles but on deeply felt personal concerns. fantasies, work lives, and social lives historic, elite, “masculine-camaraderie,” competitive activities Advertising theme: communicate aggressiveness, high status, and competitive heritage of the airline.

Depth Interview Techniques: Symbolic Analysis Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites. The logical opposites of a product that are investigated are: non-usage of the product, attributes of an imaginary “non-product,” and opposite types of products. “What would it be like if you could no longer use airplanes?” “Without planes, I would have to rely on letters and long- distance calls.” Airlines sell to the managers face-to-face communication. Advertising theme: The airline will do the same thing for a manager as Federal Express does for a package.

Focus Groups Versus Depth Interviews Table 5.4

Focus Groups Group synergy and dynamics +

Characteristic

Depth Interviews -

Peer pressure/group influence

-

+

Client involvement

+

-

Generation of innovative ideas +

-

In-depth probing of individuals

-

+

Uncovering hidden motives

-

+

Discussion of sensitive topics

-

+

Focus Groups Versus Depth Interviews Table 5.4, cont.

Characteristic Interviewing competitors Interviewing professional respondents Scheduling of respondents Amount of information

Focus Depth Groups Interviews + -

+

-

+

+

-

+

-

Bias in moderation and + interpretation Note: + indicates a relative advantage over the Cost perA respondent other procedure, a - indicates a relative

Definition of Projective Techniques An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes or feelings regarding the issues of concern. In projective techniques, respondents are asked to interpret the behavior of others. In interpreting the behavior of others, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation.

Word Association In word association, respondents are presented with a list of words, one at a time, and asked to respond to each with the first word that comes to mind. The words of interest, called test words, are interspersed throughout the list which also contains some neutral, or filler words to disguise the purpose of the study. Responses are analyzed by calculating: (1) the frequency with which any word is given as a response; (2) the amount of time that elapses before a response is given; and (3) the number of respondents who do not respond at all to a test word within a reasonable period of time.

Word Association EXAMPLE STIMULUS washday fresh pure scrub filth bubbles and water family towels

MRS. M MRS. C everyday ironing and sweet clean air soiled don't; husband does clean this neighborhood dirt bath soap squabbles dirty

children wash

Completion Techniques In sentence completion, respondents are given incomplete sentences and asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind. A person who shops at Sears is ______________________ A person who receives a gift certificate good for Sak's Fifth Avenue would be __________________________________ J. C. Penney is most liked by _________________________ When I think of shopping in a department store, I ________ A variation of sentence completion is paragraph completion, in which the respondent completes a paragraph beginning with the stimulus phrase.

Completion Techniques In story completion, respondents are given part of a story – enough to direct attention to a particular topic but not to hint at the ending. They are required to give the conclusion in their own words.

Construction Techniques With a picture response, the respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondent's interpretation of the pictures gives indications of that individual's personality. In cartoon tests, cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character. Cartoon tests are simpler to administer and analyze than picture response techniques.

A Cartoon Test Figure 5.4

Sears

Let’s see if we can pick up some house wares at Sears.

Expressive Techniques In expressive techniques, respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation. Role playing Respondents are asked to play the role or assume the behavior of someone else. Third-person technique The respondent is presented with a verbal or visual situation and the respondent is asked to relate the beliefs and attitudes of a third person rather than directly expressing personal beliefs and attitudes. This third person may be a friend, neighbor, colleague, or a “typical” person.

Advantages of Projective Techniques They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study. Helpful when the issues to be addressed are personal, sensitive, or subject to strong social norms. Helpful when underlying motivations, beliefs, and attitudes are operating at a subconscious level.

Disadvantages of Projective Techniques Suffer from many of the disadvantages of unstructured direct techniques, but to a greater extent. Require highly-trained interviewers. Skilled interpreters are also required to analyze the responses. There is a serious risk of interpretation bias. They tend to be expensive. May require respondents to engage in unusual behavior.

Guidelines for Using Projective Techniques Projective techniques should be used because the required information cannot be accurately obtained by direct methods. Projective techniques should be used for exploratory research to gain initial insights and understanding. Given their complexity, projective techniques should not be used naively.

Comparison of Focus Groups, Depth Interviews, and Projective Techniques

Table 5.5

Criteria

Focus Groups

1. Degree of Structure 2. Probing of individual respondents 3. Moderator bias 4. Interpretation bias 5. Uncovering subconscious information 6. Discovering innovative information 7. Obtaining sensitive information 8. Involve unusual behavior or questioning

9. Overall usefulness

Relatively high Low Relatively medium Relatively low Low

Depth Interviews Relatively medium High Relatively high

Projective Techniques Relatively low Medium Low to high Relatively high High

Relatively medium Medium to high Low

High High Low

Medium Yes

No Medium Highly useful To a limited extent

Somewhat useful

Analysis of Qualitative Data 1)Data reduction – Select which aspects of the data are to be emphasized, minimized, or set aside for the project at hand. 2)Data display – Develop a visual interpretation of the data with the use of such tools as a diagram, chart, or matrix. The display helps to illuminate patterns and interrelationships in the data. 3)Conclusion drawing and verification – Considers the meaning of analyzed data and assess its implications for the research question at hand.

Ethical Issues Ethical issues related to the respondents and the general public are of primary concern. Disguise can violate the respondents' right to know and result in psychological harm. In debriefing sessions, respondents should be informed about the true purpose and given opportunities to ask questions. The use of qualitative research results for questionable purposes raises ethical concerns

Ethical Issues Deceptive procedures that violate respondents’ right to privacy and informed consent should be avoided Video- or audio-taping the respondents without their prior knowledge or consent raises ethical concerns. The comfort level of the respondents should be addressed.