Qualitative research - main features:

• using as data source individual respondents, or small groups;


• recruitment according to targeted criteria; basing on a narrow research issue;


• focus on recognition, describing and explaining diverse phenomena, and not their frequency; low statistical value; avoiding generalization;


• use of non-standardized guide / scenario; flexibility of discussion / interview; importance of individual observation;


• exploring the truth, revealing convictions, stereotypes, emotions, associations etc.;


• lack of standardized method of analysis and interpretation of the results; basing on experience and knowledge of the researcher;


• important stage of identifying and diagnosing phenomena; base for quantitative research.

The most popular qualitative methods:

• Focus Group Interview (FGI) – discussion of a group of people (6 – 10), fulfilling the requirements of the study, conducted by an experienced moderator in order to achieve the aims of the study. The scenario, previously agreed with the client, is the research tool for the discussion. The results of the study are the effect of respondents’ opinions and their reciprocal influence (group dynamics). Stimulation of participants and possibility to openly express opinions and emotions are achieved through various techniques (brand associations, photo associations, picture finishing, collage, concepts’ presentation etc.). FGI is usually conducted in special studio for qualitative research, can be observed by the client through the one-way mirror, lasts around 1,5 – 2 hours and is audio / video recorded. The transcripts prepared afterwards are the base for analysis and preparing detailed report with quotations.


• In Depth Interviews (IDI) - one-on-one conversation of moderator with a respondent, guided by scenario previously agreed with the client. The questions are explorative, the order and way of posing depend on the moderator. Respondent has possibility to fully express his/her feelings, convictions and to explain motives of behavior. Moreover, the atmosphere of understanding and confidentiality guaranteed by IDI, makes possible exploring personal, intimate or controversial topics. Interviews may be conducted in one’s home, at work or in special studio for qualitative research. IDI may be audio / video recorded or observed by the client through the one-way mirror (if conducted in the studio). Transcripts are the base for preparing detailed report.


• Participant (active) Observation – registration of real behavior of people (consumers, buyers, client service personnel, vendors etc.) in natural situations in order to understand them (e.g. observation and participation in everyday activities, shopping, housework, laundry, cleaning, utensils usage etc.). Researcher – observer establishes rapport with people subjected to study, actively participates in observed situations, provokes certain actions and reactions and poses questions which helps to understand the phenomena. The people observed are not aware of real intentions and role of the researcher, who only takes the certain pose in order to see and interpret behavior of people subjected to research. This methodology is often used in “mystery shopping” studies; when researcher pretends to be the potential client in order to test the quality of service in certain sale outlet or servicing station. Participant observation is lead with usage of observational sheet, may be audio / video recorded or photographed.
  

• Dyad – interview conducted concurrently with two respondents;


• homogeneous dyad – aims at exploring the phenomenon through the interaction between two people. This technique is used to get to know e.g. decision-making process common for two people (e.g. buying a car by married couple).


• heterogeneous dyad – aims at confronting opposite opinions or convictions of two respondents (e.g. advocates of competitive brands or political parties). This technique makes participants eager to vindicate their opinions and provides a very rich material.


• Triad – interview conducted concurrently with three respondents; mix of dyad and FGI. Apart from confrontation characteristic for dyad, this technique is based on mechanism typical for group processes (group dynamics).

Ethnographic research:

• Home Visits (HV) – in-depth interview in respondent’s home (enriched with presentation of usage of certain product, usually the one daily used by respondent). This method uncovers consumers’ habits in natural (“homely”) situation, opinions and still unsatisfied needs.


• Specialist ethnographic study - longer in-depth interview conducted by experienced ethnographer combined with observation. The benefit of this technique is the usage of audio / video recording of activities performed by respondent, which gives detailed information for researcher and is the base for thorough analysis for the client.


• A few days’ (1-3 days) ethnographic research – “inhabiting” (spending time) of the researcher with respondents (family) – “ethnographic marketing”. The main idea of this method is the lack of scenario (visible for respondent), researcher becoming similar to respondents and participating in all everyday activities of family members (participant observation). In effect the barrier researcher – respondent is minimized (problem of FGI and IDI) and the information obtained (enriched with photos or audio / video recording) is the source of unique and detailed material. In order to systematize the observations, the researcher may conduct at the end so-called “natural FGI” - group discussion in respondents’ home summarizing the results of the study.


• Research engaging the respondent / task research – before the beginning of the study respondent is given a task which would illustrate his/her opinion on certain issue. The method is standardized and the topic precisely defined by researcher. The techniques used in such studies are e.g.: photographic documentation / film documentation done by respondent, collages, diaries. Thanks to such materials the researcher approaching the study is given the unique data and base for analysis. The next phase of the research may be classical ethnographic research or natural FGI, probing the research issue.