Broadly speaking a market
research programme arises from the need to address a business issue or business
objective. Based on a briefing from end-users, the researcher prepares a
research proposal outlining the business objectives, research objectives, and
the recommended research programme inclusive of cost estimates. The dual set of
objectives need to be clearly articulated and understood at the onset, and
should form the basis for the design, analysis and interpretation of the study.
The proposal typically undergoes a number of refinements to align it with the
needs of the business, before sign-off. The research commences once the
proposal has been signed-off.
A qual research programme comprises the following
steps:
- Sample design
- Discussion guide
- Data collection
- Analysis and presentation
Sample Design
The sample design is subject to
methodology — in-person or online; interviews, groups or observations. The
design essentially stipulates who to interview (target respondent), and how many
to interview (sample size).
Respondents are recruited based on their inclination to
participate and engage in the discussion. For instance, in advertising development
studies it is preferable to recruit participants who are receptive to advertising,
as opposed to those who are not. There is usually no point in discussing adcepts with
individuals who are disengaged.
To maintain effective group dynamics, participants are
separated according to age and social backgrounds. Grouping criteria may be
based on behaviour, demographics or psychographics, for instance product users/non-users
or male/female. This allows differences in opinions to emerge clearly rather
than be clouded within a mixed group.
Discussion Guide
The discussion guide is
qual’s equivalent of a questionnaire. It serves as a checklist of the topics
and issues that are to be covered, and the techniques that the moderator might
employ during the course of the discussion. It provides the framework to ask
and probe, and to train the moderator to think through the most effective
procedures and techniques to employ, and the appropriate wording and phrasing
of discussion topics. The preparation also enables the moderator to decide how she
feels about the subject and sort out any biases. Pre-testing or rehearsing the
interview helps to refine the guide and prepare the moderator.
Regarding the structure and sequence of the
discussion, the moderator needs to carefully consider how and when to
introduce stimulus materials, rotate materials and deploy techniques. Sequence
is particularly important since what transpires earlier often has an influence
on what comes later in the discussion.
The moderator needs to determine how to introduce
topics and stimuli, decide on the mode of questioning, prepare appropriate
prompts and probes, and anticipate possible responses. The choice of language,
words and phrases must remain impartial; the objective is to research, not to advocate.
For in-person group discussions, the researcher
should give attention to the ambience. In addition to comfort and convenience,
careful consideration should be given to the profile of the participants, the
topics of discussion, and the feelings or the emotions that the set up at the
research facility might help to induce.
In quant once the questionnaire is released into
field there is little scope for flexibility. Qual on the other hand is fluid;
moderators have the flexibility to adapt and improvise during the course of
group discussions. This is likely to occur more during the opening sessions,
when the moderator gets her first taste of interaction with real participants.
Should the discussion delve into unanticipated territory, it is a good practice
to go with the flow as long as it remains relevant. Moderators reflect on their
experiences during the opening night, and if required, alter/amend the
discussion guide for subsequent groups.