Mr course module 03
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The document provides an overview of lessons from a short course on market research, including qualitative research methods and analysing qualitative data. It discusses topics such as what qualitative research involves, how to design qualitative studies, different qualitative techniques like focus groups and depth interviews, analysing qualitative data through coding and identifying themes, and ensuring the validity of qualitative findings. The document aims to help researchers understand and apply key qualitative research methods and analysis techniques.
![Raw Data
Q. What did you take into account when you decided to buy this new
technology?
What did we... we looked at cost, we looked at reliability and we sort of, we
compared a few different types, talked to some people that had them.
Q. When you say you talked to some people who were they?
Some dental colleagues. There's a couple of internet sites that we talked to
some people... people had tried out some that didn't work very well.
Q. So in terms of materials either preventive materials or restorative materials;
what do you take in account when you decide which one to adopt?
Well, that's a good question. I don't know. I suppose we [laughs] look at
reliability. I suppose I've been looking at literature involved in it so I quite like
my own little research about that, because I don't really trust the research that
comes with the product and once again what other dentists are using and what
they've been using and they're happy with. I'm finding the internet, some of
those internet forums are actually quite good for new products.](https://image.slidesharecdn.com/mrcoursemodule03-140709045115-phpapp01/85/Mr-course-module-03-28-320.jpg)
![Discourse Analysis
Q. What did you take into account when you decided to
buy this new technology?
What did we... we looked at cost, we looked at reliability
and we sort of, we compared a few different types,
talked to some people that had them.
Q. When you say you talked to some people who were
they?
Some dental colleagues. There's a couple of internet
sites that we talked to some people... people had tried
out some that didn't work very well.
Q. So in terms of materials either preventive materials or
restorative materials; what do you take in account when
you decide which one to adopt?
Well, that's a good question. I don't know. I suppose we
[laughs] look at reliability. I suppose I've been looking at
literature involved in it so I quite like my own little
research about that, because I don't really trust the
research that comes with the product and once again
what other dentists are using and what they've been
using and they're happy with. I'm finding the internet,
some of those internet forums are actually quite good
for new products.
DA - Footing
The role the dentist is filling?
Somebody who is not confident,
and who is doubtful about the
sources available to him/her.
DA – Repetition
Reliability & “Internet sites”
DA – Evaluative terms
I quite like my own little research
I don’t really trust the research that
comes with the product
Some of those internet forums are
actually quite good for new
products](https://image.slidesharecdn.com/mrcoursemodule03-140709045115-phpapp01/85/Mr-course-module-03-29-320.jpg)
![DA Thoughts
Q. What did you take into account when you decided to
buy this new technology?
What did we... we looked at cost, we looked at reliability
and we sort of, we compared a few different types,
talked to some people that had them.
Q. When you say you talked to some people who were
they?
Some dental colleagues. There's a couple of internet
sites that we talked to some people... people had tried
out some that didn't work very well.
Q. So in terms of materials either preventive materials or
restorative materials; what do you take in account when
you decide which one to adopt?
Well, that's a good question. I don't know. I suppose we
[laughs] look at reliability. I suppose I've been looking at
literature involved in it so I quite like my own little
research about that, because I don't really trust the
research that comes with the product and once again
what other dentists are using and what they've been
using and they're happy with. I'm finding the internet,
some of those internet forums are actually quite good
for new products.
The story?
The dentist lacks confidence,
he/she mentions cost, but comes
back to the topic of reliability.
He/she distrusts the research from
the manufacturers, so tries to do
his/her own research, by
connecting with people who have
used the new products, via internet
forums](https://image.slidesharecdn.com/mrcoursemodule03-140709045115-phpapp01/85/Mr-course-module-03-30-320.jpg)
Mr course module 03
- 1. A short course in Market Research with Ray Poynter (English language) Lesson 3 Thursday, 10 July • Ch. 4, Qualitative Research • Ch. 10, Analysing Qualitative Data @RayPoynter ray.poynter@thefutureplace.com
- 2. Dates and Modules Thu 3 July Introduction The context for market research Communicating results Tue 8 July Quantitative research Writing questionnaires Thu 10 July Qualitative research Analysing qualitative data Tue 15 July Major applications of research Mobile market research Thu 17 July Emerging research methods Communities Social media research Tue 22 July Fri 25 July How to analyse quantitative data Quantitative analysis techniques Pricing research Thu 24 July B2B (business to business) International research Political polling Tue 29 July Research ethics, Guidelines and laws Current areas of sensitivity Questions from new researchers
- 4. What is Qualitative Research? The essence of qualitative research is “Why?” Why do people: – Say what they say? – Do what they do? – Believe what they believe? It is about meaning, rather than quantification
- 5. Can We Believe What People Say? • Not necessarily – Which is one reason we have qualitative research • Good qual does not report what people say – It interprets what they mean – And, the reasons they believe what they believe – And, why they say what they say • Tools include – Body language, analysis of language, and indirect questioning
- 6. What is the key to Qual Sampling? Participants who are representative of types of people – We are not looking for a mathematical match to the population – Usually we want people who are typical of their ‘type’ or group – E.g. 2 groups of housewives, 2 groups of married women who work, 2 groups of single working women (In say Chiba and Osaka) Good recruitment is very important to good qual
- 7. Can Qual be Conducted Online? Yes, but, most qual research is still face-to-face – Especially focus groups – With perhaps 1% - 10% of focus groups being completed online The most interesting areas of online are NOT replacement qual, they are: – Smartphone ethnography – Forums and discussions – MROCs
- 8. Focus Groups or Depths? Focus Groups – Where interaction is good – Where members SHOULD influence each other – To tap into experiences – Example: problems with drying clothes on wet and humid days Depth Interviews – Individual stories – Where the differences are important – Or where things are sensitive – Example: How did people get into debt
- 9. Qual then Quant? Or, Quant then Qual No correct answer! But it gets easier to decide with experience. If you do qual first you will ask better quant questions – But you might want more qual to interpret the answers If you do quant first you will know which groups to talk to – But you might want more quant to predict outcomes and estimate size
- 10. What is a Projective Technique? Which brand of breakfast cereal does this make you think of? Why? What sort of person would eat this meal? • Male or female? • Tall or short? • Young or old? • ? Avoids direct questions. People project their thoughts onto something else.
- 11. Projective Techniques If you were to stop this women whilst she was shopping and say: “We have a new type of toothpaste that keeps your teeth clean twice as long.” What do you think she would say? “We have a new type of toothpaste that keeps your teeth clean for twice as long.” • Is that a good idea? • Would you buy it? • What is the main benefit?
- 12. Discussion Guide The plan for what the moderator will do during a focus group or depth interview. Model 1 1 Warm up 2 Main section 3 Review Model 2 1 Ask “Who uses X?” 2 Ask “Why use X?” 3 Probe reasons for X 4 Ask “What else used?” 5 Ask “Why use others?” 6 Show new product 7 Ask “Who will buy?” 8 Count who buys 9 Ask “Why buy?”
- 13. What Business Needs Does Qual Answer? Quant: – How many use X? – Where do they use X? – If I change the price what will happen to sales? Qual: – Why do people use X? – Why do some people stay with X when the price goes up and some people switch? – What new ways could X be used in the future?
- 14. The Quiz • The quizzes are mostly to check the communication. • If the communication has been clear – Most students should score 100% or close to 100%. • If people do not score 100% – We will try to explain the material in a different way. • Take Quiz Part A (and then a short break)
- 15. Part B Any questions before we re-start?
- 18. The Stages of Analysis 1. During fieldwork, develop and test ideas 2. Organise the data 3. Categorise the data, e.g. into themes/ codes/ ideas/ concepts 4. Explore patterns 5. Look at segments for differences (e.g. users versus non-users, young versus old, etc) 6. Interpret the concepts, patterns and difference 7. Report the story you have made
- 19. Depth of Analysis • Top-down versus bottom up 1. From notes and memory, supporting it with the data 2. From the data, building up to make a picture • Formal theory (e.g. grounded theory or content analysis) versus informal approach • Code every item or sift for major themes/ patterns • Factors: Experience, style, familiarity with the topic, source of the information
- 20. Two Common Problems? 1. Reducing the data too much – A powerful story needs the customers’ voices to come through – It should not just be the researcher’s voice 2. Not reducing the data enough – Don’t just tell the client what people said – It has to be interpreted
- 21. Dealing with Subjectivity • Qualitative research is subjective • We need to recognise subjectivity as part of the process • We do NOT discover the story – We CREATE the story • The quality of the research is made of 1. Understanding what respondents have shared 2. Creation of a useful story (useful to the client)
- 22. What About Verbatim Responses from Surveys? Quant – Code the responses and then count them Qual – Analyse qualitatively – Ideally, conduct holistic analysis • Do NOT just look at lists of open-ended comments • Look at survey responses and the open-ended responses together – creating context
- 23. Specialist Approaches Content analysis – A systematic more quantitative approach Discourse analysis – Focuses on how people use language Semiotics – Analysis of signs and meaning, Ethnography – Spending time with people to deeply analyse their ‘lived experience’
- 24. Tools for Analysis • Paper, scissors, highlighter pens • Office software, e.g. Word and Excel • Software to help, e.g. Nvivo • Software for analysis, e.g. Leximancer For Online Qual Check to see if the platform has options for: • Tagging • Annotating • Grouping • Co-creation
- 25. The Validity of Qual The validity is based on whether it is useful – Not on whether it is ‘true’ in a science sense 2 key indicators – Coherence: does the story make sense? – Triangulation* Triangulation Taking other information into account: • Previous studies • Published information • Client knowledge
- 26. Questions And Then Quiz B
- 27. Feedback for the next lessons? • If you have feedback now, GREAT! • Or, – Email it to ray.poynter@thefutureplace.com
- 28. Raw Data Q. What did you take into account when you decided to buy this new technology? What did we... we looked at cost, we looked at reliability and we sort of, we compared a few different types, talked to some people that had them. Q. When you say you talked to some people who were they? Some dental colleagues. There's a couple of internet sites that we talked to some people... people had tried out some that didn't work very well. Q. So in terms of materials either preventive materials or restorative materials; what do you take in account when you decide which one to adopt? Well, that's a good question. I don't know. I suppose we [laughs] look at reliability. I suppose I've been looking at literature involved in it so I quite like my own little research about that, because I don't really trust the research that comes with the product and once again what other dentists are using and what they've been using and they're happy with. I'm finding the internet, some of those internet forums are actually quite good for new products.
- 29. Discourse Analysis Q. What did you take into account when you decided to buy this new technology? What did we... we looked at cost, we looked at reliability and we sort of, we compared a few different types, talked to some people that had them. Q. When you say you talked to some people who were they? Some dental colleagues. There's a couple of internet sites that we talked to some people... people had tried out some that didn't work very well. Q. So in terms of materials either preventive materials or restorative materials; what do you take in account when you decide which one to adopt? Well, that's a good question. I don't know. I suppose we [laughs] look at reliability. I suppose I've been looking at literature involved in it so I quite like my own little research about that, because I don't really trust the research that comes with the product and once again what other dentists are using and what they've been using and they're happy with. I'm finding the internet, some of those internet forums are actually quite good for new products. DA - Footing The role the dentist is filling? Somebody who is not confident, and who is doubtful about the sources available to him/her. DA – Repetition Reliability & “Internet sites” DA – Evaluative terms I quite like my own little research I don’t really trust the research that comes with the product Some of those internet forums are actually quite good for new products
- 30. DA Thoughts Q. What did you take into account when you decided to buy this new technology? What did we... we looked at cost, we looked at reliability and we sort of, we compared a few different types, talked to some people that had them. Q. When you say you talked to some people who were they? Some dental colleagues. There's a couple of internet sites that we talked to some people... people had tried out some that didn't work very well. Q. So in terms of materials either preventive materials or restorative materials; what do you take in account when you decide which one to adopt? Well, that's a good question. I don't know. I suppose we [laughs] look at reliability. I suppose I've been looking at literature involved in it so I quite like my own little research about that, because I don't really trust the research that comes with the product and once again what other dentists are using and what they've been using and they're happy with. I'm finding the internet, some of those internet forums are actually quite good for new products. The story? The dentist lacks confidence, he/she mentions cost, but comes back to the topic of reliability. He/she distrusts the research from the manufacturers, so tries to do his/her own research, by connecting with people who have used the new products, via internet forums