Marketing research 181
Gordon and Langmaid (1988) – where they say
that qualitative research is used optimally in
situations which will increase understanding,
expand knowledge, clarify use, generate
hypotheses, identify a range of behaviours,
explore/explain motivations and attitudes,
highlight distinct behavioural groups, and pro-
vide an input into future research. Qualitative
research may also be used for basic exploratory
studies, new product development, creative
development, diagnostic studies and tactical
research projects.
The three main techniques are: group
discussions, individual depth interviews and
projective techniques.
Group discussions
The driving force of this research tool is the
dynamic interaction of the members of the
group. Group discussions usually last between
one and three hours, and employ between six
and twelve respondents. Carson et al. (2001) say
that group discussions may be used for:
1 Interpreting quantitative results obtained
previously.
2 Stimulating new ideas and product concepts.
3 Searching for the potential for problems with
new programmes, services or products.
4 Generating impressions of products,
programmes, services, institutions or other
interests.
5 Learning how respondents talk and construct
their own understanding of the situation of
interest.
Gordon and Langmaid (1988) report that group
discussions may be inappropriate under the
following circumstances:
(a) in intimate/personal situations;
(b) where there are strong pressures to conform
to social norms – peer pressure;
(c) where detailed case histories are required;
(d) where the group is likely to be too
heterogeneous with respect to the
idea/product etc. of interest for a meaningful
discussion to be able to take place;
(e) where ‘complex psychosocial issues’ are
involved;
(f) where it is difficult to assemble the required
sample, e.g. where people are physically
widely scattered.Relaxing, pleasant surroundings are conducive
to a free flow of ideas and help to reduce
respondents’ anxiety. The chair of the discus-
sion (moderator), usually a key member of the
research team which has set up the exercise and
who will be pivotal in its analysis, should
rapidly establish an easygoing but workman-
like rapport with all the respondents.
As group discussions can generate huge
amounts of data, which will need lengthy, and
consequently expensive, analysis, it is vital that
they are carefully planned and administered.
Malhotra (1999) gives the following guide
for planning and conducting a group
discussion:1 Set the objectives of the research programme
and problem definition.
2 Specify the objectives for the qualitative
research.
3 State the objectives to be answered by the
group discussion.
4 Write a screening questionnaire to exclude
group members who do not fulfil the research
requirements.
5 Develop a moderator’s outline.
6 Conduct group discussion.
7 Analyse the data.
8 Summarize findings and plan follow-up research
or action.Developing the moderator’s outline is a very
important step, and will involve detailed
debate between the client, the research team
and the moderator. This guide will ensure that
all the required areas of interest are covered. It
will also go some way to improve the reliability
of the research method, a problem which may
occur if more than one moderator is going to be
involved with the project.