探索性研究设计：定性研究.pptx

Chapter Five Exploratory Research Design: Qualitative Research 第五章 探索性研究设计：定性研究 赵冬阳 讲师 西南财经大学 市场营销 博士生 E-mail: sunny_ Mobile:Teaching Objectives 教学目的 2011/2/12ZHAODongyang Panzhihua University2 n从目的、抽样、数据收集与分析，以及结果等方面解 释定性研究与定量研究的区别 n理解定性研究的各种形式（直接方法、间接方法） n详细描述专题组座谈，以其计划与执行、优缺点和应 用为重点 n详细描述深度访谈，指出他的优点、缺点以及应用 n详细解释影射法 Chapter Outline 章节提纲 2011/2/12ZHAODongyang Panzhihua University3 1)Overview 2)Primary Data: Qualitative Versus Quantitative Research 3)Rationale for Using Qualitative Research Procedures 4)A Classification of Qualitative Research Procedures 概要 原始数据：定性研究与 定量研究的对比 使用定性研究方法的理 由 定性研究程序的分类 Chapter Outline 2011/2/12ZHAODongyang Panzhihua University4 Focus Group (FG) Interviews Characteristics Planning and Conducting Focus Groups Telesessions and Other Variations Advantages and Disadvantages of Focus Groups Applications of Focus Groups Online Focus Group Interviews Advantages and Disadvantages of Online FGs Depth Interviews Characteristics Techniques Advantages and Disadvantages of Depth Interviews Applications of Depth Interviews 专题组座谈 特征 计划与执行 其他形式 优缺点 应用 深度访谈 特征 方法 优缺点 应用 Chapter Outline 2011/2/12ZHAODongyang Panzhihua University5 7) Projective Techniques i. Association Techniques ii. Completion Techniques a. Sentence Completion b. Story Completion iii. Construction Techniques a. Picture Response b. Cartoon Tests iv. Expressive Techniques a. Role Playing b. Third-Person Technique v. Advantages and Disadvantages of Projective Techniques vi. Applications of Projective Techniques Chapter Outline 2011/2/12ZHAODongyang Panzhihua University6 Analysis of Qualitative Data International Marketing Research Ethics in Marketing Research Summary A Classification of Marketing Research Data 营销研究数据的分类 2011/2/12ZHAODongyang Panzhihua University7 Survey Data 调查数据 Observational and Other Data 观察和其他数据 Experimental Data 实验数据 Qualitative Data 定性 Quantitative Data 定量数据 Descriptive 描述 Causal 因果 Marketing Research Data 营销研究数据 Secondary Data 二手数据 Primary Data 原始数据 Fig. 5.1 Qualitative Vs. Quantitative Research 定性研究与定量研究 2011/2/12ZHAODongyang Panzhihua University8 Qualitative Research 定性定性研究研究 To gain a qualitative understanding of the underlying reasons and motivations 提供关于潜在的原因与动机的 定性解释 Small number of non- representative cases 数量少的无代表性的样本 Unstructured 无结构 Non-statistical 非统计分析 Develop an initial understanding 提供最初的理解 Objective 目的目的 Sample 样本 Data Collection 数据收集 Data Analysis 数据分析 Outcome 结果 Quantitative Research 定量定量研究研究 To quantify the data and generalize the results from the sample to the population of interest 量化数据并用从样本得到的结果 推断目标总体 Large number of representative cases 大量的有代表性的样本 Structured 结构化 Statistical 统计分析 Recommend a final course of action 建议最终的行动方案 Table 5.1 A Classification of Qualitative Research Procedures 定性研究方法的分类 2011/2/12ZHAODongyang Panzhihua University9 Qualitative Research Procedures 定性研究方法 Direct (Non- disguised) 直接（非掩饰） Focus Groups 主题座谈组 Depth Interviews 深度访谈 Indirect (Disguised) 非直接（掩饰） Projective Techniques 影射法 Association Techniques 联想法 Completion Techniques 完成法 Construction Techniques 构建法 Expressive Techniques 表达法 Fig. 5.2 Characteristics of Focus Groups 2011/2/12ZHAODongyang Panzhihua University10 Group Size 8-12 Group Composition Homogeneous, respondents, prescreened Physical SettingRelaxed, informal atmosphere Time Duration1-3 hours RecordingUse of audiocassettes and videotapes ModeratorObservational, interpersonal, and communication skills of the moderator Characteristics of Focus Groups 专题座谈组的特征 2011/2/12ZHAODongyang Panzhihua University11 Items 项目Characteristics 特征 Group Size 小组规模8-12 Group Composition 小组组成 Homogeneous, respondents, prescreened 同质的、预先筛选的调查对 象 Physical Setting 物理环境 Relaxed, informal atmosphere 放松的、非正式的氛围 Time Duration 时间长 度 1-3 hours Recording 记录 Use of audiocassettes and videotapes 使用盒式录音磁带和录像带 Moderator 主持人Observational, interpersonal, and communication skills of the moderator 主持人的观察、互动和沟通技能 Table 5.2 Baltimore Research: Facility Overview. Source /marketing_research_facility.php?sPage=Facility 2011/2/12ZHAODongyang Panzhihua University12 Layout of focus group room and viewing room One-way mirror 2011/2/12ZHAODongyang Panzhihua University13 Source: /focusgs.htm Viewing room looking into the focus group room through one-way mirror 2011/2/12ZHAODongyang Panzhihua University14 Key Qualifications of Focus Group Moderators 对主体组主持人关键能力的要求 2011/2/12ZHAODongyang Panzhihua University15 1. Kindness with firmness: 和蔼但坚定 The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction. 2. Permissiveness: 宽容 The moderator must be permissive yet alert to signs that the groups cordiality热诚or purpose is disintegrating使瓦解. 3. Involvement: 参与 The moderator must encourage and stimulate intense personal involvement. 4. Incomplete understanding: 不完全理解 The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding Key Qualifications of Focus Group Moderators对主 体组主持人关键能力的要求 2011/2/12ZHAODongyang Panzhihua University16 5. Encouragement: 鼓励 The moderator must encourage unresponsive无反应 members to participate. 6. Flexibility: 灵活性 The moderator must be able to improvise and alter the planned outline amid the distractions of the group process. 7. Sensitivity:敏感性 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 计划与执行专题座谈组的程序 2011/2/12ZHAODongyang Panzhihua University17 Fig. 5.3 Determine the Objectives and Define the Problem Specify the Objectives of Qualitative Research Develop a Moderators Outline Conduct the Focus Group Interviews Review Tapes and Analyze the Data Summarize the Findings and Plan Follow-Up Research or Action State the Objectives/Questions to be Answered by Focus Groups Write a Screening Questionnaire Procedure for Planning and Conducting Focus Groups 计划与执行专题座谈组的程序 2011/2/12ZHAODongyang Panzhihua University18 确定营销研究 的目标并定义 问题 明确定性研究 的目标 陈述焦点小组 的目标/要回答 的问题 编写过滤问卷 起草主持人提 纲 进行焦点小组 访谈 重听磁带和分 析数据 总结结果及计 划追踪研究或 行动 Variations in Focus Groups 主题座谈组的其他形式 2011/2/12ZHAODongyang Panzhihua University19 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. 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. Two-way focus group. 双向专题组 There are two moderators, but they deliberately take opposite positions on the issues to be discussed. Dual-moderator group. 双主持人专题组 The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics. Dueling-moderator group. 主持人争辩小组 Respondent-moderator group. 调查对象与主持人小组 Variations in Focus Groups 主题座谈组的其他形式 2011/2/12ZHAODongyang Panzhihua University20 Client personnel are identified and made part of the discussion group. These groups consist of a moderator and only 4 or 5 respondents. Client-participant groups. 客户参与小组 Focus group sessions by phone using the conference call technique. Mini groups. 微型小组 Focus groups conducted online over the Internet. Telesession groups. 电话会议小组 Online focus groups. 在线焦点小组 百货商店项目：定性研究的目的 2011/2/12ZHAODongyang Panzhihua University21 确定家庭在选择商店时所考虑的相关因素（选择标准） 针对某一产品种类，确定消费者认为的竞争商店。 确定可能影响消费者光顾商店的心理特征。 确定与光顾商店相关的消费者选择行为的其他方面。 在百货商店的研究中，定性研究的目的描述如下： 例子 2011/2/12ZHAODongyang Panzhihua University22 Focus Group Discussion Guide 焦点小组座谈提纲 Advantages of Focus Groups 焦点小组的优势 2011/2/12ZHAODongyang Panzhihua University23 1. Synergism 2. Snowballing 3. Stimulation 4. Security 5. Spontaneity 6. Serendipity 7. Specialization 8. Scientific scrutiny 9. Structure 10. Speed 协同作用 滚雪球 刺激 安全 自发 意外 专业化 科学审视 结构化 速度 Disadvantages of Focus Groups 焦点小组的缺点（5M） 2011/2/12ZHAODongyang Panzhihua University24 Misuse Misjudge Moderation Messy Misrepresentation 误用 判断错误 主持技巧 混乱 不具代表性 Types of Depth Interview Techniques 深度访谈法的类型 2011/2/12ZHAODongyang Panzhihua University25 Depth Interview Techniques 深度访谈 Laddering 梯式提问 Hidden Issue Questioning 隐蔽式提问 Symbolic Analysis 象征意义分析 Depth Interview Techniques: Laddering 深度访谈方法：梯式提问 2011/2/12ZHAODongyang Panzhihua University26 Wide body aircrafts (product characteristic) 宽敞的飞机 （产品特征） I can get more work done 我 能做更多的工作 I accomplish more 我有更多的 成就 I feel good about myself (user characteristic) 我对自己感觉良好 （用户特征） In laddering, the line of questioning proceeds from product characteristics to user characteristics. This technique allows the researcher to tap into the consumers network of meanings. 梯式提问是指提问线索是从产品特征到使用者特征。该方法可以让研究人员了解 消费者的主观世界，提供一个挖掘影响消费者购买决策的潜在心理和情绪原因的 途径。 Advertising theme: You will feel good about yourself when flying our airline. “Youre The Boss.” 广告主题：当乘坐我们航班飞行时，你会对自己的感觉良好。“你是老板” Depth Interview : Hidden Issue Questioning 深度访谈：隐蔽式提问 2011/2/12ZHAODongyang Panzhihua University27 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. 隐藏式提问，重点是不在社会共享的价值而是个人的软肋”， 不是一般的生活方式而是个人深切关注的问题。 Advertising theme: communicate aggressiveness, high status, and competitive heritage of the airline. 广告主题：表达航空公司的闯劲、 较高的地位和极富竞争力。 fantasies, work lives, and social lives 问及理想、 工作和社会生活问题以经确定隐蔽的生活问题 historic, elite, “masculine-camaraderie,” competitive activities 历史性的、 精英的、“富有魅力的”、竞争性活动 Depth Interview Techniques: Symbolic Analysis 深度访谈方法：象征意义分析 2011/2/12ZHAODongyang Panzhihua University28 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. 象征意义分析试图通过比较对象与其相反面来分析目标对象的象征意义。进行 调查的一种产品的逻辑反面是： 产品不具备的用处、属性以及产品不属于的 类型。 “What would it be like if you could no longer use airplanes?” “如果你不能再乘飞机，将会怎样？ ” “Without planes, I would have to rely on e-mails, letters and long-distance calls.” “没有飞机，我不得不依赖于电子邮 件、写信和打长途电话” Airlines sell to the managers face-to- face communication. 航空公司卖给经理人的是面对面沟 通 Advertising theme: The airline will do the same thing for a manager as Federal Express does for a package. The Advantages of Depth Interview 深度访谈法的优点 2011/2/12ZHAODongyang Panzhihua University29 1.Great depths of insights can be uncovered. 2.It associates the responses directly with the respondent. 3.There is no social pressure to conform to group response. 1.可以发现深层的见解。 2.答案直接与调查对象相关联的。 3.没有任何社会的压力，使其发表 的意见与小组的保持一致。 The Disadvantages of Depth Interview 深度访谈法的缺点 2011/2/12ZHAODongyang Panzhihua University30 1. Skilled interviewers capable of conducting depth interviews are expensive and difficult to find. 2. The lack of structure makes the results very susceptible to the influence of the interviewer. 3. The quality and completeness of the results depends very heavily on the skills of the interviewer. 4. The data obtained is problematic to analyze and interpret. 1有能力进行深度访谈的有经验的调查员要价高而且 难 找。 2.访谈的非结构化使结果很容易访谈者的影响。 3.结果的质量和完整性在很大程度上取决于访谈者的技 巧。 4.所获得的数据很难分析和解释。 Focus Groups Versus Depth Interviews 焦点小组与深度访谈的对比 2011/2/12ZHAODongyang Panzhihua University31 Table 5.4 CharacteristicFocus Groups Depth Interviews Group synergy and dynamics 小组协同作用和动态+ - Peer pressure/group influence 同伴压力/小组成员影响- + Client involvement 客户参与+ - Generation of innovative ideas 创意的产生 + - In-depth probing of individuals 个人的深层次探讨- + Uncovering hidden motives 揭示隐藏的动机- + Discussion of sensitive topics 讨论敏感话题-+ Focus Groups Versus Depth Interviews 2011/2/12ZHAODongyang Panzhihua University32 Table 5.4, cont. Note: A + indicates a relative advantage over the other procedure, a - indicates a relative disadvantage. Interviewing competitors Interviewing professional respondents Scheduling of respondents Amount of information Bias in moderation and interpretation Cost per respondent Time (interviewing (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 2011/2/12ZHAODongyang Panzhihua University35 EXAMPLE STIMULUSMRS. MMRS. C washday everyday ironing fresh and sweet clean pure air soiled scrub dont; husband does clean filth this neighborhood dirt bubbles bath soap and water family squabbles children towels dirty wash Completion Techniques 2011/2/12ZHAODongyang Panzhihua University36 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 Saks 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 2011/2/12ZHAODongyang Panzhihua University37 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 2011/2/12ZHAODongyang Panzhihua University38 With a picture response, the respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondents interpretation of the pictures gives indications of that individuals 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 2011/2/12ZHAODongyang Panzhihua University39 Lets see if we can pick up some house wares at Sears. Figure 5.4 SearsSears Expressive Techniques 2011/2/12ZHAODongyang Panzhihua University40 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 2011/2/12ZHAODongyang Panzhihua University41 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 2011/2/12ZHAODongyang Panzhihua University42 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 2011/2/12ZHAODongyang Panzhihua University43 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 2011/2/12ZHAODongyang Panzhihua University44 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 High Low No Highly useful Relatively medium High Relatively high Relatively medium Medium to high Medium Medium To a limited extent Useful Relatively low Medium Low to high Relatively high High Low High Yes