A short presentation on Qualitative Research Techniques used in Consumer Behavior & Market Research. This presentation was co-developed with Rahul Krishnan, PGDM(Auto.), MSRIM Bangalore By:- Aniruddh Tiwari Linkedin :- http://in.linkedin.com/in/aniruddhtiwari

1. Qualitative Research Techniques
Presented By:-
Rahul Krishnan
Aniruddh Tiwari

2. What is qualitative research:-
• It is a research conducted using an
observational technique or structured
questioning.
• Often viewed as a “Soft-approach.”
• Should not be viewed as conclusive
research.
• Qualitative and quantitative research
are complementary to each other.

3. A Comparison of Qualitative and Quantitative Research
Qualitative Research Quantitative Research
Basic research To gain a broad qualitative To quantify the data and
objective understanding of the generalize the results
underlying reasons and form the sample to the
motivations; population of interest;
As a first step in Recommend a final
multistage research course of action
Type of sample Small numbers of non- Large number of
used representative cases representative cases
Data collection Unstructured Structured
Method
Nature of data Non-statistical Statistical
analysis

4. Classification of Qualitative Research Procedures
Qualitative Research
Procedures
Direct Indirect
(Nondisguised) (Disguised)
Focus Groups Depth Interviews Projective
Techniques
Association Completion Construction Expressive
Techniques Techniques Techniques Techniques

5. Example
Observation Chart For Parle Agro Products
Consumer Questionnaire

6. Appropriate Conditions For
Qualitative Research
– The event must occur in a short time interval,
• avoid lag affect
– Must occur in a setting where the researcher
can observe the behavior
• Chatting with friends, cooking etc are not suitable
things to observe
– Necessary under situations of faulty recall
• Faulty recall>> (Body Language) Remembering
things such as how many times one looked at his
wristwatch.

7. • Advantages
– Greater data accuracy than direct questioning, in natural
settings people behave naturally,
– Problems of refusal, not at home, false response, non-
cooperation etc. are absent,
– No recall error,
• Limitations
– Time consuming, -- too many things to observe,
– may not be representative,
– difficulty in determining root cause of the behavior.

8. Thank You