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QUESTIONS FOR REVIEW AND CRITICAL THINKING/ANSWERS
1. Define qualitative and quantitative research. Compare and contrast the two approaches.
Qualitative research is research that addresses research objectives through techniques that allow
the researcher to provide elaborate interpretations of business phenomena without depending on
Quantitative research can be defined as research that addresses research objectives through
2. Why do exploratory research designs rely so much on qualitative research techniques?
When researchers have limited experience or knowledge about a research issue, exploratory
3. Why do causal designs rely so much on quantitative research techniques?
Qualitative research is characterized by small samples and interpretive procedures requiring
4. What are the basic orientations of qualitative research?
Major categories of qualitative research:
a. Phenomenology – originating in philosophy and psychology. It represents a
b. Ethnography – originating in anthropology. It represents ways of studying
c. Grounded theory – originating in sociology. It represents an inductive
d. Case studies – originating in psychology and in business research. It refers to
85
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duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter Seven: Qualitative Research Tools 86
5. Of the four basic orientations of qualitative research, which do you think is most appropriate for a
qualitative approach designed to better define a business situation prior to conducting
confirmatory research?
Students’ responses will vary on this question, and a reasonable argument can be made for any
6. What type of exploratory research would you suggest in the following situations?
a. A product manager suggests development of a nontobacco cigarette blended from
wheat, cocoa, and citrus.
The non-tobacco cigarette may have many unconscious associations. A thematic apperception
b. A research project has the purpose of evaluating potential names for a corporate
spin-off.
When generating a corporate name, the research question will center associations with several
proposed different names. The name should be selected because it has a connotation that is
c. A human resource manager must determine the most important benefits of an
employee health plan.
d. An advertiser wishes to identify the symbolism associated with cigar smoking.
A thematic apperception test might be a very useful technique in this situation. For example, the
7. What are the key differences between a focus group interview and a depth interview?
A focus group interview is an unstructured, free-flowing interview with a small group of people,
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter Seven: Qualitative Research Tools 87
8. [Internet Question] Visit some websites for large companies like Honda, Qantas Airlines, Target,
Tesco and Marriott. Is there any evidence that they are using their Internet sites in some way to
conduct a continuous online focus blog or intermittent online focus groups?
At the time of this writing, it did not appear that any of the sites listed in this question are using
9. What is laddering? How might it be used in trying to understand which fast-food restaurant
customers prefer?
Laddering is a term used for a particular approach to probing asking respondents to compare
Laddering can be used to determine not only which fast-food restaurant a consumer prefers but
also why he or she prefers that one. For example, a mother may indicate that McDonald’s is her
10. Comment on the following remark by a business consultant: “Qualitative exploration is a tool of
research and a stimulant to thinking. In and by itself, however, it does not constitute business
research.”
By “business research,” this question is getting at the concept of scientific inquiry. Objectivity
and replicability are two characteristics of scientific inquiry, and one could argue that qualitative
11. [Ethics Question] A researcher tells a manager of a wine company that he has some “cool focus
group results” suggesting that respondents like the idea of a screw-cap to top wine bottles. Even
before the decision maker sees the report, the manager begins purchasing screw-caps and the new
bottling equipment. Comment on this situation.
Before acting on the results of any focus group, managers should examine the sample used
because some unique sampling problems arise with focus groups. Researchers often select focus
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter Seven: Qualitative Research Tools 88
12. A packaged goods manufacturer receives many thousands of customer letters a year. Some are
complaints, some are compliments. They cover a broad range of topics. Are these letters a
possible source for exploratory research? Why or why not?
Yes, they can be considered a possible source for exploratory research. Computerized software
exists to assist in interpreting text. Atlas-Ti is one such software package that adopts the term
RESEARCH ACTIVITIES
1. [Internet Question] How might the following organizations use an Internet chat room for
exploratory research?
a. A provider of health benefits.
Each of these organizations could use the Internet for exploratory research: (a) A provider of
health benefits could find a usernet or blog of employees discussing their benefits to learn what is
2. Go back to the opening vignette. What if Vans approached you to do a focus group interview
that explored the idea of offering casual attire (off-board) aimed at their primary segment
(skate-boarders) and offering casual attire for male retirees like Samuel Teel? How would
you recommend the focus group(s) proceed? Prepare a focus group outline(s) to accomplish
this task.
First, students should indicate that homogeneous groups seem to work best, because they allow
researchers to concentrate on consumers with similar lifestyles, experiences, and communications
With regard to the focus group outline, students’ responses will vary, but an outline is given in the
chapter:
1. Welcome and introductions should take place first.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter Seven: Qualitative Research Tools 89
3. Interview two people about their exercise behavior. In one interview, try to use a
semi-structured approach by preparing questions ahead of time and trying to have the
respondent complete answers for these questions. With the other, try a conversational
approach. What are the main themes that emerge in each? Which approach do you think was
more insightful? Do you think there were any “sensitive” topics that a respondent was not
completely forthcoming about?
While students’ responses will vary, they should demonstrate an understanding of the two
approaches. Conversations in qualitative research are an informal data gathering approach in
Semi-structured interviews usually come in written form and ask respondents for short essay type
responses to specific open-ended questions. Respondents are free to write as much or as little as
CASE 7.1 Disaster and Consumer Value
Objective: To encourage students to think about how qualitative research can be applied in
understanding consumer behavior.
Summary: In February 2009, bushfires raced across the Australian state of Victoria, claiming
lives and property. While rebuilding will take years, at some point after a disaster, it is time to get
back to business. But major catastrophic events are likely to leave permanent changes on
consumers and employees in the affected areas. Suppose you are approached by the owners of
several full-service wine stores in Victoria. They are uncertain about whether they should simply
maintain the same positioning they had previous to the bushfires, and they would like a report
within 60 days.
Questions
1. How could each orientation of qualitative research be used here?
2. What qualitative research tool(s) would you recommend be used and why?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter Seven: Qualitative Research Tools 90
Students’ responses will vary, but Exhibit 7.2 describes the many tools described in the chapter
3. Where would you conduct any interviews and with whom would you conduct them with?
4. [Ethics Question] Are there ethical issues that you should be sensitive to in this process?
Explain.
5. What issues would arise in conducting a focus group interview in this situation?
Finding participants since many residents have not returned to the area. Getting consumers to
6. Prepare a focus group outline.
With regard to the focus group outline, students’ responses will vary, but an outline is given in the
chapter:
1. Welcome and introductions should take place first.
CASE 7.2 Edward Jones
Objective: The objectives of this case are to identify appropriate exploratory research strategies
for the situations described and to consider factors in developing an effective focus group.
Summary: Edward Jones is the only major brokerage firm in the U.S. that exclusively targets
individual investors and small businesses. The company’s philosophy is to offer personalized
services to individual clients starting with a one-on-one interview. This interview forms the basis
of an investment strategy that provides a client with income, growth, and safety.
Questions:
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter Seven: Qualitative Research Tools 91
1. Many people in minority groups, including African Americans, Hispanic Americans,
Asian Americans, and Native Americans, do not invest. What exploratory research
should Edward Jones do to develop business with these minority markets?
It seems appropriate to do some initial secondary data analysis to acquire some information
about the goals (financial or otherwise) of people in each of these distinct groups as well as
2. Another group with low investment activity includes those who stopped their education at
the high school level. What factors should Edward Jones representatives consider in
designing focus groups with these potential clients?
The size of a focus group should be between 6 and 10 people, and the environment should be
as relaxing and non-intimidating as possible. The moderator should be experienced in
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
