Qualitative Methods of Market Research
It is important in market research to use both quantitative and qualitative data. Quantitative data is relatively easy to obtain through surveys, census information and other readily available data. Qualitative data is more difficult to obtain, however. It is important, therefore, for anyone working in the area of market research to understand the qualitative methods for obtaining data.
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Questionnaires
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Questionnaires are often the source of quantitative data, such as demographic information, but they can also be a useful source of qualitative data if they ask the proper questions. To obtain qualitative data via a questionnaire, a researcher should ask questions that ask for an assessment or opinion. For example, a questionnaire might ask consumers to rate the quality of a product or to rank their preferences for certain brands. These are subjective questions that will yield qualitative results.
Interviews
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Interviews are even better than questionnaires for obtaining qualitative information. This is because in an interview it is easier to ask follow-up questions. For instance, an interviewer might ask the interviewee to clarify an answer or she may engage the interviewee in an extended dialog. This can allow the interviewer to obtain highly detailed qualitative data.
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Projective Techniques
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Projective techniques are an excellent way to get qualitative information from interviewees. In an interview the subject may over-think answers and may, as a result, be less than entirely truthful. Projective techniques attempt to overcome this by eliciting emotional reactions from people instead of well-thought-out answers. Projective techniques include sentence completion, word association and role playing. These can encourage people to give answers they normally would not and can, therefore, be useful in collecting subjective data.
Focus Groups
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Focus groups can be a constructive way to get market information from groups of people. A focus group works by taking a small group of people within a market and asking them questions as a group. Focus group members may be shown products and asked for their feedback, opinions and criticisms. In a focus group, people are encouraged to discuss matters with each other. This approach can provide an accurate view of how people react, in groups, to a particular product.
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