Qualitative Research Assignments

Pick any 2 from different categories in this section. Group names will be registered FCFS. All
group assignments will be presented in class. Submit presentation file, only, before scheduled
class.

Depth Interview
Focus Group Discussion
Brand Concept Mapping
Ethnography in MR
Netnography in MR
Design of Experiment

No. groups to be
registered

Presentation on
Session No.

1
1
1
1
1
2

3
3
4
5
6
8

Time allotted for

Presentation (in
minutes)
15-20
15-20
35-40
25-30
25-30
15-20 each

Data Analysis Assignments details to be announced later

Pick one from any category. Group names will be registered FCFS. All group assignments will
be presented in class. Submit presentation file, only, before scheduled class. Data files will be
shared soon.

Content Analysis
Initializing Data
Factor Analysis
Multidimensional Scaling
Conjoint case 3.7

No. groups to
be registered

Presentation on
Session No.

1
1
2
2
1

10
11
13
16
17

Time allotted for

Presentation (in
minutes)
25-30
35-40
20-25 each
20-25 each
35-40

Qualitative Research Assignments

The key learning objectives for the assignments in this section are to gain hands-on experience
with qualitative research methods and understand some of the practical issues the researcher has
to overcome when collecting such data. In the process make sure to be extra attentive to ethical
issues associated with qualitative research. Go through the videos linked in this module, youd
understand what I mean.
Reserve an additional objective, for the time being, to be cognizant of the strengths and
weaknesses of the research tool in use; e.g. if youve chosen the hidden issue questioning
method, consider how another tool like focus group discussion could fetch you different results.
Compare the experience with how an alternative tool could be more helpful or lacking, in this
respect.
All groups will present in class. And remember to ENJOY the process.

Depth Interviewing & Focus group Discussions

Context: Online Grocery Stores in Indian Metros

Research Question: How do consumers view online grocery stores? What are their views on the
current options available in Indian metros? Is there and IDEAL e-grocery store? How do the
current options match up to the IDEAL e-store in Bangalore/elsewhere?

Follow the following structure for presenting your exploratory work.

1) Arrange an interview/focus group discussion time and place with individual(s) who could
provide useful information for your project. The discussions should last approximately 15
20 minutes, all the while being taped.
2) In your report please discuss
a. How and why you chose your sample?
b. How did you introduce the topic of discussion to your respondent?
c. What was your stated confidentiality agreement?
d. Did you use a blueprint? Share with us if you did.
e. What was the study setting; e.g. a room, a mall, etc.?
f. How did you establish rapport with your respondents?
g. How did you fare as an interviewerhow did you evolve?
h. What were the insights from the discussions?
i. Did you add more pointers to be considered in follow-up discussions (if any)?
j. Did you see any source of error or bias in the process that you pursued?
A hypothesis that you might consider testing: Groups which Do not shop online and
those which Shop online but not groceries are more similar to each other than groups
that may be called Online Grocery Shoppers.
Can you identify the key featural distinctions in these aforesaid groups?

Brand Concept Maps

Create a Brand Concept Map for BigBasket.com. Use at least 8 online shoppers to
complete this exercise.

Ethnography in market Research

Visit a grocery store and track the movement patterns, choice process (visible patterns
like scanning different options in specific/all categories shopped in), isle walks (pattern
random/organized/using shopping list, talking to store representatives), billing process,
discussing with family/friends while shopping, impulse buying behavior, etc. Seek their
permission in doing so - Before or after they have completed the process. But you need

their consensus to be able to use the data. Print out a consensus form and ask them to sign
it mention that this work is for academic use, only. Ask them if they shop online for
groceries. Thank them in the end.
Keep the process as unobtrusive as possible. You may take photographs if they agree.
Minimum sample size 6 (pick your sample carefully). Keep notes of the whole process
in each case.
Netnography in Market Research
Design a netnographic exercise for identifying user segments for BigBasket.com. What
are their habits, shopping & search tendencies, etc. Remember there is no need to
complete the exercise. A process description will suffice. You will have to carry out some
primary research in order to set up a good research process for the above.
Design of Experiment
Lay out the design of an experiment to study how e-grocery shopping is different from
regular shopping in a grocery store (supermarket environment). What treatment or
moderating or mediating variables can you identify to work with? Discuss the importance
of each variable you chose to work with why would a manager be interested in them?
What are the control variables? How would you clean for presence of other confounding
effects e.g. inertial/loyalty variables, age, etc.? Will there be incentives for
participation? Can you comment on the budget for this experiment? Who are your
subjects?