Qualitative

Techniques

BY-Ashish Baharani
Ritesh Dwivedy
Ranjeet Mukherjee
Shashi Churiwalla
Suman Chaterjee
Himojyoti
Bhowmik
 Our Topic
n Why the attrition rate in Insurance
Sector is very high as compared to
other sectors in the year 2007-08?
 Introduction
Two types of Business Research-
n Primary
n Secondary

Methods for collecting primary data-

n Qualitative
n Quantitative
Qualitative Methods
n “Qualitative methods aim to gather an
in-depth understanding of
human behavior and the reasons that
govern such behavior.

n Why Qualitative methods instead of

Quantitative methods ??
 Qualitative Research Procedures

Direct Indirect

Projective
Focus Group Depth Interviews
Techniques

Constructio Expressive
Association Completion
n Technique
Techniques Techniques
Techniques s
Depth Interviews
n -When a trained moderator interviews
with individuals,rather than groups to
obtain information about a product or
brand.
Types-
n Unstructured-This type takes the form
of a natural conversation ,and the
respondent has the freedom to decide
the direction.
n Semi Structured Interviews-This type
of interviews are more structured and
the interview is limited to the topics
that are essential.

n Open Ended-Here the questionnaire

contains a sequential
,ordered,carefully worded,open ended
questions.
Techniques for conducting
n Laddering-It enables the interviewer
to gain an insight into the subject’s
personal reasons.
This techniques aims at obtaining
cognitive maps or (HVM’s)

Hidden-issue Questioning- It aims to

identify significant personal views that
would otherwise not be revealed.
Advantages:
n Brings out Information clearly
n Flexibility

Disadvantages:
n Interviewer Bias
n Longer Time Involved
n Costs Involved
n Difficulty in Interpretation
 What is a Focus Group
n A focus group is a form of qualitative
research in which a group of people are
asked about their attitude towards a product,
service, concept, advertisement, idea, or
packaging.
n Questions are asked in an interactive group
setting where participants are free to talk
with other group members.
n Ernest Dichter originated the idea of having a
"group therapy" for products and this process
is what became known as a focus group
 Variations in Focus groups-
n Dual moderator group
n Two way focus group
n Dueling-moderator group
n Mini-groups
n Respondent Moderator focus groups
n Client participant focus groups
n Teleconference focus groups
n Online focus groups
 ADVANTAGES

n In-depth synergism
n Snowballing
n Hands-on
n Timely
n Security
n Speed
n Structure
 DISADVANTAGES-

n Misuse
n Misinterpretation
n Poorly managed group dynamics
n Messy
Projective Techniques
n An unstructured,indirect form of
questioning that encourage
respondents to project their
underlying attitudes.

n Measure to uncover
feelings,beliefs,attitude etc.

n Use of direct questions.

Types-
n Association techniques- It is useful in
consumer research used for
discovering brand image.
-Revealing the first word,imageor
thought elicited by the stimulus.
Completion techniques-It is almost
similar to association techique the
main difference lies here is
completion of incomplete stimulus.
n Construction technniques-In this
subject is asked to construct his
responses in the form of a
story,dialogue or a picture.
-Picture techniques
-Cartoon techniques

n Expressive techniques-It involves role

playing where the respondent has to
n Sociometry-It is a method for
assessing group structure.
-Its based on the fact that people make
choices in interpersonal relations.
Advantages-
n Generating hypothesis

n Purpose of the study

n Encouraged to respond

Disadvantages-
n Complexity

n Reliability

n Highly skilled staff

n Difficult
CONCLUSION
THANK YOU