| Qualitative Research |
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| PARC's Qualitative Research
Services include everything from communication checks
to organoleptic evaluations. |
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| Qualitative Research is utilized
in order to obtain information of an in-depth nature
aspiring to impressions, desires, observations,
motivations and drives and stimulations: in other
words, evaluating the needs of the individual. |
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| Introduction |
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Services at the marketing
stage. Studies are used to gain workable information
relating to the introduction, repositioning or revision
of notions with respect to products and services,
concepts and communication.
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| Data collection methods |
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| This method consists of interviewing
an individual on a one-to-one basis. Typical interviewing
approaches utilize an assortment of direct/indirect,
structured/unstructured, disguised/undisguised questions,
thus allowing the interviewer to read the respondents'
attitudes, emotional reactions, opinions etc. and
qualify the response by linking it with another
subsequent question. |
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| On the other hand, a Group
Discussion capitalizes on the interaction which
occurs in a social setting. Participants are encouraged
to relax; self expression and free interaction of
ideas and beliefs are therefore generated. The cumulative
effect of continual stimulus of one respondent on
another results in expressions of opinions of a
greater depth and breadth than that of individual
interviews. |
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| Procedures in qualitative
research |
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| The final method to adopt in qualitative
research depends on the subject matter and material to
be tested, along with the need for personal interaction
versus individual rapport. The alternative methods require
a series of consultancy, creative, technical and analytical
input. |
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| In-depth interviews involve: |
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- Briefing between client and research agency.
- Advice on the most appropriate mode of gaining
results
- Questionnaire design and translation (if necessary).
- Recruitment, training sessions and pilots
conducted by research executives.
- Approval of questionnaire by the client.
- Contact, pre-call and interview initiation.
- Editing, re-interviewing and coding.
- Submission of analysis based on the findings.
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| In the group discussions, (often
referred to as focus group discussions, since the minds
of the respondents are focused on a sequence of subjects
rather than allowing general rambling), a manageable number
of persons i.e. 6-10 allows for enough individuality and
variety of experience without becoming cluttered. |
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| Groups are kept as homogeneous
as possible concerning socio-economic and other levels
e.g., user groups, educational standards, income, gender
and age spread. This work involves: |
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- The briefing, consultancy and creative stage.
- Design of discussion guide.
- Tight and careful screening of participants.
- Simulation sessions to examine the moderators
capabilities and knowledge of the subject under
consideration.
- Groups conducted by well trained moderators
speaking the appropriate language and with an
understanding of the culture of the participants.
- Transcriptions of audio and sometimes visual
tapes (depending on the disposition of the group).
- Debrief sessions for the researcher to understand
the tone, attitude and demeanor of the participants.
- An analysis based on the transcripts.
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| Topics Covered |
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Each mode of collection is related
to the objectives which the study must fulfill:
In-depth interviews probe beyond the superficial; creating
an understanding of influential rationalization, overcoming
memory decay and establishing rapport, curtailing repressed
feelings. |
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| Groups tend to generate new ideas
and expose the dynamics of decision making hypothesis.
They are of special use to the marketer when requiring
research of an exploratory nature. At times however it
is impossible, due to cultural and hierarchical restrictions,
and geographical limitations to convene groups amongst
specialized or unique segments of society. |
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| Segregation, benefits and drawbacks,
likes and dislikes, brand values, product appreciation
and understanding, believability etc.. These can be projected
under many banners: |
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- Communication Checks
- Pre/Post Ad Tests
- Concept Tests
- Home Usage Tests
- Taste Tests
- Variant Tests
- Organoleptic Evaluations
- Pack and Label Tests
- Color Tests
- Trade Investigations
- Brand value/imagery/orientation
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| Data
Analysis |
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| The data for
both in depths and groups is analyzed on a descriptive
basis, usually in a written format. Initially, main
findings are highlighted and trends analyzed according
to user groups, socio-economic deviances or consensus
and lifestyle compliances. Where interesting individual
comments are apparent or consensus of opinion relevant,
these are highlighted using verbatim. In the case
of the large sample sizes, mapping exercises can
be achieved whereby preferences, scales, cluster
analysis or segmentation batteries can be utilized
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| Our Experience |
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| At the initiation
of the study, the creative phase uses the experience,
initiative and knowledge of our research professionals.
Our dedicated staff, having gained their wealth
of experience within the Arab world, have the ability
to both apply their knowledge and techniques to
the objectives, cultural requirements and socio-economic
influences affecting the outcome of the study. |
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| Our team of researchers,
moderators and interviewers are uniquely trained
to apply themselves to each specific project supplying
solutions for your individual needs. |
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| These resources
allow us to span across the AGCC countries as well
as peripheral zones including: |
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- Saudi Arabia
- Egypt
- UAE
- Lebanon
- Kuwait
- Yemen
- Bahrain
- Syria
- Oman
- Jordan
- Qatar
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