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Case studies Qualitative Research Proposal
we were asked to read the below proposals and indicate which one is good and use it as a
guide.
Researcher: Dr Asho Foweler
Proposal: Qualitative in-depth exploration of customers’ perceptions, experiences and
expectations with regard to the Santa Shampoo product series
Many factors influence customer satisfaction (Market, 1999). Products for daily use serve customer’s
subjective physical, emotional, social and mental needs (Smith & Smith, 2002). The aim of this
qualitative research proposal is to explore the needs met by the Santa Shampoo series and to
identify needs and expectations that are not met in order to help identify ways in which the product
line can be improved and marketed in the future.
A qualitative study that explored descriptions of body care products by 51 male and female
participants using semi-structured interviews highlighted three basic needs that products used in
daily care should meet: cleanliness, skin care and aesthetic sensations (Newton & Creme, 2001). A
further qualitative study looking at the use of body care products in care homes across Wales used
structured interviews and a grounded theory approach to categorise the themes of dermatological
care, hygiene and efficiency (Tana, Jones & Stone, 2012). In contrast, however, a qualitative study
using interpretive phenomenological analysis (IPA) into daily care experiences in care homes in
Scotland found that the perceptions of staff members and those of the persons in care were not
identical with regard to the same product (Johnson & Witch, 2008). Whereas for the latter,
sensations were most important and flavours plaid an important role, the nurses clearly prioritised
hygiene and skin care. For nurses, the themes of hygiene and skin care involved various sub-themes
centred on specific care aspects. A further qualitative study using focus groups explored the
experiences of children with food flavoured shampoos, showing that children found food flavours
stimulating and pleasurable and that this encouraged their integration in daily routines, whereas
their parents were largely concerned with skin care and hygiene (France & Lloyd, 2010).
The rationale for this study is based on the consideration of the following issues generated through a
systematic review of the literature: Daily care products serve various subjective physical, emotional,
social and mental needs of customers and these needs may vary among target groups (e.g., users,
nurses, parents, children; France & Lloyd, 2010; Johnson & Witch, 2008; Market, 1999). These
different needs entail different expectations on the product, resulting in different motivations to use
and buy the product. To date, the qualitative methodology research base relating to perceptions and
experiences with more traditional daily care products has identified common recurring factors
(Arbre & Johnes, 2006; Newton & Waat, 2001). So far, however, there has been little qualitative
research to compare these findings with consumers’ perceptions and experiences of the novel food
imitating products that exhibit food attributes in order to enrich consumption experience (Garfunkel
& Market, 2010).
The aim of this research proposal is to gain a greater understanding of consumers’ perceptions,
experiences and expectations with regard to the food imitating care product series Santa Shampoo.
The initial research questions will be: What types of needs does Santa Shampoo fulfil? A further
research question is: How do adults in a shopping mall, nurses and residents in care homes, children
and parents or any other important customer groups you may have identified in your company
experience the product series and what needs to they see primarily fulfilled by it? Furthermore, it
will be investigated what expectations these participant groups will have for the product series and
what their ideas for a future product could be.

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Case studies Qualitative Research Proposal
Method
Design: A qualitative, semi-structured in-depth interview method will be used. This is a flexible
design that enables various, explanatory answers from all participants, which in turn lead to
further questions that have not been planned, possibly creating further discoveries.
Participants: Purposive sampling will be used to recruit 10 participants from a Shopping Mall, 5
nurses and 5 residents from a care home, and 5 children and 5 parents from a nursery.
Methodological Background: Thematic analysis will be carried out on the semantic level; focusing on
analysing the data based on the specifics of what each participant says, rather than the
underlying meaning (Braun & Clarke, 2006). An inductive analysis approach will be used.
Method of Data Collection: An in-depth semi-structured interview will be conducted to adapt
the structure of the interview and to add new questions depending on the responses of the
interviewee. The interviews will be audio recorded, then transcribed verbatim.
Procedure: Interviews will be conducted for half an hour. The audio of the interview will be
recorded. A prompt guide for questions will be given to the interviewer. The questions should
be asked in the same order, with flexibility to question format depending on the responses
given. Consent will be gained using a consent form before the interview starts, outlining the
nature of the interview. A full debriefing of all participants will take place at the end.
Ethical Considerations: Before the interview, the participants will be informed about the study
and their rights to refrain from or stop answering questions and asked to give written consent.
The participants also have the right to withdraw their data at any point. The audio data will be
transcribed, analysed and then destroyed, in order to further keep confidentiality.
Analytic Strategy: A thematic analysis will be carried out using the 6 phases proposed by Braun
and Clarke (2006), these are; familiarising yourself with the data; generating initial codes;
searching for themes; reviewing themes; defining and naming themes and producing the report.
Business Case
This research would be extremely beneficial for your company, as it enables the understanding
of the perceptions, needs and expectations of your customers with regard to your product
series Santa Shampoo. Understanding these factors and how important they are for particular
customer groups (e.g., adults, nurses, residents, children) and what expectations they have for
your product will help to develop a better product series and help enhance your sales figures.
With 30 participants, it will take 15 hours to collect the data, 60 hours to transcribe the data and
another 150 hours to analyse the data. The final write-up of the report will take about 30 hours.
Overall, this study will take 255 hours in total. This amount of time would require £63,750. A
Zoom H1 Audio recorder will be bought for £50; thus, the overall cost would be £63,800.
References
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in
Psychology, 3, 77-101.
Crowley, C. (2010). Writing up the qualitative research report. In M. Forrester (Ed.), Doing qualitative
research in psychology (pp. 229-246). London: Sage.
… (shortened)

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Case studies – Qualitative Research Proposal we were asked to read the below proposals and indicate which one is good and use it as a guide. Researcher: Dr Asho Foweler Proposal: Qualitative in-depth exploration of customers’ perceptions, experiences and expectations with regard to the Santa Shampoo product series Many factors influence customer satisfaction (Market, 1999). Products for daily use serve customer’s subjective physical, emotional, social and mental needs (Smith & Smith, 2002). The aim of this qualitative research proposal is to explore the needs met by the Santa Shampoo series and to identify needs and expectations that are not met in order to help identify ways in which the product line can be improved and marketed in the future. A qualitative study that explored descriptions of body care products by 51 male and female participants using semi-structured interviews highlighted three basic needs that products used in daily care should meet: cleanliness, skin care and aesthetic sensations (Newton & Creme, 2001). A further qualitative study looking at the use of body care products in care homes across Wales used structured interviews and a grounded theory approach to categorise the themes of dermatological care, hygiene and efficiency (Tana, Jones & Stone, 2012). In contrast, however, a qualitative study using interpretive phenomenological analysis (IPA) into daily care experiences in care homes in Scotland found that the perceptions of staff members and tho ...
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