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Qualitative 5

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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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