The Use of Qualitative Research Methods in Quantitative Science: A Review

Abstract

Qualitative research in the field of food science strives to understand consumer behavior and motivation. Often, these methods are used to develop a hypothesis, which can be tested through quantitative research. Traditionally, qualitative methods can provide excellent insight to consumer behavior, but the data collected can be difficult to organize and interpret. Focus groups are the most common qualitative research tool applied to understand consumer behavior and identify possible areas of focus for product development. However, ethnography and means-end chain analysis can also be applied to understand consumer behavior and personal values. Many new qualitative techniques have been developed that attempt to mimic data normally collected in quantitative research. Grouping and projective mapping allow consumers to represent similarities and differences between products and produce maps that show how consumers perceive various attributes of these products. Each method has benefits and drawbacks, and each demands a particular data analysis methodology. Understanding these approaches is important in choosing a research method and proper interpretation of the collected data. PRACTICAL APPLICATIONSQualitative research is often used as a way to develop and refine hypotheses in product development. They allow for quick, inexpensive probing of consumer demands in a natural and comfortable environment. However, qualitative research can also be used as a substitute for classical quantitative profiling methods or to powerfully augment quantitative methodology.

A focus group approach to understanding food‐related emotions with children using words and emojis

“…To understand children's perceptions and attitudes, a focus group approach allows for open discussion of children's own ideas and the opportunity to probe further into meaning. Focus groups are the most commonly used tool for exploring consumers' ideas (Jervis & Drake, ), and can help uncover consumers' own perceptions and beliefs. Focus groups have been used in sensory testing to understand consumer vocabulary for coffee (Kobayashi & Benassi, ), emotions related to the coffee drinking experience (Bhumiratana et al, ), picky eating (Boquin, Moskowitz, Donovan, & Lee, ), and children's emotions associated with milk brands (De Pelsmaeker et al, ).…”

The Role of Packaging and Presentation Format in Consumers’ Preferences for Food: An Application of Projective Techniques

“…). In this context, we cannot use the typical quantitative research approach although qualitative techniques may be useful, as they can provide greater complexity and detail than quantitative methodologies (Jervis and Drake ).…”

Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach

“…Since an a priori list is required, hard laddering is preferable when previous knowledge exists about cognitive structures related to the consumption of a product [48]. Given that responses can only be selected from the a priori list, such rigidity may force respondents to report false associations [49]. On the other hand, soft laddering allows respondents to freely express their responses.…”