Qualitative Research

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Table of Contents

Purpose
Qualitative research objectives
Methodology-Focus group
Reasons for selecting this methodology
Sampling
Procedure
Data Analysis
Reference List

Purpose

For this project qualitative analysis will be conducted using the focus group discussions. The primary aim of the task is to point out the sentiments of Nando’s consumers to the new delivery framework developed by Nandos.

The focus shall be on quantifying the attitudes of consumers to Nando’s as an institution, and the services it offers. This will help determine whether the new idea that the company will be introducing will work in the market and whether its impact on the total income of the company is a risk worth taking.

Qualitative research objectives

To find out what the population think of Nando’s as a company.
To find out how consumers put Nando’s rate Nando’s amidst competing establishments.
To find out what consumers think of the Nando’s brand and advertising
To establish the opinion of consumers on the services and products offered by Nando’s
To find out the areas Nando’s consumers would like to see improved
To register the feedback of customers regarding the features they would like to see bundled with thee delivery service
To find out which media the customers would like to use to access the service
To find out the rates that the consumers feel should be charged for the service

Methodology-Focus group

The focus group method of analysis has been selected for this task because it enables one to get varies responses from different classes of people. In order to identify the participants of the focus groups, invitations shall be handed out to patrons of different Nando’s outlets and some sent via E-mail as well. Invitations will also be placed on popular food websites within the region of coverage.

These methods have been selected for the invitation because they are inexpensive and just as effective as placing advertisements on bill-boards and newspapers. In order to ensure that individuals are interested in offering their input, freebies, such as free meals will be given to participants.

The plan is to have a turn-out of 30 people and it will be pointed out in the various invitation platforms that the selection will be done on a first-come-first-selected basis. On the day of the discussion, the attendees will be grouped into three groups, each having ten people. Each focus group will have one moderator and will sit for a total of 90 minutes. Camcorders will be installed in place to record the sessions, for later evaluation.

Reasons for selecting this methodology

The primary reason for using focus groups is that they are not as expensive to conduct as other methods of research (Fern, 2001; Morgan, 1997; Puchta, C and Potter, J, 2004).

In addition, by virtue of the fact that the researcher interacts directly with the respondents, he can pose even deeper questions than can be permitted by the other methods of research (Krueger and Casey, 2006). Focus group data is also easy to analyse and evaluate and given the needs of the current research, the methodology will work perfectly.

Sampling

There will be no special sampling process for this analysis. This is because the invitation platforms selected are bound to attract responses from varying demographics. However, in the invitations there will be the requirement that respondents must be regular Nando’s visitors.

A simple telephone questionnaire carrying questions that only a regular Nando’s patron will know the answer to will be conducted in order to make sure that the project meets its laid down objectives. Individuals who respond among the first 30 but are established not to know anything much about Nando’s will be replaced by other applicants.

Procedure

A trial run will be conducted on a limited number of people, in order to find out just how effective the invitation process will be. This will provide room for modifications in the event that the process does not work as fluidly as envisioned.

The invitations will then be sent out and the advertisements placed on the selected platforms. Once the needed number of participants is reached, emails will be sent out informing people that the selection process is complete. Banners will also be placed in respective websites informing the public of the end of the process.

Data Analysis

The videos recorded at the times of the sittings shall be replayed by three individuals each recording different elements. Two people will be collecting the responses of the attendees, while one will be focusing on the interactions between members of the group. On an individual level, the analysis will focus on how strongly an individual feels about a particular issue.

Evaluating the response of each individual to different questions will determine whether his opinion changes over time. At the group level, the data collected can show whether the different participants have a common view on something.

The collected data will be tabulated alongside the laid-down objectives and a correlation and regression analysis used to show the relationship between the attitudes across different sections of the Nando’s clientele.

Reference List

Fern, F 2001, Advanced focus group research, SAGE, New York.

Krueger, A and Casey M 2006, Focus Groups: A Practical Guide for Applied Research, SAGE, New York.

Morgan, L 1997, Focus Groups as Qualitative Research, SAGE, New York.

Puchta, C and Potter, J 2004, Focus Group Practice, SAGE, New York.

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