Qualitative Market Research: An International Journal

Purpose – Honesty and spontaneity are regularly discussed in articles on qualitative market research. The focus is mostly on specific types of response tendencies, and the tendencies are mostly emotional in nature (e.g. self presentation). The purpose of this paper is to offer a comprehensive framework that describes and explains the different types of response processes, based both on an emotional-cognitive dimension and an internal-external dimension. These tendencies are coined as “response filters”.

Design/methodology/approach – This model of response filters is drawn up as a hypothetical model, inspired by the theory of Daniel Katz on the four functions of attitudes: instrumental, ego-defensive, value expression and knowledge organisation. It is likely that these functions not only determine why we have certain attitudes, but also how we present them to others. The author, a social psychologist with 20 years of experience as a qualitative market researcher, proposes a framework of response tendencies in qualitative research, using the theory of attitude functions as a basis.

Findings – Using the analytical framework of Katz, the author first describes five main processes that play a role in the answering process. A model of response filters is consequently developed, based on the emotional-cognitive dimension and the internal-external orientation dimension, and finally the author describes strategies and techniques for interviewers, to deal with the described response tendencies.

Research limitations/implications – Although the model seems to be comprehensive and will probably match the experiences of most qualitative market research practitioners, it is speculative in nature. Its main purpose is to offer an insightful framework, that helps students and practitioners to get a better understanding of the dynamics of interviewing; the factors that are involved and how to deal with them to reach a deeper understanding of people's attitudes.

Originality/value – In the area of quantitative studies, a large amount of research and documentation is available on so-called response tendencies in closed questions and ranking tasks. In qualitative market research, however, one has not yet come across a comparable overview of the various psychological mechanisms that are relevant to open questions.