A QUALITATIVE METHODS PROPOSAL

A Qualitative Methods Proposal

Abstract

Purpose - Qualitative research in the field of market research is ever-growing and has the capability of changing from sunrise to sunset. This paper aims to add a Native American perspective, one that peers from inside the reservation community outwards, into the non-native qualitative market research environment.Design/methodology/approach - Introductory description of an indigenous-based qualitative market research protocol is discussed. A native-based elder care facility in the reservation environment is used as an example to facilitate conversation on developing an indigenous-based model as it relates to non-native qualitative market research methods.

Practical implications - A list of questions is provided for native committees to use when selecting firms to provide qualitative market research services. The question list also provides a template for non-native consulting firms to use in the proposal development process.

A Qualitative Methods Proposal

Introduction

Qualitative market research is a theoretical market model of economic trends based on the experiences and perceptions of individual, families, and members of communities. As such it is a very useful tool for generating explanatory results. A qualitative methodology is especially useful in areas where there are limitations in the market knowledge base. These include small, close-knit communities, such as reservation tribal societies.

To date, written procedures and mechanisms for conducting qualitative market research in Native American settings are nominal. Actual qualitative market research in native communities, specifically reservation-based communities, have rarely been reviewed, discussed, or documented. Hence, the use of evidenced-based qualitative market research methods developed in non-native societies may consist of different or opposing procedures and protocols than those applicable for working with native peoples and communities. This suggests that the use of an inductive qualitative market research methodology is most appropriate in this context.

This commentary stands as a descriptive paper and not a research paper. This is largely due to the lack of peer-reviewed documents in the qualitative market research literature that can develop paradigms scientifically suitable for use with reservation-based communities. This paper is written in a simplistic style to provide an introduction to a developing framework for qualitative market research which may be applied and incorporated into the sophisticated marketing research package of tools currently used in today's ever-changing corporate world.

This document will also provide a list of questions, for both consultants and tribal committees, that are useful when preparing proposals and/or selecting firms to employ in Indian country. It provides rationale for services and a template for culturally appropriate qualitative market research services. Further, the paper uses as example, a qualitative market research design for a hypothetical elder care facility on reservation lands. Through the use of the example, readers will be able to use the roots of this paper to build, implement, and understand culturally sensitive processes. They will also learn how to begin development of native relevant qualitative market research tools that interact with current and future market systems.

On a final introductory note, qualitative market research projects are often conducted by private-sector consulting firms and are not subject to the rigorous ethical standards guaranteed by ...