Delphi Investigative Paradigm
Morphological Content Analysis
The Delphi research method is one of the most important exploratory techniques for investigating future manifestations in finite technical and industrial universes. The Delphi methodology exploits the specialized knowledge and judgment of experts or knowledgeable persons to ascertain critical information and intelligence that can be used by management to make informed decisions. The Delphi interview method represents an in-depth iterative research effort involving one-on-one personal and/or executive telephone interviews administered by a professional facilitator. The Delphi paradigm meets five key guideposts of sound inquiry: objectivity, reliability, validity, intensive analysis, and marketing applicability. READ MORE...
Morphological content analysis (MCA) is not an easy technique to employ. A poorly performed analysis can yield misleading results and waste a good deal of money. A qualitative analysis of in-depth communications is usually complicated by the wealth and range of respondent comments. Although other analyses such as the fact sheet matrix approach rely on preconceptions, which tends to simplify the analysis process, MCA captures the range of impressions and observations on each topic discussed and provides a framework for interpreting them in light of hypotheses generated by the MCA analytic technique. The MCA qualitative procedure can best be described as a psychological inquiry involving a number of in-depth tasks that are performed interactively.
It is frequently possible and often preferable to obtain market intelligence using purposive judgment samples rather than random sampling methods. A limited sample of carefully selected, knowledgeable players (who are doing most of the business) may provide a more accurate and representative platform to study, because in many B2B markets high demand concentration spells a high degree of information concentration among a very limited number of sources. This statistically indefensible sample can furnish far more reliable, valid, and useable results than would a technically perfect sample of all the firms making up a finite universe. READ MORE...
"Businesses interested in finding out why B2B customers behave the way they do, how they may be affected by current as well as future events and complex phenomena, how their attitudes and opinions are formed and most likely to be changed, might well consider qualitative methods to answer their questions. Quantitative research can provide the dimensions of a sailboat, but not the feeling of the wind in the sails."