Exercise: Urban male attitudes to Mutual Funds

Step 1: Write down all the TG parameters

which are likely to affect attitudes to Mutual Funds

Plan for the study in 4 metros

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Exercise: Urban male attitudes to Mutual Funds

Question 4: Reduce the total number of groups

Restrict study to two metros only Need maximum of 6 groups per metro

TG description: SEC:
A1 plus, A, B, C

Age:
24-27 years, 28-35 years, 36-45 years, 50-60 years, young adults, working, first jobbers adults mature adults senior citizens, having a regular source of income

Occupation
Salaried employees Businessmen Self employed professionals

Investment profile
Non investors (only have savings profile) Investors, rejecters of mutual funds Investors, have invested in mutual funds

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Evoking both the rules of Qualitative Sampling

Qualitative research needs to represent the total

possible spectrum of opinions possible

Principle of Exhaustion Represent all the diversities in the TG Who are likely to have diverse points of view on the relevant

topic

And, Qualitative research needs to be time and cost effective

Principle of Minimalism Collapsing Polarization Rotation
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3

Principle of Minimalism
Demonstration SEC A1+, A, B, C minimum of 4 groups Reduce it to 2 groups Collapsing SEC A, SEC B & C, retain the homogeneity within SECs Polarizing SEC A1+, SEC C representing sharp diversities Ages (24-27), (28-35), (36-45), (50-60) minimum of 4 groups Reduce it to 2 groups Collapsing (24-35), (36-60) Polarizing (24-27), (50-60) What is being compromised? Homogeneity in collapsing especially in 36-60 years Range of responses in polarizing, people in 36 to 45 have unique financial needs and responsibilities at this life-stage Solution? Combination of collapsing and polarizing

(24-35 years, married with young kids) (40-55 years, married with older kids)

Homogeneity + representation of spectrum.

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Examples of the three methods of evoking the Principle of Minimalism

Collapsing
Non - investors Salaried employees Businessmen & SEPs

Polarizing
Mumbai

Rotation
Delhi Total

SEC A1+ Adults 24 - 35 yrs SEC B2C Seniors 40 55 yrs

SEC B2C Seniors 40 55 yrs SEC A1+ Adults 24 - 35 yrs

2 FGDs 2 FGDs

Investors, not investing in mutual funds Salaried employees SEC B2C Seniors 40 55 yrs SEC A1+ Adults 24 - 35 yrs SEC A1+ Adults 24 - 35 yrs SEC B2C Seniors 40 55 yrs 2 FGDs

Businessmen & SEPs

2 FGDs

Investors in mutual funds Salaried employees SEC A1+ Seniors 40 55 yrs SEC B2C Adults 24 - 35 yrs SEC B2C Adults 24 - 35 yrs SEC A1+ Seniors 40 55 yrs 2 FGDs

Businessmen & SEPs

2 FGDs

Total

6 groups

6 groups

12 FGDs

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