Transcript Marketing Research

Marketing Research
Aaker, Kumar, Day and Leone
Ninth Edition
Instructor’s Presentation Slides
2
Chapter Eight
Information Collection:
Qualitative and
Observational Methods
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Marketing Research
Marketing Research
Primary
Qualitative
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Secondary
Quantitative
Qualitative
3
Quantitative
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Information Collection :
Qualitative and Observational Methods
• Recommended to
capture the basic feel
of a problem prior to
conducting more
analytical study
• Limited to providing
information on current
behavior
Qualitative
Methods
Observational
Methods
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Qualitative Research Methods
Exploratory
• Conducted primarily to explicitly define the problem and formulate
hypotheses
Orientation
• To learn more about target customer (e.g. Culture, language)
Clinical
• To gain insights into topics that are difficult in a structured
research
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Qualitative Research Methods (Contd.)
• Four major constraints:
▫ Volume of data
▫ Complexity of analysis
▫ Detail of clarification record
▫ Time-consuming nature of the clerical efforts required
• Computer technology helps alleviate these problems and
increase the use of qualitative research
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Use of Computers in Qualitative Research
Transmitting
Storing
Coding
Searching and Retrieving
Building Relationships
Matrix Building
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Individual In-depth Interviews
• Nondirective interviews
▫ Respondent given maximum freedom to respond
• Semi-structured or focused individual interviews
▫ Covers a specific list of topics or sub-areas
Individual in-depth interview techniques
• Laddering
• Hidden-issue
• Symbolic Analysis
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Focus Group Discussions
• Offers participants more stimulation
than an interview; makes new ideas
and meaningful comments more likely
• Issues to be addressed:
▫ Outlining the intended direction of
the group
▫ Explaining how participants were
recruited
▫ Re-educating observers on the
concepts of random selection,
statistical reliability, and
projectability of research results
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Types of Focus Groups
Exploratory Focus
Groups
• Used in the exploratory phase of the market
research process
• Used for generating the hypotheses for testing
Clinical Focus
Groups
• Based on the premise that an individual's true
feelings and motivations are subconscious in
nature
Experiencing
Focus Groups
• Allows the researcher to experience the
emotional framework in which the product is
being used
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Key Factors for Focus Group Success
 Planning the Agenda
 Recruitment
 Moderator
 Analysis and
Interpretation of the
Results
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Ten Tips for Running a Successful Focus Group
1.
You can never do too much planning for a
focus group
2.
Manage the recruitment process actively to
get the right people in the groups
3.
Don’t prejudge the participants based on
physical appearance
4.
The best focus group moderators bring
objectivity and expertise to a project
5.
Achieving research objectives does not
guarantee a successful group project
6.
The moderator and client should coordinate
their efforts at all stages of the process for
the research to achieve its objectives
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7.
Most client organizations conduct more
focus groups than are necessary to achieve
the research objective
8.
One of the most important services a
moderator can provide is a fast report
turnaround
9.
Client observers should be thoroughly
briefed about research objectives before the
sessions start
10.
The most valuable service a moderator can
provide is objective conclusions based on the
interpretations of the research, without
regard for what the client wants to hear
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Trends in Focus Groups
• Telephone Focus Groups
• Video Conference
• Two-way focus groups
• Online focus groups
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Projective Techniques
• Presentation of an ambiguous, unstructured object, activity, or
person that a respondent is asked to interpret and explain.
Categories of Projective Techniques
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Word Association
Completion Test
Picture Interpretation
Third Person Techniques
Role Playing
Case Studies
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Limitations of Qualitative Methods
• Potential susceptibility of the results to get misused
or misinterpreted
• Results not necessarily representative of the whole
population
• Moderator or interviewer's role is extremely critical
and can lead to ambiguous or misleading results
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Observational Methods
Casual Observation
Content Analysis
Systematic Observation
Physical Trace Measures
Direct Observation
Humanistic Inquiry
Contrived Observation
Behavior Recording Devices
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Limitations of Observational Methods
• Cannot be used to observe motives, attitudes or
intentions
• More costly and time consuming
• May yield biased results if there are sampling problems
or if significant observant subjectivity is involved
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Recent Applications of Qualitative and
Observational Methods
• Talking Shopper program by Pathfinder Research Group
• Virtual Customers system for evaluating service quality
• On-site observation to observe and learn customer
purchase decisions as they are being made
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