Marketing Research - PowerPoint 5 by HC120808165830


									Marketing Research
Aaker, Kumar, Day and Leone
Ninth Edition
Instructor’s Presentation Slides

  Chapter Eight

                         Information Collection:
                             Qualitative and
                         Observational Methods                  Marketing Research 10th Edition

   Marketing Research

                                          Marketing Research

                         Primary                                      Secondary

      Qualitative                  Quantitative         Qualitative           Quantitative                                            Marketing Research 10th Edition

  Information Collection :
  Qualitative and Observational Methods

              • Recommended to
                capture the basic feel   • Limited to providing
                of a problem prior to      information on current
                conducting more            behavior
                analytical study

               Qualitative               Observational
               Methods                   Methods                             Marketing Research 10th Edition

  Qualitative Research Methods

        • Conducted primarily to explicitly define the problem and formulate

        • To learn more about target customer (e.g. Culture, language)

        • To gain insights into topics that are difficult in a structured
          research                                   Marketing Research 10th Edition

  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                               Marketing Research 10th Edition

  Use of Computers in Qualitative Research




                                Searching and Retrieving

                                 Building Relationships

                                    Matrix Building                              Marketing Research 10th Edition

  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                                              Marketing Research 10th Edition

  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
           ▫ Re-educating observers on the
             concepts of random selection,
             statistical reliability, and
             projectability of research results                      Marketing Research 10th Edition

   Types of Focus Groups   Marketing Research 10th Edition

  Key Factors for Focus Group Success

    Planning the Agenda

    Recruitment

    Moderator

    Analysis and
     Interpretation of the
     Results   Marketing Research 10th Edition

   Ten Tips for Running a Successful Focus Group
    1.    You can never do too much planning for a         7.    Most client organizations conduct more
          focus group                                            focus groups than are necessary to achieve
                                                                 the research objective
    2.    Manage the recruitment process actively to
          get the right people in the groups
                                                           8.    One of the most important services a
    3.    Don’t prejudge the participants based on               moderator can provide is a fast report
          physical appearance                                    turnaround

    4.    The best focus group moderators bring            9.    Client observers should be thoroughly
          objectivity and expertise to a project
                                                                 briefed about research objectives before the
                                                                 sessions start
    5.    Achieving research objectives does not
          guarantee a successful group project
                                                           10.   The most valuable service a moderator can
    6.    The moderator and client should coordinate             provide is objective conclusions based on the
          their efforts at all stages of the process for         interpretations of the research, without
          the research to achieve its objectives                 regard for what the client wants to hear                                                         Marketing Research 10th Edition

   Trends in Focus Groups

      • Telephone Focus Groups

      • Video Conference

      • Two-way focus groups

      • Online focus groups    Marketing Research 10th Edition

  Projective Techniques
   • Presentation of an ambiguous, unstructured object, activity, or
     person that a respondent is asked to interpret and explain.

                           Categories of Projective Techniques
                                  •   Word Association
                                  •   Completion Test
                                  •   Picture Interpretation
                                  •   Third Person Techniques
                                  •   Role Playing
                                  •   Case Studies                                    Marketing Research 10th Edition

  Limitations of Qualitative Methods
      • Potential susceptibility of the results to get misused
        or misinterpreted

      • Results not necessarily representative of the whole

      • Moderator or interviewer's role is extremely critical
        and can lead to ambiguous or misleading results                        Marketing Research 10th Edition

  Observational Methods
   Casual Observation          Content Analysis

   Systematic Observation      Physical Trace Measures

   Direct Observation          Humanistic Inquiry

   Contrived Observation       Behavior Recording Devices                 Marketing Research 10th Edition

  Limitations of Observational Methods
   • Cannot be used to observe motives, attitudes or

   • More costly and time consuming

   • May yield biased results if there are sampling problems
     or if significant observant subjectivity is involved                    Marketing Research 10th Edition

  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                         Marketing Research 10th Edition

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