Marketing Research Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides

Chapter Eight Information Collection: Qualitative and Observational Methods

© Marketing Research 7th EditionAaker, Kumar, Day Information Collection : Qualitative and Observational Methods Qualitative Methods Recommended to capture the basic feel of a problem prior to conducting more analytical study Observational Methods These methods are limited to providing information on current behavior

© Marketing Research 7th EditionAaker, Kumar, Day Qualitative Research Methods Exploratory Conducted primarily to explicitly define the problem and formulate hypotheses Orientation To learn more about target consumer (e.G. Culture, language) Clinical To gain insights into topics that are difficult in a structured research

© Marketing Research 7th EditionAaker, Kumar, Day Qualitative Research Methods 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 7th EditionAaker, Kumar, Day Use of Computers in Qualitative Research Transmitting Storing Coding Searching and Retrieving Building Relationships Matrix Building

© Marketing Research 7th EditionAaker, Kumar, Day Individual In-depth Interviews Nondirective interviews (respondent enjoys maximum freedom) Semi-structured or focused individual interviews Covers a specific list of topics or sub-areas Individual in-depth interviews (3 techniques): Laddering Hidden-issue Symbolic Analysis

© Marketing Research 7th EditionAaker, Kumar, Day 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 Reeducating observers on the concepts of random selection, statistical reliability, and projectability of research results

© Marketing Research 7th EditionAaker, Kumar, Day Types of Focus Groups Exploratory Focus Groups Used in the exploratory phase of the market research process Used for generating the hypotheses 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

© Marketing Research 7th EditionAaker, Kumar, Day Key Factors for Focus Group Success Planning the Agenda Recruitment Moderation Analysis and Interpretation of the Results

© Marketing Research 7th EditionAaker, Kumar, Day Trends in Focus Groups Telephone Focus Groups Video Conference Two-way focus groups

© Marketing Research 7th EditionAaker, Kumar, Day Projective Techniques Respondent is asked to comment upon rather unstructured or ambiguous object, activity The Various Categories of Projective Techniques Are Word Association Completion Test Picture Interpretation Third Person Techniques Role Playing

© Marketing Research 7th EditionAaker, Kumar, Day 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 can lead to ambiguous or at times misleading results

© Marketing Research 7th EditionAaker, Kumar, Day Observational Methods Casual Observation Systematic Observation Direct Observation Contrived Observation Content Analysis Physical Trace Measures Humanistic Inquiry Behavior Recording Devices

© Marketing Research 7th EditionAaker, Kumar, Day Limitations of Observational Methods Cannot be used to observe motives, attitudes or intentions More costly and time consuming

© Marketing Research 7th EditionAaker, Kumar, Day Recent Applications of Qualitative and Observational Methods Get inside minds of shoppers by providing tape recorders and having them record their thoughts while shopping Virtual Customers system for evaluating service quality On-site observation