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

Chapter Eight 2 Information Collection: Qualitative and Observational Methods Marketing Research 10th Edition

Marketing Research 3 PrimarySecondary QualitativeQuantitativeQualitativeQuantitative Marketing Research 10th Edition 3

Information Collection : Qualitative and Observational Methods 4 Marketing Research 10th Edition Recommended to capture the basic feel of a problem prior to conducting more analytical study Qualitative Methods Limited to providing information on current behavior Observational Methods

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 5 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 6 Marketing Research 10th Edition

Use of Computers in Qualitative Research Transmitting Storing Coding Searching and Retrieving Building Relationships Matrix Building 7 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 8 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 recruited ▫Re-educating observers on the concepts of random selection, statistical reliability, and projectability of research results 9 Marketing Research 10th Edition

Types of Focus Groups Used in the exploratory phase of the market research process Used for generating the hypotheses for testing Exploratory Focus Groups Based on the premise that an individual's true feelings and motivations are subconscious in nature Clinical Focus Groups Allows the researcher to experience the emotional framework in which the product is being used Experiencing Focus Groups 10 Marketing Research 10th Edition

Key Factors for Focus Group Success Planning the Agenda Recruitment Moderator Analysis and Interpretation of the Results 11 Marketing Research 10th Edition

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 12 Marketing Research 10th Edition 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

Trends in Focus Groups Telephone Focus Groups Video Conference Two-way focus groups Online focus groups 13 Marketing Research 10th Edition

Projective Techniques Presentation of an ambiguous, unstructured object, activity, or person that a respondent is asked to interpret and explain. 14 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 population Moderator or interviewer's role is extremely critical and can lead to ambiguous or misleading results 15 Marketing Research 10th Edition

Observational Methods  Casual Observation  Systematic Observation  Direct Observation  Contrived Observation 16 Marketing Research 10th Edition  Content Analysis  Physical Trace Measures  Humanistic Inquiry  Behavior Recording Devices

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 17 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 18 Marketing Research 10th Edition