1. Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides
Marketing Research
Aaker, Kumar, Day
Ninth Edition
Instructor’s Presentation Slides

2. Information Collection: Qualitative and Observational Methods
Chapter Eight
Information Collection: Qualitative and Observational Methods
Marketing Research 9th Edition
Aaker, Kumar, Day

3. Marketing Research Marketing Research Primary Secondary Qualitative
Quantitative
Qualitative
Quantitative
Marketing Research 9th Edition
Aaker, Kumar, Day

4. 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
Limited to providing information on current behavior
Marketing Research 9th Edition
Aaker, Kumar, Day

5. 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
Marketing Research 9th Edition
Aaker, Kumar, Day

6. 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 9th Edition
Aaker, Kumar, Day

7. Use of Computers in Qualitative Research
Transmitting
Storing
Coding
Searching and Retrieving
Building Relationships
Matrix Building
Marketing Research 9th Edition
Aaker, Kumar, Day

8. 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 9th Edition
Aaker, Kumar, Day

9. 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
Marketing Research 9th Edition
Aaker, Kumar, Day

10. Focus Group Discussions
Source:
Marketing Research 9th Edition
Aaker, Kumar, Day

11. Types of Focus Groups Exploratory Focus Groups Clinical 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
Marketing Research 9th Edition
Aaker, Kumar, Day

12. Key Factors for Focus Group Success
Planning the Agenda
Recruitment
Moderator
Analysis and Interpretation of the Results
Marketing Research 9th Edition
Aaker, Kumar, Day

13. Ten Tips for Running a Successful Focus Group
You can never do too much planning for a focus group
Manage the recruitment process actively to get the right people in the groups
Don’t prejudge the participants based on physical appearance
The best focus group moderators bring objectivity and expertise to a project
Achieving research objectives does not guarantee a successful group project
The moderator and client should coordinate their efforts at all stages of the process for the research to achieve its objectives
Marketing Research 9th Edition
Aaker, Kumar, Day

14. Ten Tips for Running a Successful Focus Group (cont.)
Most client organizations conduct more focus groups than
are necessary to achieve the research objective
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
Marketing Research 9th Edition
Aaker, Kumar, Day

15. Trends in Focus Groups Telephone Focus Groups Video Conference
Two-way focus groups
Online focus groups
Marketing Research 9th Edition
Aaker, Kumar, Day

16. 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 9th Edition
Aaker, Kumar, Day

17. 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
Marketing Research 9th Edition
Aaker, Kumar, Day

18. Observational Methods
Casual Observation
Systematic Observation
Direct Observation
Contrived Observation
Content Analysis
Physical Trace Measures
Humanistic Inquiry
Behavior Recording Devices
Marketing Research 9th Edition
Aaker, Kumar, Day

19. 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
Marketing Research 9th Edition
Aaker, Kumar, Day

20. 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 9th Edition
Aaker, Kumar, Day