Information Collection: Qualitative and Observational Methods

Marketing ResearchAaker, Kumar, Leone and Day Twelfth EditionInstructor’s Presentation SlidesChapter Eight2Information Collection: Qualitative and Observational MethodsMarketing Research 12th Edition Marketing Research3Marketing ResearchPrimarySecondaryQualitativeQuantitativeQualitativeQuantitative3Marketing Research 12th Edition Information Collection : Qualitative and Observational Methods4Qualitative MethodsRecommended to capture the basic feel of a problem prior to conducting more analytical studyObservational MethodsLimited to providing information on current behaviorMarketing Research 12th Edition Qualitative Research MethodsExploratoryConducted primarily to explicitly define the problem and formulate hypothesesOrientationTo learn more about target customer (e.g. Culture, language)ClinicalTo gain insights into topics that are difficult in a structured research5Marketing Research 12th Edition Qualitative Research Methods (Contd.)Four major constraints:Volume of dataComplexity of analysisDetail of clarification recordTime-consuming nature of the clerical efforts requiredComputer technology helps alleviate these problems and increase the use of qualitative research6Marketing Research 12th Edition Use of Computers in Qualitative ResearchTranscribingStoringCodingSearching and RetrievingBuilding RelationshipsMatrix Building7Marketing Research 12th Edition Individual In-depth InterviewsNondirective interviewsRespondent given maximum freedom to respondSemi-structured or focused individual interviews Covers a specific list of topics or sub-areas8Individual in-depth interview techniques Laddering Hidden-issue Symbolic AnalysisMarketing Research 12th Edition Focus Group DiscussionsOffers participants more stimulation than an interview; makes new ideas and meaningful comments more likelyIssues to be addressed:Outlining the intended direction of the groupExplaining how participants were recruitedReeducating observers on the concepts of random selection, statistical reliability, and projectability of research results9Marketing Research 12th Edition Types of Focus GroupsExploratory Focus Groups Used in the exploratory phase of the market research processUsed for generating the hypotheses for testingClinical Focus Groups Based on the premise that an individual's true feelings and motivations are subconscious in natureExperientialFocus Groups Allows the researcher to experience the emotional framework in which the product is being used 10Marketing Research 12th Edition Key Factors for Focus Group SuccessPlanning the AgendaRecruitmentModerator Analysis and Interpretation of the Results11Marketing Research 12th Edition Trends in Focus GroupsTelephone Focus GroupsVideo ConferenceTwo-way focus groupsOnline focus groups12Marketing Research 12th Edition Ten Tips for Running a Successful Focus GroupYou can never do too much planning for a focus groupManage the recruitment process actively to get the right people in the groupsDon’t prejudge the participants based on physical appearanceThe best focus group moderators bring objectivity and expertise to a projectAchieving research objectives does not guarantee a successful group projectThe moderator and client should coordinate their efforts at all stages of the process for the research to achieve its objectives13Most client organizations conduct more focus groups than are necessary to achieve the research objectiveOne of the most important services a moderator can provide is a fast report turnaroundClient observers should be thoroughly briefed about research objectives before the sessions start 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 hearMarketing Research 12th Edition Projective TechniquesPresentation of an ambiguous, unstructured object, activity, or person that a respondent is asked to interpret and explain. 14Categories of Projective TechniquesWord AssociationCompletion TestPicture InterpretationThird Person TechniquesRole PlayingCase StudiesOther Projective Techniques like Photo Sort., Pictured Aspirations Technique (PAT), etc. Marketing Research 12th Edition Limitations of Qualitative MethodsPotential susceptibility of the results to get misused or misinterpretedResults not necessarily representative of the whole populationModerator or interviewer's role is extremely critical and can lead to ambiguous or misleading results15Marketing Research 12th Edition Observational MethodsCasual Observation Systematic ObservationDirect ObservationContrived Observation16Content AnalysisPhysical Trace MeasuresEmpathic InterviewingHumanistic InquiryBehavior Recording DevicesMarketing Research 12th Edition Limitations of Observational MethodsCannot be used to observe motives, attitudes or intentionsMore costly and time consumingMay yield biased results if there are sampling problems or if significant observant subjectivity is involved17Marketing Research 12th Edition Recent Applications of Qualitative and Observational MethodsVirtual Customers system for evaluating service qualityOn-site observation to observe and learn customer purchase decisions as they are being made18Marketing Research 12th Edition 19End of Chapter Eight