Chapter 8 - Information collection: Qualitative and observational methods. In this chapter, the following content will be discussed: Marketing research, qualitative research methods, use of computers in qualitative research, individual in-depth interviews, focus group discussions,...
Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Chapter Eight Information Collection: Qualitative and Observational Methods Marketing Research 12th Edition Marketing Research Marketing Research Primary Qualitative Secondary Quantitative Qualitative Quantitative Marketing Research 12th Edition Information Collection : Qualitative and Observational Methods Marketing Research 12th Edition Qualitative Research Methods Marketing Research 12th Edition Qualitative Research Methods (Contd.) • Four major constraints: ▫ Volume of data ▫ Complexity of analysis ▫ Detail of clarification record ▫ Timeconsuming nature of the clerical efforts required Computer technology helps alleviate these problems and increase the use of qualitative research • Marketing Research 12th Edition Use of Computers in Qualitative Research Marketing Research 12th Edition Individual Indepth Interviews • Nondirective interviews ▫ • Respondent given maximum freedom to respond Semistructured or focused individual interviews ▫ Covers a specific list of topics or subareas Individual indepth interview techniques Laddering Hiddenissue Symbolic Analysis Marketing Research 12th 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 ▫ Reeducating observers on the concepts of random selection, statistical reliability, and Marketing Research 12th Edition 10 Types of Focus Groups Marketing Research 12th Edition 11 Key Factors for Focus Group Success ü Planning the Agenda ü Recruitment ü Moderator ü Analysis and Interpretation of the Results Marketing Research 12th Edition 12 Trends in Focus Groups • Telephone Focus Groups • Video Conference • Twoway focus groups • Online focus groups Marketing Research 12th Edition 13 Ten Tips for Running a Successful Focus Group Most client organizations conduct more focus You can never do too much planning for a focus group Manage the recruitment process actively to get the right people in the groups groups than are necessary to achieve the research objective 10 Don’t prejudge the participants based on physical appearance The best focus group moderators bring objectivity and expertise to a project 11 One of the most important services a moderator can provide is a fast report turnaround Client 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 hear Marketing Research 12th Edition 14 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 Other Projective Techniques like Photo Sort., Pictured Aspirations Technique (PAT), etc. Marketing Research 12th Edition 15 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 12th Edition 16 Observational Methods Ø Casual Observation Ø Content Analysis Ø Systematic Observation Ø Physical Trace Measures Ø Direct Observation Ø Empathic Interviewing Ø Contrived Observation Ø Humanistic Inquiry Ø Behavior Recording Devices Marketing Research 12th Edition 17 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 12th Edition 18 Recent Applications of Qualitative and Observational Methods • Virtual Customers system for evaluating service quality • Onsite observation to observe and learn customer purchase decisions as they are being made Marketing Research 12th Edition 19 End of Chapter Eight ...2 Chapter Eight Information Collection: Qualitative and Observational Methods Marketing Research 12th Edition Marketing Research Marketing Research Primary Qualitative Secondary Quantitative Qualitative. .. Quantitative Marketing Research 12th Edition Information Collection : Qualitative and Observational Methods Marketing Research 12th Edition Qualitative Research Methods Marketing Research 12th Edition Qualitative Research Methods (Contd.)... Computer technology helps alleviate these problems and increase the use of qualitative research • Marketing Research 12th Edition Use of Computers in Qualitative Research Marketing Research 12th Edition Individual Indepth Interviews