Marketing Research

1
Marketing Research

• Aaker, Kumar, Day and Leone
• Ninth Edition
• Instructors Presentation Slides

2
Chapter Eight
Information Collection Qualitative and
Observational Methods
Marketing Research 10th Edition
http//www.drvkumar.com/mr10/
3
Marketing Research
3
Marketing Research
Primary
Secondary
Qualitative
Quantitative
Qualitative
Quantitative
Marketing Research 10th Edition
http//www.drvkumar.com/mr10/
4
Information Collection Qualitative and
Observational Methods
Marketing Research 10th Edition
http//www.drvkumar.com/mr10/
5
Qualitative Research Methods
Marketing Research 10th Edition
http//www.drvkumar.com/mr10/
6
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

Marketing Research 10th Edition
http//www.drvkumar.com/mr10/
7
Use of Computers in Qualitative Research
Marketing Research 10th Edition
http//www.drvkumar.com/mr10/
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 10th Edition
http//www.drvkumar.com/mr10/
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 10th Edition
http//www.drvkumar.com/mr10/
10
Types of Focus Groups
Marketing Research 10th Edition
http//www.drvkumar.com/mr10/
11
Key Factors for Focus Group Success

• Planning the Agenda
• Recruitment
• Moderator
• Analysis and Interpretation of the Results

Marketing Research 10th Edition
http//www.drvkumar.com/mr10/
12
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. Dont 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

• 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
• 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 10th Edition
http//www.drvkumar.com/mr10/
13
Trends in Focus Groups

• Telephone Focus Groups
• Video Conference
• Two-way focus groups
• Online focus groups

Marketing Research 10th Edition
http//www.drvkumar.com/mr10/
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

Marketing Research 10th Edition
http//www.drvkumar.com/mr10/
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 10th Edition
http//www.drvkumar.com/mr10/
16
Observational Methods

• Casual Observation
• Systematic Observation
• Direct Observation
• Contrived Observation

• Content Analysis
• Physical Trace Measures
• Humanistic Inquiry
• Behavior Recording Devices

Marketing Research 10th Edition
http//www.drvkumar.com/mr10/
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 10th Edition
http//www.drvkumar.com/mr10/
18
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 10th Edition
http//www.drvkumar.com/mr10/