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Chapter 7: Qualitative Research

Chapter 7: Qualitative Research. This is: essentially diagnostic concerned with deeper understanding of buying motivations impressionistic, rather than conclusive concerned with probing, rather than mere counting observant and reflective able to give insights to guide marketing actions

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Chapter 7: Qualitative Research

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  1. Chapter 7: Qualitative Research This is: • essentially diagnostic • concerned with deeper understanding of buying motivations • impressionistic, rather than conclusive • concerned with probing, rather than mere counting • observant and reflective • able to give insights to guide marketing actions • the partner of quantitative investigation

  2. Qualitative Research Techniques • Qualitative research techniques, varied and eclectic include • Depth interviews • Group discussions, focus groups • Conflict groups • Mini-depth interviews • Observation • Ethnography • Projective techniques • These are not exclusive: discrimination is needed • Techniques should be relevant to specific problems

  3. Projective Techniques • Borrows concepts/techniques from clinical psychology • Respondents given opportunities to express their attitudes without embarrassment/guilt • Penetrates barriers of awareness and self-defence • Breaches barriers of irrationality • Release mechanism for thoughts/feelings

  4. Main Types of Projective Technique 1. Association Procedures:  word association tests  Rorschach ink blot test 2. Completion Procedures:  sentence/story completion  cartoons/pictures (TAT)  Rosenweig’s Picture Frustration Test 3. Transformation Procedures: psychodrawing 4. Construction Procedures: role-play

  5. Methods of Researching Consumer Products • Gap analysis • Depth interviews • Action studies (case studies) • Brainstorming • Synectics • Lateral thinking

  6. Attitude Research • A variety of techniques available, but none fully satisfactory: attitude scales  semantic differential  projective technique • Validity and reliability are key factors • Principal scaling techniques:  nominal (simple classification)  ordinal (ranking)  interval (equal units of measurement)  ratio (fixed origin or zero points, used for marketing analyses)

  7. Types of scales • Nominal - simple classification • Ordinal - ranking • Interval - equal units of measurement • Ratio - fixed origin or zero points; used for marketing analyses

  8. Principal Scaling Methods • Thurstone’s Equal-Appearing Intervals ( a differential scale) • Likert Summated Ratings ( a verbal rating scale) • Guttman’s Scales (scalogram analysis) • Semantic Differential (measures connotative meaning of concepts) • Stapel Scale (modified Semantic Differential) • Diagrammatic Scales  thermometer scales  “smiley”scales • Kelly’s Personal Construct Theory (personal “constructs”)

  9. Summary • Qualitative research is essentially diagnostic; it seeks deeper understanding of factors, sometimes covert, which influence buying behaviour. • Qualitative research uses depth interviews (group and individual) and projective techniques; there are several variations of both of these approaches. • Attitude research uses various sealing techniques such as Thurstone’s equal-appearing intervals, Likert summated ratings, Guttman’s scales (scalogram analysis) and semantic ratings (Osgood et al.). • Kelly’s personal construct theory provides a creative approach to understanding better how an individual deals with the many events in his perceptual world.

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