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Qualitative Techniques in Marketing Research

Qualitative Techniques in Marketing Research. (MARKETECK, 2009). Qualitative Research. Is any research conducted using an observational technique or unstructured questioning . Conducted: when structured research is not possible,

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Qualitative Techniques in Marketing Research

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  1. Qualitative Techniques in Marketing Research

  2. (MARKETECK, 2009)

  3. Qualitative Research... • Is any research conducted using an observational technique or unstructured questioning. • Conducted: • when structured research is not possible, • when true response may not be available [embarrassing “touchy questions”] • to explain quantitative research results.

  4. Common Methods in Marketing Research

  5. Direct vs indirect: Direct > observing behavior as it occurs Indirect > observing the effects of behavior Disguised vs nondisguised Nondisguised >Direct Disguised > Indirect Qualitative researchObservation techniques Classification of Observation • Structured vs unstructured • Structured >predetermine what to observe • Unstructured>monitor all behavior • Human vs Mechanical • Human>observation done by human beings • Mechanical>observation by machine

  6. Not Always Appropriate!!

  7. Observation • Appropriate Conditions • The event must occur in a short time interval, Avoid lag affect • Must occur in a setting where the researcher can observe the behavior Praying, cooking are not suitable things to observe • Necessary under situations of faulty recall Faulty recall - remembering things such as how many times one looked at his wristwatch.

  8. Observation:Advantages and Limitations • Advantages • Greater data accuracy than direct questioning, in natural settings people behave naturally, • Problems of refusal, not at home, false response, non-cooperation etc. are absent, • No recall error, • In some situations, only way • Number of customers visiting a store • Studying children’s behavior • Limitations • Time consuming, too many things to observe, • may not be representative, • difficulty in determining root cause of the behavior.

  9. Focus Group An interview conducted by a trained moderator in a non-structured and natural manner with a small group of respondents. Group size 8 -12 Group composition Homogenous, respondents prescreened Physical setting Relaxed, informal setting Time duration 1 - 3 hours Recording Use of audio and video cassettes Moderator Observational, interpersonal, good communication skills needed.

  10. Focus Groups Objectives: - Generate new product or service ideas • Understand consumer vocabulary • Useful for ad campaigns • Reveal consumer needs, motives, perceptions and attitudes, • Generating future research objectives • Facilitate understanding of the quantitative studies

  11. Focus Group: Advantages and Disadvantages • Major Advantages: • Synergism, Snowballing, Stimulation, Security, Spontaneity, Speed and Cost savings. • Major Disadvantages: • Lack of representativeness, Misuse, Misjudge, Moderation problem, and Difficulty of analysis

  12. Seven advantages of Focus Group I

  13. Seven advantages of Focus Group

  14. Five Disadvantages of Focus Group

  15. Other Qualitative Techniques Depth Interview:An unstructured interview that seeks opinions of respondents on a one-to-one basis. Useful for sensitive issues, politics etc. Protocol Analysis:Involves placing a person in a decision making situation and asking him/her to state everything he/she considers in making a decision. Useful in 1. Purchasing involving a long time frame (car, house) and 2. Where the decision process is too short (greeting card). Projective technique:Involve situations in which participants are placed in simulated activities hoping that they will divulge information about themselves that are unlikely to be revealed under direct questing.

  16. Example: Delphi technique for Retail Food

  17. Projective Techniques • These are indirect interviewing methods which enable sampled respondents to project their views, beliefs and feelings onto a third-party or into some task situation. • The researcher sets up a situation for the respondents asking them to express their own views, or to complete/ interpret some ambiguous stimulus presented to them. • Various types. More common ones are: • Free Word Association • Sentence Completion • Unfinished scenario/story completion • Cartoon completion test

  18. FREE WORD ASSOCIATION In this technique, a list of carefully selected stimulus words or phrases related to the topic of research are read out, one at a time, to a respondent. The respondent is asked to respond with the first word or phrase that comes to his/her mind.The list of words should contain a mixture of test words and neutral words.

  19. CARTOON COMPLETION TEST In the cartoon technique, the respondent is shown a comic-strip like cartoon with two characters in a conversation. While the speech of one character is shown in his/her balloon,the other balloon is empty. The respondent is asked to assume the role of the other person and fill the empty balloon with a speech. Where can I get a watch of this quality?

  20. SUMMARY • Qualitative research can be used alone • or as part of mixed research • Main advantage is that is capable • generating rich data on WHY? • Useful when looking at NEW things • Rich data may be difficult to analyse

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