Chapter

1. Chapter 8 Observation, Focus Groups, and Other Qualitative Measures

2. Research • Quantitative research:research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved • Qualitative research: research involving collecting, analyzing, and interpreting data by observing what people do and say, an other informal research techniques (“soft” research) • Pluralistic research:combination of both quantitative and qualitative research methods in order to gain the advantages of both

3. Observation Techniques • Observation methods:techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information • Types of observation: • Direct versus indirect • Disguised versus undisguised • Structured versus unstructured • Human versus mechanical

4. Observation Techniques…cont. Direct versus Indirect • Direct observation:observing behavior as it occurs • Indirect observation: observing the effects or results of the behavior rather than the behavior itself • Archives • Physical traces • Structured versus unstructured • Human versus mechanical

5. Observation Techniques…cont. Disguised versus Undisguised • Disguised observation:subject is unaware that he or she is being observed • Undisguised observation: respondent is aware of observation

6. Observation Techniques…cont. Structured versus Unstructured • Structured observation:researcher identifies beforehand which behaviors are to be • observed and recorded • Unstructured observation: No restriction is placed on what the observer would note: all behavior in the episode under study is monitored

7. Observation Techniques…cont. Human versus Mechanical • Human observation:observer is a person hired by the researcher, or, perhaps the observer is the researcher • Mechanical observation: human observer is replaced with some form of static observing device

8. Observation Techniques…cont. Appropriate Conditions for the Use of Observation • Short duration • Public • Faulty recall conditions

9. Observation Techniques…cont. Advantages of Observational Data • Insight into actual, not reported, behaviors • No chance for recall error • Better accuracy • Less cost

10. Observation Techniques…cont. Limitations of Observational Data • Small number of subjects • Subjective interpretations • Inability to pry beneath the behavior observed • Motivations, attitudes, and other internal conditions are unobserved

11. Focus Groups • Focus groups: small group discussions led by a trained moderator • Objectives: • Generate ideas • Understand consumer vocabulary • Reveal consumer needs, motives, perceptions, and attitudes on products and services • Understand findings from quantitative studies

12. Focus Groups Moderator’s Role and Responsibilities • Focus group moderator: a person who conducts the entire sessions and guides the flow of group discussion across specific topics desired by the client • Characteristics: • Experienced • Enthusiastic • Prepared • Involved • Energetic • Open-minded

13. Focus Groups Reporting and Use of Focus Group Results • Factors to remember when analyzing data: • Some sense must be made by translating the qualitative statements of participants into categories and then reporting the degree of consensus apparent in the focus groups • Demographics and buyer behavior characteristics of focus group participants should be judged against the target market profile to assess what degree the groups represent the target market • A focus groups analysis should identify major themes as well as salient areas of disagreement among the participants

14. Focus Groups Online Focus Groups • Online focus group: one in which the respondents and/or clients communicate and/or observe by use of the Internet • Advantages: • No physical setup is necessary • Transcripts are captured on file in real time • Participants can be in widely separated geographical areas • Participants are comfortable in their home or office environments • The moderator can exchange private messages with individual participants

15. Focus Groups Online Focus Groups…cont. • Disadvantages: • Observation of participants’ body language is not possible • Participants cannot physically inspect products or taste food items • Participants can lose interest or become distracted

16. Focus Groups • Advantages: • Generation of fresh ideas • Client interaction • Versatility • Ability to tap special respondents • Disadvantages: • Representative of the population? • Subjective interpretation • High cost-per-participant

17. Other Qualitative Research Techniques • Depth interview: is aset of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves a certain way • Protocol analysis: involves placing a person in a decision making situation and asking him or her to verbalize everything he or she considers when making a decision

18. Other Qualitative Research Techniques…cont. • Projective techniques: involve situations in which participants are placed in (projected into) simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning • Word association test • Sentence completion • Picture test • Cartoon or balloon test • Role-playing activity

19. Physiological Measurements • Physiological measurements: involves monitoring a respondent’s involuntary responses to marketing stimuli via the use of electrodes and other equipment. • Pupilometer • Galvonometer

20. Video: Focus Group Part I

21. Please read and study Case 8.2 on p. 235. Answer questions #1, #2, and #3. Case 8.2 Hobbit’s Choice