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MARKETING RESEARCH

This marketing research study explores qualitative research methods, including observation and focus groups, to gather rich and detailed insights on consumer behavior and opinions. The article also discusses the advantages and disadvantages of these techniques and provides an overview of other qualitative techniques such as depth interviews and protocol analysis.

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MARKETING RESEARCH

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  1. 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. Observation and Experimentation

  5. OBSERVATION The systematic process of witnessing and recording behaviour – of people, objects and events

  6. Qualitative researchObservation techniques Classification of Observation • Direct vs indirect: • Direct = observing behavior as it occurs • Indirect = observing the effects of behavior • Disguised vs nondisguised • Nondisguised =Direct • Disguised = Indirect • 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

  7. Seven Types of Observable Phenomena: • Physical actions • Verbal behaviour • Expressive behaviour • Spatial relations • Time patterns • Physical objects • Pictorial records

  8. Errors can occur due to: • Observer bias • Incomplete reporting • Interpretation errors

  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 • 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. 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.

  13. 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 NEWthings • Rich data may be difficult to analyse

  14. Experimentation

  15. Experiments Investigate and evaluate causal relationships between variables Differs from other methods in the degree of control

  16. Experiments in Marketing include: • Test Marketing • Blind testing • Extended User Testing • Pilot Trials

  17. Questionnaires

  18. Major Decisions • What to ask • How questions are phrased • Sequence of questions • Layout • Pretesting

  19. What Questions? • … will be determined by • Type of Marketing Decision • Problem definition • Primary research objectives

  20. Two Main Types of Question: • Closed • Open

  21. Closed-ended questions can be: Dichotomous Multiple choice Scaled Ranking

  22. Open-ended questions Unstructured Word Association Sentence completion Story completion

  23. SAMPLING

  24. Examine a Part of the Whole In most surveys access to the entire population is nearly impossible, The results from a survey with a carefully selected sample will reflect extremely closely those that would have been obtained had the population provided the data.

  25. There are essentiality two types of sampling: • probability • non-probability • sampling.

  26. Probability Sampling Methods Probability or random sampling gives all members of the population a known chance of being selected for inclusion in the sample and this does not depend upon previous events in the selection process. The selection of individuals does not affect the chance of anyone else in the population being selected.Many statistical techniques assume that a sample was selected on a random basis

  27. Four basic types of random sampling techniques: • Simple Random Sampling • Systematic Sampling • Stratified Sampling • Cluster or Multi-stage Sampling

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