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Marketing Research. Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides. Chapter Eight. Information Collection: Qualitative and Observational Methods. Marketing Research. Marketing Research. Primary. Secondary. Qualitative. Quantitative. Qualitative. Quantitative.

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marketing research

Marketing Research

Aaker, Kumar, Day

Ninth Edition

Instructor’s Presentation Slides

chapter eight
Chapter Eight

Information Collection: Qualitative and Observational Methods

http://www.drvkumar.com/mr9/

marketing research3
Marketing Research

Marketing Research

Primary

Secondary

Qualitative

Quantitative

Qualitative

Quantitative

http://www.drvkumar.com/mr9/

information collection qualitative and observational methods
Information Collection : Qualitative and Observational Methods

Qualitative Methods

  • Recommended to capture the basic feel of a problem prior to conducting more analytical study

Observational Methods

  • Limited to providing information on current behavior

http://www.drvkumar.com/mr9/

qualitative research methods
Qualitative Research Methods

Exploratory

  • Conducted primarily to explicitly define the problem and formulate hypotheses

Orientation

  • To learn more about target customer (e.g. Culture, language)

Clinical

  • To gain insights into topics that are difficult in a structured research

http://www.drvkumar.com/mr9/

qualitative research methods6
Qualitative Research Methods

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

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use of computers in qualitative research
Use of Computers in Qualitative Research
  • Transmitting
  • Storing
  • Coding
  • Searching and Retrieving
  • Building Relationships
  • Matrix Building

http://www.drvkumar.com/mr9/

individual in depth interviews
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

http://www.drvkumar.com/mr9/

focus group discussions
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

http://www.drvkumar.com/mr9/

focus group discussions10
Focus Group Discussions

Source: www.simpleton.com

http://www.drvkumar.com/mr9/

types of focus groups
Types of Focus Groups

Exploratory Focus Groups

  • Used in the exploratory phase of the market research process
  • Used for generating the hypotheses for testing

Clinical Focus Groups

  • Based on the premise that an individual's true feelings and motivations are subconscious in nature

Experiencing Focus Groups

  • Allows the researcher to experience the emotional framework in which the product is being used

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key factors for focus group success
Key Factors for Focus Group Success
  • Planning the Agenda
  • Recruitment
  • Moderator
  • Analysis and Interpretation of the Results

http://www.drvkumar.com/mr9/

ten tips for running a successful focus group
Ten Tips for Running a Successful Focus Group
  • You can never do too much planning for a focus group
  • Manage the recruitment process actively to get the right people in the groups
  • Don’t prejudge the participants based on physical appearance
  • The best focus group moderators bring objectivity and expertise to a project
  • Achieving research objectives does not guarantee a successful group project
  • The moderator and client should coordinate their efforts at all stages of the process for the research to achieve its objectives

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ten tips for running a successful focus group cont
Ten Tips for Running a Successful Focus Group (cont.)
  • 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

9. Client observers should be thoroughly briefed about research objectives before the sessions start

10. 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

http://www.drvkumar.com/mr9/

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

http://www.drvkumar.com/mr9/

projective techniques
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

http://www.drvkumar.com/mr9/

limitations of qualitative methods
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

http://www.drvkumar.com/mr9/

observational methods
Observational Methods
  • Casual Observation
  • Systematic Observation
  • Direct Observation
  • Contrived Observation
  • Content Analysis
  • Physical Trace Measures
  • Humanistic Inquiry
  • Behavior Recording Devices

http://www.drvkumar.com/mr9/

limitations of observational methods
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

http://www.drvkumar.com/mr9/

recent applications of qualitative and observational methods
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

http://www.drvkumar.com/mr9/