Lecture Marketing research - Chapter 4: Qualitative research

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In this chapter you will learn: To define qualitative research, to explore the popularity of qualitative research, to understand why qualitative research is not held in high esteem by some practitioners and academicians, to learn about focus groups and their tremendous popularity,...

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Nội dung Text: Lecture Marketing research - Chapter 4: Qualitative research

Learning Objectives CHAPTER Four Qualitative Research Copyright © 2004 John Wiley & Sons, Inc.
Learning Objectives Learning Objectives 1. To define qualitative research. 2. To explore the popularity of qualitative research. 3. To understand why qualitative research is not held in high esteem by some practitioners and academicians. 4. To learn about focus groups and their tremendous popularity.
Learning Objectives Learning Objectives 5. To gain insight into conducting and analyzing a focus group. 6. To understand the controversy regarding online focus groups. 7. To understand the growing popularity of Internet focus groups. 8. To learn about other forms of qualitative research.
Learning Objectives The Nature of Qualitative To define qualitative research. Research Qualitative Research Defined Findings not subject to quantification. To examine attitudes, feelings, and motivations Quantitative Research Defined To find statistically significant differences The Qualitative versus Quantitative Controversy See Table 5.1 (next slide) Popularity of Qualitative Research Less expensive, ability to better understand motivations, improved efficiency
Table 4.1 Learning Objectives Qualitative versus Quantitative Research Comparative Dimension Qualitative Research Quantitative Research Types of questions Probing Limited probing Sample size Small Large Information per respondent Substantial Varies Administration requirements Special skills Fewer special skills needed Type of Analysis Subjective Statistical Hardware Tape recorders, Questionnaires, computers, video, pictures printouts Ability to replicate Low High Training the researcher Psychology,sociology Statistics, decision models, marketing, consumer marketing research behavior Type of research Exploratory Descriptive or casual
Learning Objectives The Nature of Qualitative To understand why qualitative Research research is not held in high esteem. Limitations on Qualitative Research • Does not distinguish small differences in a marketing mix. • Not necessarily representative of the population of interest • No certification body in marketing research
Learning Objectives The Growing Role of To learn about focus Focus Groups groups and their popularity. Focus Groups Defined •Consists of 8 to 12 participants •Led by moderator •In-depth discussion on one topic Goal: To learn and understand what people have to say
Learning Objectives The Growing Role of To gain insight into conducting Focus Groups and analyzing a focus group. The Popularity of Focus Groups About 25 percent of all research expenditures is spent on focus groups. Conducting Focus Groups Preparing for a Focus Group The Setting: focus group facility often in a conference style room Recruiting Participants: mall intercept, telephone
Learning Figure 4.1 Steps in Conducting a Focus Objectives Group Prepare for the group. Select a focus group facility and recruit the participants. Prepare the focus Select a moderator. group report.. Create a discussion guide. Conduct the group.
Learning Objectives The Growing Role of To gain insight into conducting Focus Groups and analyzing a focus group. Selecting the Moderator 1. Genuine interest in people 2. Acceptance and appreciation for the differences in people 3. Good listening skills 4. Good observation skills 5. Interest in a wide range of topics 6. Good oral and written skills 7. Objectivity
Learning Objectives The Growing Role of To gain insight into conducting Focus Groups and analyzing a focus group. 8. Knowledge of research and marketing 9. Flexibility 10. Attention to detail Client-focused skills: 1. Understand client’s business 2. Provide strategic leadership 3. Provide feedback to the client 4. Reliable, responsive, trustworthy 5. A comfortable match with the client
Learning Objectives The Growing Role of To gain insight into conducting Focus Groups and analyzing a focus group. Developing a Discussion Guide •An outline of the topics to be covered •Three stages: • Rapport is established • Provoke intense discussion • Summarize significant conclusions Preparing a Focus Group Report Advantages and Disadvantages of Focus Groups
Learning Objectives Online Focus Groups To understand the controversy regarding Internet focus groups. Advantages of Online Focus Groups •No geographic barriers •Lower costs •Fast turn-around time •Respondents may be more open Disadvantages of Online Focus Groups •Group dynamics •Non-verbal inputs •Client involvement
Learning Objectives Internet Focus Groups To understand the controversy regarding Internet focus groups. •Security •Attention to topic •Exposure to external stimuli •Role and skill of the moderator Other Trends in Focus Groups •Video conferenced Focus Groups •Viewing Focus Groups on the Internet
Learning Objectives Other Qualitative To learn about other forms of Methodologies qualitative research. Depth Interviews Unstructured one-on-one interview • Advantages • Disadvantages Applications of depth interviews 1. Communication 2. Sensory evaluations 3. Exploratory research 4. New product development, prototype stage 5. Packaging or usage research
Learning Objectives Other Qualitative To learn about other forms of Methodologies qualitative research. Projective Techniques Techniques for penetrating a person’s defense mechanisms Use of Projective Tests Used in conjunction with nonprojective open-and closed-ended questions A basis for gathering more revealing information
Learning Objectives Other Qualitative To learn about other forms of Methodologies qualitative research. Types of Projective Techniques •Word Association Tests •Sentence and Story Completion •Cartoon Tests •Photo Sorts •Consumer Drawings •Story Telling •Third-Person Technique
Learning Objectives The Future of Qualitative To learn about other forms of Research qualitative research. Rationale behind qualitative research tests: 1. Criteria and evaluations have emotional and subconscious content 2. The emotional and subconscious content is an important determinant of buying and usage decisions. 3. Such content is not adequately or accurately verbalized by the respondent through direct communication. 4. Such content is adequately verbalized through indirect techniques.
Learning Objectives Summary • The Nature of Qualitative Research • The Growing Role of Focus Groups • Internet Focus Groups • Other Qualitative Methodologies • The Future of Qualitative Research
Learning Objectives The End Copyright © 2004, John Wiley & Sons, Inc.