(2) Qualitative Research Flashcards
Types of Consumer Research
Qualitative:
- Observation
- FGI
- Projective Technique
Quantitative:
- Survey
- Experiment
Consumer Research in Marketing Management (4 steps)
1) Situational Analysis
2) Marketing Goals
3) Market segmentation, Target Market Selection, and Product Positioning
4) Marketing Mix
2 Types of Consumer Research
Primary: Information originated by the researcher for the purpose of the investigation at hand
Secondary: Information has been collected for other reasons than the research at hand
- Government, consulting firms, newspaper and magazine articles
Consumer Research Process
1) Define Objectives
2) Developing Plan
a) Secondary
b) Primary
a) Qualitative
b) Quantitative
3) Collecting Data
4) Interpreting the findings
Primary Research (Qual. vs. Quant)
Qualitative:
- Explore consumers’ feelings, opinions, attitudes
- Precursor to quantitative research
- Characteristics:
- Exploratory in nature
- Unstructured interface
Quantitative:
- Provides hard numerical data for statistical analysis
- Structured interface (terms, scales, questions)
Primary Data
*Exploratory *(Qualitative) Research
- Observation
- Focus group interview
- Projective techniques
Confirmatory (Quantitative) Research
- Survey
- Experiment
Observation
- Collects consumer data through non-interactive methods (vs. communication-based method)
- Hybrid Observation: two methods blended together to complements the limitation of each
- Communication can lead to mishonesty
Types of Observation (4x X vs. Y)
1) Structured vs. Unstructured
directed at a specific behavior to broad and ill-defined (look out for something interesting)
- Do you know what you’re looking for?
2) Disguised vs. Undisguised
- Are the consumers aware?
3) Natural vs. Contrived
- Is it in a natural environment or purposely altered or in a lab?
4) Human vs. Machine
- Who observed and quantifies the data?
Observation Research Procedure (QQCC)
- What to observe? Quoi?
- Physical actions or objects, verbal or expressive behaviors, temporal patterns - Whom, When & Where? Qui, Quand, Comment?
- Population sampling:
Representativeness is important! Sampling must match your purpose
- Location / Time Sampling
Generalizability: different places beer is consumed and purchase time might influence their behavior - Measurement / Comment?
- Checklist (phone? brand of shoes? company?)
- Summarizing the data (frequency & correlation)
Observation Project (HDAR)
Hypothesis testing
- Pick 3 or more (that are easy to observe)
Study Design
- 6-7 variables, 20-30 samples/researcher
Data Analyses
- Hypotheses testing & explore relationships a priori not hypothesized
Recommendation
- have to be based on findings
Limitation of Observation Study (BTE)
- Observer Bias (interpretation, recording)
- Time consuming
- Ethical issue
- ?
Focus Group Interview
- Qualitative market research where a group discusses their opinions about a particular topic
- Semi-structured group Interview
- Interaction and group dynamic are essential
- widen the range of responses
- activate forgotten details
- release inhibitions
When is FGI useful?
- When a new product is to be launched
- when a survey can not bring necessary insights
- when the depth of opinion matters
- when a large amount of information is needed in a short amount of time
- Precursor to the written survey questionnaire
Usual Structure of FGI
Group:
- 5-10 people
- strangers to each other
- Similar in terms of salient characteristics (power differential, expertise, gender, age)
- Create 3-5 groups per strata
Session:
- 60-90mn
- 8-12 questions (2-5 key)
- 5-10mn per question
- all conversations are recorded on transcript
- opinions & behavior observed on tape or behind one-way glass
FGI moderator
- Interviewer’s skills are key to success!
- Goal is to generate the max amount of discussions and opinions
- asks broad question to elicit responses and generate discussion among the participants
Role:
- Clearly state the purpose
- Clearly state the rule
- Ice breaking (food, build group dynamic)
