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Marketing > Marketing research: Quantitative vs Qualitative > Flashcards

Marketing research: Quantitative vs Qualitative Flashcards

1
Q

Which has the larger sample size, qualitative or quantitative?

A

Quantitative

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2
Q

At what level is the consumer treated in quantitative research?

A

Aggregate level - make assumptions & characterise

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3
Q

At what level is the consumer treated in qualitative research?

A

Individual level

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4
Q

How are the questions in quantitative research methods characterised & why?

A

Short & simple - highly structured approach to be able to collate & analyse aggregate data

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5
Q

How are the questions in qualitative research methods characterised & why?

A

Open-ended & semi structured to promote discussion

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6
Q

How is data collection in quantitative research methods characterised & why?

A

Highly structured

Must be collected in exact same way to allow for aggregation (cannot add apples & oranges together)

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7
Q

How is data collection in qualitative research methods characterised & why?

A

Unstructured

Do not need to aggregate data, need to get a feel for general mood & attitudes

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8
Q

How skilled will an interviewer required to be to carry out quantitative research?

A

Low skills

Skill is in creation of questionnaire, interviewer only needs to follow script & collect data

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9
Q

How skilled will an interviewer required to be to carry out qualitative research?

A

Highly skilled

Must interpret results, body language, answers & conversations

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10
Q

What is the nature of the information collated in quantitative research?

A

Objective - quantitative analysis

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11
Q

What is the nature of the information collated in qualitative research?

A

Subjective - can draw different conclusions

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12
Q

Which is more expensive, qualitative or quantitative & why?

A

Qualitative - payment of researcher & process is longer

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13
Q

What are the questions that can be answered in quantitative research?

A 
Who?
When?
Where?
How?
How much?
How often?
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14
Q

What are the questions that can be answered in qualitative research?

A

Why?

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15
Q

Where can face to face interviews take place?

A

In-home
Doorstep
Executive
Street

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16
Q

Advantages of face-to-face interviews over telephone and self completion surveys (7):

A

1) Motivate respondent to take part
2) Convince of legitimacy and genuine
3) Check eligibility
4) Assist with complex questions
5) Judge interest, impatience, seriousness
6) Improve respondent’s understanding
7) Control visual elements of questionnaire

17
Q

Drawbacks of face-to-face interviews (6):

A

1) Costly
2) Time consuming
3) Interviews need to be clustered in areas
4) Training is difficult due to geographical dispersal
5) Difficult quality control - distance
6) Difficult to motivate interviewers (vs in large call centre)

18
Q

Drawbacks of street-interviewing

A
  1. Shopping centre managers see them as nuisance
  2. Less attentive - wet/cold weather
  3. Distractions from passers by, noise, traffic
  4. Shoppers avoid interviewers - in a hurry/pre-occupied
  5. Limited interview length - unwilling
19
Q

Advs of street-interviewing

A
  1. Less expensive

2. Quicker - don’t need to visit separate homes

20
Q

Advs of postal survey

A
  1. National & international coverage
  2. Low cost
  3. No interviewer bias
  4. Respondent convenience
  5. Piggybacking other correspondence (newsletters)
21
Q

Disadvs of postal survey

A
  1. Low response rate
  2. Biased response - not representative
  3. Lack of control of questioning
  4. Lack of control of respondent
  5. Limited open ended questions
  6. Pre-reading of questionnaire
  7. Response time
22
Q

Other types of survey

A

Kiosk (Alton Towers)
E-mail
Online
Mobile phone

23
Q

Simulated test market

A

Predict potential results of product launch

Experiment with changes to different elements of the marketing mix

Rely on simulated/laboratory type testing and mathematical modelling

24
Q

Difficulties with traditional test marketing

A

Isolation: TV advertising, circulation areas

Timing: must be run up to 6 months, difficult to control variables for long period of time

Competitor spoiling: flooding area with own products/promotions

Area selection: Identify area that truly reflects demographic make-up of nation

Cost: very expensive

25
Q

5 steps of simulated test markets

A
  1. Recruit and screen participants (street, door, tel interviews)
  2. Expose participants to product concept/prototype/packaging/promotion
  3. Participants given opportunity to buy product from researcher (catalogue of products, freedom of choice)
  4. Researchers visit weekly, respondents asked to repurchase from catalogue… questionnaires used to examine their experience and why they bought it
  5. Trail and repeat purchase info put into computerised simulation programme - project share/volume for product if distributed on national basis
26
Q

Observation

A

Data gathering approach

Info collected on behaviour of people, objects and organisations

Without any questions being asked of participants

27
Q

User-generated content

A

Online material

Social media

Produced by end users

28
Q

Observations tells you what people are doing but it doesn’t tell you…

A

…why people are doing it

29
Q

Examples of what can be observed

A 
Arrival time in store
TV viewing patterns
Comments made one review sites
Time spent shopping
Payment methods
Products purchased
Brands mentioned in social media
Use of public transport
30
Q

5 key dimensions of observation

A
  1. Natural vs contrived
  2. Visible vs hidden
  3. Structured vs unstructured
  4. Mechanised vs human
  5. Participants vs non-participant
31
Q

Contrived observation

A

Observation of participants in controlled setting

32
Q

Hidden observation

A

Participant does not know they are being observed

33
Q

Structured observation

A

Observers use record sheet or form to count phenomena or to record their observations

34
Q

Mechanised observation

A

Automated counting devices, scanners, or other equipment

35
Q

Mystery shopping

A

Researchers act as customers or potential customers to monitor the processes and procedures used in delivery of service

36
Q

Participant observation

A

Researcher interacts with subject(s) being observed (mystery shopping)

37
Q

3 main purposes of mystery shopping

A

1) Diagnostic tool: identify failings, weak points
2) Encourage, develop, motivate service personnel - linking with appraisal, training and reward schemes
3) Assess competitiveness of service provision by benchmarking against other offerings in industry

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