Quiz 2 Practice Flashcards
Consumer Motivation
Sometimes consumers don’t know their actual motivation- we have our own motivations that make sense to us
(actual motivation and believed explanation can be two very different things)
Qualitative Research
- Discovery and/or identification of new ideas, thoughts and feelings.
- Uncovering hidden psychology and/or social processes.
- Preliminary understanding of relationships.
- Develops hypothesis
- Open ended, unstructured
- small sample
Quantitative Research
- Validation of facts, estimates, relationships
- Validating hypothesis
- Structured
- large samples
Qualitative Research Advantages
Advantages
• Can be collected relatively quickly due to the smaller sample sizes and unstructured nature.
• It is flexible.
• Richness of data – allows for a collection of respondents emotions, attitudes and perceptions.
• Preliminary insights that could build into future models, studies and measurement scales.
Disadvantages
• Reliance on interpretive skills of a qualitative researcher.
• It is easy to bias the data.
• May need to redo studies if you are not able to replicate results.
• The findings not always accepted.
• Lack of ability to generalize across a larger group – difficulty estimating the magnitude of phenomena.
Types of Exploratory Research
- Focus Groups
- Interviews
- Observational Studies
- Ethnography
- Projective Techniques
- Social Listening/ Social Media Monitoring
Focus Groups
- Method in which responses to open-ended questions are collected from a small group of participants who interactively and spontaneously discuss topics of interest from the researcher.
- Can be concerns of groupthink and/or wanting to please the moderator.
- Researcher needs to move conversations along and also not bring their own biases into the group.
- We see online focus groups pick-up in recent years - online communities and message boards.
Interviews
- A data-collection method in which a well-trained interviewer asks a participant a set of semi-structured questions in a face-to-face setting.
- Can use visual and audio stimuli.
- Likely recorded with notes being taken.
- Researcher needs to put participants at ease be able to know when to dive deeper or move past topics.
- Some interviews have moved online – but getting people’s physical reactions/emotions should still keep them live with videos on.
Observational Studies
• A form of qualitative data collection that records behavior in natural settings to understand how social and cultural influences affect individuals behaviors and experiences.
• Looking for behavioral patterns consumers may not be aware or conscious of.
• People may or may not be aware that they are being monitored.
- Ethnographers may be present to ask questions.
- Other times it is in a public setting where people can observe interactions without disrupting.
Projective Techniques
- An indirect method of questioning that enables a subject to project beliefs and feelings onto a third party, into a task situation, or onto an inanimate object.
- Word associations.
- Sentence completions.
- Likely added to the start/end of focus groups and interviews.
Social Listening
• Observations based on social media conversations.
• Media Monitoring Software: An integrated system that monitors and analyzes social media sources to provide insights that will support marketing decision making.
-Video image recognition
• Essentially real-time consumer sentiments.
Statistically Relevant
• With a large enough sample size, the data truly because descriptive for your targeted population.
Survey Research Pro/Cons
Advantages
• Easy to administer and record.
• Accommodate large sample sizes to get the statistical inference.
• Produce precise enough results to tease out small nuances.
• Concepts and relationships that are not directly measurable can still be questioned/answered.
Disadvantages
• Low response rates can be a problem.
• Questions that accurately measure attitudes and behaviors can be challenging to develop.
• In-depth data difficult to obtain.
Types of Surverys
- Person-Administered
- Telephone-Administered
- Self-Administered
Person Administered
- Data collection that require the presence of trained interviewers who ask questions and records the subject’s answers.
- Examples
- Face-to-Face
- Door-to-Door Canvassing
- Mall-Intercepts
Advantages
• Filter Quality of Responses
• Respondents can get feedback/clarifications
Disadvantages • Recording errors • Poor Interview-Respondent Interactions • High Cost • May not get a representative sample based on types of respondents.
Telephone Administered
Question and answer exchange through phone calls and texts.
• Examples -Computer-Assisted Telephone Interview (CACTI) -Screen walks a live person through each question and computer skips/changes based on response inputs. -Mobile Texting -Mobile Web Surveys
Advantages
• Lower costs vs in-person
• Can be administered almost instantaneously after purchases/interactions
Disadvantages
• Poor interview-respondent interactions when live
• Limited screen space for robust surveys
• Not suitable for surveys more than a 1-3 questions.
