Week 3 - Descriptive research design Flashcards
What are the two type of research methods
- Quantitative
2. Qualitative
What are the advantages of using qualititative research instead of quantitative?
understanding the preferences and the reasons why consumers will buy your products.
What are the types of qualitative research seen in class
1- focus groups
2-Customer visits
3- Motivation research
4- Interpretive research / consumer observations
How do you perform a focus group research?
It is a discussion to understand the consumer perception and preferences. There is a moderator and 6 to 15 participants.
What can focus groups be used for?
- Testing new concepts
- Understanding customer perceptions of competing brands
- Generating ideas for product improvements or new products
What is customer visits?
You gather people from your business (a cross-function team) and you will go into the manufacture for example of your consumer to see the requirements of your product and to talk to people about their experience with the product.
Why should you use customer visits?
for business to business.
What is motivation research ?
research done to discover the customer’s reasons/motivation for certain behaviours.
What are the two types of motivation research?
disguised
non-disguised
What is a disguised motivation research?
the research purpose is hidden to the consumer
What is the difference between structure or non-structured non-disguised or disguised motivation research?
in structured the questions are made and are used as probes while there is no general structure in the non-structured motivation research
What is this kind of question in a motivation research : who is most likely to drink coffee ? Anita or Teresa or Pieter
it is a disguised because you’re trying to see a prejudice and it is structured because it is a question
What are the various disguised - nonstructured techniques you can employ in consumer motivation research
- word association
- sentence completion
- Story completion (thematic apperception test TAT)
would this be disguised or non-disguised : instant coffee is….
Disguised
would this be structure or non-structured : I always
drink coffee when I am
non-strutured
What is thematic apperception test
it is a story completion test in which you ask the consumer to complete the story from a picture you have shown them.
Would you used structure or non-structure if you want to know the consumer’s projections in response to a stimulus?
nonstructured
Would you use non-disguised or disguised to know the proportion of customers to whom a particular reason applies
non-disguised because you are asking them the question directly and so showing them the purpose of the study
What kind of motivation research would this be : Italian coffee is of equal or better
quality than Dutch coffee
Yes
No
This is non-disguised because the purpose is known and it is structured because only specific answers can be given.
What kind of motivation research would this be : What do you know/think/feel
about Italian/Dutch coffee?
this is non-disguised because the purpose is known and it is non-structured.
What type of consumer research would you use To know consumers’ believes
about a particular issue or
product
non-disguised and non-structured
What is ZMET ?
it is zaltman metaphor elicitation technique. It is an hybrid between disguised and non-disguised.
How does ZMET is done
you ask people to bring image depending on a topic you give them (non-disguised). You can do some open-ended questions and ask them why they bring some of the pictures.
What is interpretative research?
it is a research in which you observe the consumer in their natural environment with the help of a checklist to know what to look at.
What is interpretative research used for?
to have info on the product use, food choice, portion size, packaging use and consumption of the product
What are the pro of interpretive research?
1- more sincere answers
2- natural setting
3- open-ended questions
What are the downsides of interpretive research?
1- researchers need to be trained
2-it is time consuming
3- answers are subjective