Week 3 - Descriptive research design

Question 1

What are the two type of research methods

Answer 1

1. Quantitative

2. Qualitative

Question 2

What are the advantages of using qualititative research instead of quantitative?

Answer 2

understanding the preferences and the reasons why consumers will buy your products.

Question 3

What are the types of qualitative research seen in class

Answer 3

1- focus groups
2-Customer visits
3- Motivation research
4- Interpretive research / consumer observations

Question 4

How do you perform a focus group research?

Answer 4

It is a discussion to understand the consumer perception and preferences. There is a moderator and 6 to 15 participants.

Question 5

What can focus groups be used for?

Answer 5

1. Testing new concepts
2. Understanding customer perceptions of competing brands
3. Generating ideas for product improvements or new products

Question 6

What is customer visits?

Answer 6

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.

Question 7

Why should you use customer visits?

Answer 7

for business to business.

Question 8

What is motivation research ?

Answer 8

research done to discover the customer’s reasons/motivation for certain behaviours.

Question 9

What are the two types of motivation research?

Answer 9

disguised

non-disguised

Question 10

What is a disguised motivation research?

Answer 10

the research purpose is hidden to the consumer

Question 11

What is the difference between structure or non-structured non-disguised or disguised motivation research?

Answer 11

in structured the questions are made and are used as probes while there is no general structure in the non-structured motivation research

Question 12

What is this kind of question in a motivation research : who is most likely to drink coffee ? Anita or Teresa or Pieter

Answer 12

it is a disguised because you’re trying to see a prejudice and it is structured because it is a question

Question 13

What are the various disguised - nonstructured techniques you can employ in consumer motivation research

Answer 13

1. word association
2. sentence completion
3. Story completion (thematic apperception test TAT)

Question 14

would this be disguised or non-disguised : instant coffee is….

Answer 14

Disguised

Question 15

would this be structure or non-structured : I always

drink coffee when I am

Answer 15

non-strutured

Question 16

What is thematic apperception test

Answer 16

it is a story completion test in which you ask the consumer to complete the story from a picture you have shown them.

Question 17

Would you used structure or non-structure if you want to know the consumer’s projections in response to a stimulus?

Answer 17

nonstructured

Question 18

Would you use non-disguised or disguised to know the proportion of customers to whom a particular reason applies

Answer 18

non-disguised because you are asking them the question directly and so showing them the purpose of the study

Question 19

What kind of motivation research would this be : Italian coffee is of equal or better
quality than Dutch coffee
Yes
No

Answer 19

This is non-disguised because the purpose is known and it is structured because only specific answers can be given.

Question 20

What kind of motivation research would this be : What do you know/think/feel
about Italian/Dutch coffee?

Answer 20

this is non-disguised because the purpose is known and it is non-structured.

Question 21

What type of consumer research would you use To know consumers’ believes
about a particular issue or
product

Answer 21

non-disguised and non-structured

Question 22

What is ZMET ?

Answer 22

it is zaltman metaphor elicitation technique. It is an hybrid between disguised and non-disguised.

Question 23

How does ZMET is done

Answer 23

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.

Question 24

What is interpretative research?

Answer 24

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.

Question 25

What is interpretative research used for?

Answer 25

to have info on the product use, food choice, portion size, packaging use and consumption of the product

Question 26

What are the pro of interpretive research?

Answer 26

1- more sincere answers
2- natural setting
3- open-ended questions

Question 27

What are the downsides of interpretive research?

Answer 27

1- researchers need to be trained
2-it is time consuming
3- answers are subjective