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Marketing Research_4
Krzysztof Cybulski, Ph. D.
Marketing Chair Faculty of Management
Warsaw University
Warsaw, 2016
Marketing Research Program
1. Marketing Research Role and Key Tasks
2. Research Process and its Components
3. Secondary Research, Syndicated and Online Information
4. Exploratory Research: Qualitative Research
5. Exploratory Research: Questionnaire Design & Survey Methods
6. Measurement in Marketing Research
7. Exploratory Research: Observation Methods
8. Exploratory Research: Experimental Research
9. Sampling Design. Procedures, Sampling Size and Errors
10. Basic Data Analysis
11. Report Preparation
12. Research Findings Presentation
Agenda
1. Different Types of Primary Research
2. Qualitative vs. Quantitative Research Techniques
3. Direct and Undirect Approaches in Qualitative
Research
4. Main Qualitative Research Tools
5. Qualitative Data Evaluation
Learning Objectives
Understand basic differences between
quantitative and qualitative data
Understand advantages and disadvantages of
qualitative information
Facilitate research qualitative research continuum
Describe differences between direct and undirect
approaches in qualitative research
Characterise main tools of qualitative data
Know how to utilise and evaluate qualitative data
Primary Data Research
Primary Data Research
Quantitative Research
Surveys
Observations
Experiments
Qualitative Research
FGI In Depth
Interviews
Projective Techniques
Case Study
Ethnography Phenomenologi
cal Study
Grounded Theory Study
Content Analysis
Primary Data Research
When a researcher has a limited amount of experience with or
knowledge about a research issue, exploratory research is a useful
preliminary step.
It helps ensure that in more rigorous, conclusive future study will not
begin with inadequate understanding of the nature of marketing
problem!.
Conclusive research answers questions of fact necessary to
determine a course of action.
Exploratory research, on the other hand, never has this purpose.
Most, but certainly not all, exploratory research designs provide
qualitative data.
Primary Data Research
Why Conduct Qualitative Researches ?
Diagnosing a Situation
Screening Alternatives e.g. New Product Concept Testing
Discovering New Ideas e.g. New Theme of Promotional Campaign
Description; they can reveal the nature of certain situations,
settings, processes, behaviors or systems or relationships of
people
Interpretation; they enable a researcher to gain insights about the
nature of particular phenomena
Verification; they allow a researcher to test the validity of certain
assumptions, claims, theories, or generalizations within real-world
contexts.
Qualitative Research
An unstructured, exploratory research
methodology based on small samples
which provides insights and
understanding of the problem setting.
Qualitative Research Continuum
Paraverbal techniques
Projective techniques
Probing Open questions Pressing
Psychodrama
Qualitative Research Objectives Examples
In the department store study, the objectives of qualitative
research were as follows:
1.Identify the relevant factors (choice criteria) used by
households in selecting department stores.
2.Identify what consumers consider to be competing stores for
specific product categories.
3.Identify the psychological characteristics of consumers which
are likely to influence store patronage behavior.
4.Identify any other aspects of consumer choice behavior that
may be relevant to store patronage.
Qualitative Research Approaches
Qualitative Research Approaches
Direct
In-Depth Interviews
Focus Group
Interviews
Indirect
Sketching Collage Projective Techniques
Qualitative Research Approaches
Direct approach
One type of qualitative research in which the
purposes of the project are disclosed to the
respondent or are obvious given the nature
of the interview.
Indirect approach
A type of qualitative research in which the
purposes of the project are disguised from
the respondents.
Depth interview
An unstructured, direct,
personal interview in which a single
respondent is probed by a highly
skilled interviewer to uncover
underlying motivations, beliefs,
attitudes, and feelings on a topic.
Depth interview Main Applications Examples
1.Detailed probing of the respondent (e.g. automobile purchase).
2.Discussion of confidential, sensitive or embarrassing topics
(personal finances, loose dentures).
3.Situations where strong social norms exist and the respondent may
be easily swayed by group response (attitude of college students
toward sports).
4.Detailed understanding of complicated behavior (department store
shopping).
5.Interviews with professional people (industrial marketing research).
6.Interviews with competitors, who are unlikely to reveal the
information in a group setting (travel agents’ perceptions of airline
package travel programs)
7.Situations where the product consumption experience is sensory in
nature, affecting mood states and emotions (perfumes, bath soap).
Focus Group
An interview conducted by a
trained moderator among a small group
of respondents in an unstructured and
natural manner.
Characteristics of Focus Groups
an interactive group discussion lead by a
moderator
unstructured (or loosely structured) discussion
where the moderator encourages the free flow of
ideas
usually 8 to 12 members in the group who fit the
profile of the target group or consumer but may
consist of two interviewees (a dyad) or three
interviewees (a triad) or a lesser number of
participants (known as a mini-group)
usually last for 1 to 2 hours
usually recorded on video/DVD
Characteristics of Focus Groups
may be streamed via a closed streaming service
for remote viewing of the proceedings
the room usually has a large window with one-
way glass – participants cannot see out, but the
researchers can see in
inexpensive and fast
can use computer and internet technology for on-
line focus groups
respondents feel a group pressure to conform
group dynamics is useful in developing new
streams of thought and covering an issue
thoroughly
Key Qualifications of Focus Group Moderators
Kindness with firmness: the moderator must
combine a disciplined detachment with
understanding empathy in order to generate the
necessary interaction.
Permissiveness: the moderator must be
permissive yet alert to signs that the group’s
cordiality or purpose is disintegrating.
Involvement: the moderator must encourage and
stimulate intense personal involvement.
Incomplete understanding: the moderator must
encourage respondents to be more specific about
generalized comments by exhibiting incomplete
understanding.
Key Qualifications of Focus Group Moderators
Encouragement: the moderator must encourage
unresponsive members to participate.
Flexibility: the moderator must be able to
improvise and alter the planned outline amid the
distractions of the group process.
Sensitivity: the moderator must be sensitive
enough to guide the group discussion at an
intellectual as well as emotional level.
Focus Group Interview Main Applications
1.Generating New Creative Promotional Ideas
2.Uncovering Basic Consumer Needs and Attitudes
3.Establishing New Product Concepts
4.Generating New Ideas about Established Markets
5.Interpreting Previously Obtained Quantitative Data
Focus Group Interview Pros and Cons
FGI advantages:
1.FGI allow to get a first-hand, close up picture of the target group.
2.FGI provide more complex answers about a set of relevant issue than
can a structured questionnaire.
3.FGI are fast. Completion of 3 to 4 geographically dispersed FGI along
with to the final reports, can accomplished in 4 to 5 weeks only!.
4.FGI is relatively to quantitative studies, inexpensive. From few
hundred tiil few thousands euro per whole project. Costs will vary
according to the lenght of the interview and the target population.
5.FGI is flexible.
Focus Group Interview Pros and Cons
FGI disadvantages:
1.FGI is not intended to provide hard and fast conclusions.
2.Difficulty with generalization of conclusions.
3.FGI is difficult to moderate.
4.The quality of the results depends heavily on the skills of moderator.
5.Moderators who possess all of the desirable skills are rare.
Projection Different Meanings
1.The act of making light , a picture from a film
etc. fall on a surface.
2.A guess about a future amount, situation,
etc. based on the information you have at
present.
3.Psychological phenomena.
Projective Techniques
An unstructured and indirect forms
of questioning which encourages the
respondents to project their underlying
motivations, beliefs, attitudes or feelings
regarding the issues of concern.
Projective Tests
Psychological projection or projection bias
(including Freudian Projection) is the unconscious
act of denial of a person's own attributes, thoughts,
and emotions, which are then ascribed to the
outside world, such as to the weather, the
government, a tool, or to other people.
Thus, it involves imagining or projecting that
others have those feelings.
Projective Techniques
Projective techniques are used in qualitative
marketing research, for example to help identify
potential associations between brand images and
the emotions they may provoke. In advertising,
projective tests are used to evaluate responses to
advertisements.
These are unstructured prompts or stimulus
that encourage the respondent to project their
underlying motivations, beliefs, attitudes, or feelings
onto an ambiguous situation.
They are all indirect techniques that attempt
to disguise the purpose of the research.
Projective Tests
The tests have also been used in management to assess
achievement motivation and other drives, in sociology to
assess the adoption of innovations, and in anthropology to
study cultural meaning.
The application of responses is different in these disciplines
than in psychology, because the responses of multiple
respondents are grouped together for analysis by the
organization commissioning the research, rather than
interpreting the meaning of the responses given by a single
subject.
Projective Tests
Projective tests have their origins in psychoanalytic
psychology, which argues that humans have
conscious and unconscious attitudes and
motivations that are beyond or hidden from
conscious awareness.
The terms "objective test" and "projective test" have
recently come under criticism in the Journal of
Personality Assessment. The more descriptive
"rating scale or self-report measures" and "free
response measures" are suggested, rather than
the terms "objective tests" and "projective tests,"
respectively.
Most Popular Projective Tests
Word Association Tests
Sentence Completion Method
Third-Person Technique
Role Playing
Thematic Apperception Test (TAT)
Cartoon Tests
Collage
Projective Tests
Association Techniques
A type of projective technique in which the
respondent is presented with a stimulus and asked
to respond with the first thing that comes to mind.
Word association
A projective technique in which respondents are
presented with a list of words, one at a time.
After each word, they are asked to give the first word
that comes to mind.
Projective Tests
Completion techniques
A projective technique which requires the respondent to complete
an incomplete stimulus situation.
Sentence completion
A projective technique in which respondents are presented with a
number of incomplete sentences and asked to complete them.
Sentence completion tests require the subject complete sentence
"stems" with their own words. The subject's response is
considered to be a projection of their conscious and/or
unconscious attitudes, personality characteristics, motivations, and
beliefs.
Story completion:
A projective technique in which the respondents are provided with
part of a story and required to give the conclusion in their own
words.
Projective Tests
Sentence Completion Example
In the context of the store patronage study, the following
incomplete sentences may be used.
A person who shops at Carrefour is
…………………………………….
A person who receives a gift certificate good for
Tesco would be……………………………………………
Leclerc is most liked by…………………………………………….
When I think of shopping in a department store,
I………………………………………………………………………
Collage
Collage (from the French: coller, "to glue") is a technique of an
art production, primarily used in the visual arts, where the
artwork is made from an assemblage of different forms, thus
creating a new whole.
A collage may sometimes include magazine and newspaper
clippings, ribbons, paint, bits of colored or handmade papers,
portions of other artwork or texts, photographs and other found
objects, glued to a piece of paper or canvas. The origins of
collage can be traced back hundreds of years, but this
technique made a dramatic reappearance in the early 20th
century as an art form of novelty.
The term collage was coined by both Georges Braque and
Pablo Picasso in the beginning of the 20th century when
collage became a distinctive part of modern art.
Collage
A projective or enabling technique whereby
research participants create rough collages
from magazines or other visual material to
represent something relevant to the research
- often a brand, or an activity.
This enforced move away from the verbal
helps to access intuitive knowledge and may
allow access to non-verbal aspects of the
topic that would otherwise remain
unarticulated and thus open them up to
discussion
Projective Tests
Construction or expressive techniques
A projective techniques in which the respondent is required to
construct a response in the form of a story, dialogue, or
description.
Projective techniques in which the respondent is presented
with a verbal or visual situation and asked to relate the
feelings and attitudes of other people to the situation.
Projective Tests
Third person technique
A projective technique in which the respondent is presented
with a verbal or visual situation and asked to relate the beliefs
and attitudes of a third person to the situation.
A third-person technique - a verbal or visual representation of
an individual and his/her situation is presented to the
respondent - the respondent is asked to relate the attitudes or
feelings of that person - researchers assume that talking in the
third person will minimize the social pressure to give standard or
politically correct responses.
Projective Tests
Thematic Apperception Test
Another popular projective test is the Thematic Apperception
Test (TAT) in which an individual views ambiguous scenes
of people, and is asked to describe various aspects of the
scene; for example, the subject may be asked to describe
what led up to this scene, the emotions of the characters,
and what might happen afterwards.
The examiner then evaluates these descriptions, attempting to
discover the conflicts, motivations and attitudes of the
respondent. In the answers, the respondent "projects" their
unconscious attitudes and motivations into the picture,
which is why these are referred to as "projective tests."
Projective Tests
Cartoon tests
Cartoon characters are shown in a specific situation related to the problem.
The respondents are asked to indicate the dialogue that one cartoon character
might make in response to the comment's of another character.
Nice to meet You sir ? ?
Other Qualitative Approaches and Techniques
Ethnography
Phenomenology
Field Research
Grounded Theory
Laddering
Hidden Issue Questioning
Picture Response Technique
Content Analysis
Symbolic Analysis
Case Study Analysis
Ethnography
The ethnographic approach to qualitative
research comes largely from the field of
anthropology. The emphasis in ethnography is on
studying an entire culture.
Originally, the idea of a culture was tied to the
notion of ethnicity and geographic location (e.g., the
culture of the Trobriand Islands), but it has been
broadened to include virtually any group or
organization. That is, we can study the "culture" of a
business or defined group (e.g., a Rotary club).
Ethnography
Ethnography is an extremely broad area with
a great variety of practitioners and methods.
However, the most common ethnographic approach
is participant observation as a part of field research.
The ethnographer becomes immersed in the
culture as an active participant and records
extensive field notes. As in grounded theory, there is
no preset limiting of what will be observed and no
real ending point in an ethnographic study.
Phenomenology
Phenomenology is sometimes considered a philosophical
perspective as well as an approach to qualitative
methodology. It has a long history in several social research
disciplines including psychology, sociology and social work.
Phenomenology is a school of thought that emphasizes a focus
on people's subjective experiences and interpretations of
the world.
That is, the phenomenologist wants to understand how the
world appears to others.
Field Research
Field research can also be considered either a broad approach
to qualitative research or a method of gathering qualitative
data. the essential idea is that the researcher goes "into the
field" to observe the phenomenon in its natural state or in
situ.
As such, it is probably most related to the method of
participant observation.
The field researcher typically takes extensive field notes which
are subsequently coded and analyzed in a variety of ways.
Grounded Theory
Grounded theory is a qualitative research approach
that was originally developed by Glaser and
Strauss in the 1960s. The self-defined purpose of
grounded theory is to develop theory about
phenomena of interest.
But this is not just abstract theorizing they're talking
about. Instead the theory needs to be grounded or
rooted in observation - hence the term.
Grounded Theory
Grounded theory is a complex iterative process. The
research begins with the raising of generative
questions which help to guide the research but
are not intended to be either static or confining.
As the researcher begins to gather data, core
theoretical concept(s) are identified. Tentative
linkages are developed between the theoretical
core concepts and the data.
This early phase of the research tends to be very
open and can take months. Later on the
researcher is more engaged in verification and
summary. The effort tends to evolve toward one
core category that is central.
Grounded Theory
There are several key analytic strategies:
Coding is a process for both categorizing qualitative data and
for describing the implications and details of these
categories. Initially one does open coding, considering the
data in minute detail while developing some initial
categories. Later, one moves to more selective coding
where one systematically codes with respect to a core
concept.
Memoring is a process for recording the thoughts and ideas of
the researcher as they evolve throughout the study. You
might think of memoring as extensive marginal notes and
comments. Again, early in the process these memos tend to
be very open while later on they tend to increasingly focus in
on the core concept.
Grounded Theory
There are several key analytic strategies:
Integrative diagrams and sessions are used to pull all of the
detail together, to help make sense of the data with respect
to the emerging theory. The diagrams can be any form of
graphic that is useful at that point in theory development.
They might be concept maps or directed graphs or even
simple cartoons that can act as summarizing devices.
This integrative work is best done in group sessions where
different members of the research team are able to interact
and share ideas to increase insight.
Eventually one approaches conceptually dense theory as new
observation leads to new linkages which lead to revisions in
the theory and more data collection. The core concept or
category is identified and fleshed out in detail.
Grounded Theory
When does this process end? One answer is: never! Clearly,
the process described above could continue indefinitely.
Grounded theory doesn't have a clearly demarcated point
for ending a study. Essentially, the project ends when the
researcher decides to quit.
What do you have when you're finished? Presumably you have
an extremely well-considered explanation for some
phenomenon of interest - the grounded theory.
This theory can be explained in words and is usually presented
with much of the contextually relevant detail collected.
Laddering
A ladder interview is an interviewing
technique where a seemingly simple response to a
question is pushed by the interviewer in order to find
subconscious motives.
This method is also very popular for many
businesses when conducting research to understand
the product elements personal values for end user.
A technique for conducting depth interviews
in which a line of questioning proceeds from product
to user characteristics.
Laddering
It begins with a simple question, and then another question is asked
about that response.
For example, an interviewer may ask: "How come you skipped class?"
and the response may be: "I went out with my friends".
The next question would be something like "Why did you go out with
your friends?". Essentially, the format is as follows:
Interviewer: "Why x?" Subject: "Because z" Interviewer: "Why z?"
Subject: "Because b" Interviewer: "Why b?"
The first responses are generally functional justifications, like "I went
out with my friends because I wanted some pizza", or "I wanted some
pizza because I used to eat it as a child"; but eventually the
interviewer hopes to reach a virtue justification like "It's good to be
childish".
Then it is fair to conclude that the interviewee skipped class because
he valued childishness.
Hidden Issue Questioning
A type of depth interview which
attempts to locate personal sore spots
related to deeply felt personal
concerns.
Content Analysis
Content analysis is the analysis of text
documents. The analysis can be quantitative,
qualitative or both. Typically, the major purpose of
content analysis is to identify patterns in text.
Content analysis is an extremely broad area of
research. It includes:
Thematic analysis of text
Quantitative descriptive analysis
Symbolic analysis
Content Analysis
Thematic analysis of text
The identification of themes or major ideas in
a document or set of documents. The documents
can be any kind of text including field notes,
newspaper articles, technical papers or
organizational memos.
Content Analysis - Indexing
There are a wide variety of automated methods for rapidly
indexing text documents. For instance, Key Words in Context
(KWIC) analysis is a computer analysis of text data. A computer
program scans the text and indexes all key words. A key word is any
term in the text that is not included in an exception dictionary.
Typically you would set up an exception dictionary that includes all
non-essential words like "is", "and", and "of". All key words are
alphabetized and are listed with the text that precedes and follows it
so the researcher can see the word in the context in which it occurred
in the text. In an analysis of interview text, for instance, one could
easily identify all uses of the term "abuse" and the context in which
they were used.
Content Analysis
Quantitative descriptive analysis
Here the purpose is to describe features of the
text quantitatively. For instance, you might want to
find out which words or phrases were used most
frequently in the text. Again, this type of analysis is
most often done directly with computer programs.
Content Analysis
Has several problems you should keep in mind.
First, you are limited to the types of information available in text
form. If you are studying the way a news story is being
handled by the news media, you probably would have a
ready population of news stories from which you could
sample. However, if you are interested in studying people's
views on capital punishment, you are less likely to find an
archive of text documents that would be appropriate.
Second, you have to be especially careful with sampling in
order to avoid bias. For instance, a study of current research
on methods of treatment for cancer might use the published
literature as the population. This would leave out both the
writing on cancer that did not get published for one reason
or another as well as the most recent work that has not yet
been published.
Content Analysis
Finally, you have to be careful about interpreting results of
automated content analyses. A computer program cannot
determine what someone meant by a term or phrase. It is
relatively easy in a large analysis to misinterpret a result
because you did not take into account the subtleties of
meaning.
However, content analysis has the advantage of being
unobtrusive and, depending on whether automated methods
exist, can be a relatively rapid method for analyzing large
amounts of text.
Symbolic Analysis
WHAT: Symbolic analysis is a method to
interprete relations between symbols. For formal
languages the relations are specific to the
corresponding language semantics.
For natural languages the relations describe the role
of words in the sentences. For mathematics the
relations describe mathematical operations.
Symbolic Analysis
WHEN: Some typical approaches to symbolic
analysis are:
Symbolic execution of programming languages.
Symbolic analyses used for implementing compilers.
WHY: Benefits of symbolic analysis include the
symbolic paradigm: High level modeling of low
level symbols. Modeling human cognition with
computer models via symbols.
Key Terms
In Depth Interview
Focus Group Interviews
Projective Techniques
Ethnography
Phenomenology
Field Research
Grounded Theory
Laddering
Hidden Issue Questioning
Picture Response Technique
Content Analysis
Symbolic Analysis
Case Study Analysis
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