chap8_qualitative and observation methodology - copy

INFORMATION COLLECTION:

QUALITATIVE & OBSERVATION METHODS

CHAPTER 8

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

Marketing Research Approach

Descriptive Exploratory Causal

Marketing Research Data

Collection Method

Marketing Research Data

Secondary Data Primary Data

Qualitative Data Quantitative Data

Indirect

Focus Groups Individual In-depth

Interview Projective

Techniques

Association

Techniques

Drawing/

Pasting

Techniques

Completion

Techniques

Expressive

Techniques

Direct

Explain the need for qualitative research

Introduce the different types of qualitative research methods

Discuss in-depth interviews

Focus group

Projective techniques in details

Be familiar with the various observational methods.

LEARNING OBJECTIVE

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

I. Qualitative Research Methods

II. Observation Methods

AGENDA

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

I. QUALITATIVE RESEARCH METHODS

“Good Qualitative research allows for surprise insights and

learning's to be discovered. It can reveal trends that you hadn’t thought of. It starts with exploration and investigation – and is perfectly suited for revealing fresh unexpected insights that keep your brand up to date and relevant.

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

1.1 NEED FOR QUALITATIVE RESEARCH METHOD

Find out what is in a consumer’s mind To access and get a rough ideas about the person’s perspective

Qualitative data are collected to know more about things that cannot be directly observed and measured

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

1.2 QUALITATIVE RESEARCH CHARACTERISTICS

Less Structure

Longer

More flexible

Data have more depth and greater richness of context

Number of respondent are small

Only partially representative of any target population

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

1.3 USAGE OF QUALITATIVE RESEARCH

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

Exploratory Orientation Clinical

Defining problems in more

details

Suggesting hypotheses to

be tested in subsequent

research

Generating new product or

service concepts, problem

solutions, lists of product

features, and so forth

Getting preliminary

reactions to new product

concepts

Pretesting structured

questionnaires

Learning the consumer's

vantage point and

vocabulary

Educating the researcher to

an unfamiliar environment:

needs, satisfactions, usage

situations, and problems

• Gaining insights into topics

that otherwise might be

impossible to pursue with

structured research

methods.

1.4 QUALITATIVE RESEARCH METHODOLOGY

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

Focus Group In-depth Interview

Projective techniques

Focus Group

USAGE & DEFINITION OF FOCUS GROUP

- A focus group is a type of interview

- It is a group conversation driven by a moderator

- It is very useful in marketing to

− Get in depth insights of consumer behavior

− Explore new ideas and new concepts

− Understand a target group

Basic Marketing Research – Naresh K. Malhotra

Group size 6-10

Group composition Homogeneous, respondents, recruited on purpose

Physical setting Relaxed, informal atmosphere

Time duration 2-3 hours

Recording Use of MP3 recorders and video

Moderator Observation, interpersonal, and communication skills of the moderator

Basic Marketing Research – Naresh K. Malhotra

CHARACTERISTIC OF FOCUS GROUP

• Goal: richness, in-depth information, diversity

− Limited size sample

− Sample not statistically representative

− Sample selected depending on the marketing research problem

Mother with one kid or more, aged more than 2

Yogurt buyer Yogurt Non buyer

HCMC 10 15

Other areas 5 10

Total 15 25

Example

SAMPLING OF FOCUS GROUP

Basic Marketing Research – Naresh K. Malhotra

• Two-ways focus group: One target group to listen and learn from a related group

(Ex: a focus group of physicians viewed a focus group patients discussing the

treatment they desired)

• Dueling-moderator group: Two moderators who deliberately take opposite

positions on the issues to be discussed

• Conflicting groups: Focus group sessions with opposed customers

• Client-participant groups: Client personnel are identified and made part of the

discussion group

• Mini groups: These groups consist of a moderator and only 4 or 5 respondents

• Family groups: Focus group with all the members of a family.

VARIATIONS IN FOCUS GROUP

Basic Marketing Research – Naresh K. Malhotra

PROCEDURE FOR PLANNING & CONDUCTING FOCUS GROUPS

1. Determine the objectives and define the problem

2. Specify the objectives of qualitative research

3. State the objectives/ questions to be answered by focus groups

4. Write a recruitment questionnaire and select the participants

5. Develop a moderator’s guide (Discussion guide)

6. Conduct the focus group interviews

7. Write down the discussion and analyze the data

8. Summarize the findings and plan follow-up research or action

Basic Marketing Research – Naresh K. Malhotra

Intage Vietnam FGD Facility

ADVANTAGES & DISADVANTAGES OF FOCUS GROUPS

ADVANTAGES

Synergism

Snowballing

Stimulation

Security

Spontaneity

Serendipity

Specialization

Scientific scrutiny

Structure

Speed

DISADVANTAGES

Misuse

Misjudge

Moderation

Messy

Misrepresentation

Basic Marketing Research – Naresh K. Malhotra

MODERATION OF A FOCUS GROUP

FORBIDDEN

Inducing new subjects

Stopping the

respondent

Influence responses

Giving his opinion

WELCOME

Formulating the last

sentence in another

way

Asking to come back

on a specific element

Showing your interest

Basic Marketing Research – Naresh K. Malhotra

KEY QUALIFICATION OF FOCUS GROUP MODERATORS

Kindness with firmness

Permissiveness

Involvement

Incomplete understanding

Encouragement

Flexibility

Basic Marketing Research – Naresh K. Malhotra

In-depth - Interview

Individual in-depth interviews are interview that are conducted face to

face with the respondent, in which the subject matter of interview is

explored in detail

There’s 2 basic types of in-depth interview

Non directive interviews

Semi-structured interviews

DEFINITION AND TYPES OF IN-DEPTH INTERVIEWS

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

USAGE OF IN-DEPTH INTERVIEWS

To get a complete understanding of product usage and lifecycle, or of any

other complicated behavior

To get individual stories

To get professional practices

To get insights on confidential, sensitive or embarrassing topics, or in

situations where strong social norms exist.

Basic Marketing Research – Naresh K. Malhotra

2 TYPES OF INDIVIDUAL IN-DEPTH INTERVIEWS

Nondirective Interviews: The respondent is given maximum freedom to

respond, within the bounds of topics of interest to the interviewers

Semi-structured of Focused Individual Interviews: The interviewer

attempts to cover a specific list of topics or subareas

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

FOCUS GROUPS VS DEPTH INTERVIEWS

Characteristic Focus

Groups

Depth

Interviews

Group synergy and dynamics + -

Peer pressure/ group influence - +

Client involvement + -

Generation of innovative ideas + -

In-depth probing of individuals - +

Uncovering hidden motives - +

Discussion of sensitive topics - +

Interviewing competitors - +

Interviewing professional respondents - +

Scheduling of respondents - +

Amount of information + -

Bias in moderation and interpretation + -

Cost per respondent + -

Basic Marketing Research – Naresh K. Malhotra

Projective techniques

WHAT WE DO AND WHAT WE SAY WE DO

OPINIONS

• What we say: Conscious,

rationalized, “politically correct”

Interview, focus group

BEHAVIORS & MOTIVATIONS

• What we do: Unconscious, non

rationalized, routine

Projective tests, observation,

ethno-marketing

Basic Marketing Research – Naresh K. Malhotra

Projective techniques

Association

Techniques

Completion

Techniques Pasting/ Drawing

Techniques

WORD ASSOCIATION

In Word Association, An individual is presented with a list of words or

images and asked to respond with the first thing that comes to mind.

Researcher analyze by calculating:

(1) The frequency with which any word is given as a response

(2) The amount of time that elapses before a response is given

(3) The number of respondents who do not respond at all to test

word within a reasonable period of time

Marketing Research – Aaker – Kumar - Day

Feminine razor

GILLETTE NAMES THE LADY SHAVER PRODUCT

(1) WORD ASSOCIATION - EX

NAMING NEW PRODUCT

Associating products with something consumers like or value

The ad couples the product with something desirable – sex appeal, humor, patriotism, sports, video games, whatever – so a positive feeling is created for the product

Consumers like this, right? Then they’ll like our product, too.

(1) WORD ASSOCIATION - EX

ADVERTISING IDEAS

(2) COMPLETION TECHNIQUE

SENTENCE ASSOCIATION

Respondents are given incomplete sentences and asked to finish them.

Generally, they are asked to use the first word or phrase that comes to mind.

Ex: In order to determine men’s underlying attitudes toward Tommy Hilfiger shirts,

sentence could be used:

− A person who wears Tommy Hilfiger shirts is…………………

− As compared to Polo, Gant, and Eddie Bauer, Tommy Hilfiger shirts are …………

− Tommy Hilfiger shirts are most liked by……………………….

− When I think of Tommy Hilfiger shirts, I………………………...

Completion techniques: A projective technique that requires the

respondent to complete an incomplete stimulus situation

Marketing Research – Aaker – Kumar - Day

(3) PASTING/ DRAWING

Respondents are presented with a several magazines, scissors,

glue stick and a paper sheet and asked to cut in the magazine all

the elements relating to a specific element (a brand for instance)

and to glue them on the paper sheet

ADVANTAGES/ DISADVANTAGES OF

PROJECTIVE TECHNIQUES

Basic Marketing Research – Naresh K. Malhotra

LIMITATION OF QUALITATIVE METHODS

Potential susceptibility of the results to get misused or misinterpreted

Moderator or interviewer's role is extremely critical can lead to

ambiguous or at times misleading results

The result are not necessarily representative of what would be found

in the population, and hence cannot be projected.

Marketing Research – Aaker – Kumar - Day

II. OBSERVATION METHODOLOGY

“observation methods are limited to providing information on

current behaviour. Too often, this limitation becomes an excuse for not considering observational methods. Nevertheless, there are strong arguments for considering the observation of on-going behaviour as an integral part of the research design

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

THE FAKE LIFE & THE REAL LIFE

“IF YOU WANT TO UNDERSTAND HOW THE LION

HUNTS, DON’T GO TO THE ZOO. GO TO THE JUNGLE”

KEVIN ROBERTS, SAATCHI & SAATCHI

USE OF OBSERVATION

Marketing Research – Aaker – Kumar - Day

To study behaviors (purchase, mobility, in-store behavior)

To understand what people really do

To study the way people use the product

STRUCTURED VS. UNSTRUCTURED OBSERVATION

Basic Marketing Research – Naresh K. Malhotra

Structure observation

The research specifies in

detail what is to be observed

and how the measurements

are to be recorded

Ex: Auditor observes the

inventory/ warehouse

management

Unstructured observation

The observer monitors all

aspects of the phenomenon

that seem relevant to the

problem at hand, and records

what takes place

Ex: Observing children

playing with new toys

DISGUISED VS. UNDISGUISED OBSERVATION

Basic Marketing Research – Naresh K. Malhotra

Disguised observation

- The respondents are unaware

that they are being observed.

Disguise may be accomplished

by using one-way mirrors, hidden

cameras, or inconspicuous

mechanical devices

- Observers may be disguised as

shoppers or sales clerks

Ex: Mystery shopper

Undisguised observation

Respondents are aware that they

are under observation

DISGUISED VS. UNDISGUISED OBSERVATION

Basic Marketing Research – Naresh K. Malhotra

Natural observation

- Observing behaviour as

it takes places in the

environment

Ex: Observing the behaviour of

respondents eating fast food in

Burger King

Contrived observation

Respondents’ behaviour is

observed in an artificial

environment

Ex: test kitchen, test

hypermarket

LIMITATIONS OF OBSERVATIONAL METHODS

Cannot be used to observe motives, attitudes or intentions

More costly and time consuming

Basic Marketing Research – Naresh K. Malhotra