copyright 2007 mcgraw-hill pty ltd ppts t/a marketing research 2e by hair, lukas, bush and ortinau...
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Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Chapter FourSelect the Research MethodExploratory Research Designs: Depth Interviews
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Learning ObjectivesIdentify the fundamental differences
between qualitative and quantitative research designs used in the collection of primary data and explain their appropriateness in creating useful managerial information.
Explain the basic pros and cons of using qualitative methods of data collection.
Explain and describe in-depth interviews.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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IntroductionIf secondary data sources are not sufficient, the
researcher must decide on the appropriate research design to generate primary data.
Need to consider the research objectives and specific data requirements.
Decide which research design best fits those objectives and requirements.
Choose either an exploratory, descriptive or causal research design.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Introduction
Exploratory research design
Undertaken when objectives focus on gaining background
information, defining terms and establishing research priorities.
Exploratory research design
Undertaken when objectives focus on gaining background
information, defining terms and establishing research priorities.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Quantitative Research
Research that places heavy emphasis on using formalised, standard questions and pre- determined response options in questionnaires administered to large numbers of respondents.
Descriptive and causal designs.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Main Goals of Quantitative Research
1. To make accurate predictions about relationships;
2. Gain meaningful insights into these relationships;
3. Validate the existing relationships;
4. Test hypotheses. See exhibit 4.2
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Qualitative Research To gain preliminary insights to decision
problems and opportunities.
Qualitative research refers to selected research methods mostly in exploratory research designs.
Places heavy emphasis on open-ended, semi-structured and even unstructured questions in questionnaires or face-to-face interviews. See exhibit 4.3
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Major Advantages and Disadvantages of Qualitative Methods
Economical and timely data collection.
Richness of the data. Accuracy of recording
marketplace behaviors.
Preliminary insights into building models and scale measurements.
Lack of generalisability. Inability to distinguish
small differences. Lack of reliability and
validity. Difficulty finding well-
trained investigators, interviewers and observers.
Advantages of Qualitative Methods Disadvantages of Qualitative Methods
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Exploratory research designs may include:
Focus group interviews, experience surveys and pilot studies, to classify problems or opportunities.
A multiple design approach, where both qualitative and quantitative methods are used to collect data.
See Exhibit 4.3
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Differences between Qualitative and Quantitative Research Designs
Research goals/objectives
Discovery and identification of new ideas, thoughts, feelings; preliminary insights on and understanding of, ideas and objects
Validation of facts, estimates,relationships, predictions
Type of Research Normally exploratory designs Descriptive and causal designs
Type of Questions Open-ended, semistructured,unstructured, deep probing
Mostly structured
Time of Execution Relatively short time frames Usually significantly longertime frames
Factors/Characteristics Qualitative Methods Quantitative Methods
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Differences between Qualitative and Quantitative Research Designs (continued)
Representativeness Small samples, limited to thesampled respondents
Large samples, normally goodrepresentation of targetpopulations
Type of analysis Debriefing, subjective content,interpretive, semiotic analyses
Statistical, descriptive, causal predictions and relationships
Researcher skillsInterpersonal communications,observations, interpretive skills
Scientific, statistical procedure,and translation skills; and somesubjective interpretive skills
Generalisability of results
Very limited; only preliminaryinsights and understanding
Usually very good; inferences about facts, estimates of relationships
Factors/Characteristics Qualitative Methods Quantitative Methods
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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When to Use Qualitative Research Methods in Exploratory Designs
In the process of correctly identifying a business problem or opportunity situation or establishing information requirements.
Interested in obtaining some preliminary insights into the motivational, emotional, attitudinal and personality factors that influence marketplace behaviours.
In the process of building theories and models to explain marketplace behaviours or relationships between two or more marketing constructs.
Attempting to develop reliable and valid scale measurements for investigating specific market factors, consumer qualities (e.g. attitudes, emotional feelings, preferences, beliefs, perceptions) and behavioural outcomes.
Trying to determine the preliminary effectiveness of their marketing strategies on actual marketplace behaviours.
Interested in new-product or service development or repositioning current product images.
Qualitative research methods are appropriate when decision makers or researchers are:
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Research Objectives of In-depth Interviews
Research Objectives of In-depth Interviews
In-depth InterviewsTo discover preliminary insights of what the subject thinks or believes
about the topic of concern or why the subject exhibits certain behaviours.
To discover preliminary insights of what the subject thinks or believes
about the topic of concern or why the subject exhibits certain behaviours.
To obtain unrestricted and detailed comments that include feelings, beliefs, or opinions that can help better understand the different
elements of the subject’s thoughts and the reasons why they exist.
To obtain unrestricted and detailed comments that include feelings, beliefs, or opinions that can help better understand the different
elements of the subject’s thoughts and the reasons why they exist.
To have the respondent communicate as much detail as possible about his
or her knowledge and behaviour towards a given topic or object.
To have the respondent communicate as much detail as possible about his
or her knowledge and behaviour towards a given topic or object.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Techniques for in-depth interviewing
Attitudinal and behavioural dataMotivations, feelings, opinions Past, present and futureEg. Marriott used in depth interviews to
understand how to deliver better on-site services to business customers
QUESTION: How would we recruit the business customers?
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Skills Required
Interpersonal communication skillsListening skillsInterpretative skillsPersonality suitabilityAbility to probe
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Advantages and Disadvantages of In-depth Interviews
Flexibility to collect data on activities and behaviour patterns, and attitudes, motivations and feelings.
Large amount of detailed data possible.
The possibility to probe the respondent further.
Lack of generalisability. Inability to distinguish
small differences. Lack of reliability and
validity. Potential for biases to
emerge. Potential interviewer
errors. Costs and time (may not
always be a disadvantage).
Advantages of In-depth Interviews Disadvantages of In-depth Interviews
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Experience Interviews
Informal gathering of information from individuals thought to be knowledgeable on the issues relevant to the research question.
Eg. People who are experienced in the situation, such as dissatisfied customers.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Protocol Interviews
The subject is placed in a specified decision making situation and asked to express verbally the process and activities that he or she would undertake to make a decision.
Useful when research problem focuses on selected aspects (eg. Motivational or procedural) of making a purchase decision.
Eg. Asking Del customers to verbalise the steps and activities they went through in the purchase decision.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Articulative Interviews
Qualitative group interviews that focus on listening for and identifying key conflicts in a person's orientation values towards products and services.
Structured to elicit narratives.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Projective Techniques
Indirect method of questioning that enables a subject to project beliefs and feelings onto a third party, into the task situation or an inanimate object.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Word AssociationA projective technique in which the
subject is presented with a list of words or short phrases and asked to respond with the first thing that comes to mind.
Eg. What comes to mind when I say ‘red’, and the researcher uses the findings to look for hidden meanings and associations.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Sentence Completion
The subjects are given a set of incomplete sentences and asked to complete them in their own words.
People who eat at Red Rooster are……….
Red Rooster reminds me of…..
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
4-23
Picture Tests
Subjects are given a picture and instructed to describe their reactions by writing a short narrative story about the picture.
Useful to test the impact of pictures for use on product packaging, print ads, and brochures.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
4-24
Thematic Apperception Test (TAT)
Subjects are presented with a series of pictures and asked to provide a description of or a story about the pictures.
Typically there is continuity in the pictures, and they are ambiguous.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
4-25
Cartoon or Balloon Tests
A subject is given a cartoon drawing and suggests the dialogue in which the characters may engage.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
4-26
Role-Playing Interviews
A subject is asked to act out someone else’s behaviour in a specified setting.
The subject assumes the identity of a third person.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
4-27
Questioning Techniques in Qualitative Research
Experience surveys
Surveys that refer to informal gatherings of individuals thought to be knowledgeable on the issues.
To quickly gather information that can be used to develop future research topics.
Protocol interviews
Process where subject is placed in a decision-making situation and is asked to express the process and activities undertaken to make a decision.
To provide the researcher with insights and understanding of those motivational and/or procedural activities within the overall decision process.
Projective techniques
Indirect methods of questioning that enable a subject to project beliefs and feelings onto a third party.
To learn more about the subjects’ true thoughts and feelings.
Word association testTo test the impact of pictures for use on product packaging, print ads and brochures.
Type Description Purpose
Interviewers read pre-selected words, and ask subject to respond with immediate thoughts.
Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex
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Questioning Techniques in Qualitative Research (continued)
Cartoon or balloon test
Cartoon characters appear in a vague manner with blank balloon spaces, and the respondent writes in thoughts or feelings about the characters.
To identify the respondent’s latent feelings about the situation that the cartoon portrayed.
Role-playing interviews A subject acts out someone else’s behaviour in a specified setting.
To learn more about the subjects’ likely actions.
In-depth interviews
A formalised process in which an interviewer asks a subject a set of semi-structured probing questions in a face-to-face setting.
To uncover insights; obtain unrestricted and detailed comments; to gather details of knowledge and behaviours towards a given topic or object.
Focus group interviews
A formalised process of fostering an small-group, interactive spontaneous discussion on a particular topic or concept.
To provide the researcher with as much information as possible about how the group regards the topic or concept.
Type Description Purpose