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Research Methodology
Session 5
By: Deepak Gajria
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PrimaryData
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Primary Data Primary data are obtained by qualitative
research or quantitative research.
Qualitative research provides insightand understanding of the problemsetting, while quantitative research
seeks to quantify the data and typicallyapplies some form of statistical analysis.
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Primary Data Whenever a new marketing research
problem is being addressed appropriate
qualitative research must precede thequantitative research.
However result of qualitative research
cannot be regarded as conclusive or tomake generalization to the problem ofinterest.
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Qualitative ResearchQualitative Research
Procedure
Direct Indirect(Nondisguised) (Disguised)
Focus Group Depth Interview Projective
Technique
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Focus GroupA focus group is the most important
qualitative research procedure.
It consists of interview conducted by atrained moderator in a non-structuredand natural manner with a small group
of respondents. The moderator leads the discussion.
discussion.
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Focus Group The main purpose of focus group is to
gain insight by listening to a group of
people from the appropriate targetmarket talk about issues of interest tothe researcher.
The value of the technique lies in theunexpected findings obtained from afree flowing discussion.
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Characteristics of Focus
GroupThe main characteristics of focus groupare as given below
Group size: 6 to 12
Group composition: Homogeneous
respondents (prescreened)
Physical setting: Relaxed, informal
atmosphere
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Characteristics of Focus
Group Time duration: 1 to 3 hours
Recording: Use of audio and video
recorders
Moderator: Observational, interpersonal
and communication skills
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Focus GroupA focus group should be homogeneous
in terms of demographic and
socioeconomic characteristics. Commonality among group member
avoids conflicts among group members
on side issues.
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Focus Group The participants should be carefully
screened to meet certain criteria and
must have adequate experience withthe object or issue being discussed.
The physical setting of the focus group
is also important.A relaxed informal atmosphere
encourages spontaneous comments.
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Focus Group The duration of focus group discussion
is generally 1.5 to 2 hours.
This period is needed to establishrapport with the participants andexplore in-depth, their feelings, beliefs,
ideas, attitudes and insight regardingthe topic of concern.
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Focus Group- Observation Focus group discussions are video
recorded invariably for subsequent
replay, transcription, and analysis. It has the advantage of reviewing the
facial expressions and body movements
though it increases the cost. Frequently clients observe the session
from adjacent room using a one way
mirror.
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Focus Group- Moderators Role The moderator plays a key role in the
success of a focus group.
The moderator must establish rapportwith the participants, keeps thediscussion moving forward and probe
the respondents to elicit insights. In addition the moderator may have a
central role in the analysis and
interpretation of the data.
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Focus Group-Moderators Role
Therefore moderator should possessskill, experience, knowledge of the
discussion topic and an understandingof the nature of group dynamics.
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Planning and conducting focusgroup
Determine the objectives of themarketing research project and define
the problem. Specify the objectives of qualitative
research.
State the objectives/questions to beanswered by focus group.
Write a screening questionnaire.
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Planning and conducting focusgroup
Develop a moderators outline.
Conduct the focus group discussion.
Review recording and analyze the data.
Summarize the findings and plan followup research or action.
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Case Study
Qualitative research Problem: Why doconsumers upgrade cellular handsets?
Focus group discussion guide
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Preamble
Duration: 5 Minutes
Thanks and welcome
Nature of focus group ( informal, allviews, expansive)
There are no right or wrong questions.Audio and video recording
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Preamble
Colleagues viewing
Help self to refreshments
Going to be talking about cellular phonehandsets
Questions or concerns
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Introduction and warm up
Duration: 5 Minutes
Like to go round the room and have
you introduce yourselves
First name
Best thing about having a cellularphone
Worst thing about having a cellularphone
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Cellular Environment
Duration: 5 Minutes
When you are out what do you take
with you?
Let us start with the things you alwaystake with you.
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Cellular usages
Duration: 10 Minutes
I would like to understand a bit about
how you typically use your cellularphone.
How many calls do you typically make
or receive in a day?
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Cellular usages
What are some of the most commonoutgoing calls you make?
If your cell phone was taken away,what difference would it make to yourlife?
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Past handset purchase
Duration: 15 Minutes
Thinking now about your current
handset-
First how you actually went about theprocess of choosing the handset and
second any criteria you had for thehandset itself?
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Past handset purchase-selectionprocess
Thinking first only about how you wentabout choosing your handset, not any
features you wanted?
h d h
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Past handset purchase-criteria
What you actually looked for in ahandset?
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Usage of handset features
Duration: 10 Minutes
I would like to start by making a list of
all the handset features you can thinkof- anything the handset can do, anysettings you can change.
Which features have you ever usedeven if only once?
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Usage of handset features
Are there any settings you have onlychanged once but are really glad you
could change? Why?
Which features do you use regularly?
Why?
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Desired features
Duration: 5 Minutes
Are there any features your handset
does not have, but you wish that it did?
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Motivation for replacement
Duration: 10 Minutes
You all have been invited here because
you have replaced your handset at leastonce.
What motivated you to replace your
handset?
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Motivation for replacement
Was the handset replacement tied toyour switching your service provider?
What do you think are some of thereasons that people would like toreplace their handsets?
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Trigger to Past upgrade
Duration: 5 Minutes
What was it that made you want to
upgrade to a better handset? What were all the factors involved in
that decision?
What was the single biggest reason?
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Barriers to past upgrade
Duration: 5 Minutes
How long was it from the first time you
ever considered upgrading until thetime you actually went ahead andbought the new handset?
What were all the reasons you did notdo it immediately?
What was the main reason for leaving it
a while?
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Triggers and Barriers to futureupgrade
Duration: 15 Minutes
What about the future- when do you
think, you will next upgrade yourhandset?
What would spur you to do that?
Is there a killer feature that would haveyou upgrade immediately?
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Triggers and Barriers to futureupgrade
How would you go about choosing yournext handset?
What will you actually look for in yournext handset?
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Closing Exercise
Duration: 10 Minutes
Finally I would like your creativity for a
few minutes to come up with ideas
Dont worry about whether it is a goodidea or bad idea.
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Closing Exercise
Supposing a handset, manufacturerwanted to encourage you to upgrade
tomorrow What could they do? Just call out
anything that occurs to you.
Thanks the respondents and close thesession.
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Advantages of Focus Group
Synergies: Putting a group of peopletogether will produce a wider range of
information, insight and ideas than willindividual response secured privately.
Snowballing: A bandwagon effect
often operates in a group interview.One persons comments trigger a chainreaction from the other participants.
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Advantages of Focus Group
Simulation: Usually after a briefintroductory period, the respondents
want to express their ideas and exposetheir feelings as the general level ofexcitement over the topic increase in
the group.
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Advantages of Focus Group
Security: Because the participantsfeelings are similar to those of other
group members, they feel comfortableand are therefore willing to expresstheir ideas and feelings.
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Advantages of Focus Group
Spontaneity: Since participants arenot required to answer specific
questions, their response can bespontaneous and unconventional andshould therefore provide an accurate
idea of their views.
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Advantages of Focus Group
Novelty: Ideas are more likely to ariseout of blue in a group than in an
individual interview. Specialization: Because a number of
participants are involved
simultaneously, use of a highly trainedbut expensive interview is justified.
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Advantages of Focus Group
Scientific scrutiny: The groupinterview allows close scrutiny of the
data collection process, in thatobservers can witness the session and itcan be recorded for later analysis.
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Advantages of Focus Group
Structure: The group interview allowsfor flexibility in the topics covered and
the depth with which they are treated. Speed: Since a number of individuals
are being interviewed at the same time,
data collection and analysis proceedrelatively quickly.
.
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Disadvantages of FocusGroups
Misuse: Focus groups can be misusedand abused by considering the results
as conclusive rather than exploratory. Misjudge: Focus group results can be
more easily misjudged than the results
of other data collection techniques.Focus groups are particularlysusceptible to client and researcher
biases.
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Disadvantages of FocusGroups
Moderation: Focus groups are difficultto moderate. Moderators with all the
desirable skills are rare. The quality ofthe results depends heavily on the skillof the moderator.
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Disadvantages of Focus
Groups Messy: The unstructured nature of the
response makes coding, analysis and
interpretation difficult. Focus group datatend to be messy.
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Disadvantages of Focus
Groups Misrepresentation: Focus group
results are not representative of the
general population and are notprojectable. Consequently focus groupresults should not be the sole basis for
decision making.