lecture6 mkt
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mkt 352 pptTRANSCRIPT
7/18/2019 Lecture6 MKT
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Outline of this class
Primary Data
– Observation
– Qualitative Research Method
•[Assignment 1 - Due: !1" #
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Primary Data
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$y%es of Primary Data
• Demogra%hic!socioeconomiccharacteristics
• Psychological!lifestylecharacteristics
• A&areness !'no&ledge
•Attitudes and o%inions
• (ntentions
• )ehavior
•
Motivation
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$y%es of Primary Data *ollection
• Questioning – + ,
• ocus grou%s. in-de%th intervie&s.ethnogra%hy. %ro/ective techni0ues
– + ,• Direct. tele%hone. mail. internet
• Observation – Direct and contrived observation.
behavior-scan
–
2%eriments
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Questioning versus Observation
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Observation
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Observation
• Rationale: Res%ondents may be unli'elyto give 3truthful4 ans&ers. usefulsu%%lements to other techni0ues
• ormat: 5ousehold monitoring. in-storevideo
• $ools: lectronic devices. other 3high
tech4 information collectors. %roduct inuse
• 6%sides!Do&nsides 7
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• 8tands for Radiore0uency (denti9cation
• nables researchers to
trac' sho%%ersmovements in real time
• 8mall: As small as ;<=mm2 ;<=mm
• ast: Data retrieval inmiliseconds ! no contact
• *hea%: >;<;"!unit
Observational Method2am%le: R(D
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Observational Method2am%le: R(D
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Observational Method2am%le: ye $rac'ing
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?one De9nition
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• @ovices vs< 2%erts
ahooB rance ye-trac'ing 8tudy
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• @umber of banners seen
0
2
4
6
8
10
12
14
1 2 3 4 5 6 7 8
Number of Banner Seen
N u m b e r
o f R e s p o n d e n t s
• Average of C< banners seen
+%E;<=,• verybody loo's at at least onebanner
• =<= F indicate seeing a banner
ahooB rance ye-trac'ing 8tudy
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• )anner Recognition
ahooB rance ye-trac'ing 8tudy
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• $a'e a&ay
– 2%erts are more eGcient than novices
– oung surfers are more eGcient than olderones
– 8iHe and content are im%ortant factors
– 5alf of the banners are not attended to
– 8urfers seem to %ur%osefully avoid banners
ahooB rance ye-trac'ing 8tudy
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Qualitative Research Methods
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$y%es of Qualitative ResearchMethods
Iant to 'no& about +,
1< + ,
J< + ,
C< + ,
=< + ,
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• 2%loratory Research – 6ses:
• Ket ideas
•
Develo% hy%otheses• + Provide in%uts to 0uestionnaires ,
– $y%ically not used to su%%ort ma/ordecisions
– 5igh degree of Le2ibility• ess structured than other ty%es of
research
• Ad hoc in nature
– @umber of res%ondents usually small and
Ihen to 6se Qualitative Research+1,
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Ihen to 6se Qualitative Research+J,
• @e& Product Develo%ment
– 6nderstand a mar'et and identify ga%s<
– Reactions to ne& %roduct conce%ts
+after the 0uantitative research,<
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Ihen to 6se Qualitative Research+C,
• Advertising *reative Develo%mentResearch – Ihat should the advertisement be
saying7
– 5o& should the strategy be conveyed7
– Pre-test the chosen e2ecution<
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Ihen to 6se Qualitative Research+=,
• Diagnostic 8tudies
– 6nderstand the consumer relationshi%to the brand<
– (dentify &ear-out of an ad cam%aign<
– valuate the im%act of a com%etitorsactions<
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1< ocus Krou%s
• Origins: 8ocial Psychology and Psychothera%y tosurface re%ressed thoughts and feelings
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1< ocus Krou%s
• ormat: N-1; individuals. 1-J + ,. about1-J hour long. incentives for %artici%ants
• $ools: %roducts. %roduct conce%ts. ad
co%y. 0uestionnaires• *ommon %ur%ose in Mar'et Research
– Reactions to %roduct conce%ts.mar'eting communications. com%etitivebrands
• O%en-ended and free Lo&ing discussion
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1< ocus Krou%s
• Krou% com%osition:
+1, Iithin grou%: + ,
• Partici%ants should be strangers to
each other• Partici%ants should be similar to
each other:
–2%edites comfort among
strangers
–Partici%ants relate better andhel% each to intros%ect
+J, Across grou%s: + ,
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•
8ome guidelines on 0uestioning – Avoid 3&hy4 0uestions:
e< g< Ihy did you go to the Hoo7
– (nstead. as' inLuence 0uestions and
attribute 0uestions se%arately:
• (nLuence Question: Ihat made yougo to the Hoo7
My 'ids really &anted to go• Attribute Question: Ihat features
about the Hoo do you li'e7
( &anted to see the %anda bears
1< ocus Krou%s
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1< ocus Krou%s
• Advantages• ersatility
• 8erendi%ity
• 8%eed
• Disadvantages
• ac' of generaliHability
• Mis/udge ! misre%resentation• *ost
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J< (n-de%th (ntervie&s
• Rationale: Mechanism for obtainingdetailed insights. Le2ible
• A%%ro%riate for + ,. + ,
• ormat: one-on-one +at %lace ofbusiness. consum%tion. etc<,
• $ools: (ntervie& guide. schedule
•Advantages: + ,. + ,
• Disadvantages: + ,. + ,
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• rom Anthro%ology
– (mmerse yourself in a culture
• 6sually done by trained anthro%ologists or
sociologists
• arly 8tudy: *ommissioned by *ongress tostudy (ndian $ribes
• 2am%les – DO: 8treet-level drug use
C< thnogra%hy
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C< thnogra%hy: 2am%le+based on @PR ne&s,
• $he ty%ical tourist in 5a&aii s%ends $200 aday for a hotel room. meals. entertainment<
• $heres another class of visitor &ho receivesroom and board. %lus full health care
bene9ts. and more. for /ust $3 a day<
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C< thnogra%hy: 2am%le
• (ts homeless bene9ts courtesy of 5a&aiis
ta2%ayers<• 8umner 5omeless Mens 8helter in do&nto&n
5onolulu
– One-third of all the guests +1.C;;, come
from out of state – Philli%s +homeless,
• &as homeless in 8an Diego for years
• earning cash from 5a&aiis 9ve centredem%tion %rogram for %lastic bottlesand aluminum cans
• slee%s at the homeless shelter for >C a
day
h h l
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C< thnogra%hy: 2am%le
• $he shelter has an o%erating budget of >J million
funded largely by state ta2%ayers<• 5a&aii ta2%ayers face a >1<J billion budget de9cit
• *O@@( M($*5 +2ecutive Director. 8umner5omeless Mens 8helter,
– 3Resource drain caused by ne&ly arrived singlemale transients is getting more acute<4
– 35a&aiian la&ma'ers need to develo% %olicies toaddress this %roblem<4
– 3( thin' that &e really need to begin to loo' at&hos really homeless not by choice and bymisfortune. and &ho is really homeless bychoice. and have a dierent solution for the t&o
dierent %o%ulations<4
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=< Pro/ection $echni0ues
• Origins: reuds &or'on Paranoia
• 3A man is leasthimself &hen he tal's
in his o&n %ersonS&hen given a mas'he &ill tell the truth<4Oscar Iilde
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=< Pro/ection $echni0ues
•
Rationale: *ertain issues are notamenable to direct 0uestioning TPro/ective techni0ues %rovide amechanism for uncovering + ,
• ormat:1< 8entence or 8tory com%letion
J< $hematic A%%erce%tion $est +$A$,
C< Photo sorting
=< ?M$
• $ools: isual %ro%s. scenarios. o%en-ended 0uestionnaires
• 6%sides!Do&nsides
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8entence ! 8tory *om%letion
– Res%ondent given an incom%lete orambiguous sentence or story andas'ed to com%lete by the 9rst free
associations:• Macys is < < <
• Peo%le &ho sho% at Macys are < < <
• ( dont understand &hy Macys doesnt< < <
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– 8ally /ust moved to Phoeni2 from Dallas.&here she had been a sales%erson for()M< 8he is no& district manager for the
Phoeni2 area< – 5er neighbor Rhonda has /ust come over
to 8allys a%artment to &elcome her toPhoeni2< A discussion of &here to sho%
ensues< – 8ally says. 3ou 'no&. (ve heard some
things about Macys in Phoeni2 < < <4
–Ihat is Rhondas re%ly7
8entence ! 8tory *om%letion
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$hematic A%%erce%tion $est
– 8ub/ects are %resented &ith %ictures<
– $hen as'ed to inter%ret the %ictures andgive a narrative<
– Pictures must be interesting enough butalso ambiguous<
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Macys
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Krou% 2erciseMil&au'ee $ool
– our 9ndings7
– O%%ortunity7 @e&%roduct!services7
– An roblem7
Mil ' $ l
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– 5ere is a%icture of aman &hoseneighbor hassuggestedthat he buy a
chainsa&< – Ihat do you
su%%ose he is
thin'ing no&7
Mil&au'ee $ool
Mil ' $ l
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• 3Ihy cut a &hole tree &hen you can save%art of it74
• 3$rees beautify %ro%erty and ma'e it morevaluable4
• 3( dont li'e to destroy trees4• 3Ie lose trees due to disease and storm
damage4
•
35es thin'ing he should get a tree surgeon4• 3Maybe ( should borro& my friends chain
sa&4
• 35e doesnt have to invest in a chain sa& for
/ust one tree4
Mil&au'ee $ool
Mil ' $ l
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• 5ere is a %ictureof the same manin a chain sa&
store tal'ing to astore cler'<
• Ihat is he tal'ing
about7
Mil&au'ee $ool
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• 35e is as'ing about ease of handling4
• 3length of blade4
• 3Ihat is the best brand74
• 3Ihether it had direct drive4
•
3Ihether it had a gas %rotector4• 38elf-lubrication4
• 3ase of controls4
• 35es as'ing about %rice4• 3Availability of credit4
• 32tended &arranty4
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• 5ere is a %icture of
the same man asin the last %icture<5e %urchased thechain sa& he &as
loo'ing at<
• Ihat is he thin'ingno&7
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• 38ure beats buc'ing &ith an a2e4
• 35es thin'ing about the s%eed ofgetting through. time saved4
• 35o& much easier it is to cut a tree
do&n &ith a chain sa& than &ith ahand sa&4
• 5es a little frightened< 5e doesnt
'no& ho& to go about it but is &illingto learn<4
• 3(f he gets caught in that blade < < <<4
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• 5ere is a
%icture of thesame man asin the %revious%ictures.
sitting andtal'ing &ith a&oman<
• Ihat do yousu%%ose theyare tal'ing
about7
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• 35es very ha%%y to cut his o&n &ood for his9re%lace U really %roud of himself<4
•
3$heyre tal'ing about the logs. ho& %leasedhe is &ith himself4
• 35es telling her ho& much he saved bycutting it himself4
• 35e is saying the chain sa& %ays for itselfbecause it &ould have been a >C;; /ob<4
• 3Ihat a good buy that chain sa& &as< *ut
&ood costs. save money<4• 38he is %roud of her husband<4
• 38he is com%limenting him on his ability andon ho& handy it is to have a man around the
house<4
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Photo 8orts
– ))DO invented the originalPhotosort:
• *riticism &ith %revious a%%roaches: too
3verbocentric4• 8%ecially develo%ed %hoto dec'
de%icting dierent ty%es of %eo%le. frombusiness e2ecutives to college students
• Res%ondents connect individuals &iththe brands they thin' they &ould use<
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?M$
• Olson ?altman Associates
• Prof< ?altman %atented the ?altman
Meta%hor licitation $echni0ue +?M$,. amethod used to delve into the unconsciousthin'ing that drives behavior
• ?M$ uses visual and non-visual VimagesVgathered and!or generated by consumers toelicit and %robe the meta%hors thatre%resent consumers thoughts and feelingsabout a to%ic
?M$
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• Develo%ing a dee% understanding of customers• Pictures are meta%hors that serve as entry %oints
into their thin'ing %rocess
• Partici%ants are encouraged to e2%lore their
thoughts and feelings more dee%ly by having themdiscuss changes to %articular images – e<g<, &iden the frame of a %icture and describe &hat
might enter the %icture that reinforces the original idea
• Researchers and managers use customers images
to create their inter%retations and strategies• *hec' &hether to% managements vie&s of
customer thin'ing are consistent &ith actualcustomer thin'ing
?M$More details
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?M$
•
@estle *runch )ar – Management thought of it a 0uic'
energy snac'
– Pictures
• old %ic'u% truc's
• %ic'et-fenced suburban la&ns
• grandfather cloc's
• sno&men• American Lags
– )ar evo'ed %o&erful memories of
childhood and sim%ler times<
+rom ecture J,
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+rom ecture J,Role of Mar'eting Research
Mar'eting Planning Process1< 8ituation AnalysisJ< 8trategy Develo%ment Projection
Technique – Ihat business are &e in7
– 5o& &ill &e com%ete in this mar'et7
– $his is a gro&ing area of a%%lication ofMar'eting Research
C< Mar'eting Program Develo%ment=< (m%lementation
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2am%le: gg 8trategy
• A ne& a%%roach in Qualitative ResearchMethod
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$odays $a'ea&ay
Primary Data
– Observation
• 6%sides!Do&nsides
– Qualitative Research Method
• 6%sides!Do&nsides
• [Assignment 1 - Due: !1" #