research methodology -session 5

7/29/2019 Research Methodology -Session 5

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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


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


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


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


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


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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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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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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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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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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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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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.

research methodology -session 5

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