Marketing Research & Information-Qualitative and Observa

Information Collection:
Qualitative and Observational
Methods
n Aaker, Kumar, Day (2007)Ninth
Edition, Ch 8
n Bradley (2007) Ch 72
Information Collection :
Qualitative and Observational Methods
Qualitative Methods
¨Recommended to capture the basic feel of
a problem prior to conducting more
analytical study
Observational Methods
¨Limited to providing information on current
behavior
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 83
1. The history of
qualitative research
1930s –“Focused interviewing" meant privately asking
questions to an individual. 'Focus interviews', became
known as "depths". Several carried out simultaneously
became known as Focus Groups.
1950s - Action Research, where the researcher participates
in the "observed event". The Delphi forecasting method
1960s - Dichter imported psychoanalysis into marketing.
Motivational Research emerged
Bradley (2007) Ch 74
Brief History
1965 - Key stages in the group process were identified as
Forming, storming, norming & performing
1970s – Groups fully accepted in marketing research
1980s - Tools from anthropology, linguistics and sociology
came to commercial research. These included
ethnography & semiotics
2000s – Qualitative analysis software available
Bradley (2007) Ch 75
2. The nature of
qualitative research
n Qualitative techniques attempt
¨ to gain an understanding of the existence of attitudes
and opinions.
¨ to assess their breadth and depth.
n They do not measure the “amount” of emotion or
opinion, but they may give an indication of the
dominant feelings.
n Discussion, observation and projective methods
are used to elicit responses, even leading
questions are allowed
Bradley (2007) Ch 76
Unstructured
n Qualitative research is unstructured but does
have guidelines in order to explore the research
question.
n It centres on words, narrative, images and
concepts rather than numerical values.
n Qualitative analysis begins during data collection
and original ways are found to communicate
results.
n There is an emphasis on understanding rather
than measurement.
Bradley (2007) Ch 77
Qualitative Research Methods
Exploratory

#p#分页标题#e#
 Conducted primarily to explicitly define the problem and
formulate hypotheses
Orientation
¨ To learn more about target customer (e.g. Culture,
language)
Clinical
¨ To gain insights into topics that are difficult in a structured
research
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 88
Qualitative Research Methods
Four major constraints:
¨ Volume of data
¨ Complexity of analysis
¨ Detail of clarification record
¨ Time-consuming nature of the clerical efforts
required
n Computer technology helps alleviate these
problems and increase the use of qualitative
research
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 89
Use of Computers in Qualitative
Research
n Storing
n Coding
n Searching and Retrieving
n Building Relationships
n Matrix Building
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 810
3. Qualitative approaches
n Group discussions / Focus Groups
n Depth Interviews
n Delphi techniques
n Grounded Theory
n Ethnography
n Action Research
n Semiotics
Bradley (2007) Ch 711
Individual In-depth Interviews
n Nondirective interviews
¨ Respondent given maximum freedom to respond
n Semi-structured or focused individual interviews
¨ Covers a specific list of topics or sub-areas
Individual in-depth interview techniques
• Laddering
• Hidden-issue
• Symbolic Analysis
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 812
Focus Group Discussions
n Offers participants more stimulation than an
interview; makes new ideas and meaningful
comments more likely
n Issues to be addressed:
¨ Outlining the intended direction of the group
¨ Explaining how participants were recruited
¨ Re-educating observers on the concepts of random
selection, statistical reliability, and projectability of
research results
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 812
Focus Group Discussions
n Offers participants more stimulation than an
interview; makes new ideas and meaningful
comments more likely
n Issues to be addressed:
¨ Outlining the intended direction of the group
¨ Explaining how participants were recruited
¨ Re-educating observers on the concepts of random
selection, statistical reliability, and projectability of
research results
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 814
Types of Focus Groups
Exploratory Focus Groups
¨ Used in the exploratory phase of the market research process
¨ Used for generating the hypotheses for testing
Clinical Focus Groups
¨ Based on the premise that an individual's true feelings and
motivations are subconscious in nature#p#分页标题#e#
Experiencing Focus Groups
¨ Allows the researcher to experience the emotional framework in
which the product is being used
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 815
Key Factors for Focus Group
Success
n Planning the Agenda
n Recruitment
n Moderator
n Analysis and Interpretation of the
Results
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 816
Ten Tips for Running a Successful Focus
Group
1. You can never do too much planning for a focus group
2. Manage the recruitment process actively to get the right
people in the groups
3. Don’t prejudge the participants based on physical
appearance
4. The best focus group moderators bring objectivity and
expertise to a project
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 817
Ten Tips for Running a Successful Focus
Group (cont.)
5. Achieving research objectives does not guarantee a
successful group project
6. The moderator and client should coordinate their efforts
at all stages of the process for the research to achieve
its objectives
7. Most client organizations conduct more focus groups
than are necessary to achieve the research objective
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 818
8. One of the most important services a moderator can
provide is a fast report turnaround
9. Client observers should be thoroughly briefed about
research objectives before the sessions start
10.The most valuable service a moderator can provide
is objective conclusions based on the interpretations
of the research, without regard for what the client
wants to hear
Ten Tips for Running a Successful Focus
Group (cont.)
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 819
Trends in Focus Groups
n Telephone Focus Groups
n Video Conference
n Two-way focus groups
n Online focus groups
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 820
Projective Techniques
n Presentation of an ambiguous, unstructured
object, activity, or person that a respondent
is asked to interpret and explain.
Categories of Projective Techniques:
• Word Association
• Completion Test
• Picture Interpretation/photo sorts
• Third Person Techniques
• Role Playing
• Case Studies
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 821
Word association
n Tiger
n Tango
n Paper
n Cloud
n Tissue
n Buttons
n Suitcase
n Sheep
n Drink
n Idea
n Holiday
n Muscle22
Completion tests
n The average person considers the TV to
be…..
n Banking as a career is…..
n Motor bike riders are
n Keeping fit is…24
Limitations of Qualitative#p#分页标题#e#
Methods
n Potential susceptibility of the results to
get misused or misinterpreted
n Results not necessarily representative
of the whole population
n Moderator or interviewer's role is
extremely critical and can lead to
ambiguous or misleading results
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 825
Observational Methods
n Casual Observation
n Systematic Observation
n Direct Observation
n Contrived Observation
n Content Analysis
n Physical Trace Measures
n Humanistic Inquiry
n Behavior Recording Devices
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 826
Limitations of Observational Methods
n Cannot be used to observe motives,
attitudes or intentions
n More costly and time consuming
n May yield biased results if there are
sampling problems or if significant
observant subjectivity is involved
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 827
Recent Applications of Qualitative
and Observational Methods
n Talking Shopper program by Pathfinder
Research Group
n Virtual Customers system for evaluating
service quality
n On-site observation to observe and
learn customer purchase decisions as
they are being made
Source: Aaker, Kumar, Day (2007) Ninth Edition, Ch 828
Delphi
n A forecasting method
n Unusually for qualitative research it uses a
questionnaire
n This is circulated to selected experts
n Over several rounds the questionnaire
becomes more structured as ideas are
fine-tuned
n Finally the forecast is complete
Bradley (2007) Ch 729
Grounded Theory
n The researcher has a broad area of
investigation and will collect a great deal of
information
n This is then analysed very systematically
n The procedure means that the researcher
will base an explanation on the findings,
so the theory is “grounded” in the data
Bradley (2007) Ch 730
Ethnography
n Describes behaviour in a natural setting
n The researcher becomes part of the
community under study, the ethnographer
enters into the respondent’s world.
Stages:
1. Decision on Location
2. Decision on Team Composition
3. Entry-point Analysis
4. Arrival and full immersion
5. Identification of Informants
6. Data Gathered and Reported
7. Departure from the field
Bradley (2007) Ch 731
Action research
n The researcher participates in the "observed
event” to affect the course of events
n This approach has been used for new product
development. The researcher becomes a user
or users can be recruited to become researchers
Cycles:
¨ there is a plan
¨ an action takes place
¨ it is observed#p#分页标题#e#
¨ a reflection takes place
¨ the plan is revised
¨ new action takes place and so on.
Bradley (2007) Ch 732
Semiotics
n Semiotics is the study of communication
by careful analysis of signs
n It uses any materials available
Stages
1. Thinking Stage
2. Listing of materials
3. Exposure to Materials
4. Identification of Absent Materials
5. Interpretation
Bradley (2007) Ch 733
Semiotic Signs &
Materials
SIGNS
n Dormant Signs - only
uncovered when there is some
stimulus to bring them out
n Lapsed Signs - were important
one day but are now outdated
n Current signs - are worth
investigation
n Some signs can be identified
but have specific meanings in
different circumstances
(Chameleon-like signs)
MATERIALS
n Typeface
n Promotions
n Packaging
n Brochures
n Reputation
n Web pages
n Posters
n Adverts
n News reports
n Ephemera
Bradley (2007) Ch 734
4. Benefits of different
approaches
All qualitative projects fill gaps with likely meaning
Depths - allow probing without pressure
Groups - provide rich data
Grounded theory – has no preconceived ideas
Semiotics – can uncover “emergent signs” so may
predict
Delphi - is powerful in forecasting innovations
Bradley (2007) Ch 735
5. Limitations
All techniques can lead responses in one direction
Depths – no-one to trigger questions
Groups need skilled researchers
Grounded theory - is time consuming and
intensive. Nothing may come from the data
Semiotics – relies on what material researchers
select so can be subjective
Bradley (2007) Ch 736
6. To interpret verbal &
non-verbal communication
n We must understand communication. This
means being aware of
¨Euphemisms, hyperbole and metaphors
¨Irony, humour and wit
n The researcher must decide whether to
ignore these, investigate them or use them
in interpretation
Bradley (2007) Ch 737
Body language
n Awareness of body language also helps inquiry
n The researcher must examine:
¨Proxemics. The use of space, the proximity
¨Kinesics. Movement and body posture
¨Oculesics. Eye behaviour, gaze, eye
movements
¨Vocalics. Tone, intonation & other features of
the voice
Bradley (2007) Ch 738
Group body language
n There are no single meanings for specific
non-verbal communications, we take a
cluster of individual signals
n In a group, body language will correspond
to the steps of forming, storming, norming,
performing and mourning
n Sub-group communication also occurs,
often indicated by "mirroring”#p#分页标题#e#
Bradley (2007) Ch 739
n Signs of defensiveness
include:
¨ projection,
¨ rationalisation
¨ regression
¨ identification
n Defensiveness is shown
by gestures that 'protect‘
vital organs
Defensiveness
Bradley (2007) Ch 740
n Discussion groups were held with parents and young
people in France, in Germany and the UK to understand
the potential of a proposed attraction at Eurodisney
n Space Mountain did not exist, so was explained with
artwork showing its different sequences
n After field work ended researchers from the three
countries met for a debrief. The co-ordinator found
similarities and differences between respondents.
n The analysis went beyond Space Mountain and revealed
that consumer perception and the desired positioning of
the park differed in key ways
Disney in Europe
Bradley (2007) Ch 740
n Discussion groups were held with parents and young
people in France, in Germany and the UK to understand
the potential of a proposed attraction at Eurodisney
n Space Mountain did not exist, so was explained with
artwork showing its different sequences
n After field work ended researchers from the three
countries met for a debrief. The co-ordinator found
similarities and differences between respondents.
n The analysis went beyond Space Mountain and revealed
that consumer perception and the desired positioning of
the park differed in key ways
Disney in Europe
Bradley (2007) Ch 741
n The research was
qualitative, and so
revealed areas that
were unexpected
n But promotional
material emerged…
n Space Mountain was
opened to the public
in 1995
Disney Focus
Groups
Bradley (2007) Ch 7