Marketing Research_4

Krzysztof Cybulski, Ph. D.

Marketing Chair Faculty of Management

Warsaw University

Warsaw, 2016

Marketing Research Program

1. Marketing Research Role and Key Tasks

2. Research Process and its Components

3. Secondary Research, Syndicated and Online Information

4. Exploratory Research: Qualitative Research

5. Exploratory Research: Questionnaire Design & Survey Methods

6. Measurement in Marketing Research

7. Exploratory Research: Observation Methods

8. Exploratory Research: Experimental Research

9. Sampling Design. Procedures, Sampling Size and Errors

10. Basic Data Analysis

11. Report Preparation

12. Research Findings Presentation

Agenda

1. Different Types of Primary Research

2. Qualitative vs. Quantitative Research Techniques

3. Direct and Undirect Approaches in Qualitative

Research

4. Main Qualitative Research Tools

5. Qualitative Data Evaluation

Learning Objectives

Understand basic differences between

quantitative and qualitative data

Understand advantages and disadvantages of

qualitative information

Facilitate research qualitative research continuum

Describe differences between direct and undirect

approaches in qualitative research

Characterise main tools of qualitative data

Know how to utilise and evaluate qualitative data

Primary Data Research

Primary Data Research

Quantitative Research

Surveys

Observations

Experiments

Qualitative Research

FGI In Depth

Interviews

Projective Techniques

Case Study

Ethnography Phenomenologi

cal Study

Grounded Theory Study

Content Analysis

Primary Data Research

When a researcher has a limited amount of experience with or

knowledge about a research issue, exploratory research is a useful

preliminary step.

It helps ensure that in more rigorous, conclusive future study will not

begin with inadequate understanding of the nature of marketing

problem!.

Conclusive research answers questions of fact necessary to

determine a course of action.

Exploratory research, on the other hand, never has this purpose.

Most, but certainly not all, exploratory research designs provide

qualitative data.

Primary Data Research

Why Conduct Qualitative Researches ?

Diagnosing a Situation

Screening Alternatives e.g. New Product Concept Testing

Discovering New Ideas e.g. New Theme of Promotional Campaign

Description; they can reveal the nature of certain situations,

settings, processes, behaviors or systems or relationships of

people

Interpretation; they enable a researcher to gain insights about the

nature of particular phenomena

Verification; they allow a researcher to test the validity of certain

assumptions, claims, theories, or generalizations within real-world

contexts.

Qualitative Research

An unstructured, exploratory research

methodology based on small samples

which provides insights and

understanding of the problem setting.

Qualitative Research Continuum

Paraverbal techniques

Projective techniques

Probing Open questions Pressing

Psychodrama

Qualitative Research Objectives Examples

In the department store study, the objectives of qualitative

research were as follows:

1.Identify the relevant factors (choice criteria) used by

households in selecting department stores.

2.Identify what consumers consider to be competing stores for

specific product categories.

3.Identify the psychological characteristics of consumers which

are likely to influence store patronage behavior.

4.Identify any other aspects of consumer choice behavior that

may be relevant to store patronage.

Qualitative Research Approaches

Qualitative Research Approaches

Direct

In-Depth Interviews

Focus Group

Interviews

Indirect

Sketching Collage Projective Techniques

Qualitative Research Approaches

Direct approach

One type of qualitative research in which the

purposes of the project are disclosed to the

respondent or are obvious given the nature

of the interview.

Indirect approach

A type of qualitative research in which the

purposes of the project are disguised from

the respondents.

Depth interview

An unstructured, direct,

personal interview in which a single

respondent is probed by a highly

skilled interviewer to uncover

underlying motivations, beliefs,

attitudes, and feelings on a topic.

Depth interview Main Applications Examples

1.Detailed probing of the respondent (e.g. automobile purchase).

2.Discussion of confidential, sensitive or embarrassing topics

(personal finances, loose dentures).

3.Situations where strong social norms exist and the respondent may

be easily swayed by group response (attitude of college students

toward sports).

4.Detailed understanding of complicated behavior (department store

shopping).

5.Interviews with professional people (industrial marketing research).

6.Interviews with competitors, who are unlikely to reveal the

information in a group setting (travel agents’ perceptions of airline

package travel programs)

7.Situations where the product consumption experience is sensory in

nature, affecting mood states and emotions (perfumes, bath soap).

Focus Group

An interview conducted by a

trained moderator among a small group

of respondents in an unstructured and

natural manner.

Characteristics of Focus Groups

an interactive group discussion lead by a

moderator

unstructured (or loosely structured) discussion

where the moderator encourages the free flow of

ideas

usually 8 to 12 members in the group who fit the

profile of the target group or consumer but may

consist of two interviewees (a dyad) or three

interviewees (a triad) or a lesser number of

participants (known as a mini-group)

usually last for 1 to 2 hours

usually recorded on video/DVD

Characteristics of Focus Groups

may be streamed via a closed streaming service

for remote viewing of the proceedings

the room usually has a large window with one-

way glass – participants cannot see out, but the

researchers can see in

inexpensive and fast

can use computer and internet technology for on-

line focus groups

respondents feel a group pressure to conform

group dynamics is useful in developing new

streams of thought and covering an issue

thoroughly

Key Qualifications of Focus Group Moderators

Kindness with firmness: the moderator must

combine a disciplined detachment with

understanding empathy in order to generate the

necessary interaction.

Permissiveness: the moderator must be

permissive yet alert to signs that the group’s

cordiality or purpose is disintegrating.

Involvement: the moderator must encourage and

stimulate intense personal involvement.

Incomplete understanding: the moderator must

encourage respondents to be more specific about

generalized comments by exhibiting incomplete

understanding.

Key Qualifications of Focus Group Moderators

Encouragement: the moderator must encourage

unresponsive members to participate.

Flexibility: the moderator must be able to

improvise and alter the planned outline amid the

distractions of the group process.

Sensitivity: the moderator must be sensitive

enough to guide the group discussion at an

intellectual as well as emotional level.

Focus Group Interview Main Applications

1.Generating New Creative Promotional Ideas

2.Uncovering Basic Consumer Needs and Attitudes

3.Establishing New Product Concepts

4.Generating New Ideas about Established Markets

5.Interpreting Previously Obtained Quantitative Data

Focus Group Interview Pros and Cons

FGI advantages:

1.FGI allow to get a first-hand, close up picture of the target group.

2.FGI provide more complex answers about a set of relevant issue than

can a structured questionnaire.

3.FGI are fast. Completion of 3 to 4 geographically dispersed FGI along

with to the final reports, can accomplished in 4 to 5 weeks only!.

4.FGI is relatively to quantitative studies, inexpensive. From few

hundred tiil few thousands euro per whole project. Costs will vary

according to the lenght of the interview and the target population.

5.FGI is flexible.

Focus Group Interview Pros and Cons

FGI disadvantages:

1.FGI is not intended to provide hard and fast conclusions.

2.Difficulty with generalization of conclusions.

3.FGI is difficult to moderate.

4.The quality of the results depends heavily on the skills of moderator.

5.Moderators who possess all of the desirable skills are rare.

Projection Different Meanings

1.The act of making light , a picture from a film

etc. fall on a surface.

2.A guess about a future amount, situation,

etc. based on the information you have at

present.

3.Psychological phenomena.

Projective Techniques

An unstructured and indirect forms

of questioning which encourages the

respondents to project their underlying

motivations, beliefs, attitudes or feelings

regarding the issues of concern.

Projective Tests

Psychological projection or projection bias

(including Freudian Projection) is the unconscious

act of denial of a person's own attributes, thoughts,

and emotions, which are then ascribed to the

outside world, such as to the weather, the

government, a tool, or to other people.

Thus, it involves imagining or projecting that

others have those feelings.

Projective Techniques

Projective techniques are used in qualitative

marketing research, for example to help identify

potential associations between brand images and

the emotions they may provoke. In advertising,

projective tests are used to evaluate responses to

advertisements.

These are unstructured prompts or stimulus

that encourage the respondent to project their

underlying motivations, beliefs, attitudes, or feelings

onto an ambiguous situation.

They are all indirect techniques that attempt

to disguise the purpose of the research.

Projective Tests

The tests have also been used in management to assess

achievement motivation and other drives, in sociology to

assess the adoption of innovations, and in anthropology to

study cultural meaning.

The application of responses is different in these disciplines

than in psychology, because the responses of multiple

respondents are grouped together for analysis by the

organization commissioning the research, rather than

interpreting the meaning of the responses given by a single

subject.

Projective Tests

Projective tests have their origins in psychoanalytic

psychology, which argues that humans have

conscious and unconscious attitudes and

motivations that are beyond or hidden from

conscious awareness.

The terms "objective test" and "projective test" have

recently come under criticism in the Journal of

Personality Assessment. The more descriptive

"rating scale or self-report measures" and "free

response measures" are suggested, rather than

the terms "objective tests" and "projective tests,"

respectively.

Most Popular Projective Tests

Word Association Tests

Sentence Completion Method

Third-Person Technique

Role Playing

Thematic Apperception Test (TAT)

Cartoon Tests

Collage

Projective Tests

Association Techniques

A type of projective technique in which the

respondent is presented with a stimulus and asked

to respond with the first thing that comes to mind.

Word association

A projective technique in which respondents are

presented with a list of words, one at a time.

After each word, they are asked to give the first word

that comes to mind.

Projective Tests

Completion techniques

A projective technique which requires the respondent to complete

an incomplete stimulus situation.

Sentence completion

A projective technique in which respondents are presented with a

number of incomplete sentences and asked to complete them.

Sentence completion tests require the subject complete sentence

"stems" with their own words. The subject's response is

considered to be a projection of their conscious and/or

unconscious attitudes, personality characteristics, motivations, and

beliefs.

Story completion:

A projective technique in which the respondents are provided with

part of a story and required to give the conclusion in their own

words.

Projective Tests

Sentence Completion Example

In the context of the store patronage study, the following

incomplete sentences may be used.

A person who shops at Carrefour is

…………………………………….

A person who receives a gift certificate good for

Tesco would be……………………………………………

Leclerc is most liked by…………………………………………….

When I think of shopping in a department store,

I………………………………………………………………………

Collage

Collage (from the French: coller, "to glue") is a technique of an

art production, primarily used in the visual arts, where the

artwork is made from an assemblage of different forms, thus

creating a new whole.

A collage may sometimes include magazine and newspaper

clippings, ribbons, paint, bits of colored or handmade papers,

portions of other artwork or texts, photographs and other found

objects, glued to a piece of paper or canvas. The origins of

collage can be traced back hundreds of years, but this

technique made a dramatic reappearance in the early 20th

century as an art form of novelty.

The term collage was coined by both Georges Braque and

Pablo Picasso in the beginning of the 20th century when

collage became a distinctive part of modern art.

Collage

Collage

A projective or enabling technique whereby

research participants create rough collages

from magazines or other visual material to

represent something relevant to the research

- often a brand, or an activity.

This enforced move away from the verbal

helps to access intuitive knowledge and may

allow access to non-verbal aspects of the

topic that would otherwise remain

unarticulated and thus open them up to

discussion

Projective Tests

Construction or expressive techniques

A projective techniques in which the respondent is required to

construct a response in the form of a story, dialogue, or

description.

Projective techniques in which the respondent is presented

with a verbal or visual situation and asked to relate the

feelings and attitudes of other people to the situation.

Projective Tests

Third person technique

A projective technique in which the respondent is presented

with a verbal or visual situation and asked to relate the beliefs

and attitudes of a third person to the situation.

A third-person technique - a verbal or visual representation of

an individual and his/her situation is presented to the

respondent - the respondent is asked to relate the attitudes or

feelings of that person - researchers assume that talking in the

third person will minimize the social pressure to give standard or

politically correct responses.

Projective Tests

Thematic Apperception Test

Another popular projective test is the Thematic Apperception

Test (TAT) in which an individual views ambiguous scenes

of people, and is asked to describe various aspects of the

scene; for example, the subject may be asked to describe

what led up to this scene, the emotions of the characters,

and what might happen afterwards.

The examiner then evaluates these descriptions, attempting to

discover the conflicts, motivations and attitudes of the

respondent. In the answers, the respondent "projects" their

unconscious attitudes and motivations into the picture,

which is why these are referred to as "projective tests."

Projective Tests

Cartoon tests

Cartoon characters are shown in a specific situation related to the problem.

The respondents are asked to indicate the dialogue that one cartoon character

might make in response to the comment's of another character.

Nice to meet You sir ? ?

Other Qualitative Approaches and Techniques

Ethnography

Phenomenology

Field Research

Grounded Theory

Laddering

Hidden Issue Questioning

Picture Response Technique

Content Analysis

Symbolic Analysis

Case Study Analysis

Ethnography

The ethnographic approach to qualitative

research comes largely from the field of

anthropology. The emphasis in ethnography is on

studying an entire culture.

Originally, the idea of a culture was tied to the

notion of ethnicity and geographic location (e.g., the

culture of the Trobriand Islands), but it has been

broadened to include virtually any group or

organization. That is, we can study the "culture" of a

business or defined group (e.g., a Rotary club).

Ethnography

Ethnography is an extremely broad area with

a great variety of practitioners and methods.

However, the most common ethnographic approach

is participant observation as a part of field research.

The ethnographer becomes immersed in the

culture as an active participant and records

extensive field notes. As in grounded theory, there is

no preset limiting of what will be observed and no

real ending point in an ethnographic study.

Phenomenology

Phenomenology is sometimes considered a philosophical

perspective as well as an approach to qualitative

methodology. It has a long history in several social research

disciplines including psychology, sociology and social work.

Phenomenology is a school of thought that emphasizes a focus

on people's subjective experiences and interpretations of

the world.

That is, the phenomenologist wants to understand how the

world appears to others.

Field Research

Field research can also be considered either a broad approach

to qualitative research or a method of gathering qualitative

data. the essential idea is that the researcher goes "into the

field" to observe the phenomenon in its natural state or in

situ.

As such, it is probably most related to the method of

participant observation.

The field researcher typically takes extensive field notes which

are subsequently coded and analyzed in a variety of ways.

Grounded Theory

Grounded theory is a qualitative research approach

that was originally developed by Glaser and

Strauss in the 1960s. The self-defined purpose of

grounded theory is to develop theory about

phenomena of interest.

But this is not just abstract theorizing they're talking

about. Instead the theory needs to be grounded or

rooted in observation - hence the term.

Grounded Theory

Grounded theory is a complex iterative process. The

research begins with the raising of generative

questions which help to guide the research but

are not intended to be either static or confining.

As the researcher begins to gather data, core

theoretical concept(s) are identified. Tentative

linkages are developed between the theoretical

core concepts and the data.

This early phase of the research tends to be very

open and can take months. Later on the

researcher is more engaged in verification and

summary. The effort tends to evolve toward one

core category that is central.

Grounded Theory

There are several key analytic strategies:

Coding is a process for both categorizing qualitative data and

for describing the implications and details of these

categories. Initially one does open coding, considering the

data in minute detail while developing some initial

categories. Later, one moves to more selective coding

where one systematically codes with respect to a core

concept.

Memoring is a process for recording the thoughts and ideas of

the researcher as they evolve throughout the study. You

might think of memoring as extensive marginal notes and

comments. Again, early in the process these memos tend to

be very open while later on they tend to increasingly focus in

on the core concept.

Grounded Theory

There are several key analytic strategies:

Integrative diagrams and sessions are used to pull all of the

detail together, to help make sense of the data with respect

to the emerging theory. The diagrams can be any form of

graphic that is useful at that point in theory development.

They might be concept maps or directed graphs or even

simple cartoons that can act as summarizing devices.

This integrative work is best done in group sessions where

different members of the research team are able to interact

and share ideas to increase insight.

Eventually one approaches conceptually dense theory as new

observation leads to new linkages which lead to revisions in

the theory and more data collection. The core concept or

category is identified and fleshed out in detail.

Grounded Theory

When does this process end? One answer is: never! Clearly,

the process described above could continue indefinitely.

Grounded theory doesn't have a clearly demarcated point

for ending a study. Essentially, the project ends when the

researcher decides to quit.

What do you have when you're finished? Presumably you have

an extremely well-considered explanation for some

phenomenon of interest - the grounded theory.

This theory can be explained in words and is usually presented

with much of the contextually relevant detail collected.

Laddering

A ladder interview is an interviewing

technique where a seemingly simple response to a

question is pushed by the interviewer in order to find

subconscious motives.

This method is also very popular for many

businesses when conducting research to understand

the product elements personal values for end user.

A technique for conducting depth interviews

in which a line of questioning proceeds from product

to user characteristics.

Laddering

It begins with a simple question, and then another question is asked

about that response.

For example, an interviewer may ask: "How come you skipped class?"

and the response may be: "I went out with my friends".

The next question would be something like "Why did you go out with

your friends?". Essentially, the format is as follows:

Interviewer: "Why x?" Subject: "Because z" Interviewer: "Why z?"

Subject: "Because b" Interviewer: "Why b?"

The first responses are generally functional justifications, like "I went

out with my friends because I wanted some pizza", or "I wanted some

pizza because I used to eat it as a child"; but eventually the

interviewer hopes to reach a virtue justification like "It's good to be

childish".

Then it is fair to conclude that the interviewee skipped class because

he valued childishness.

Hidden Issue Questioning

A type of depth interview which

attempts to locate personal sore spots

related to deeply felt personal

concerns.

Content Analysis

Content analysis is the analysis of text

documents. The analysis can be quantitative,

qualitative or both. Typically, the major purpose of

content analysis is to identify patterns in text.

Content analysis is an extremely broad area of

research. It includes:

Thematic analysis of text

Quantitative descriptive analysis

Symbolic analysis

Content Analysis

Thematic analysis of text

The identification of themes or major ideas in

a document or set of documents. The documents

can be any kind of text including field notes,

newspaper articles, technical papers or

organizational memos.

Content Analysis - Indexing

There are a wide variety of automated methods for rapidly

indexing text documents. For instance, Key Words in Context

(KWIC) analysis is a computer analysis of text data. A computer

program scans the text and indexes all key words. A key word is any

term in the text that is not included in an exception dictionary.

Typically you would set up an exception dictionary that includes all

non-essential words like "is", "and", and "of". All key words are

alphabetized and are listed with the text that precedes and follows it

so the researcher can see the word in the context in which it occurred

in the text. In an analysis of interview text, for instance, one could

easily identify all uses of the term "abuse" and the context in which

they were used.

Content Analysis

Quantitative descriptive analysis

Here the purpose is to describe features of the

text quantitatively. For instance, you might want to

find out which words or phrases were used most

frequently in the text. Again, this type of analysis is

most often done directly with computer programs.

Content Analysis

Has several problems you should keep in mind.

First, you are limited to the types of information available in text

form. If you are studying the way a news story is being

handled by the news media, you probably would have a

ready population of news stories from which you could

sample. However, if you are interested in studying people's

views on capital punishment, you are less likely to find an

archive of text documents that would be appropriate.

Second, you have to be especially careful with sampling in

order to avoid bias. For instance, a study of current research

on methods of treatment for cancer might use the published

literature as the population. This would leave out both the

writing on cancer that did not get published for one reason

or another as well as the most recent work that has not yet

been published.

Content Analysis

Finally, you have to be careful about interpreting results of

automated content analyses. A computer program cannot

determine what someone meant by a term or phrase. It is

relatively easy in a large analysis to misinterpret a result

because you did not take into account the subtleties of

meaning.

However, content analysis has the advantage of being

unobtrusive and, depending on whether automated methods

exist, can be a relatively rapid method for analyzing large

amounts of text.

Symbolic Analysis

WHAT: Symbolic analysis is a method to

interprete relations between symbols. For formal

languages the relations are specific to the

corresponding language semantics.

For natural languages the relations describe the role

of words in the sentences. For mathematics the

relations describe mathematical operations.

Symbolic Analysis

WHEN: Some typical approaches to symbolic

analysis are:

Symbolic execution of programming languages.

Symbolic analyses used for implementing compilers.

WHY: Benefits of symbolic analysis include the

symbolic paradigm: High level modeling of low

level symbols. Modeling human cognition with

computer models via symbols.

Key Terms

In Depth Interview

Focus Group Interviews

Projective Techniques

Ethnography

Phenomenology

Field Research

Grounded Theory

Laddering

Hidden Issue Questioning

Picture Response Technique

Content Analysis

Symbolic Analysis

Case Study Analysis

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