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MARKETING RESEARCH & STRATEGIESBUSI-348-01Professor ConradQualitative Research
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WHAT IS QUALITATIVE RESEARCH? Qualitative = of or relating to how good something is : of or relating to the quality of something (Merriam-Webster, 2017)
Qualitative Research = collecting, analyzing and interpreting unstructured data by observing what people do and say. (Burns, Veeck and Bush, 2017)
Listening to and watching consumers No exact quantity, but use of descriptive words such as “many,” “some” or “few”
Probes the consumer by provide the feelings or what is important to the consumer
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“While using our product, some customers felt ________________,
while many others felt _______________.”
Qualitative research is unnecessary
Qualitative research is needed
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QUALITATIVE RESULTS?What is your opinion of this man using only one word.
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TYPES OF QUALITATIVE RESEARCH Ethnography Interviews or customer visits Focus Groups Marketing Research Online Communities Neuromarketing Projective Techniques (Simulations)
Word-Association Test Sentence-Completion Tests Picture Test Cartoon or Balloon Test Role-Playing Activity
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QUALITATIVE RESEARCH - ETHNOGRAPHY Ethno = people Graphy = a field of study Deeper, more comprehensive understanding of the consumer and consumer behavior
Study behavior where it occurs for prolonged periods of time
Effective for studying Trends Personal habits Lifestyle factors Effect of social/cultural context on behavior
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QUALITATIVE RESEARCH - ETHNOGRAPHYType of ethnography research
ImmersionParticipant observation Informal and ongoing in-depth interviewingShopalongs Mobile ethnographyNetnography
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QUALITATIVE RESEARCH - ETHNOGRAPHYWhen to use ethnography
Product category is visibly consumed over time and in space, typically durable products (goods)
Product category is rich in sociocultural meaning and used in a social setting
The field in which the product is consumed is unfamiliar to the researcher or is unusual within the society
Decision problem is long-term, strategy-focused rather than on particular product…. Highly exploratory
Firm seeks unique insights not obtainable through interviews from the past
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QUALITATIVE RESEARCH – ONE-ON-ONECustomer Visits are primarily B2B researchDecision maker from outside the typical sales person deliberately arranges to interact with customers to learn
Outbound or inboundAd hoc or programmatic
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QUALITATIVE RESEARCH – ONE-ON-ONEInterviews are primarily B2C researchTrained interviewer asks probing questions to a respondent to gain insight onTheir opinion of somethingWhy they behave a certain way
Can be conducted at participant’s home, at a central interviewing location or over the phone
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QUALITATIVE RESEARCH – ONE-ON-ONEAdvantages
Ability to probe by asking many additional questions based on participant’s responses
Generates rich, deep responsesDisadvantages
Lack of structure in the process Requires a trained interviewer, or results could be too varied
Great to understand consumers’ decision making, details on how a product is used or emotional/private aspects of consumers’ lives
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QUALITATIVE RESEARCH – ONE-ON-ONELaddering Technique
List of probing questions that progress from product attribute to desired customer value
Shows a linkage between product attribute and valueProjective Techniques
Word-association test – Hidden meanings or associations
Sentence-completion test – identify themes or concepts
Picture Test – feelings, actions and concernsCartoon or Balloon Test – feeling and reactions
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QUALITATIVE RESEARCH – ONE-ON-ONE
Set Objectives
Select a Sample
Select Teams
Devise a Discussion
Guide
Conduct the
Interviews
Debrief the Team
Analyze Data
Report Results
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QUALITATIVE RESEARCH – ONE-ON-ONE
• Field Research• Face-to-face interaction• Combo is ideal for entering customer’s
“thought world”• Info is gained first hand, directly
Advantages
• Potential for interviewer• Instability and imprecision consequent to
small sample sizeDisadvantages
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THE PLANNING PROCESS
Establish the need for the
research
Define the
problem
Establish Research Objective
s
Determine
Research Design
Info Types and
Sources
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THE PLANNING PROCESS CON’T
Methods of
Access
Design Data
Collection
Sample Size
Collect and
Analyze Data
Present Results
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