FCUK Marketing Research:

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FCUK Marketing Research

• Qualitative II

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French Connection United Kingdom

• Acronym 1997
• Billboard campaign
• Censured by A.S.A.
• Profits double
• Cutting-edge of cool

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Flying FCUK
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FCUK Strategy

• FCUK fashion
• FCUK advertising
• FCUK Santa, lets shop
• The biggest FCUK in the world

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Famous FCUKs

• Best of British at VA
• Conservative Futures, UK
• Labour Party Animal
• French and Saunders

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Where Will it FCUKing End?

• Opium
• Benetton
• Spin
• Kadu

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What the FCUK?

• Carnal
• Corporeal
• Creedal
• Cultural

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Why the FCUK?

• Micro-scale factors
• Macro-scale factors

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Micro-Scale Factors

• Effective
• Efficient
• Economical
• Emulation

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Macro-Scale Factors

• Social
• Demographic
• Developmental
• Siecle Effect

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Now, thats what I call a pie filling!
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The Illusion of the End

• When ice freezes, all the excrement rises to the
  surface. And so, when the dialectic was frozen,
  all the sacred excrement of the dialectic came to
  the surface. When the future is deep-frozen
  and, indeed, even the present we shall see all
  the excrement come up from the past. The problem
  them becomes one of waste. It is not just
  material substances, including nuclear ones,
  which pose a waste problem but also the defunct
  ideologies, bygone utopias, dead concepts and
  fossilized ideas which continue to pollute our
  mental space. Historical and intellectual refuse
  pose an even more serious problem than industrial
  waste. Who will rid us of the sedimentation of
  centuries of stupidity? As for history that
  living lump of waste, that dying monster which,
  like the corpse in Ionesco, continues to swell
  after it has died how are we to be rid of it?
• (Baudrillard 1994, p.26)

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Approaching Qualitative

• Comprehend and manage it
• Merge related data drawn from different
  transcripts and notes
• Identify key themes or patterns from it for
  further exploration
• Develop and/or test hypotheses based on these
  apparent patterns or relationships
• Draw and verify conclusions

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When to Start Analysis

• When the research question is decided
• During the first interview
• When data from the first interview become
  available
• Do not leave until all data collected

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Main Activities

• Categorisation
• Unitising data
• Recognising relationships and developing the
  categories you are using to facilitate this
• Developing and testing propositions / hypotheses
  to reach conclusions

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Categoristion/Coding

• Classifying your data into meaningful categories
• Organising data so you know what data you have
  and where these are located
• Provide a well-structured, analytical framework
  to pursue you analysis
• Types of codes
• pre-existing (from literature/interview topics
  etc.)
• inductive (from data collected)

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Unitising Data

• Attaching relevant chunks of data to appropriate
  category
• May be words, sentences, paragraphs etc.
• Computer analysis
• Cut paste
• Data Cards
• May use matrices, charts, graphs networks to
  arrange display

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Coding - Getting started

• Start with a single interview and segment it
• Ask what does this segment refer to
• Attach code to segment (in margin)
• List codes
• Repeat for another interview(s)
• Compare and refine lists of codes
• Apply refined list to other interviews

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Coding the Main Body of Data

• Interview by interview approach
• apply list of codes to each interview in turn
• more likely to identify process elements in data
• Topic or theme approach
• gather together all data on the same theme or
  topic
• more likely to result in fine grained coding

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Coding is Theoretical

• Coding in ways that help answer the research
  question
• Heuristic devices to help you discover things
  about data
• Involves decisions about what count as data eg.
  pauses

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Recognising relationships

• Searching for key themes patterns or
  relationships in the data
• Use of matrices etc
• May alter categories - subdivide, merge, delete
  or create new ones
• Should maintain an up-to-date definition of each
  category

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Developing and Testing propositions/hypotheses

• A hypotheses is a testable proposition
  (Silverman, 1993)
• The appearance of an apparent relationship
  between categories will need to be tested if you
  are able to conclude there is a relationship
• Data collection, data analysis and the
  development verification of relationships are
  interrelated and interactive
• An iterative process
• A grounded theory approach (Glaser and Strauss,
  1967 Strauss and Corbin, 1990)

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Grounded Theory

• Open Coding
• first stage
• Axial Coding
• looking for relationships
• Selective Coding
• identifying core categories

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Analytical Aids

• Summaries
• of interviews, observations and documents
• Self-memos
• ideas that occur to you about any aspect of the
  research
• A researchers diary
• maintains a chronological format