QUALITATIVE RESEARCH IN MARKETING

1
Week 5/6 CHOOSING THE METHODOLOGY AND
REFINING THE RESEARCH METHOD Part 2 Refining
the research method LEARNING
OUTCOMES

• To consider the scope of research methodologies
  in marketing
• To refine and clarify appropriate research
  methodologies for your dissertation

2
RESEARCH METHODOLOGIES IN MARKETING

• In-depth Interviewing
• Cased-Based Research
• Focus Group Interviewing
• Observation Studies
• Ethnography and Grounded Theory
• Action Research and Action Learning
• Surveys

3
CONTINUUM OF RESEARCH PHILOSOPHIES
Realism

Relativism
Scientific Post-
Interpretivism Post- Positivism
Positivism
Modernism
Neo

Modern
4
RESEARCH PHILOSOPHY A POSITION
Realism

Relativism
Scientific Post-
Interpretivism Post- Positivism
Positivism
Modernism
Research Position
5
AREAS OF RESEARCH IN MARKETING

• CONTENT ANALYSIS - Advertising Research
  Consumer Communications Forecasting
  Advertising Strategy Interview Data
  Service Climate
• SYMBOLIC INTERACTIONISM, ETHNOMETHODOLOGY -
  Consumer Behaviour Buyer Behaviour
• GROUNDED THEORY - New Markets Planning
• DEFICIENCIES, IDEOLOGIES - Action Research
  Strategic Development Collaborative
  Research Research and Development
• HOLISTIC ETHNOGRAPHY - Small Business
  Retailing
• CASE STUDY, LIFE HISTORY - Diagnostic Role
  Models Advertising Responses

6
RANGE OF BROAD RESEARCH APPROACHES
Interviews Observations Ethnographic
Clinical Case

Self Studies

Completion

Diaries
Core Subject
7
QUALITATIVE TECHNIQUES AND MARKETING RESEARCH

• What is the value, purpose, appropriateness of
  social science research techniques for
  MARKETING RESEARCH?
• Can social science research techniques be
  ADAPTED to suit marketing research
  requirements?
• Is there any ONE social science research
  technique which is most appropriate for
  marketing research?
• Is it possible to use a COMBINATION of social
  science research techniques for marketing
  research?

8
USING SOCIAL SCIENCE RESEARCH IN MARKETING
RESEARCH
Standard Use of SS Techniques
Using a VARIETY of Standard
Techniques
ADAPTATION
of One Technique


ADAPTING a

VARIETY of
Techniques
A Continuum of Use
9
USE OF RESEARCH METHODOLOGIES IN MARKETING

• Possible to use standard social science
  techniques for a specific study
• Possible to use a variety of standard
  techniques HOLISTICALLY
• Possible to adapt one technique to suit a
  specific research circumstance
• Possible to adapt a variety of techniques to
  suit a specific circumstance
• An holistic combination of compatible and
  complimentary methods will yield substantially
  richer results

10
ISSUES FOR RESEARCHERS IN MARKETING

• The breadth of marketing suggests that a
  mono-method approach may yield less rich
  findings
• There is an argument for integrating a variety
  of methods in a MEANINGFUL stream of
  research, so that a POOL of knowledge and
  understanding develops
• The issue is one of integration were both the
  research purpose and method are viewed
  holistically

11
BENEFITS OF A STREAM OF RESEARCH

• Allows the researcher to combine the best and
  most suitable research method at specific and
  appropriate stages of the research
• Negates many of the deficiencies of a single
  research method
• However Researchers need to be aware of the
  differences associated with managing
  comparative interpretation of data gathered by
  different methods, over time.

12
ASSESSING THE VALUE OF SOCIAL SCIENCE RESEARCH
TECHNIQUES KEY QUESTIONS

• Can social science techniques be adapted to suit
  marketing requirements?
• Is it possible to use a combination of social
  science techniques for marketing research?
• Is there ONE social science technique which is
  most appropriate for marketing research?

13
MODELING IN QUALITATIVE RESEARCH
Case Studies
Exploratory Cross-Sectoral Studies
Issues of - Time - Timing
Controlled Field Studies
Large Scale Surveys
Total Integrated Research