MKT 4855 Marketing Research

1
MKT 4855Marketing Research

• CHAPTER 6
• Exploratory Research Design
• Qualitative Research

2
Qualitative ? Customer Insights
I have degrees in mathematics, but have become
and enthusiastic user of qualitative research
because of the rich insights I have gained with
well done qualitative research.
Mary Klupp, Director, Ford Credit Global Consumer
Insights, Ford Motor Company, Dearborn, MI
3
Relationship to Previous Chapter and Marketing
Research Process
Focus of This Chapter
Relationship to Previous Chapter
Relationship to Marketing Research Process
Qualitative Research
The Marketing Research Suppliers and Services
(Chapter 1)
Problem Definition
Tasks involved in Problem Definition Developing
an Approach (Chapter 2)
Approach to Problem
Focus Groups
Research Design
Exploratory Research Design (Chapter 3)
In-Depth Interviews
Field Work
Projective Techniques
Data Presentation and Analysis
Report Preparation and Presentation
4
Opening Vignette
Primary Data Qualitative vs. Quantitative
Research
Be a DM! ? Be an MR! ? Experiential Learning
What Would You Do?
A Classification of Qualitative Research
Procedures
Focus Group Interviews
In-Depth Interviews
Projective Techniques
Completion
Construction
Expressive
Association
APPLICATION TO CONTEMPORARY ISSUES
TQM
International
Technology
Ethics
5
A Classification of Marketing Research Data
MARKETING RESEARCH DATA
SECONDARY DATA
PRIMARY DATA
QUALITATIVE DATA
QUANTITATIVE DATA
DESCRIPTIVE
CAUSAUL
Survey Data
Observational Other Data
Experimental Data
6
A Qualitative vs. Quantitative Research
7
A Classification of Qualitative Research
Procedures
QUALITATIVE RESEARCH PROCEDURES
DIRECT (NONDISGUISED)
INDIRECT (DISGUISED)
Focus Groups
In-Depth Interviews
PROJECTIVE TECHNIQUES
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
8
Procedures for Conducting a Focus Group
DESIGN THE FOCUS-GROUP ENVIRONMENT
RECRUIT AND SELECT FOCUS-GROUP PARTICIPANTS
SELECT A MODERATOR
PREPARE THE DISCUSSION GUIDE
CONDUCT THE GROUP INTERVIEW
PREPARE THE FOCUS-GROUP REPORT
9
Characteristics of Focus Groups
10
Focus Groups vs. In-Depth Interviews
11
Chapter 6 Questions
1. How is qualitative research different from
quantitative research in terms of the objectives,
sampling, data collection, data analysis, and
outcomes?
5. What is meant by projective techniques? What
are their uses?
2. What are the various forms of qualitative
research, including direct and indirect
procedures?
6. How is conducting qualitative research in an
international setting different than doing this
research domestically?
3. How are focus groups conducted? What are their
applications? What are their advantages and
disadvantages?
7.What is the role of technology, and what
qualitative research software is available?
4. In what way are in-depth interview different
from focus groups? What are their applications?
What are their advantages and disadvantages?
8. What ethical issues are involved in conducting
qualitative research?
12
MKT 4855Marketing Research

• END OF
• CHAPTER 6
• Exploratory Research Design
• Qualitative Research

13
Online vs. Traditional Focus Groups