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5: Qualitative and Observational Research Designs
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5-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Qualitative Research Qualitative research relies on the collection of data in the form of spoken or written text or images using open-ended questions, observation, or “found” data
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5-3 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Goals of Qualitative Research Gain preliminary insight into research problems Probe more deeply into areas that quantitative research is too superficial to access – i.e. subconscious processes Provide initial ideas about specific problems, theories, relationships, variables, and scale design
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5-4 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Quantitative Research Quantitative research uses formal standard questions and predetermined response options in questionnaires or surveys administered to large numbers of respondents.
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5-5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Goals of Quantitative Research Make accurate predictions about consumer behaviors Validate relationships suggested by qualitative research and test hypotheses in statistically sound ways Derive mathematical models that describe consumer behaviors and marketing phenomena
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5-6 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Quantitative vs Qualitative Quantitative Validation of facts, estimates, predications, relationships Descriptive and causal designs Mostly structured Good representation of target populations – big samples Statistical, descriptive, causal predictions, relationships analyses possible More objective analysis method Qualitative Discovery of ideas, feelings, preliminary insights and understanding of ideas Exploratory designs only Open-ended, semi- structured or unstructured Small samples, limited generalizability More subjective content analysis
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5-7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Primary Qualitative Methods Focus groups In-depth interviews “Hybrids” Ethnography – “Deep Dives” Netnography Case Studies Observation Methods – manual & mechanical
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5-8 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 In-depth Interview An in-depth interview is a formal interview process in which a well-trained interviewer asks subjects a set of semi-structured questions in face-to-face setting
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5-9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Objectives of IDI Discover what subjects think about a topic and why Understand subjects’ feelings, beliefs, opinions and why they exist Encourage subject to communicate as much detail as possible Generate new research ideas
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5-10 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Focus Groups A focus group is a formal process that brings a small group of people together for an interactive, spontaneous discussion.
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5-11 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Focus Group Characteristics 8-12 participants plus moderator Session lasts 1 – 2 hours Respondents paid $50-$200 Typically held at FG facility Participants pre-screened Overall cost $2000-5000+ per group
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5-12 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Objectives of Focus Groups Identify data for defining and redefining research needs Reveal consumers’ hidden attitudes Generate new ideas for products, market opportunities and marketing strategy Discover new constructs and measurement methods Explain changing consumer preferences Help develop advertising / promotion ideas
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5-13 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 The Focus Group Process Phase 1: Planning the study Phase 2: Conducting the discussions Phase 3: Analyzing and reporting the results
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5-14 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 FG Phase 1 Decisions Participants Who should be included? How many groups should be held? How will participants be recruited and screened ? Size Location
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5-15 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 FG Phase 2 Components Select a moderator and prepare guide Begin the session with “ice-breaker” Introduce the first topic and continue Close the session
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5-16 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 FG Phase 2 Guidance Be nice, fun and accommodating Offer snacks Communicate ground rules Prevent monopolization and groupthink Solicit a reasonable amount of dissent and disagreement Let conversation evolve naturally Expect to forego some questions
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5-17 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 FG Phase 3 Activities Conduct a debriefing analysis Transcribe discussions Content analyze responses Develop report Decide next steps
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5-18 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Ethnography Ethnography is a form of qualitative data collection that records behavior in natural settings to understand how social and cultural influences affect individual behaviors and experiences
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5-19 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Forms of Ethnographic Research Participating observation Non-participating observation
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5-20 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Netnography Netnography is an ethnographic research technique that studies “found data” (consumer generated) on the internet produced by virtual communities.
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5-21 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Case Studies The case study technique involves thoroughly investigating one or more consumers (or consumer groups) of interest.
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5-22 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Projective Techniques Word Association Tests Thought Completion Tests Thematic Apperception Test Zaltman Metaphor Elicitation Technique (ZMET) Q-Sort
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5-23 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Word Association Which words come to mind when I say: Ice Cream Adidas Desk Education Apple Party Cosmetics
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5-24 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Sentence Completion A person who wears Tommy Hilfilger shirts is _____. When I think of Delta Airlines, I ______________.
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5-25 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 MACY’S Let’s get some clothes from Macy’s! Cartoon Completion
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5-26 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Thematic Apperception Test Write a story about this image.
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5-27 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 ZMET Technique Create a collage that expresses your feelings and opinions about…
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5-28 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Mechanical Observation Observation is the systematic witnessing and recording of behavioral patterns of objects, people, and events without directly communicating with them
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5-29 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Eye-Tracking - VisionTrack
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5-30 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 fMRI – Functional Magnetic Resonance Imaging
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5-31 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 EEGs - Electroencephalography
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5-32 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Benefits and Limitations of Observation Benefits Accuracy of recording actual behavior Well-controlled experimental environments Provides detailed behavioral data Limitations Difficult to generalize findings Cannot explain behaviors ( i.e. the “why?”) Problems in setting up and recording behaviors Ethical issues
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