1. Introduction to Marketing Bangor Transfer Abroad Programme MARKETINGRESEARCH

2. Introduction to Marketing Bangor Transfer Abroad Programme

3. Introduction to Marketing Bangor Transfer Abroad Programme "A qualitative observation identifies the presence or absence of something, in contrast to quantitative observation, which involves the degree to which something is present " (MARKETECK, 2009)

4. Introduction to Marketing Bangor Transfer Abroad Programme Qualitative Research... Is any research conducted using an observational technique or unstructured questioning. Conducted: –when structured research is not possible, –when true response may not be available [embarrassing “touchy questions”] –to explain quantitative research results.

5. Introduction to Marketing Bangor Transfer Abroad Programme

6. Introduction to Marketing Bangor Transfer Abroad Programme Observation and Experimentation

7. Introduction to Marketing Bangor Transfer Abroad Programme OBSERVATION The systematic process of witnessing and recording behaviour – of people, objects and events

8. Introduction to Marketing Bangor Transfer Abroad Programme Qualitative research Observation techniques Direct vs indirect: –Direct = observing behavior as it occurs –Indirect = observing the effects of behavior Disguised vs nondisguised –Nondisguised =Direct –Disguised = Indirect Classification of Observation Structured vs unstructured Structured = predetermine what to observe Unstructured=monitor all behavior Human vs Mechanical Human=observation done by human beings Mechanical=observation by machine

9. Introduction to Marketing Bangor Transfer Abroad Programme Seven Types of Observable Phenomena Seven Types of Observable Phenomena: Physical actions Verbal behaviour Verbal behaviour Expressive behaviour Expressive behaviour Spatial relations Spatial relations Time patterns Time patterns Physical objects Physical objects Pictorial records Pictorial records

10. Introduction to Marketing Bangor Transfer Abroad Programme Errors can occur due to: Observer bias Incomplete reporting Incomplete reporting Interpretation errors Interpretation errors

11. Introduction to Marketing Bangor Transfer Abroad Programme Focus Group An interview conducted by a trained moderator in a non-structured and natural manner with a small group of respondents. Group size 8 -12 Group composition Homogenous, respondents prescreened Physical setting Relaxed, informal setting Time duration 1 - 3 hours Recording Use of audio and video cassettes Moderator Observational, interpersonal, good communication skills needed.

12. Introduction to Marketing Bangor Transfer Abroad Programme Focus Groups Objectives: - Generate new product or service ideas - Generate new product or service ideas –Understand consumer vocabulary Useful for ad campaignsUseful for ad campaigns –Reveal consumer needs, motives, perceptions and attitudes, perceptions and attitudes, Generating future research objectivesGenerating future research objectives –Facilitate understanding of quantitative studies quantitative studies

13. Introduction to Marketing Bangor Transfer Abroad Programme Focus Group: Advantages and Disadvantages Major Advantages: –Synergism, Snowballing, Stimulation, Security, Spontaneity, Speed and Cost savings. Major Disadvantages: –Lack of representativeness, Misuse, Misjudge, Moderation problem, and Difficulty of analysis

14. Introduction to Marketing Bangor Transfer Abroad Programme Other Qualitative Techniques Depth Interview: An unstructured interview that seeks opinions of respondents on a one-to-one basis. Useful for sensitive issues, politics etc. Protocol Analysis: Involves placing a person in a decision making situation and asking him/her to state everything he/she considers in making a decision. Useful in 1. Purchasing involving a long time frame (car, house) and 2. Where the decision process is too short (greeting card). Projective technique: Involve situations in which participants are placed in simulated activities hoping that they will divulge information about themselves that are unlikely to be revealed under direct questing.

15. Introduction to Marketing Bangor Transfer Abroad Programme SUMMARY Qualitative research can be used alone or as part of mixed research Main advantage is that is capable WHY? generating rich data on WHY? NEW Useful when looking at NEW things Rich data may be difficult to analyse

16. Introduction to Marketing Bangor Transfer Abroad Programme Experimentation

17. Introduction to Marketing Bangor Transfer Abroad Programme Experiments Investigate and evaluate causal relationships between variables Differs from other methods in the degree of control

18. Introduction to Marketing Bangor Transfer Abroad Programme Experiments in Marketing include: Test Marketing Blind testing Extended User Testing Pilot Trials

19. Introduction to Marketing Bangor Transfer Abroad Programme Questionnaires

20. Introduction to Marketing Bangor Transfer Abroad Programme Major Decisions What to ask What to ask How questions are phrased How questions are phrased Sequence of questions Sequence of questions Layout Layout Pretesting Pretesting

21. Introduction to Marketing Bangor Transfer Abroad Programme What Questions? … will be determined by Type of Marketing Decision Problem definition Primary research objectives

22. Introduction to Marketing Bangor Transfer Abroad Programme Two Main Types of Question: 1.Closed 2.Open

23. Introduction to Marketing Bangor Transfer Abroad Programme Closed-ended questions can be: Dichotomous Multiple choice Scaled Ranking

24. Introduction to Marketing Bangor Transfer Abroad Programme Open-ended questions Unstructured Word Association Sentence completion Story completion

25. Introduction to Marketing Bangor Transfer Abroad Programme SAMPLING

26. Introduction to Marketing Bangor Transfer Abroad Programme Examine a Part of the Whole In most surveys access to the entire population is nearly impossible, The results from a survey with a carefully selected sample will reflect extremely closely those that would have been obtained had the population provided the data.

27. Introduction to Marketing Bangor Transfer Abroad Programme There are essentiality two types of sampling: probability non-probability sampling.

28. Introduction to Marketing Bangor Transfer Abroad Programme Probability Sampling Methods Probability or random sampling gives all members of the population a known chance of being selected for inclusion in the sample and this does not depend upon previous events in the selection process. The selection of individuals does not affect the chance of anyone else in the population being selected. Many statistical techniques assume that a sample was selected on a random basis

29. Introduction to Marketing Bangor Transfer Abroad Programme Four basic types of random sampling techniques: Simple Random Sampling Systematic Sampling Stratified Sampling Cluster or Multi-stage Sampling