Chapter Six Chapter Six

Relationship to Marketing Figure 6.1 Relationship of Qualitative Research to the Previous Chapters and the Marketing Research Process Figure 6.1 Relationship to the Previous Chapters and The Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Research Process Qualitative Research Focus Groups Depth Interviews Projective Techniques The Marketing Research Process (Chapter 1) Tasks Involved in Problem Definition and Developing an Approach (Chapter 2) Exploratory Research Design (Chapter 3) Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation

Figure 6.2 Qualitative Research: An Overview Opening Vignette Primary Data: Qualitative vs. Quantitative Research Fig 6.3 Table 6.1 A Classification of Qualitative Research Procedures Fig 6.4 Focus Group Interviews Internet Applications Focus on Elrick & Lavidge Fig 6.5 Table 6.2 Depth Interviews Projective Techniques Fig 6.6 Association Completion Construction Expressive Application to Contemporary Issues TQM International Technology Ethics

Figure 6.3 A Classification of Marketing Research Data Secondary Data Primary Data Quantitative Data Qualitative Data Causal Descriptive Survey Data Observational and Other Data Experimental Data

Figure 6.4 A Classification of Qualitative Research Procedures Direct (Nondisguised) Indirect (disguised) Focus Groups Depth Interviews Projective Techniques Association Techniques Completion Techniques Construction Techniques Expressive Techniques

Figure 6.5 Procedure 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 Figure 2.4 Conducting a Problem Audit Figure 6.5 Procedure for Conducting a Focus Group

Figure 6.6 A Cartoon Test MACY’S Let’s get some clothes from Macy’s!

Table 6.1 Qualitative Versus Quantitative Research

Table 6.2 Characteristics of Focus Groups