1. Chapter Six
Chapter Six

2. 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

3. 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

4. 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

5. 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

6. 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

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

8. Table 6.1 Qualitative Versus Quantitative Research

9. Table 6.2 Characteristics of Focus Groups