introduction to marketing bangor transfer abroad programme marketingresearch

Introduction to Introduction to MarketingMarketing

Bangor Transfer Abroad Bangor Transfer Abroad ProgrammeProgramme

MARKETING MARKETING

RESEARCHRESEARCH



"A qualitative "A qualitative observation observation identifies the identifies the presence or presence or absence of absence of something, in something, in contrast to contrast to quantitative quantitative observation, observation, which involves which involves the degree to the degree to which something which something is present "is present "

(MARKETECK, 2009)



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.



A Comparison of Qualitative and Quantitative Research

Qualitative Research Quantitative Research

Basic researchobjective

To gain a broad qualitativeunderstanding of theunderlying reasons andmotivations;As a first step inmultistage research

To quantify the data andgeneralize the resultsform the sample to thepopulation of interest;Recommend a finalcourse of action

Type of sampleused

Small numbers of non-representative cases

Large number ofrepresentative cases

Data collectionMethod

Unstructured Structured

Nature of dataanalysis

Non-statistical Statistical



Observation

and

Experimentation



OBSERVATION

The systematic process of witnessing and recording behaviour – of people, objects and events



Qualitative researchQualitative researchObservation techniquesObservation 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 observeUnstructured=monitor all behavior

Human vs Mechanical

Human=observation done by human beingsMechanical=observation by machine



Seven Types of Seven Types of Observable PhenomenaObservable Phenomena:

• Physical actionsPhysical actions• Verbal behaviourVerbal behaviour• Expressive behaviourExpressive behaviour• Spatial relationsSpatial relations• Time patternsTime patterns• Physical objectsPhysical objects• Pictorial recordsPictorial records



Errors can occur due to:Errors can occur due to:

• Observer biasObserver bias

• Incomplete reportingIncomplete reporting

• Interpretation errorsInterpretation errors



Focus Group An interview conducted by a trained An interview conducted by a trained

moderatormoderator

in a non-structured and natural manner with ain a non-structured and natural manner with a

small group of respondents.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.



Focus GroupsFocus GroupsObjectives:Objectives: -- Generate new product or service ideasGenerate new product or service ideas

– Understand consumer vocabularyUnderstand consumer vocabulary•Useful for ad campaignsUseful for ad campaigns

– Reveal consumer needs, motives,Reveal consumer needs, motives,

perceptions and attitudes,perceptions and attitudes,•Generating future research objectivesGenerating future research objectives

– Facilitate understanding of Facilitate understanding of

quantitative studiesquantitative studies



Focus Group: Focus Group: Advantages and DisadvantagesAdvantages 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



Other Qualitative TechniquesOther 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.



SUMMARYSUMMARY

• Qualitative research can be used alone

or as part of mixed research

• Main advantage is that is capable

generating rich data on WHY?WHY?

• Useful when looking at NEWNEW things

• Rich data may be difficult to analyse



Experimentation



ExperimentsExperiments

Investigate and evaluate Investigate and evaluate causal relationships between causal relationships between variablesvariables

Differs from other methods in Differs from other methods in the degree of controlthe degree of control



Experiments in Marketing include:

• Test Marketing

• Blind testing

• Extended User Testing

• Pilot Trials



QuestionnairesQuestionnaires



Major DecisionsMajor Decisions

• What to askWhat to ask• How questions are phrasedHow questions are phrased• Sequence of questionsSequence of questions• LayoutLayout• PretestingPretesting



What Questions?

… will be determined by

• Type of Marketing Decision• Problem definition• Primary research objectives



Two Main Types of Question:

1.Closed

2.Open



Closed-ended questions can be:

Dichotomous Dichotomous

Multiple choiceMultiple choice

Scaled Scaled

RankingRanking



Open-ended questions

Unstructured

Word Association

Sentence completion

Story completion



SAMPLING



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.



There are essentiality two types of sampling:

•probability •non-probability

sampling.



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



Four basic types of random sampling techniques:

•Simple Random Sampling•Systematic Sampling•Stratified Sampling•Cluster or Multi-stage Sampling

introduction to marketing bangor transfer abroad programme marketingresearch

Documents