lecture6 mkt

7/18/2019 Lecture6 MKT

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Outline of this class

Primary Data

– Observation

– Qualitative Research Method

•[Assignment 1 - Due: !1" #



Primary Data



$y%es of Primary Data

• Demogra%hic!socioeconomiccharacteristics

• Psychological!lifestylecharacteristics

• A&areness !'no&ledge

•Attitudes and o%inions

• (ntentions

• )ehavior

•

Motivation



$y%es of Primary Data *ollection

• Questioning – + ,

• ocus grou%s. in-de%th intervie&s.ethnogra%hy. %ro/ective techni0ues

– + ,• Direct. tele%hone. mail. internet

• Observation – Direct and contrived observation.

behavior-scan

–

2%eriments



Questioning versus Observation



Observation



Observation

• Rationale: Res%ondents may be unli'elyto give 3truthful4 ans&ers. usefulsu%%lements to other techni0ues

• ormat: 5ousehold monitoring. in-storevideo

• $ools: lectronic devices. other 3high

tech4 information collectors. %roduct inuse

• 6%sides!Do&nsides 7



• 8tands for Radiore0uency (denti9cation

• nables researchers to

trac' sho%%ersmovements in real time

• 8mall: As small as ;<=mm2 ;<=mm

• ast: Data retrieval inmiliseconds ! no contact

• *hea%: >;<;"!unit

Observational Method2am%le: R(D



Observational Method2am%le: R(D



Observational Method2am%le: ye $rac'ing



?one De9nition



• @ovices vs< 2%erts

ahooB rance ye-trac'ing 8tudy



• @umber of banners seen

0

2

4

6

8

10

12

14

1 2 3 4 5 6 7 8

Number of Banner Seen

N u m b e r

o f R e s p o n d e n t s

• Average of C< banners seen

+%E;<=,• verybody loo's at at least onebanner

• =<= F indicate seeing a banner




• )anner Recognition




• $a'e a&ay

– 2%erts are more eGcient than novices

– oung surfers are more eGcient than olderones

– 8iHe and content are im%ortant factors

– 5alf of the banners are not attended to

– 8urfers seem to %ur%osefully avoid banners




Qualitative Research Methods



$y%es of Qualitative ResearchMethods

Iant to 'no& about +,

1< + ,

J< + ,

C< + ,

=< + ,



• 2%loratory Research – 6ses:

• Ket ideas

•

Develo% hy%otheses• + Provide in%uts to 0uestionnaires ,

– $y%ically not used to su%%ort ma/ordecisions

– 5igh degree of Le2ibility• ess structured than other ty%es of

research

• Ad hoc in nature

– @umber of res%ondents usually small and

Ihen to 6se Qualitative Research+1,



Ihen to 6se Qualitative Research+J,

• @e& Product Develo%ment

– 6nderstand a mar'et and identify ga%s<

– Reactions to ne& %roduct conce%ts

+after the 0uantitative research,<



Ihen to 6se Qualitative Research+C,

• Advertising *reative Develo%mentResearch – Ihat should the advertisement be

saying7

– 5o& should the strategy be conveyed7

– Pre-test the chosen e2ecution<



Ihen to 6se Qualitative Research+=,

• Diagnostic 8tudies

– 6nderstand the consumer relationshi%to the brand<

– (dentify &ear-out of an ad cam%aign<

– valuate the im%act of a com%etitorsactions<



1< ocus Krou%s

• Origins: 8ocial Psychology and Psychothera%y tosurface re%ressed thoughts and feelings



1< ocus Krou%s

• ormat: N-1; individuals. 1-J + ,. about1-J hour long. incentives for %artici%ants

• $ools: %roducts. %roduct conce%ts. ad

co%y. 0uestionnaires• *ommon %ur%ose in Mar'et Research

– Reactions to %roduct conce%ts.mar'eting communications. com%etitivebrands

• O%en-ended and free Lo&ing discussion



1< ocus Krou%s

• Krou% com%osition:

+1, Iithin grou%: + ,

• Partici%ants should be strangers to

each other• Partici%ants should be similar to

each other:

–2%edites comfort among

strangers

–Partici%ants relate better andhel% each to intros%ect

+J, Across grou%s: + ,



•

8ome guidelines on 0uestioning – Avoid 3&hy4 0uestions:

e< g< Ihy did you go to the Hoo7

– (nstead. as' inLuence 0uestions and

attribute 0uestions se%arately:

• (nLuence Question: Ihat made yougo to the Hoo7

My 'ids really &anted to go• Attribute Question: Ihat features

about the Hoo do you li'e7

( &anted to see the %anda bears

1< ocus Krou%s



1< ocus Krou%s

• Advantages• ersatility

• 8erendi%ity

• 8%eed

• Disadvantages

• ac' of generaliHability

• Mis/udge ! misre%resentation• *ost



J< (n-de%th (ntervie&s

• Rationale: Mechanism for obtainingdetailed insights. Le2ible

• A%%ro%riate for + ,. + ,

• ormat: one-on-one +at %lace ofbusiness. consum%tion. etc<,

• $ools: (ntervie& guide. schedule

•Advantages: + ,. + ,

• Disadvantages: + ,. + ,



• rom Anthro%ology

– (mmerse yourself in a culture

• 6sually done by trained anthro%ologists or

sociologists

• arly 8tudy: *ommissioned by *ongress tostudy (ndian $ribes

• 2am%les – DO: 8treet-level drug use

C< thnogra%hy



C< thnogra%hy: 2am%le+based on @PR ne&s,

• $he ty%ical tourist in 5a&aii s%ends $200 aday for a hotel room. meals. entertainment<

• $heres another class of visitor &ho receivesroom and board. %lus full health care

bene9ts. and more. for /ust $3 a day<



C< thnogra%hy: 2am%le

• (ts homeless bene9ts courtesy of 5a&aiis

ta2%ayers<• 8umner 5omeless Mens 8helter in do&nto&n

5onolulu

– One-third of all the guests +1.C;;, come

from out of state – Philli%s +homeless,

• &as homeless in 8an Diego for years

• earning cash from 5a&aiis 9ve centredem%tion %rogram for %lastic bottlesand aluminum cans

• slee%s at the homeless shelter for >C a

day

h h l



C< thnogra%hy: 2am%le

• $he shelter has an o%erating budget of >J million

funded largely by state ta2%ayers<• 5a&aii ta2%ayers face a >1<J billion budget de9cit

• *O@@( M($*5 +2ecutive Director. 8umner5omeless Mens 8helter,

– 3Resource drain caused by ne&ly arrived singlemale transients is getting more acute<4

– 35a&aiian la&ma'ers need to develo% %olicies toaddress this %roblem<4

– 3( thin' that &e really need to begin to loo' at&hos really homeless not by choice and bymisfortune. and &ho is really homeless bychoice. and have a dierent solution for the t&o

dierent %o%ulations<4



=< Pro/ection $echni0ues

• Origins: reuds &or'on Paranoia

• 3A man is leasthimself &hen he tal's

in his o&n %ersonS&hen given a mas'he &ill tell the truth<4Oscar Iilde



=< Pro/ection $echni0ues

•

Rationale: *ertain issues are notamenable to direct 0uestioning TPro/ective techni0ues %rovide amechanism for uncovering + ,

• ormat:1< 8entence or 8tory com%letion

J< $hematic A%%erce%tion $est +$A$,

C< Photo sorting

=< ?M$

• $ools: isual %ro%s. scenarios. o%en-ended 0uestionnaires

• 6%sides!Do&nsides



8entence ! 8tory *om%letion

– Res%ondent given an incom%lete orambiguous sentence or story andas'ed to com%lete by the 9rst free

associations:• Macys is < < <

• Peo%le &ho sho% at Macys are < < <

• ( dont understand &hy Macys doesnt< < <



– 8ally /ust moved to Phoeni2 from Dallas.&here she had been a sales%erson for()M< 8he is no& district manager for the

Phoeni2 area< – 5er neighbor Rhonda has /ust come over

to 8allys a%artment to &elcome her toPhoeni2< A discussion of &here to sho%

ensues< – 8ally says. 3ou 'no&. (ve heard some

things about Macys in Phoeni2 < < <4

–Ihat is Rhondas re%ly7

8entence ! 8tory *om%letion



$hematic A%%erce%tion $est

– 8ub/ects are %resented &ith %ictures<

– $hen as'ed to inter%ret the %ictures andgive a narrative<

– Pictures must be interesting enough butalso ambiguous<



Macys



Krou% 2erciseMil&au'ee $ool

– our 9ndings7

– O%%ortunity7 @e&%roduct!services7

– An roblem7

Mil ' $ l



– 5ere is a%icture of aman &hoseneighbor hassuggestedthat he buy a

chainsa&< – Ihat do you

su%%ose he is

thin'ing no&7

Mil&au'ee $ool

Mil ' $ l



• 3Ihy cut a &hole tree &hen you can save%art of it74

• 3$rees beautify %ro%erty and ma'e it morevaluable4

• 3( dont li'e to destroy trees4• 3Ie lose trees due to disease and storm

damage4

•

35es thin'ing he should get a tree surgeon4• 3Maybe ( should borro& my friends chain

sa&4

• 35e doesnt have to invest in a chain sa& for

/ust one tree4

Mil&au'ee $ool

Mil ' $ l



• 5ere is a %ictureof the same manin a chain sa&

store tal'ing to astore cler'<

• Ihat is he tal'ing

about7

Mil&au'ee $ool



• 35e is as'ing about ease of handling4

• 3length of blade4

• 3Ihat is the best brand74

• 3Ihether it had direct drive4

•

3Ihether it had a gas %rotector4• 38elf-lubrication4

• 3ase of controls4

• 35es as'ing about %rice4• 3Availability of credit4

• 32tended &arranty4



• 5ere is a %icture of

the same man asin the last %icture<5e %urchased thechain sa& he &as

loo'ing at<

• Ihat is he thin'ingno&7



• 38ure beats buc'ing &ith an a2e4

• 35es thin'ing about the s%eed ofgetting through. time saved4

• 35o& much easier it is to cut a tree

do&n &ith a chain sa& than &ith ahand sa&4

• 5es a little frightened< 5e doesnt

'no& ho& to go about it but is &illingto learn<4

• 3(f he gets caught in that blade < < <<4



• 5ere is a

%icture of thesame man asin the %revious%ictures.

sitting andtal'ing &ith a&oman<

• Ihat do yousu%%ose theyare tal'ing

about7



• 35es very ha%%y to cut his o&n &ood for his9re%lace U really %roud of himself<4

•

3$heyre tal'ing about the logs. ho& %leasedhe is &ith himself4

• 35es telling her ho& much he saved bycutting it himself4

• 35e is saying the chain sa& %ays for itselfbecause it &ould have been a >C;; /ob<4

• 3Ihat a good buy that chain sa& &as< *ut

&ood costs. save money<4• 38he is %roud of her husband<4

• 38he is com%limenting him on his ability andon ho& handy it is to have a man around the

house<4



Photo 8orts

– ))DO invented the originalPhotosort:

• *riticism &ith %revious a%%roaches: too

3verbocentric4• 8%ecially develo%ed %hoto dec'

de%icting dierent ty%es of %eo%le. frombusiness e2ecutives to college students

• Res%ondents connect individuals &iththe brands they thin' they &ould use<



?M$

• Olson ?altman Associates

• Prof< ?altman %atented the ?altman

Meta%hor licitation $echni0ue +?M$,. amethod used to delve into the unconsciousthin'ing that drives behavior

• ?M$ uses visual and non-visual VimagesVgathered and!or generated by consumers toelicit and %robe the meta%hors thatre%resent consumers thoughts and feelingsabout a to%ic

?M$



• Develo%ing a dee% understanding of customers• Pictures are meta%hors that serve as entry %oints

into their thin'ing %rocess

• Partici%ants are encouraged to e2%lore their

thoughts and feelings more dee%ly by having themdiscuss changes to %articular images – e<g<, &iden the frame of a %icture and describe &hat

might enter the %icture that reinforces the original idea

• Researchers and managers use customers images

to create their inter%retations and strategies• *hec' &hether to% managements vie&s of

customer thin'ing are consistent &ith actualcustomer thin'ing

?M$More details



?M$

•

@estle *runch )ar – Management thought of it a 0uic'

energy snac'

– Pictures

• old %ic'u% truc's

• %ic'et-fenced suburban la&ns

• grandfather cloc's

• sno&men• American Lags

– )ar evo'ed %o&erful memories of

childhood and sim%ler times<

+rom ecture J,



+rom ecture J,Role of Mar'eting Research

Mar'eting Planning Process1< 8ituation AnalysisJ< 8trategy Develo%ment Projection

Technique – Ihat business are &e in7

– 5o& &ill &e com%ete in this mar'et7

– $his is a gro&ing area of a%%lication ofMar'eting Research

C< Mar'eting Program Develo%ment=< (m%lementation



2am%le: gg 8trategy

• A ne& a%%roach in Qualitative ResearchMethod



$odays $a'ea&ay

Primary Data

– Observation


– Qualitative Research Method


• [Assignment 1 - Due: !1" #

lecture6 mkt

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