Write a 3-4 page paper in APA Format,
Read this weeks assigned readings to prepare for this assignment. Consider your thoughts to the following questions;
Be sure to include two cite references.
Paramater:
Define focus group and discuss the disadvantages of focus group.
Explain how qualitative research is conducted in mobile marketing research.
Please explain the differences between quantitative research and qualitative research with example.
Explain the relative advantages and disadvantages of observational methods and compare them to survey methods.
Marketing Research: An Applied Orientation
Seventh Edition
Chapter 5
Exploratory Research
Design: Qualitative Research
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (1 of 4)
1) Overview
2) Primary Data: Qualitative Versus Quantitative Research
3) Rationale for Using Qualitative Research Procedures
4) A Classification of Qualitative Research Procedures
5) Focus Group (FG) Interviews
i. Characteristics
ii. Planning and Conducting Focus Groups
iii. Telesessions and Other Variations
iv. Advantages and Disadvantages of Focus Groups
v. Applications of Focus Groups
Somewhat useful
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Analysis of Qualitative Data (1 of 2)
1) Data reduction Select which aspects of the data are to
be emphasized, minimized, or set aside for the project at
hand.
2) Data display Develop a visual interpretation of the data
with the use of such tools as a diagram, chart, or matrix.
The display helps to illuminate patterns and
interrelationships in the data.
3) Conclusion drawing and verification Consider the
meaning of analyzed data and assess its implications for
the research question at hand.
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Analysis of Qualitative Data (2 of 2)
Respondent:
(a) Past Communications
(b) Most Effective
(c) Why
A
Email
Email
News is
communicated in
almost real time
Blank
Informal interchanges
Blank
Blank
Telephone
Blank
Blank
B
Email
Email
Easy to keep a
record of the news
for future reference
Blank
Student newspaper
Campus Web page
Blank
Blank
Campus Web page
C
Informal interchanges
Campus mail
Work on campus
Blank
Telephone
Blank
Not an Email person
Blank
Campus mail
Blank
Blank
Blank
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International Marketing Research (1 of 2)
Qualitative research is crucial.
The moderator should be familiar with the language,
culture, and patterns of social interaction.
Nonverbal cues (voice intonations, inflections, gestures)
are important.
The size of the focus group could vary across cultures.
Focus groups may not be appropriate in some cultures.
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
International Marketing Research (2 of 2)
Equivalence of meaning of stimuli across cultures should
be established.
Line drawings subject to fewer problems of interpretation
than photographs.
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Marketing Research & Social Media (1 of 4)
Focus Groups and Depth Interviews (1 of 2)
Just being a part of different types of social media and
analyzing what people are talking about can yield a basic
understanding of customers.
Companies are creating
private online communities,
which can play the role of
extended focus groups. The
members are carefully
recruited and membership
is only by invitation.
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Marketing Research & Social Media (2 of 4)
Focus Groups and Depth Interviews (2 of 2)
Another way to conduct focus group type of research
involves participant blogs. The general approach is to
define a specific topic and then recruit participants to blog
about that topic. Each participant is given his/her own blog
to maintain. The number of participants typically range
from 8 to 60. Blog projects tend to last from one to four
weeks.
Depth interviews can be conducted by engaging individual
respondents in one-on-one conversations.
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Marketing Research & Social Media (3 of 4)
Projective Techniques (1 of 2)
The unstructured and indirect form of questioning on social
media has consumers willing to project their underlying
thoughts, motivations, and feelings regarding the issues of
concern.
Sentence Completion can be implemented by asking
community members to complete sentences like, When
you talk to yourself, you refer to yourself as
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Marketing Research & Social Media (4 of 4)
Projective Techniques (2 of 2)
Picture-Response Technique can be implemented by
analyzing photos posted on photo sharing sites including
Flickr, a leader in this category, PhotoBucket, Shutterfly,
Smugmug, and Snapfish. When analyzing these photos,
look for tags, descriptive labels applied by photographers
to their own work as well as the work of others.
Role Playing can be implemented by asking consumers to
play various roles, e.g., to play the role of a TV commercial
producer and post the commercials they have created.
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Mobile Marketing Research
Mobile market research (MMR) can be appropriate for
certain types of qualitative research including focus
groups, depth interviews, and many of the projective
techniques. The online versions of these techniques can,
in a similar manner, be implemented on the mobile web.
Respondents can be invited to become research
collaborators by using their phone or other mobile device
to record and send photos, audio recordings, and videos of
interest.
Mobile qualitative research does lead to challenges in the
area of analysis, as it generates great amounts of data
than can be time consuming and difficult to process and
analyze.
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Ethical Issues (1 of 2)
Ethical issues related to the respondents and the general
public are of primary concern.
Disguise can violate the respondents’ right to know and
result in psychological harm.
In debriefing sessions, respondents should be informed
about the true purpose and given opportunities to ask
questions.
The use of qualitative research results for questionable
purposes raises ethical concerns.
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Ethical Issues (2 of 2)
Deceptive procedures that violate respondents right to
privacy and informed consent should be avoided.
Video- or audio-taping the respondents without their prior
knowledge or consent raises ethical concerns.
The comfort level of the respondents should be addressed.
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Copyright
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Marketing Research: An Applied Orientation
Seventh Edition
Chapter 6
Descriptive Research
Design: Survey and
Observation
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (1 of 6)
1) Overview
2) Survey Methods
3) Survey Methods Classified by Mode of Administration
i. Telephone Methods
a. Traditional Telephone Interviews
b. Computer-Assisted Telephone Interviewing (CATI)
ii. Personal Methods
a. Personal In-home Interviews
b. Mall-Intercept Personal Interviews
c. Computer-Assisted Personal Interviewing (CAPI)
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (2 of 6)
iii. Mail Methods
a. Mail Interviews
b. Mail Panels
iv. Electronic Methods
a. Email Interviews
b. Internet Interviews
4) A Comparative Evaluation of Survey Methods
i. Task Factors
a. Diversity of Questions and Flexibility
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (3 of 6)
b. Use of Physical Stimuli
c. Sample Control
d. Quantity of Data
e. Response Rate
ii. Situational Factors
a. Control of the Data Collection Environment
b. Control of Field Force
c. Potential for Interviewer Bias
d. Speed
e. Cost
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (4 of 6)
iii. Respondent Factors
a. Perceived Anonymity
b. Social Desirability
c. Sensitive Information
d. Low Incidence Rate
e. Respondent Control
5) Selection of Survey Method(s)
6) Observation Methods
i. Structured Vs. Unstructured Observation
ii. Disguised Vs. Undisguised Observation
iii. Natural Vs. Contrived Observation
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (5 of 6)
7) Observational Methods Classified by Mode of
Administration
i. Personal Observation
ii. Mechanical Observation
iii. Audit
iv. Content Analysis
v. Trace Analysis
8) A Comparative Evaluation of Observational Methods
i. Degree of Structure
ii. Degree of Disguise
iii. Ability to Observe in Natural Setting
iv. Analysis Bias
v. General Remarks
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (6 of 6)
9) A Comparison of Survey and Observational Methods
i. Relative Advantages of Observation
ii. Relative Disadvantages of Observation
10) Ethnographic Research & Other Methods
11) International Marketing Research
12) Marketing Research & Social Media
13) Mobile Marketing Research
14) Ethics in Marketing Research
15) Summary
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
A Classification of Survey Methods
Figure 6.1 A Classification of Survey Methods
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Some Decisions Related to the Mail
Interview Package
Table 6.1 Some
Decisions Related to
the Mail Interview
Package
Outgoing Envelope
Blank
Outgoing envelope: size, color, return address
Blank
Postage
Blank
Method of addressing
Blank
Cover Letter
Blank
Sponsorship
Signature
Personalization
Postscript
Type of appeal
Blank
Questionnaire
Blank
Length
Layout
Content
Color
Size
Format
Reproduction
Respondent anonymity
Return Envelope
Blank
Type of envelope
Blank
Postage
Blank
Incentives
Blank
Monetary versus nonmonetary
Blank
Prepaid versus promised amount
Blank
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Sample Mailing Lists
List Title
Number on List
Price
Advertising agencies
3892
$45/M
Banks, branches
11089
$85/M
4289601
$50/M
6559
$45/M
Personal computer owners
2218672
Inquire
Families
76000000
Inquire
Hardware wholesalers
7378
$45/M
Magazines, consumers
4119
$45/M
Photographic, portrait
33742
$45/M
Sales executives
190002
$55/M
Wives of professional men
1663614
$60/M
Boat owners
Chambers of Commerce
YMCAs
1036
$85
*Price shown is per 1000 names (/M), except where noted.
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Criteria for Evaluating Survey Methods (1 of 6)
TASK FACTORS
Diversity of Questions and Flexibility of Data Collection
The flexibility of data collection is determined primarily by the
extent to which the respondent can interact with the interviewer
and the survey questionnaire. The diversity of questions that
can be asked in a survey depends upon the degree of
interaction the respondent has with the interviewer and the
questionnaire, as well as the ability to actually see the
questions.
Use of Physical Stimuli
The ability to use physical stimuli such as the product, a product
prototype, commercials, or promotional displays during the
interview.
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Criteria for Evaluating Survey Methods (2 of 6)
Sample Control
Sample control is the ability of the
survey mode to reach the units specified
in the sample effectively and efficiently.
Quantity of Data
The ability to collect large amounts of
data.
Response Rate
Survey response rate is broadly defined
as the percentage of the total attempted
interviews that are completed.
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Random Digit Directory Designs
Figure 6.2 Random Digit Directory Designs
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Criteria for Evaluating Survey Methods (3 of 6)
SITUATIONAL FACTORS
Control of the Data Collection Environment
The degree of control a researcher has over the
environment in which the respondent answers the
questionnaire.
Control of Field Force
The ability to control the interviewers and supervisors
involved in data collection.
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Criteria for Evaluating Survey Methods (4 of 6)
Potential for Interviewer Bias
The extent of the interviewer’s role determines the
potential for bias.
Speed
The total time taken for administering the survey to the
entire sample.
Cost
The total cost of administering the survey and collecting
the data.
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Criteria for Evaluating Survey Methods (5 of 6)
RESPONDENT FACTORS
Perceived Anonymity
Perceived anonymity refers to the respondents’
perceptions that their identities will not be discerned by the
interviewer or the researcher.
Social Desirability/Sensitive Information
Social desirability is the tendency of the respondents to
give answers that are socially acceptable, whether or not
they are true. With some exceptions, obtaining sensitive
information is inversely related to social desirability.
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Criteria for Evaluating Survey Methods (6 of 6)
Low Incidence Rate
Incidence rate refers to rate of occurrence of persons
eligible to participate in the study.
Respondent Control
Methods that allow respondents control over the
interviewing process will solicit greater cooperation and are
therefore desirable.
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
A Comparative Evaluation of Survey
Methods (1 of 3)
Table 6.2 A Comparative Evaluation of Survey Methods
Criteria
Task Factors
Diversity of
questions and
flexibility
Telephone In-Home
CATI
Interviews
blank
blank
Mall-Intercept
Interviews
CAPI
blank
blank
Low to
moderate
High
High
Mail
Surveys
blank
Mail Panels
blank
Email
blank
Moderate Moderate
to high
Moderate
Moderate Moderate Low
to high
Moderate
Low
Moderate Low to
moderate
Mobile
blank
Low to
Low to
moderate moderate
Use of physical Low
stimuli
Moderate to High
high
High
Sample control
Potentially
high
Moderate
Moderate Low
Moderate to
high
Low
Quantity of data Low
High
Moderate
Moderate Moderate
High
Moderate Moderate Low
Response rate
High
High
High
High
Low
Moderate
to high
Moderate
Moderate
to high
Internet
blank
Low
Very low
Moderate
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