Explain the relationship between the sample design process and the research project.
Instructions:
Parameters: Include certain requirements for the satisfactory completion of the discussion. It must include directions for word length, citations, and both an initial response and peer responses (where appropriate).
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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
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (2 of 4)
vi. Online Focus Group Interviews
vii. Advantages and Disadvantages of Online FGs
6) Depth Interviews
i. Characteristics
ii. Techniques
iii. Advantages and Disadvantages of Depth Interviews
iv. Applications of Depth Interviews
7) Projective Techniques
i. Association Techniques
ii. Completion Techniques
a. Sentence Completion
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (3 of 4)
b. Story Completion
iii. Construction Techniques
a. Picture Response
b. Cartoon Tests
iv. Expressive Techniques
a. Role Playing
b. Third-Person Technique
v. Advantages and Disadvantages of Projective
Techniques
vi. Applications of Projective Techniques
8) Analysis of Qualitative Data
9) International Marketing Research
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (4 of 4)
10) Marketing Research & Social Media
11) Mobile Marketing Research
12) Ethics in Marketing Research
13) Summary
nalysis 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.
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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.
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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.
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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 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
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (2 of 4)
vi. Online Focus Group Interviews
vii. Advantages and Disadvantages of Online FGs
6) Depth Interviews
i. Characteristics
ii. Techniques
iii. Advantages and Disadvantages of Depth Interviews
iv. Applications of Depth Interviews
7) Projective Techniques
i. Association Techniques
ii. Completion Techniques
a. Sentence Completion
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (3 of 4)
b. Story Completion
iii. Construction Techniques
a. Picture Response
b. Cartoon Tests
iv. Expressive Techniques
a. Role Playing
b. Third-Person Technique
v. Advantages and Disadvantages of Projective
Techniques
vi. Applications of Projective Techniques
8) Analysis of Qualitative Data
9) International Marketing Research
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
Chapter Outline (4 of 4)
10) Marketing Research & Social Media
11) Mobile Marketing Research
12) Ethics in Marketing Research
13) Summary
Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.
A Classification of Marketing Research
Data
Figure 5.1 A Classification of Marketing Research Data
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Qualitative Vs. Quantitative Research
Table 5.1 Qualitative Versus Quantitative Research
Blank
Qualitative Research
Quantitative Research
Objective
To gain a qualitative
understanding of the
underlying reasons and
motivations
To quantify the data and
generalize the results from
the sample to the population
of interest
Sample
Small number of
nonrepresentative cases
Large number of
representative cases
Data collection
Unstructured
Structured
Data analysis
Nonstatistical
Statistical
Outcome
Develop an initial
understanding
Recommend a final course of
action
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A Classification of Qualitative Research
Procedures
Figure 5.2 A Classification of Qualitative Research
Procedures
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Characteristics of Focus Groups
Table 5.2 Characteristics of Focus Groups
Group size
8 to 12
Group composition
Homogeneous; respondents prescreened
Physical setting
Relaxed, informal atmosphere
Time duration
1 to 3 hours
Recording
Use of audiocassettes and videotapes
Moderator
Observational, interpersonal, and communication skills
of the moderator
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Viewing Room Looking into the Focus
Group Room Through One-Way Mirror
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Key Qualifications of Focus Group
Moderators (1 of 2)
1. Kindness with firmness: The moderator must combine
a disciplined detachment with understanding empathy so
as to generate the necessary interaction.
2. Permissiveness: The moderator must be permissive yet
alert to signs that the groups cordiality or purpose is
disintegrating.
3. Involvement: The moderator must encourage and
stimulate intense personal involvement.
4. Incomplete understanding: The moderator must
encourage respondents to be more specific about
generalized comments by exhibiting incomplete
understanding.
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Key Qualifications of Focus Group
Moderators (2 of 2)
5. Encouragement: The moderator must encourage
unresponsive members to participate.
6. Flexibility: The moderator must be able to improvise and
alter the planned outline amid the distractions of the
group process.
7. Sensitivity: The moderator must be sensitive enough to
guide the group discussion at an intellectual as well as
emotional level.
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Procedure for Planning and Conducting
Focus Groups
Figure 5.3 Procedure for Planning and Conducting Focus
Groups
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Variations in Focus Groups (1 of 2)
Two-way focus group. This allows one target group to
listen to and learn from a related group. For example, a
focus group of physicians viewed a focus group of arthritis
patients discussing the treatment they desired.
Dual-moderator group. A focus group conducted by two
moderators: One moderator is responsible for the smooth
flow of the session, and the other ensures that specific
issues are discussed.
Dueling-moderator group. There are two moderators, but
they deliberately take opposite positions on the issues to
be discussed.
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Variations in Focus Groups (2 of 2)
Respondent-moderator group. The moderator asks
selected participants to play the role of moderator
temporarily to improve group dynamics.
Client-participant groups. Client personnel are identified
and made part of the discussion group.
Mini groups. These groups consist of a moderator and
only 4 or 5 respondents.
Telesession groups. Focus group sessions by phone
using the conference call technique.
Online focus groups. Focus groups conducted online
over the Internet.
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Advantages of Focus Groups
1. Synergism
2. Snowballing
3. Stimulation
4. Security
5. Spontaneity
6. Serendipity
7. Specialization
8. Scientific scrutiny
9. Structure
10. Speed
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Disadvantages of Focus Groups
1. Misuse
2. Misjudge
3. Moderation
4. Messy
5. Misrepresentation
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Online Versus Traditional Focus Groups (1 of 3)
Table 5.3 Online Versus Traditional Focus Groups
Characteristic
Online Focus Groups
Traditional Focus Groups
Group size
4 to 6 participants
8 to 12 participants
Group composition
Anywhere in the world
Drawn from the local area
Time duration
1 to 1.5 hours
1 to 3 hours
Physical setting
Researcher has little control
Under the control of the
researcher
Respondent identity
Difficult to verify
Can be easily verified
Respondent
attentiveness
Respondents can engage in
other tasks
Attentiveness can be
monitored
Respondent recruiting
Easier. Can be recruited
online, by email, by panel, or
by traditional means
Recruited by traditional means
(telephone, mail, mail panel)
Group dynamics
Limited
Synergistic, snowballing
(bandwagon) effect
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Online Versus Traditional Focus Groups (2 of 3)
[Table 5.3 Continued]
Characteristic
Openness of
respondents
Nonverbal
communication
Use of physical stimuli
Online Focus Groups
Respondents are more
candid due to lack of face-toface contact
Body language cannot be
observed
Emotions expressed by
using symbols
Limited to those that can be
displayed on the Internet
Traditional Focus Groups
Respondents are candid,
except for sensitive topics
Easy to observe body language
and emotions
A variety of stimuli (products,
advertising, demonstrations,
and so on) can be used
Time-consuming and expensive
to obtain
Transcripts
Available immediately
Observers
communication with
moderator
Observers can communicate Observers can manually send
with the moderator on a split- notes to the focus-group room
screen
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