Marketing research lecture-7-qualitative research-1

Marketing research lecture-7-qualitative research-1

• 1.
  Marketing Research Lecture-7 :Qualitative research-1 Faculty : Ravi Kumar Singh, International School of management Patna
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  Lecture-7 : QualitativeResearch-1 ● Topics to be covered : ● What is Qualitative research ● Classification of Qualitative Research techniques ● Rationale for using qualitative research ● Focus Group technique
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  Quantitative data collectionmethods 1. Surveys: List of closed or multiple choice questions that is distributed to a sample (online, in person, or over the phone). 2. Experiments: Situation in which variables are controlled and manipulated to establish cause-and-effect relationships. 3. Observations: Observing people in a natural environment where variables can’t be controlled. 4. Content analysis: Systematically recording the presence of certain words or themes in a set of texts to analyze communication patterns.
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  1. Interviews: Askingopen-ended questions verbally to respondents. 2. Focus groups: Discussion among a group of people about a topic to gather opinions that can be used for further research. 3. Case studies: In-depth study about a person, group, event or organization. 4. Literature review: Survey of published works by other authors. 5. Projective techniques 6. Observation Qualitative data collection methods
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  Rationale for usingqualitative research 1 Preferences and/or experience of the researcher. Some researchers are more oriented and temperamentally suited to do this type of work. 2 Preferences and/or experience of the research user. Some decision- makers are more oriented to receiving support in a qualitative manner. 3 Sensitive information. Participants may be unwilling to answer or to give truthful answers to certain questions that invade their privacy, embarrass them, or have a negative impact on their ego or status.
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  4 Subconscious feelings. Participantsmay be unable to provide accurate answers to questions that tap their subconscious. The values, emotional drives and motivations residing at the subconscious level are disguised from the outer world by rationalisation and other ego defences. For example, a person may have purchased an expensive sports car to overcome feelings of inferiority. But if asked ‘Why did you purchase this sports car?’ that person may say ‘I got a great deal’, ‘My old car was not working well’, or ‘I need to impress my customers and clients.’
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  Classification of QualitativeResearch techniques Direct approach A type of qualitative research in which the purposes of the project are disclosed to the participant or are obvious given the nature of the interview. Indirect approach A type of qualitative research in which the purposes of the project are disguised from the participants.
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  Focus Group Discussions ●A focus group is a discussion conducted by a trained moderator in a non-structured and natural manner with a small group of participants. ● Moderator : An individual who conducts a focus group interview, by setting the purpose of the interview, questioning, probing and handling the process of discussion. ● Objective : The main purpose of focus groups is to gain insights by creating a forum where participants feel sufficiently relaxed to reflect and to portray their feelings and behaviour, at their pace and using their language and logic. It bridges social and cultural differences between researchers and their target participants.
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  Characteristics of FocusGroups Key benefit Group members ‘feed’ off each other and creatively reveal ideas that the researcher may not have thought of or dared to tackle. Key drawback Group members may feel intimidated or shy and may not reveal anything Group size 8-12 Group composition Homogeneous, participants pre-screened Physical setting Relaxed, informal atmosphere Stimulating discussion Use of storyboards, mood boards, products, brochures Time duration 1 to 3 hours Recording Use of recording devices like audiocassettes, videotapes and notes from observations Moderator Observational, interpersonal and communication skills
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  Marketing Applications ofFocus Groups ● Understanding consumers perceptions, preferences, and behaviour concerning a product category, brand etc. ● Obtaining impressions of new product concepts ● Generating new ideas about existing products. ● Developing creative concepts and copy materials for advertisements. ● Securing price impressions ● Obtaining preliminary consumer reaction to specific marketing programme.