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24 Cards in this Set
- Front
- Back
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why conduct qualitative research
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clarify research problems and hypoth
screen alternatives gain new ideas/insight on product usage and consumer needs help explain confusing/unclear results of descriptive studies |
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focus groups
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open ended discussion w/small group of pple; not very structures
25% of all mkt research expenses very popular w/consumer pkged goods companies, ad agencies, and service orgs |
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preparing a focus group
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risks if group is too big/small
group should be homogeneous facility char: video cameras, one way mirrors, streaming media, conference room setting vs. living room setting char of good moderator: personable, draw answers out, control group but still keep it free-flowing |
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online focus groups
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chat room
focus blog +: less $, easier to analyze b/c transcript, no geog barriers -: anonymous, distractions, older segments, lower income, group think |
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depth interviews
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one-on-one interview
utilizes extensive probing: peel the onion |
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projective techniques
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3rd person-get consumers to project their feelings onto a 3rd party
word association tests sent/story completion photo sort cartoon tests |
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rationale for projective techs
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product/service evals have emotional and subconscious content [impt det of buying and usage decisions]
may not be adequately/accurately verbalized through direct comm |
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3rd person techniques
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approach 1: ask how others would react to a situation/opinions
-provide a mask so that respondent projects own feelings onto others approach 2: role playing -act out someone else's behavior/feelings good for children |
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word association tests
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measures: associations, all verbal/non verbal comm, hesitations (verbal latency)
used to test poss brand names, pkgs, ad campaigns, existing brand images |
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sent/story completion
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helps understand consumer's perception of the product or its users. Answers tend to be more complete then word assoc.
useful for identifying char of target, and developing changes to a firm's mktg mix |
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photo sorts
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present pictures of pple and ask subjects to classify into groups based on brand perceptions
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+/- projective techniques
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+: get pple to share opinions typically unwilling to share
-: small sample, subjective to interpretation |
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observation
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the systematic recording of patterns of occurrence/behaviors w/o comm with the pple involved.
-record relevant facts, actions, and behaviors -quali and quanti data appropriate conditions -short time interval -observable behavior/public -faulty recall or non-truthful |
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what can be observed
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human behavior
verbal behavior expressive behavior response latency (amt of time it takes to make a choice) temporal patterns physical objects |
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people watching people
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in-store observation
behind mirrors mystery shoppers |
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people watching phenomena or physical objects
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garbage audits
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machines watching people
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cameras
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machines watching phenomena or physical objects
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internet tracking of clickstream data
scanners and loyalty cards -what type of data should be gathered from customers when they apply for a loyalty card? -what actions can be taken based on loyalty card data? ACNielsen's Peoplemaster Traffic Counters |
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Setting
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natural vs. contrived (mystery shopper)
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degree of disguise
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visible/open vs. hidden/disguised
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degree of structure
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structured vs. unstructured
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degree of actual observation
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direct vs. indirect (garbage audits)
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method of administration
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human vs. mechanical
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+/- of observation
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+: natural seting
small sample rep of pop machines -: small sample size inconsistency time consuming no info on motive not disguised/harder not reflect future behavior subjective bias |
