Marketing research exploratory research using qualitative and observation methods

• 1. Exploratory Research Using Qualitative and Observation Methods Edina Matta (122120040) Hara Febriyanthi (122120060) Made Satya Dharmika (122120081) Nurita Rouly (122120099) Stevanus Handoko (122120124)

2. Value of Exploratory Research When important questions cannot be adequately addressed or resolved with secondary information/data, company starts to collect primary data through several research designs. 3. How to Collect Primary Data?OBSERVATION record human behavior or market phenomena.QUESTIONING & RECORDING to obtain a persons attitudes, feelings, and/or behaviors. 4. Major Differences between Qualitative and Quantitative Research QUALITATIVE METHODSQUANTITATIVE METHODSGoals/ObjectivesDiscovery/identification of new ideas, thoughts, feelings : preliminary understanding of relationship, ideas, and objectsValidation of facts, estimates, relationship, and predictions. tests hypothesesType of ResearchExploratoryDescriptive, CausalType of QuestionsOpen-ended, unstructured, probingMostly structured, formalTime of ExecutionRelatively short time frameTypically significantly longer time frameRepresentativenessSmall samples, only the sampled individualsLarge samples, with proper sampling, can represent populationType of AnalysisDebriefing, subjective, content analysis, interpretive. Difficult to summarize or quantify data.Statistical, descriptive, and causal predictions.Researcher SkillsHighly Trained. Skills : Interpersonal communications, observations, interpretations of text or visual dataSkills : Statistical analysis and interpretation of numbersGeneralizabilityLimited generalization, no final course.Generally very good, can infer facts and relationships 5. Differrent Use of Qualitative & Quantitative Research QUALITATIVE RESEARCHQUANTITATIVE RESEARCHIdentifying a bussines problem or opportunity situationValidating/answering a problem and existing relationshipObtaining preliminary insight into the motivation, emotional, attitudinal, and personality factors that influence market place behaviorsObtaining detailed descriptions or insights into motivation, emotional, attitudinal, and personality factors that influence market place behaviorsBuilding theories & models to explain marketplace behaviors or relationship between two or more marketing constructs.Testing theories and modes to explain marketplace behaviors or relationship between two or more marketing variablesDeveloping valid scales for investigating specific market factors, consumer qualities and beahvioral outcomesAssessing the reliability and validity of scales for investigating market factors, consumer qualities and behavioral outcomesDetermining the preliminary effectiveness of marketing strategies on actual marketplace behaviorsAssessing the effectiveness of marketing strategies on marketplace behaviorsDeveloping new products & services or repositioning current- Examining new product/service, repositioning current - Segmenting and or comparing large or small differences, and repositioning current. 6. Advantages and Disadvantages of Using Qualitative Research Methods AdvantagesDisadvantagesData quickly collected (except ethnography)Lack of generalizabilityThe data is richDifficulty in estimating small-magnitude differences of the phenomena being investigatedAccurate & valid in recording maketplace behaviorsLow reliabilityPreliminary insights into building models investigators, and scale measurementsDifficult to find well-trained interviewers & observersInsight for highly trained researchersReliance on subjective interpretive of researchers 7. Some Techniques of Collecting Data (Interview) in Qualitative Research Primary Qualitative MethodFrequency of UseTraditional Focus Groups (FGD)51,8 %Hybrids (2 or more methods)14,3 %In-Depth Interviews7,8 %Netnography4,2 %Ethnography2,0 %Chat-based online focus groups1,2 %Video-based online focus groups1,0 %Other5,0 %None12,7 %Source: Research Industry Trends, 2006 Report, Pioneer Marketing Research, GreenBook, Rockhopper Research, and Dialtech Marketing Research (McGraw Hill International Edition), page 158 8. Skills Required for Conducting In-Depth Interviews Interpersonal CommunicationListeningProbing QuestioningInterpretative Approaches 9. Steps in Conduting an in Depth Interview 1. 2. 3. 4. 5. 6. 7. 8.Understand initial decision question(s)/ problems Create set of research questions Decide on the best environment for conducting the interview Select, screen and secure the prospective subjects Great respondent, give interviewing guidelines, create a confort zone Conduct the in depth interview Analyze respondents narrative responses Write summary report of the resultUntuk menyediakan data untuk mendefinisikan masalah pemasaranUntuk mengidentifikasi kebutuhan informasi yang tersembunyi spesifikUntuk menyediakan data untuk pemahaman yang lebih baik dari hasil studi kuantitatifUntuk mengungkapkan kebutuhan konsumen yang tersembunyi, keinginan, sikap, perasaan, perilaku, persepsi dan motif mengenai layanan, produk atau pratices 10. Focus Group Interviews Formalized process that brings together a small group of people for an interactive and spontaneous discussion of a particular topic. Consists of 10 to 12 participants in a groupsetting. Trained moderator leads discussion Overall goal Topic interest Sessions are recorded 11. Video : http://www.youtube.com/watch?v=POF3m6ZNoiY 12. Primary Focus Group Objectives 1. To provide data for defining marketing problems 2. To identify specific hidden information requirements 3. To provide data for better understanding results from quantitative studies 4. To reveal consumers hidden needs, wants, attitudes, feelings, behaviors, perceptions and motives regarding services, products or pratices 5. To generate new ideas about products, services or delivery methods 6. To discover new constructs and measurement methods 7. To help explain changing consumer preferences 13. Three-Phase Process for Developing a Focus Group Interview Phase 1: Planning the Focus Group Study Three Phase ProcessPhase 2: Conducting the Focus Group DiscussionsPhase 3: Analyzing and Reporting the Result 14. Phase 1: Planning the Focus Group Study Planning the focus group study: - Researchers must have an understanding of the purpose of the study, a precise definition of the problem and specific data requirements - Key decisions focus on who the appropriate participants would be - How to select and recruit respondents - What size the focus group - Where to have the sessions 15. Guidelines for the Selection of Focus Group participans Specify exact selection criteria Maintain control of the selection Beware of pontential selection bias Incorporate randamization Check respondents knowledge No selection process is perfect 16. Phase 2: Conducting the Focus Group Discussions 1. The Focus Group Moderator The moderator is responsible for creating positive group dynamics and a comfort zone 2. Preparing a Moderator`s Guide A moderator`s Guide is a detailed outline of the topics and questions used to generate the spontaneous interactive dialogue among the participants. Include : - Opening Questions - Introductory Questions - Transition Questions - Substantive Questions - Ending Questions 3. Beginning the Focus Group Session - The purpose of these pre-session is to create a friendly, warm, and comfortable environment. - Introductions & Opening Questions 4. Main Session - This session should move toward the study`s critical questions - Transition Questions & Substantive Questions 5. Closing the Session - Closing Questions 17. Phase 3: Analyzing and Reporting the Results 1. Debriefing Debriefing = Evaluation 2. Content Analysis Content Analysis = A systematic procedure of taking individual responses and grouping them into larger theme categories or patterns 3. Reporting Focus Group Results Reporting must offer a logical sequence of findings, insights, and recommendations. INTERPRETIVE FACTORSInterpretive Factors in Analysing Focus Group DataNOTEConsider the wordWords & PhrasesConsider the contextTone, Intensity (voice inflection) and nonverbal communication (Body Language)Consider the frequency of commentsExtensiveness and frequency of commentsConsider the intensity of commentsPassion and deep feelingConsider the specificity of responsesExperienceConsider the big pictureConstruct an aggregate theme 18. Advantages and Disadvantages of Focus Group Interviews ADVANTAGESDISADVANTAGESStimulate new ideas, thoughts, and feelings about a topicInability to generalize resultsFoster understanding of why people act or how they behave in certain market situationsData reliabilityAllow client participationSubjectivity of interpretationsElicit wide ranging participant responsesHigh CostCan bring together hard-to-reach subject groups (special market segments) 19. Other Qualitative Research Methods Case Studies Experience Interviews Protocol Interviews Articulative Interviews Etnography Netnography Projective Interviewing Methods Word Association Tests Sentence Completion Tests Picture Tests Thematic Apperception Test (TAT) Cartoon or Balloon Test Role Playing Interview Zaltman Metaphir, Elicitation Technique (ZMET) 20. Overview of Observation Methods The tools researchers use to collect primary data about human behavior and marketing phenomena. Researchers must rely on their observation skills rather than using respondents reports of their behavior. Watch and record what people (or object) do rather than relying on them to report their behaviors. 21. Video : http://www.youtube.com/watch?v=xSsszDVuGcs 22. Appropriate Conditions for Using Observation Techniques Information Condition Type of Data Condition Time Frame Condition Setting 23. Unique Characteristic of Observation Techniques CharacteristicDescriptionDirectnessThe degree to which the researcher or trained observer actually observes the behavior/ event as it occurs. Observation can be either direct or indirect.AwarenessThe degree to which individuals consciously know their behavior is being observed and recorded. Observation can be either disguised or undisguised.StructureThe degree to which the bahiour, activities, or events to be observed are known to the researcher before doing the observations. Observation can be eithr structured or unstructured.Observing mechanismHow the behavior, activities, or events are observed and recorded. Alternatives include trained human observers and mechanical or electronic devices. 24. Type of Observing Mechanism 25. Benefits and Limitations of Observation Methods Benefits of ObservationLimitations of ObservationAccuracy of actual behaviorDifficult to generalize findingsReduces biases found in other dataCannot explain behaviors, events, collection methods, or activities unless combined with other methodsProvides detailed behavioral dataProblems in setting up and recording behavior(s), events, and/ or activities 26. Url Video : http://www.youtube.com/watch?v=VdlaQTS76VU 27. Thank You