Term
| Describe the difference between qualitative vs quantitative research. |
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Definition
Qualitative: provides insight into and understanding of teh problem setting, it explores teh problem with few preconceived notions about the outcome of that exploration; appropriate when facing a situation of uncertainty
Quantitative: more structured; seeks to quanitfy data; seeks conclusive evidence based on large representative samples, involving some sort of statistical analysis |
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Term
| Types of Qualitative Research |
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Definition
Direct/nondisguised: focus groups & depth interviews
Indirect/disguised: projective techniques |
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Term
| Procedure in conducting a focus group |
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Definition
design the group environment
recruit & select participants
select a moderator
prepare the discussion guide
conduct the group interview
prepare the focus group report |
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Term
| Characteristics of focus group |
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Definition
-8-12 participants
-homogeneous beliefs & prescreened participants
-relaxed, informal atmosphere
-1 to 3 hours
-use of video tapes
-Moderator is observational, interpersonal, and communicates well |
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Term
| Advantages of Focus Groups |
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Definition
group interaction produces a wider range of information, insights, and idesas
-comments of one person can trigger responses in another person
-responses are spontatneous and candid, with rich insights |
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Term
| Disadvantages of Focus groups |
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Definition
-researchers tend to view findings as conclusive
-depends on the skills of the moderator
-well trained moderator cost money
-could have a bully or peer pressure in the group
-unstructured form makes it hard to analyze
-cant tell who said what all the time |
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Term
| Advantages of Online Focus Groups |
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Definition
-good for reaching people across the country or the world
-easier to schedule
-can recruit people who wouldn't usually join a focus group |
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Term
| Disadvantages of online focus groups |
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Definition
-cant tell if someone is being sarcastic or excited
-cant get the same group dynamic and feedback
-hard to capture body language
-you cant tell if the person answering is really who you think they are
-exposure to distracting stimuli
-only people who have or know how to use a computer can participate |
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Term
| applications of focus groups |
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Definition
1. understand consumer perceptions
2. obtain impressions of new product concepts
3. generate new ideas about older products
4. develop creative concepts and copy material for advertisements
5. secure price impressions
6. obtain preliminary consumer reaction to specific marketing programs
7. interpret previously obtained quantitative results |
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Term
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Definition
| loosely structured conversations with individuals drawn from the target audience; conducted one on one; it is important that the interviewer probe for deeper answers to questions |
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Term
| advantages of depth interviews |
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Definition
-can uncover deeper insights about underlying motives than focus groups can
-attribute the responses directly to the respondent
-no social pressure, may allow for more honest answers or more personal questions like financial status or dentures, etc
-easier to schedule, especially with CEOs or important people |
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Term
| Disadvantages of depth interviews |
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Definition
-must have skilled interviewer=expensive
-clients don't get as excited about it
-no group dynamic
-takes one hour per respondent=total of 8 hours instead of 3 hours for 8 in a room together
-data is difficult to analyze |
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Term
| Application of depth interviews |
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Definition
1. detailed probing of the respondent
2. discussion of confidential, sensitive, or embarasing info
3. situations where strong social norms exist and the respondent might be easily swayed
4. detailed understanding of complicated behavior
5. interviews with professional people
6. interviews with competitors, who are unlikely to reveal the information in a group
7. situations where the product consumption experience is sensory in nature, affecting mood states and emotions |
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Term
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Definition
| an unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern |
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Term
| Application of depth interviews |
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Definition
1. detailed probing of the respondent
2. discussion of confidential, sensitive, or embarasing info
3. situations where strong social norms exist and the respondent might be easily swayed
4. detailed understanding of complicated behavior
5. interviews with professional people
6. interviews with competitors, who are unlikely to reveal the information in a group
7. situations where the product consumption experience is sensory in nature, affecting mood states and emotions |
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Term
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Definition
| an unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern |
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Term
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Definition
an unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern
-4 types: association, completion, construction, and expressive |
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Term
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Definition
presented with a stimulus and asked to respond with the first thing that comes to mind
-word assiociation
-benefit technique
-analyze the frequency with which a response is given, the amount of hesitation, and the number of instances when no response is given |
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Term
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Definition
-a projective technique that requires the respondent to complete an incomplete stimulus situation; genereating more detail about the individual's underlying feelings and beliefs
-sentence completion: use first word or phrase that comes to your mind to complete the sentences
-story completion:required to give the conclusion of the story |
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Term
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Definition
-requires respondent to construct a response in the form of a story, dialogue, or description
-picture-response technique: reveal underlying values, attitudesm and beliefs
-cartoon tests: asked to indicate teh dialogue of one cartoon character might make in respinse to teh comments of another character
-all of theses are used to help build psychological profiles of teh respondents |
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Term
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Definition
-respondent is presented with a verbal or visual situation and asked to realte the feelings and attitudes of other people to the situation
-role playing: assume the behavior of someone else
-third-person technique: presented witha verbal or visual situation and asked to realte the beliefs and attitudes of teh third person to the situation |
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Term
| advantages of projective techniques |
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Definition
-elicit responses that subjects would be unwilling or unable to give if they knew the purpose of teh study
-can increase the validity of responses by disguising the purpose
-helpful when underlying motivations, beliefs, and attitudes are operating at a subconcsious level
-people are more honest talking in third person |
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Term
| Disadvantages of projective techniques |
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Definition
-personal interviews are expensive
-interpretation bias is a serious risk
-respondents who volunteer to act things out may not be a good representation of the population |
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Term
| Application of projective techniques |
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Definition
1. when the sensitivity of teh subject matter is such that respondents might not be willing or able to answer honestly to dirsct questions
2. uncover subconcisous motives, beliefs, or values
3. interpreted by trained interviewers who understand their advantages and limitations |
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Term
| International marketing research |
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Definition
qualitative research is crucial to understand the culture better
-crucial that the moderator or interviewer be very familiar with the language |
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