Download QUALITATIVE RESEARCH Not measurements, but WORDS!

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project

Document related concepts

Global marketing wikipedia, lookup

Marketing mix modeling wikipedia, lookup

Advertising campaign wikipedia, lookup

Neuromarketing wikipedia, lookup

Marketing plan wikipedia, lookup

Marketing wikipedia, lookup

Marketing research wikipedia, lookup

Marketing ethics wikipedia, lookup

Operations research wikipedia, lookup

History of marketing wikipedia, lookup

Social marketing wikipedia, lookup

Science policy wikipedia, lookup

Transcript
QUALITATIVE RESEARCH
• Not measurements, but WORDS!
– Instead of asking how many times someone
purchased an item, you ask "WHY...?"
– Typically the samples are small, and not
"random"
5/25/2017
Marketing Research
1
Most frequent uses
• Understanding basic issues
– why do people use our product?
• Pretesting ideas or questions
– do people want a product that cleans their
refrigerator?
• Message testing
– How do people like this ad?
5/25/2017
Marketing Research
2
Strengths and Weaknesses
Good for examining feelings and motivations
• Cheap
• Efficient
• Better understanding of motivations?
Limitations on Qualitative Research
• Does not distinguish small differences well
• Can’t extrapolate to the whole population
5/25/2017
Marketing Research
3
General approaches
• Individual interviews
– Nonstructured
– Structured
• Group interviews
–
–
–
–
5/25/2017
Structured or unstructured
FOCUS GROUPS:
Starting questions
Uses a moderator
Marketing Research
4
The Focus Group
• 8 to 12 participants with a moderator
• Goal: to understand what people have to say
• The emphasis: getting people to talk in detail
• Hope: One response stimulates other responses
• Process:
• Rapport is established
• Provoke intense discussion
• Summarize significant conclusions
5/25/2017
Marketing Research
5
Use of Focus Groups
Buick division of General Motors used focus groups to help
develop the Regal. Buick held 20 focus groups across the
country to determine what features customers wanted in a
car. The focus groups told GM they wanted a stylish car,
legitimate back seat, at least 20 miles per gallon, and 0 to 60
miles per hour acceleration in 11 seconds or less.
VO
Y K 7 49
5/25/2017
Marketing Research
6
Based on the results, Buick engineers created clay
models of the car and mock-ups of the interior.
These were shown to other focus groups. The
respondents did not like the oversized bumpers and
the severe slope of the hood, but liked the four-disc
brakes and independent suspension.
5/25/2017
Marketing Research
7
Focus groups also helped refine the advertising campaign for
the Regal. Participants were asked which competing cars
most resembled Buick in image and features. The answer was
Oldsmobile, a sister GM division. In an effort to differentiate
the two, Buick was repositioned above Oldsmobile by
focusing on comfort and luxury features.
5/25/2017
Marketing Research
8
The tag line for the 1998 Regal, “official car of the
Supercharged family,” was based on focus group findings.
5/25/2017
Marketing Research
9
Limitations of approach
• Rests on reflective thinking
– Have to rely on after-the-fact self-reports
• asking people about their motives
– On their own behavior
• can they remember accurately?
– questioning might color their responses
• e.g., desire to appear “consistent” “politically correct” etc.
5/25/2017
Marketing Research
10
Other forms of qualitative research
Depth Interviews
Unstructured one-on-one interview
Projective Techniques
Techniques for penetrating a person’s defense
mechanisms
A basis for gathering more revealing information
5/25/2017
Marketing Research
11
Projective Techniques
1. Thoughts have emotional and subconscious content
2. The emotional and subconscious content is
important in buying and usage decisions.
3. This content is not well verbalized by the
respondent through direct communication.
4. This content IS better verbalized through indirect
techniques.
5/25/2017
Marketing Research
12
Types of Projective Techniques
•
•
•
•
•
•
•
Word Association Tests
Sentence and Story Completion
Cartoon Tests
Photo Sorts
Consumer Drawings
Story Telling
Third-Person Technique
5/25/2017
Marketing Research
13
A Cartoon Test
Sears
Let’s see if we
can pick up
some
housewares at
Sears
5/25/2017
?
Marketing Research
14
Qualitative Methods
• Advantages
–
–
–
–
Greater depth
People's own words
Immediate feedback
Insights can come from participants
• Limitations
– Lots of data
– Hard to "code"
– Not enough people to generalize
5/25/2017
Marketing Research
15
The End
5/25/2017
Marketing Research
16