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Introduction to Marketing
MARKETING
RESEARCH
Bangor Transfer Abroad Programme
Introduction to Marketing
Bangor Transfer Abroad Programme
Introduction to Marketing
"A qualitative
observation
identifies the
presence or
absence of
something, in
contrast to
quantitative
observation,
which involves
the degree to
which something
is present "
(MARKETECK, 2009)
Bangor Transfer Abroad Programme
Introduction to Marketing
Qualitative Research...
• Is any research conducted using an observational
technique or unstructured questioning.
• Conducted:
– when structured research is not possible,
– when true response may not be available
[embarrassing “touchy questions”]
– to explain quantitative research results.
Bangor Transfer Abroad Programme
Introduction to Marketing
AComparisonof QualitativeandQuantitativeResearch
Basicresearch
objective
Typeof sample
used
Datacollection
Method
Natureof data
analysis
QualitativeResearch
Togainabroadqualitative
understandingof the
underlyingreasons and
motivations;
As afirst stepin
multistageresearch
Small numbers of nonrepresentativecases
Unstructured
QuantitativeResearch
Toquantifythedataand
generalizetheresults
formthesampletothe
populationof interest;
Recommendafinal
courseof action
Largenumber of
representativecases
Structured
Non-statistical
Statistical
Bangor Transfer Abroad Programme
Introduction to Marketing
Observation
and
Experimentation
Bangor Transfer Abroad Programme
Introduction to Marketing
OBSERVATION
The systematic
process of
witnessing and
recording
behaviour – of
people, objects and
events
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Qualitative research
Observation techniques
Introduction to Marketing
Classification of Observation
Structured vs unstructured
Direct vs indirect:
– Direct = observing
behavior as it occurs
– Indirect = observing
the effects of behavior
Structured = predetermine
what to observe
Unstructured=monitor all
behavior
Human vs Mechanical
Disguised vs nondisguised
– Nondisguised =Direct
– Disguised = Indirect
Human=observation done
by human beings
Mechanical=observation by
machine
Bangor Transfer Abroad Programme
Introduction to Marketing
Seven Types of
Observable Phenomena:
• Physical actions
• Verbal behaviour
• Expressive behaviour
• Spatial relations
• Time patterns
• Physical objects
• Pictorial records
Bangor Transfer Abroad Programme
Introduction to Marketing
Errors can occur due to:
• Observer bias
• Incomplete reporting
• Interpretation errors
Bangor Transfer Abroad Programme
Introduction to Marketing
Focus Group
An interview conducted by a trained moderator
in a non-structured and natural manner with a
small group of respondents.
Group size
Group composition
Physical setting
Time duration
Recording
Moderator
8 -12
Homogenous, respondents prescreened
Relaxed, informal setting
1 - 3 hours
Use of audio and video cassettes
Observational, interpersonal, good
communication skills needed.
Bangor Transfer Abroad Programme
Introduction to Marketing
Focus Groups
Objectives:
- Generate new product or service ideas
– Understand consumer vocabulary
•Useful for ad campaigns
– Reveal consumer needs, motives,
perceptions and attitudes,
•Generating future research objectives
– Facilitate understanding of
quantitative studies
Bangor Transfer Abroad Programme
Introduction to Marketing
Focus Group:
Advantages and Disadvantages
• Major Advantages:
– Synergism, Snowballing, Stimulation,
Security, Spontaneity, Speed and Cost
savings.
• Major Disadvantages:
– Lack of representativeness, Misuse,
Misjudge, Moderation problem, and
Difficulty of analysis
Bangor Transfer Abroad Programme
Introduction to Marketing
Other Qualitative Techniques
Depth Interview: An unstructured interview that
seeks opinions of respondents on a one-to-one
basis. Useful for sensitive issues, politics etc.
Protocol Analysis: Involves placing a person in a
decision making situation and asking him/her to
state everything he/she considers in making a
decision. Useful in 1. Purchasing involving a long
time frame (car, house) and 2. Where the decision
process is too short (greeting card).
Projective technique: Involve situations in which
participants are placed in simulated activities
hoping that they will divulge information about
themselves that are unlikely to be revealed under
direct questing.
Bangor Transfer Abroad Programme
Introduction to Marketing
SUMMARY
• Qualitative research can be used alone
or as part of mixed research
• Main advantage is that is capable
generating rich data on WHY?
• Useful when looking at NEW things
• Rich data may be difficult to analyse
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Introduction to Marketing
Experimentation
Bangor Transfer Abroad Programme
Introduction to Marketing
Experiments
Investigate and evaluate
causal relationships between
variables
Differs from other methods in
the degree of control
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Introduction to Marketing
Experiments in Marketing
include:
• Test Marketing
• Blind testing
• Extended User Testing
• Pilot Trials
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Introduction to Marketing
Questionnaires
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Introduction to Marketing
Major Decisions
• What to ask
• How questions are phrased
• Sequence of questions
• Layout
• Pretesting
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Introduction to Marketing
What Questions?
… will be determined by
• Type of Marketing Decision
• Problem definition
• Primary research objectives
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Introduction to Marketing
Two Main Types of
Question:
1. Closed
2. Open
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Introduction to Marketing
Closed-ended questions can be:
Dichotomous
Multiple choice
Scaled
Ranking
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Introduction to Marketing
Open-ended questions
Unstructured
Word Association
Sentence completion
Story completion
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Introduction to Marketing
SAMPLING
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Introduction to Marketing
Examine a Part of the Whole
In most surveys access to the entire population
is nearly impossible,
The results from a survey with a carefully
selected sample will reflect extremely closely
those that would have been obtained had the
population provided the data.
Bangor Transfer Abroad Programme
Introduction to Marketing
There are essentiality two types of
sampling:
• probability
• non-probability
sampling.
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Introduction to Marketing
Probability Sampling Methods
Probability or random sampling gives all members of
the population a known chance of being selected for
inclusion in the sample and this does not depend
upon previous events in the selection process.
The selection of individuals does not affect the
chance of anyone else in the population being
selected.
Many statistical techniques assume that a sample
was selected on a random basis
Bangor Transfer Abroad Programme
Introduction to Marketing
Four basic types of random sampling
techniques:
•
•
•
•
Simple Random Sampling
Systematic Sampling
Stratified Sampling
Cluster or Multi-stage Sampling
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