Bangor Transfer Abroad Programme Qualitative Techniques in Marketing
![Bangor Transfer Abroad Programme Qualitative Techniques in Marketing Research A Presentation for the Marketing Bangor Transfer Abroad Programme Qualitative Techniques in Marketing Research A Presentation for the Marketing](https://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-1.jpg)
Bangor Transfer Abroad Programme Qualitative Techniques in Marketing Research A Presentation for the Marketing Research module PGDM
![Bangor Transfer Abroad Programme "A qualitative observation identifies the presence or absence of something, Bangor Transfer Abroad Programme "A qualitative observation identifies the presence or absence of something,](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-2.jpg)
Bangor Transfer Abroad Programme "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) PGDM
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Bangor Transfer Abroad Programme PGDM
![Bangor Transfer Abroad Programme PGDM Qualitative Research. . . • Is any research conducted Bangor Transfer Abroad Programme PGDM Qualitative Research. . . • Is any research conducted](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-4.jpg)
Bangor Transfer Abroad Programme PGDM 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.
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Bangor Transfer Abroad Programme PGDM
![Bangor Transfer Abroad Programme Examples of Methods PGDM Bangor Transfer Abroad Programme Examples of Methods PGDM](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-6.jpg)
Bangor Transfer Abroad Programme Examples of Methods PGDM
![Bangor Transfer Abroad Programme Most Common Methods in Marketing Research PGDM Bangor Transfer Abroad Programme Most Common Methods in Marketing Research PGDM](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-7.jpg)
Bangor Transfer Abroad Programme Most Common Methods in Marketing Research PGDM
![Bangor Transfer Abroad Programme Qualitative research Observation techniques PGDM Classification of Observation Direct vs Bangor Transfer Abroad Programme Qualitative research Observation techniques PGDM Classification of Observation Direct vs](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-8.jpg)
Bangor Transfer Abroad Programme Qualitative research Observation techniques PGDM Classification of Observation Direct vs indirect: – Direct = observing behavior as it occurs – Indirect = observing the effects of behavior Disguised vs nondisguised – Nondisguised =Direct – Disguised = Indirect Structured vs unstructured Structured = predetermine what to observe Unstructured=monitor all behavior Human vs Mechanical Human=observation done by human beings Mechanical=observation by machine
![Bangor Transfer Abroad Programme Not Always Appropriate!! PGDM Bangor Transfer Abroad Programme Not Always Appropriate!! PGDM](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-9.jpg)
Bangor Transfer Abroad Programme Not Always Appropriate!! PGDM
![Bangor Transfer Abroad Programme PGDM Observation • Appropriate Conditions – The event must occur Bangor Transfer Abroad Programme PGDM Observation • Appropriate Conditions – The event must occur](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-10.jpg)
Bangor Transfer Abroad Programme PGDM Observation • Appropriate Conditions – The event must occur in a short time interval, Avoid lag affect – Must occur in a setting where the researcher can observe the behavior Praying, cooking are not suitable things to observe – Necessary under situations of faulty recall Faulty recall - remembering things such as how many times one looked at his wristwatch.
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Bangor Transfer Abroad Programme PGDM Observation: Advantages and Limitations • Advantages – Greater data accuracy than direct questioning, in natural settings people behave naturally, – Problems of refusal, not at home, false response, noncooperation etc. are absent, – No recall error, – In some situations, only way • Number of customers visiting a store • Studying children’s behavior • Limitations – Time consuming, too many things to observe, – may not be representative, – difficulty in determining root cause of the behavior.
![Bangor Transfer Abroad Programme PGDM Focus Group An interview conducted by a trained moderator Bangor Transfer Abroad Programme PGDM Focus Group An interview conducted by a trained moderator](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-12.jpg)
Bangor Transfer Abroad Programme PGDM 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 Focus Groups Objectives: - Generate new product or service ideas Bangor Transfer Abroad Programme Focus Groups Objectives: - Generate new product or service ideas](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-13.jpg)
Bangor Transfer Abroad Programme 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 PGDM
![Bangor Transfer Abroad Programme PGDM Focus Group: Advantages and Disadvantages • Major Advantages: – Bangor Transfer Abroad Programme PGDM Focus Group: Advantages and Disadvantages • Major Advantages: –](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-14.jpg)
Bangor Transfer Abroad Programme PGDM 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 PGDM Seven advantages of Focus Group I Bangor Transfer Abroad Programme PGDM Seven advantages of Focus Group I](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-15.jpg)
Bangor Transfer Abroad Programme PGDM Seven advantages of Focus Group I
![Bangor Transfer Abroad Programme Seven advantages of Focus Group PGDM Bangor Transfer Abroad Programme Seven advantages of Focus Group PGDM](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-16.jpg)
Bangor Transfer Abroad Programme Seven advantages of Focus Group PGDM
![Bangor Transfer Abroad Programme Five Disadvantages of Focus Group PGDM Bangor Transfer Abroad Programme Five Disadvantages of Focus Group PGDM](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-17.jpg)
Bangor Transfer Abroad Programme Five Disadvantages of Focus Group PGDM
![Bangor Transfer Abroad Programme PGDM Other Qualitative Techniques Depth Interview: An unstructured interview that Bangor Transfer Abroad Programme PGDM Other Qualitative Techniques Depth Interview: An unstructured interview that](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-18.jpg)
Bangor Transfer Abroad Programme PGDM 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 Example: Delphi technique for Retail Food PGDM Bangor Transfer Abroad Programme Example: Delphi technique for Retail Food PGDM](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-19.jpg)
Bangor Transfer Abroad Programme Example: Delphi technique for Retail Food PGDM
![Bangor Transfer Abroad Programme PGDM Projective Techniques • These are indirect interviewing methods which Bangor Transfer Abroad Programme PGDM Projective Techniques • These are indirect interviewing methods which](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-20.jpg)
Bangor Transfer Abroad Programme PGDM Projective Techniques • These are indirect interviewing methods which enable sampled respondents to project their views, beliefs and feelings onto a third-party or into some task situation. • The researcher sets up a situation for the respondents asking them to express their own views, or to complete/ interpret some ambiguous stimulus presented to them. • Various types. More common ones are: – Free Word Association – Sentence Completion – Unfinished scenario/story completion – Cartoon completion test
![Bangor Transfer Abroad Programme PGDM FREE WORD ASSOCIATION In this technique, a list of Bangor Transfer Abroad Programme PGDM FREE WORD ASSOCIATION In this technique, a list of](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-21.jpg)
Bangor Transfer Abroad Programme PGDM FREE WORD ASSOCIATION In this technique, a list of carefully selected stimulus words or phrases related to the topic of research are read out, one at a time, to a respondent. The respondent is asked to respond with the first word or phrase that comes to his/her mind. The list of words should contain a mixture of test words and neutral words.
![PGDM Bangor Transfer Abroad Programme CARTOON COMPLETION TEST In the cartoon technique, the respondent PGDM Bangor Transfer Abroad Programme CARTOON COMPLETION TEST In the cartoon technique, the respondent](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-22.jpg)
PGDM Bangor Transfer Abroad Programme CARTOON COMPLETION TEST In the cartoon technique, the respondent is shown a comicstrip like cartoon with two characters in a conversation. While the speech of one character is shown in his/her balloon, the other balloon is empty. The respondent is asked to assume the role of the other person and fill the empty balloon with a speech. Where can I get a watch of this quality?
![Bangor Transfer Abroad Programme SUMMARY • Qualitative research can be used alone or as Bangor Transfer Abroad Programme SUMMARY • Qualitative research can be used alone or as](http://slidetodoc.com/presentation_image_h2/92fbc7905a995046463b172b64e04371/image-23.jpg)
Bangor Transfer Abroad Programme 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 PGDM
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