MKTG210-QUAL - Summary Marketing Research PDF

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6.10 MKTG210 Market Research Lecture 1 Why is Qualitative Marketing research important to companies? There to prevent mistakes made lack of marketing research. Case studies Electrolux: the Scandinavian electronics company, ran into a little trouble trying to persuade the American consumer with an ad...

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6.10.2015

MKTG210

Market Research Lecture 1 Why is Qualitative Marketing research important to companies? There to prevent mistakes made by lack of marketing research. Case studies - Electrolux: - the Scandinavian electronics company, ran into a little trouble trying to persuade the American consumer with an advertising campaign in the early 1970s. - It took its rhyming phrase “nothing sucks like an Electrolux” and brought it to America from English-speaking markets overseas. They didn’t know that the word “sucks” had become a derogatory word in the States. Market Research - The planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management.

Past/challenges, present and future - Past: - Positivism (quantitative approach on consumer behaviour) - Challenges: Constructivism (qualitative approach) - Present and future: - Asking the right questions? - Right vocabulary - Much qualitative data - funnelled then to quantitative then finalising with qualitative - Ethnography - Challenges - Interpretivism/constructivism - The importance of also recognising the rich and varied human experiences that are often value-laden, context specific and socially constructed (Hunt, 1991)WHY? The experiential aspect of consumption that also contribute in influencing and explaining consumer behaviour (Elliot 1997) - Symbolic consumption, e.g. irrational desire

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The value of market research Power in organisations comes from controlling knowledge and the knowledge stems from information (Bradley, 2007)

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MKTG210 Types of marketing research design

MARKETING RESEARCH

QUALITATIVE RESEARCH

EXPLORATORY Focus Group; Observation; Others.

QUANTITATIVE RESEARCH

DESCRIPTIVE Survey research

CAUSAL Laboratory Experiment Field Experiment

Market research by objectives - Explanatory - Explaining data or actions to help define the problem - Small scale, focus groups, interviews - Descriptive - Gather and presenting factual statements: who, what, when, when, where, how - large scale surveys, observation, etc. - Casual - Probing cause-and-effect relationships; “What if?” - experiments, consumer panels Qualitative research

Quantitative research

Objective

To gain a qualitative understanding of the underlying reasons and motivations

To quantify the data and generalise the results from the sample to the population of interest

Sample

Small number of nonrepresentative cases

Large number of representative cases

Data collection Unstructured

Structured

Data analysis

Non-statistical

Statistical

Outcome

Develop an initial understanding

Recommend a final course of action

(Malhotra, 1999)

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(Miles and Huberman, 1994) Qualitative MR Objectives seek to - discover - seek to understand - explore - a process - concept - attitudes and beliefs - Describe the experiences of… - Examine relationships between groups or variables - describe responses to an independent or dependent variable - Determine or establish influences on independent or dependent variables Qualitative vs Quantitative MR “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) For example, Barclays found from the questionnaire that 81% of students surveyed held a savings account and 32% an investment savings account (ISA). The opinion panel also provided qualitative feedback on what was of interest to students and what they wanted from an account. Qualitative research provides information on consumer perceptions, such as: how they feel about products and services what they like or do not like what they would want from a new product. The panel produced valuable insights which Barclays used to help re-evaluate its existing student account. It then used the information to develop new features and benefits to meet the established needs.

Choosing a research design

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1. DEFINE THE POPULATION OF INTEREST - The group of people that the researcher wishes to study or examine or obtain information - Sampling! 2. CHOOSING THE SAMPLING FRAME - the list of the population of interest - key sampling questions: - who are the target audience? - Where can i find them? - How can i select them? - Consent forms 3. CHOOSE A SAMPLING METHOD - Probability sampling (random selection) - Non-probability sampling (subjective - convince, judgment/purposive, snowball) more info on slides (QUANT, p.8,9)

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Focus group “Focus groups are discussions where a number of volunteering participants are invited to come to discuss a particular subject matter in a focused, yet open and free-flowing manner for a limited time” (Moisander and Valtonen, 2011, p. 72) Features of focus group - typically 6-8 people/ 1.5-2h - Can be structures or less structures - Can be stand alone or combined with other techniques e.g. projective techniques - Other forms: - friendship groups (if sensitive e.g.) - extended creativity sessions (more depth and detail) - reconvened groups - Data are generates by interaction between group participants (natural approach) (McGivern, 2009)

Moderator

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An individual who conducts a focus group interview, by setting the purpose of the interview, questioning, probing and handling the process of discussion. Good moderators - Do not lead respondents - Are neutral/do not display bias - Do not dominate the talk/makes sure everyone has an input - Ask simple questions - Are polite, put participants at ease - Are not dominated by the client (allow findings to emerge

Strengths of focus groups Wilkinson, 2004)

Criticisms of focus groups (Liamputtong, 2011, p.8)

- relatively inexpensive, rich data - Participants may not actively take part in - flexible format discussion - provide means of collecting data quickly form - Needs moderator skill - Some research topics are unsuitable for fg a large number of participants - More “naturalistic” environments (Smithson, 2008) - People may be reluctant to express their - Dynamic quality of group interaction - Respondents can build on responses and opinions in front of colleagues - Some topics are inappropriate (e.g. challenge each other - Gives access to the language of participants experience of depression, infertility) - reduced researcher control - Seen as shallow sometimes (Kreueger & Casey, 2009)

- Dominant and aggressive personality may influence the group (Kreueger & Casey, 2009)

Peer pressure: Solomon-Asch test Conformity: ‘refers to a change in beliefs or actions as a reaction to real or imagined group pressure’ (Solomon et al., 2010, p. 396) - Cultural pressures - Fear of deviance - Group unanimity, size and expertise - Susceptibility to interpersonal influence The role of the researcher “The researcher uses the group process to encourage open, interactive discussion, but also controls it to bring everyone in, prevent dominance, and steer the group away from irrelevant areas” (Finch and Lewis, 2012, p. 180) - Chooses flexibility or control - Aims for a deeper response - Noting non-verbal langage (nodding, etc) - Controlling balance between individual contributions - Focus on participants personal views

Focus groups vs Individual interviews (McGivern, 2009)

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MKTG210 Focus Groups

In-depth

Topic is sensitive or intimate

Need wide range of attitudes and opinions

Need detailed information

Need to determine differences

Need to get beyond socialy accepted view

Don’t need minority views or views not influence by group

Need longitudinal info

Need to understand social/cultural influences

Sample is hard to find

Need to draw out creative thinking or solutions

The New Coke Coca-Cola conducted blind taste tastes before conducting focus groups - $4,000,000 in market research and undertook 200,000 blind taste tests The focus groups revealed deep-seated consumer loyalty and attachment to ‘Classic’ Coca-Cola Yet the company went with the launch of New Coke … FAILURE -LISTEN TO YOUR RESEARCH (but not always) Sony Walkman - Akio morinta Cars - Henry Ford

Group processes Forming

• The moderator explains the research/gets everyone to talk asap • Hesitant participation • Suspicion, Fear, Anxiety • Group members must talk to each other, and not just the moderator (e.g. pair off, introduce each other)

Storming

• Respondents will be sizing one another up • They may challenge the moderator/other group members (“why would you say that?”) • Dominant/quieter participants easily identified at this stage • Moderator needs to emphasize that all views are equally welcome

Norming

• Team boundaries/norms established • Open and shared discussions • Established group rules played out (e.g. not talking over others) • Sense of team cohesiveness develops • Main aim of the group can begin (and good to explain task further)

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High energy stage Less guarded Agreement/disagreement aired The group is task-orientated, happy to get on with things • A good period to introduce more difficult/complex issues to address

Performing

• • • •

Mourning

• Group work comes to an end • Participants may take the opportunity to reinforce something they have said • Researcher thanks them for their time • Some members may feel reluctant to leave (‘mourning’) • Needs to be managed (e.g. “We’re nearing the end of the session; is there anything you’d like to say that you haven’t mentioned?”)

(Tuckman, 1965)

Stages of a focus group (Finch and Lewis, 2012)

More info on slides Group composition - Heterogeneity or homogenerity - Some diversity aids discussion; too much inhibits - Participants tend to feel safer with other who are similar to them (social homophiliy) - A very heterogenous group can feel threatening (especially in sentivie topics) - Token presentation should be avoided e.g. one man in a group of women

- Pre-established or “new” membership? - Friends/work groups can trigger memories of shared situations; generate a safe environment.

- But equally could hierarchical (e.g. influence of managers) Online focus groups A focus group that is conducted on the internet. Advances in technology have led to increasing use of online focus groups (Krueger and Casey, 2009) E.g. Chat room focus groups//Bulletin focus groups

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MKTG210 Strengths

Limitations

- Cost advantages - Time savings - Preserved level of anonymity leads to more

- Users develop their own virtual reality culture/ identity

- Greater unpredictability - Need good IT/Skills equipment - Problems with “real time” post (e.g. for chat

honest discussion and strong connections

rooms)

Practical advice - Practice runs - Sample considerations - Information rich cases - over-recruit - have a good screener - Offer an incentives (subway cookie giveaways) - Have some help (hello, make written notes) - Set up the room in advance

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Week 3 Projective techniques vs direct modes of questioning Laddering: the line of questioning proceeds from product!characteris*cs!to!user characteris*cs.!!This!technique allows the researcher to tap into the consumer's network of meanings.

Answers with a traditional laddering technique are LIMITED Confusion/Inability to articulate Difficult to get adequate answers Laddering is used, but sometimes consumers cannot abstract or work their way down the ladder - they can’t put it into words - myopia - socially unacceptable

We need to find a way to uncover information in difficult areas where personal thoughts and feeling are not exposed (Iceberg metaphor)

Projective techniques - techniques that enable research participants to respond in ways in which they would otherwise not feel able to respond. - In projective techniques, respondents are asked to interpret the behavior of another person or situation. - In interpreting the behavior of another person or situation, respondents indirectly project their own (perhaps unacceptable or shameful) motivations, beliefs, attitudes, or feelings into the imaginary scenario. - Projective techniques facilitate the articulation of otherwise repressed or withheld thoughts by allowing the research participant or subject to ‘project’*their*own*thoughts*onto*someone*or* something*other*than*themselves. (Boddy, 2005, p.240)

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Term borrowed fro cynical psychology - freudian theory emphasised the importance of understanding unconscious information in order to help a person heal - the idea is to provide neutral and non-threatening stimuli to a patient and then ask them to interpret ambiguous pictures, fill in the blancs, make association or tell stories - If*the*theory*of*projec9on*is*true,*then*the*pa9ent*will*project*their*own*unconscious*impulses* onto*the*non-threatening*s9muli. First published study on projective techniques in CB Haire, M. (1950). Projective techniques in marketing research. Journal of Marketing, 14, 649-656. Study on two people shoppings list with one different item Benefits of projective techniques: useful for… - Penetrating awareness barriers - Bypassing respondents’ rational controls - Penetrating the barrier of inadmissibility - Adding variety to IDI/Focus groups - Breaking down politeness barriers

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MKTG210 Types of projective techniques Types

Definition

Examples

1. Association techniques

respondents are presented with a list of words/pictures, one at a time and asked to respond to each with the first word that comes to mind. The words of interest, called test$words Responses are analyzed by calculating: 1. the frequency with which any word is given as a response; 2. the amount of time that elapses before a response is given; and 3. the number of respondents who do not respond at all to a test word within a reasonable period of time.

Word, Pictures,

May help identify potential associations between brand/ product images and the emotions they may provoke 2. Completion techniques

respondents are given incomplete sentences and asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind.

3. Expressive techniques

• Psychodrawing – Invited to draw an event/feelings towards a brand/product/their consumption practices – More likely used in depth interview • Collage Building – Respondents cut and paste words/pictures onto boards according to which they associate with a particular brand/product/their consumption practices • Roleplaying – Asked to play the role/assume the behaviour of someone else – More likely used in depth interview

4. Construction techniques

Respondents are instructed to present their opinions of other people’s actions, feelings, or attitudes. This allows people to respond freely, as they are not explicitly stating how they would personally act, believe, or think - Indicate feelings, beliefs and attitudes - Easier to administrate/analyse

Amy just got invited to go for a night out with her friends but she only has £10 left to spend. What do you think she will do?"

Third person questioning and bubble drawings

Test words interspersed throughout the list which also contains some neutral or “filler” words to disguise the purpose of the study Brand personality The set of human characteristics associated with a brand (Aaker 1997) Respondents are asked to think of a particular brand in terms of what person, animal or celebrity etc., they imagine it to be like – Personifica9on! Metaphors Projective questioning

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Emphasis of interviews can generally be taken off the individual and projected onto anonymous others… e.g. “What$do$you$think$the$average$person$is$most$concerned$about$when$preparing$a$dinner$for$ someone$very$important?” Limitations of using projective techniques - the complexity of the data/ interpretation requires a sophisticates skill set - Considerable costs to employ a skilled research staff able for interpretation - Difficult for some respondents to immerse themselves fully - Reliability of the instruments e.g. situational factors - Small samples - Ethics Guidelines 1. Projective techniques should be used because the required information cannot be accurately obtained by direct methods. 2. Projective techniques should be used for exploratory research to gain initial insights and understanding. 3. Given their complexity, projective techniques should not be used naively. Successful projective techniques 1. “warm up” participants 2. Listen to what the person is saying as well as observe how he is saying it 3. Compare what the person says to what we know from previous interviews and/or background studies 4. Compare what the person says to questions on the rest of the protocols 5. Be cognisant of time - to make judgments on whether to stray from protocol or stick to it 6. Offer info to prompt reflection, clarification of further explication Visual methods Includes graphics; magazines; film; video; TV; drawings; pictures; diagrams etc Different approaches: - Visual data sources'(capture)*[take*photos*as*form*of*data]* - Visual research methods'(process)*[collect*and*analyse*photos*or*video*data]* - Visual data products'(display)*[make*a*consumer*movie….* Videography “a form of visual anthropology encompassing the collection, analysis, and presentation of visual data” (Kozinets and Belk, 2007: 318-319). Types of videography Kozinets and Belk, 2007: 318-319) 1. Videotaped interviews 2. Observational videography 3. Autovideography 4. Collaborative 5. Retrospective 6. Impressionistic

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Videotaped interviews

Much happens in an interview in terms of body language, proxemics, kinesics and other time-bound and spatial aspects of human behavior that communicate meaning. These are captured by video. Similarly, the immediate context of an interview can be conveyed through video work in a way that is more immediate, more intimate and more accessible to an audience.

Observational videography

If informants are observed in a naturalistic setting instead of (or in addition to) being inter- viewed, the result is an observational videography.

Autovideography

audio- videography has people capture their own lived experience on videotape. Oftentimes, this capture includes the videographer’s own first-person narration. This technique tends to be perceived as less intrusive, more active and less directed by researcher motives and needs than participantobservational methods.

Collaborative

researchers and informants jointly negotiating the end product. Both are involved in the filming of the project, and both make editorial decisions about the final content of the videography

Retrospective

...