QUALITATIVE & QUANTITATIVE MARKETING RESEARCH :QUALITATIVE & QUANTITATIVE MARKETING RESEARCH ÖZGE KASALI 09.10.2008


SEMINAR OVERVIEW :SEMINAR OVERVIEW AIM OF THE SEMINAR OVERALL FRAMEWORK QUALITATIVE RESEARCH TECHNIQUES QUANTITATIVE RESEARCH TECHNIQUES COMPARISON OF 2 TECH. SUMMARY


AIM OF THE SEMINAR :AIM OF THE SEMINAR To familiarize with Qualitative-Quantitative Research with Types and Core Concepts To identify appropiate usage of the 2 techniques To be able to identify fundamental differences between 2 techniques Explain the basic pros&cons of 2 techniques


OVERALL FRAMEWORK :OVERALL FRAMEWORK Source: http://www.informedbusinessdecisions.com/RoadMapt400c.jpg


OVERALL FRAMEWORK :OVERALL FRAMEWORK Source: Malhotra Naresh K. “Marketing Research an Appiled Orientation” Prentice Hall Page 157


KEEP IN MIND THAT; :KEEP IN MIND THAT; Qualitative research deals in words, images and the subjective. Quantitative research deals in numbers, logic and the objective.


QUALITATIVE MARKETING RESEARCH :QUALITATIVE MARKETING RESEARCH Resarch used in exploratory designs to gain preliminary insights into decision problems and opportunities.* Qualitative research assumes that people have meaningful experiences that can be interpreted. *Source: Hair, Joseph F; Bush Robert P; Ortinau David J. “Marketing Research” Irwin-McGraw Hill Page 216


QUALITATIVE MARKETING RESEARCH :QUALITATIVE MARKETING RESEARCH POPULARITY COMES FROM ; *ECONOMICAL *FLEXIBLE *OPENS A DOOR TO “WHY,HOW” *RICHNESS OF DATA *BEST TO START WITH..


QUALITATIVE MARKETING RESEARCH :QUALITATIVE MARKETING RESEARCH Identification of a business problem; opportunity or information requirements. Interest in obtaining insights for motivation,emotional and attitudinal factors. As for new product launch, new service development or repositioning current product


QUALITATIVE MARKETING RESEARCH-FOCUS GROUPS :QUALITATIVE MARKETING RESEARCH-FOCUS GROUPS Characteristics; 6-12 people Lead by a trained moderator in-depth discussion on 1 particular topic or concept Relaxed, informal atmosphere 1-3 hour duration Goal; Learn and understand what people say and why?


QUALITATIVE MARKETING RESEARCH-FOCUS GROUPS :QUALITATIVE MARKETING RESEARCH-FOCUS GROUPS Types; Exploratory Groups Clinical Focus Groups Experiencing Focus Groups (ex: Colgate-Palmolive Co.)


QUALITATIVE MARKETING RESEARCH-FOCUS GROUPS :QUALITATIVE MARKETING RESEARCH-FOCUS GROUPS


QUALITATIVE MARKETING RESEARCH-FOCUS GROUPS :QUALITATIVE MARKETING RESEARCH-FOCUS GROUPS


QUALITATIVE MARKETING RESEARCH-IN DEPTH INTERVIEW :QUALITATIVE MARKETING RESEARCH-IN DEPTH INTERVIEW Characteristics; A well trained interviewer+consumer Consumer is exposed to set of probing questions Usually face to face Goal; To collect as much as attitudinal and behavioral data from the subject


QUALITATIVE MARKETING RESEARCH-IN DEPTH INTERVIEW :QUALITATIVE MARKETING RESEARCH-IN DEPTH INTERVIEW Interviewer encourages the consumer to talk more ; That’s interesting. Can you tell me more about it? Would you elaborate on that? Is that all? Why do you say that?


QUALITATIVE MARKETING RESEARCH-IN DEPTH INTERVIEW :QUALITATIVE MARKETING RESEARCH-IN DEPTH INTERVIEW Applications; -Interviews with professionals -Interviews with children -When detailed probing is needed -Discussion of sensitive, confidential issues -When strong social norms exist -Interviews with competitors


QUALITATIVE MARKETING RESEARCH-IN DEPTH INTERVIEW :QUALITATIVE MARKETING RESEARCH-IN DEPTH INTERVIEW


QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. :QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. Definition*; These are unstructured prompts or stimulus that encourage the respondent to project their underlying motivations, beliefs, attitudes, or feelings onto an ambiguous situation They are all indirect techniques that attempt to disguise the purpose of the research *Source: http://en.wikipedia.org/wiki/Qualitative_marketing_research


QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. :QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH.


QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. :Types; Word Association Customers are required to show response to the concept they are told within 2-3 sec. QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. *Source: http://www.viralculture.com/images/bp4.gif


QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. :QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. *Source: http://www.nielsenbuzzmetrics.com/images/uploaded/NikeBAM.gif


QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. :QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. 2. Sentence Completion Customers are required to complete sentences or stories in their own words People who are concerned about ecology … When I think of a city … I drink a Coca-Cola, usually when,…. Starbucks reminds me of,….


QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. :QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. 3. Cartoon Tests *Source: http://weskids.com/linkofweek0708/wp-content/uploads/2007/10/cartoon-factory-nationalgeographic.com.jpg


QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. :QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. Hth Hntfyf hngfhn Let’s see if we can pick up some house wares at Bauhaus Bauhaus *Source: Malhotra Naresh K. “Marketing Research an Appiled Orientation” Prentice Hall


QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. :QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. 4. Role Playing Respondents are asked to assume the behavior of someone ele. Useful for emphatic approaches for conflict resolution Sales Supervisors are asked to become Sales Represantatives, and vice versa.


QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. :QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. 5. Third Person Way of getting learning respondents feelings by asking them to answer for a third party : “your neighbor” “most people” “typical person”


QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. :QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. 6.Picture Interpretation A technique whereby respondents are shown a picture and are asked to tell a story describing it.


QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH. :QUALITATIVE MARKETING RESEARCH-PROJECTIVE TECH.


QUALITATIVE MARKETING RESEARCH :QUALITATIVE MARKETING RESEARCH 1. Degree of Structure 2. Probing of individual respondents 3. Moderator bias 4. Interpretation bias 5. Uncovering subconscious information 6. Discovering innovative information 7. Obtaining sensitive information 8. Involve unusual behavior or questioning 9. Overall usefulness Relatively high Low Relatively medium Relatively low Low High Low No Highly useful Relatively medium High Relatively high Relatively medium Medium to high Medium Medium To a limited extent Useful Relatively low Medium Low to high Relatively high High Low High Yes Somewhat useful Focus Groups Depth Interviews Projective Techniques Criteria *Source: Malhotra Naresh K. “Marketing Research an Appiled Orientation” Prentice Hall


QUANTITATIVE MARKETING RESEARCH-SURVEY :SURVEY METHOD; STRUCTURED QUESTIONNAIRE GIVEN TO A SAMPLE OF A POPULATION DESIGNED TO GAIN SPECIFIC INFORMATION QUANTITATIVE MARKETING RESEARCH-SURVEY


QUANTITATIVE MARKETING RESEARCH-SURVEY :QUANTITATIVE MARKETING RESEARCH-SURVEY *Source: Malhotra Naresh K. “Marketing Research an Appiled Orientation” Prentice Hall


QUANTITATIVE MARKETING RESEARCH-EXPERIMENTATION :EXPERIMENTATION METHOD; Scientific investigation in which an investigator manipulates and controls one or more independent variables and observes the dependent variable for variation concomitant to the manipulation of the independent variables.* QUANTITATIVE MARKETING RESEARCH-EXPERIMENTATION *Source: Churchill, Gilbert A. Jr. “Marketing Research methodological Foundations” Dryden Press Page 674


QUANTITATIVE MARKETING RESEARCH-EXPERIMENTATION :KEY CONCEPTS; Independent Variables Test Units Dependent Variables Extraneous Variables Concomitant Variation Experiment QUANTITATIVE MARKETING RESEARCH-EXPERIMENTATION


QUANTITATIVE MARKETING RESEARCH :QUANTITATIVE MARKETING RESEARCH


COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH :COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH


COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH :COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH


SUMMARY :SUMMARY Qualitative methods focus on generating exploratory, initial insights into problems-opportunities. Depth probing of hidden attitudes, feelings or beh. Focus Groups In depth Interviews Projective Techniques


SUMMARY :SUMMARY Quantitative Research is interested in using formalized, standard strudctured questioning, whereby response options are pre-determined. To be administered to significantly large numbers of people. Descriptive Causal (Surveys) (Experimentation)