Marketing Research 1. Not measurements, but WORDS! Seeking rich data, nuances ◦ Avoids...
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Transcript of Marketing Research 1. Not measurements, but WORDS! Seeking rich data, nuances ◦ Avoids...
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Marketing Research 1
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Not measurements, but WORDS!
Seeking rich data, nuances
◦ Avoids reductionism, generalizations
◦ Instead of asking how many times someone
purchased an item, you ask "WHY...?"
◦ Typically the samples are small, and not
"random"
Marketing Research 2
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Group Interviews
◦ Focus Groups
Individual Interviews
◦ Experience Surveys
◦ Depth Interviews Structured or non-structured
◦ Protocol Analysis
◦ Projective Techniques
Case Studies
Marketing Research 3
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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◦ Idiosyncracies of a few people may mislead
Marketing Research 4
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Marketing Research 5
Method:
◦ Moderated discussion group
◦ 6 to 12 participants
◦ Approx. 90 minutes
Goals:
◦ to understand what people have to say, get
people to talk in detail, develop a synergistic
discussion
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Focus Groups
A loosely structured interview conducted by a trained moderator among a small number of informants.
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Select a relatively homogenous
◦ Hold several to hear from different groups
Develop protocol in advance
◦ Consider length, progression, probes, coverage, and wording
Assure comfort, appropriate location
Offer refreshments, compensation
Determine method of record keeping
◦ Agreed to by participants
Marketing Research 7
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Transcription◦ Word for word transcription (best approach)
All that was said Significant facial expressions, gestures Long pauses, silences
◦ Summary (when resources/time is limited) Must listen/view group several times for appropriate emphasis May summarize some portions, transcribe others word for word
Code findings◦ Look for “themes” or topics that emerge. ◦ Apply a code each time the identified topics come up.
Develop conclusions
Marketing Research 8
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Marketing Research 9
Buick division of General Motors used focus groups to help Buick division of General Motors used focus groups to help develop the Regal. Buick held 20 focus groups across the develop the Regal. Buick held 20 focus groups across the country to determine what features customers wanted in a country to determine what features customers wanted in a car. The focus groups told GM they wanted a stylish car, car. The focus groups told GM they wanted a stylish car, legitimate back seat, at least 20 miles per gallon, and 0 to 60 legitimate back seat, at least 20 miles per gallon, and 0 to 60 miles per hour acceleration in 11 seconds or less.miles per hour acceleration in 11 seconds or less.
Use of Focus GroupsUse of Focus Groups
Y K 7 4 9
V O
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Marketing Research 10
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.
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Marketing Research 11
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.
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Marketing Research 12
The tag line for the 1998 Regal, “official car of the Supercharged family,” was based on focus group findings.
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Rests on reflective thinking
Not representative or generalizable
Subjective interpretations
High cost per participant
Potential demand effects
Marketing Research 13
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Marketing Research 14
Depth Interviews
one-on-one interview
Unstructured, semi-structured, or structured
Protocol Analysis
Verbalization of decision process
Projective Techniques
For penetrating a person’s defense mechanisms
Intent: To gathering more revealing information
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Encourages respondents to project their feelings
◦ to another person
◦ or to another situation
Facilitate deeper examination of feelings and motives
To overcome embarrassment, shyness, and minimize deception
Marketing Research 15
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Marketing Research 16
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.
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Word Association
Sentence Completion
Thematic apperception: Elicits perceived themes.
◦ Explain picture
◦ Picture frustration: Cartoon/balloon Test
◦ Construction techniques: draw pictures, make collages, write stories, etc.
Role-playing Activity
Marketing Research 17
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Also called Thematic Apperception Test (TAT).
Subject writes a story describing picture (20 min).
May report verbally instead.
What’s happening?
Why?
What are the person’s feelings?
Marketing Research 18
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Marketing Research 19
Role-Playing Cartoon TestRole-Playing Cartoon Test
SearsSears
?
Let’s see if we can pick up
some housewares at
Sears
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Assess experience in situation
Provides rich data
◦ Can observe all variables in play
Idiosyncracies of their situation may
mislead
Marketing Research 20
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Marketing Research 21