Marketing Research 1

Chapter 1 Introduction to Marketing Research

What is marketing? The 4 Ps: product, price, place, and promotion.
Customer needs and wants and fulfill them, they are constantly changing. Present or promote
products. Satisfy customers. Artistic/ innovative. What drives customers to do what they do.
Get customers to buy.
Marketing research is the systemic and objective identification, collection, analysis,
dissemination, and use of information for the purpose of improving decision making related to
the identification and solution of problems and opportunities in marketing.
Or more simply Marketing research is the planning, collection and analysis of data relevant
to marketing decision making and the communication of the results of this analysis to
management.
A marketing research is systematic, which means that it follows a predictable path. A
marketing research project is planned and documented. Marketing research obtains its value
from its objectivity. It should be conducted impartially, free from the influence of personal or
political biases. The notion that it proves an unbiased outside, or objective, opinion gives
marketing research its value.
Classification of marketing research
Problem identification research: could be a problem or an opportunity. Most common and
is undertaken by virtually all marketing firms. This type of research is used to assess the
environment and diagnose problems.
Research undertaken to help identify problems which are not necessarily apparent on the
surface and yet exist or are likely to arise in the future.
our sales are failing but we dont know why
Ex. Market potential research, market share research, image research, market
characteristics research, forecasting research, and business trends research.
Problem solving research
Research undertaken to help solve specific marketing problems.
who are our customers
in what stores should we sell our product
Ex. segmentation research, product research, pricing research, promotion research, and
distribution research.
Roles
Descriptive: gather and summarize data
Diagnostics: trying to explain the things that are happening in the data obtained. Why?
Explain the data.
Predictive: what will be our sales if. Predicting what will our numbers be in the future.
Uses
Basic research: scientists, academics. Use to develop theories and expand what we
know.
Applied research: research done for a specific company that has a problem that is
specific . specific context. Applied for specific company.
Regardless of type
The information gathered must be: Objective and impartial, current, relevant, and translatable
Research is a Process
Marketing research process is a set of six steps that defines the tasks to be accomplished
in conducting a marketing research study:

Problem definition: discussions with decision makers, interviews with industry experts,
analysis of secondary date including social media, some qualitative research such as focus
groups. Problem definition involves defining the management decision problem (what
should the management do) and the marketing research problem (what information is
needed)
Developing an approach to the problem: formulating an analytical framework and models,
research questions, and hypotheses. This process is guided by the same tasks performed to
define the problem.
Research design formulation: framework or blueprint for conducting the marketing research
project. It details the procedures needed to obtain the required information. Conducting
preliminary or exploratory research, defining the variables, and designing appropriate scales
to measure them also are part of the research design.
Field work: personal, telephone, mail, or electronic interviewing. Proper selection, training,
supervision, and evaluation of the field.
Data preparation and analysis: data-processing steps leading up to analysis. Editing, coding,
and transcribing of collected data. This entire process must then be verified for accuracy.
The editing process involves and initial inspection of questionnaires or observation forms for
completeness and reasonableness of responses.
Report generation and presentation
*Follow up

Why do we do it?
Malhotras definition suggests 2 reasons for engaging in marketing research:
1. To identify marketing problems: problem identification research. E.g. brand image research.
2. To solve marketing problems: problem solving research
Information value chain
Research becomes more valuable as it progresses through the information value chain
Data
Information
Knowledge
Decision making
Implementing action
Help the managers make sense out of all of the data: YOU become more valuable as a
researcher.
Why NOT do research?
No $
Research wont be useful
Timing not right
Already have the info
Decision already made
Who does it?OT do research?
Large firms
Corporate Marketing Research Departments (internal supplier): provide information to
product managers.
Market Research Agencies/Providers (external suppliers)
Research is part of everyones job
Marketing Research Suppliers & Services
Marketing research industry consists of suppliers who provide marketing research services.

 Internal suppliers: Marketing research departments located within a firm. Big enough to
have a marketing department with researchers. Big companies such as Frito Lay, P&G. Ford.
Provide data to marketing managers or brand managers. Push the information to your own
organizations projects.
External suppliers: outside firms hired to supply marketing research services.
Full-service suppliers: companies that offer the full range of marketing research
activities
Syndicated services: collect data and do analysis and provide it to anyone that wants
it. Not hired by just one person. Nielsen.
Customized services: companies that tailor research procedures to best meet the
needs of each client. Hired by an organization to design research customized for a
specific client.
Limited-service suppliers: specialize in only one or two of the process of research
Field services: actually collect the date in malls, calls, etc.
Focus groups and Qualitative services: services related to facilities, recruitment, and
other services for focus groups and other forms of qualitative research, such as one-onone depth interviews.
Technical and Analytical services: services related to design issues and computer
analysis of quantitative data, such as those obtained in large surveys.
Other services: Ex. USA Today.
Supplier Industry Status 2014
Key Takeaways:
Spending for U.S marketing/ advertising/ public opinion research services in 2013 reached
$10.7 billion among for-profit research firms, up 3.6% over the prior year.
The Top 50 firms in 2013 had total revenues of $9.8 billion, up 3.7% over 2012.
Fewer firms experience revenue declines in 2013 and it may indicate that the industry has
turned around following the recession and is growing again.
Criteria for Selecting a Research Supplier
What is the reputation of the supplier?
Do they complete projects on schedule?
Are they known for maintaining ethical standards?
Are they flexible?
Are their research projects of high quality?
What kind and how much experience does the supplier have? Has the firm had experience
with projects
similar to this one?
Do the supplier's personnel have both technical and non-technical expertise?
Can they communicate well with the client?
The role of marketing research in marketing decision making
A major goal of marketing is to identify and then satisfy needs of various customer groups. The
task of marketing research is to assess the information needs and provide management with
relevant, reliable, valid, and current information to aid marketing decision making. Identifying
and finding solutions to customer needs requires the integration of a wide range of factors not
just intuition. Decisions about potential opportunities, target market selection, market
segmentation, planning and implementing marketing programs, marketing performance, and
control. These decisions often result in actions related to product, pricing, promotion, and
distribution.
A manager must also consider uncontrollable external factors that influence the marketing
process. These include general economic conditions, technology, public policies and laws, the
political environment, competition, and social and cultural changes. Another factor in the mix
is the complexity of the various customer groups: consumers, employees, channel members,
and suppliers.

Marketing research and competitive intelligence

Competitive intelligence (CI) is the process of enhancing marketplace competitiveness
through a greater understanding of a firms competitors, and the competitive environment.
This process is unequivocally ethical. It involves the legal collection and analysis of information
regarding the capabilities, vulnerabilities, and intentions of business competitors.
The role of marketing research in MIS and DSS
Marketing information system (MIS) is a formalized set of procedures for generating,
analyzing, storing, and distributing pertinent information to marketing decision makers on an
ongoing basis.
Decision support system (DSS) is an information system that enables decision makers to
interact directly with both databases and analysis models. The important components of a DSS
include hardware and a communication network, database, model base, software base, and
the DSS user (decision maker).
Ethics in Marketing Research
Ethics: the process of evaluating and addressing whether a particular action is a right or
wrong, good or bad. It is also refers to moral principles or values generally governing the
conduct of an individual or group.
Marketing research activities affect four stake holders: (1) the marketing researcher, (2) the
client, (3) the respondent, (4) the public. Ethical questions arise when conflict occurs between
these stakeholders.
Ethical philosophies (there is no better or right one)
Teleology: I will judge an action right or wrong depending on the consequences. Situational.
-Consequent- dependent
-Egoism: options that best satisfies ME.
-Utilitarianism: option that provides the greatest to the most people
Speeding is ok if I do not get caught
Deontology: regardless of the situation we regard something right or wrong.
-Consequent-independent
-Kants categorical imperative: German philosopher. Have to tell the truth under all the
conditions.
Cheating is never ok
Levels of moral development (there are 6 stages, but are condensed in 3)
How people make decisions. Stages are not set in stone
Preconventional morality: child to 18. Him or herself thinking (selfish) and short-term
consequences (immediate).
Conventional morality: 18-30 age. Takes into account other people. Family, peers, friends,
boss. People you immediately know.
Postconventional morality: long-term perspective. Themselves, family, peers, and society as a
whole. Mature adult.
Unethical acts of research agencies (aka suppliers/vendors)
Low-ball pricing: provide a low price for the work and get choose, but then when you win the
bid you start to add some extra charges intentionally. The work was not being covered with the
bid made.
Underpaying Field Services: paying less for inefficiencies.
Lack of Objectivity: find support for the product that might be launched because you want to
please the client.
Distortion of Information: leading people to make erroneous assumptions.

 Abuse of Respondents: telling someone that the length of a survey is 5 min, but really is 30
min long. Overly surveyed city.
Selling Unnecessary Research
Unqualified Researcher
Violating Client Confidentiality
Unethical acts of research clients
Issuing bid requests when a supplier has been predetermined
Obtaining free advice and methodology via bid requests
Making false promises: cut price of current bid or research job, because the client promised
she will get the next research bid again.
Unethical acts of field services firms
Over-reporting Hours Worked
Falsifying Data
Lack of Data Validation
Use of Professional Respondents
Overview of Ethical Ussies in Marketing Research
I Problem definition
- Using surveys as a guise for selling or fundraising
- Personal agendas of the researcher or client
- Conducting unnecessary research
II Developing an approach
- Using findings and models developed for specific clients or projects for other projects
- Soliciting proposals to gain research expertise without pay
- Inaccurate reporting
III Research Design
- Formulating a research design more suited to the researcher's rather than the client's needs
- Using secondary data that are not applicable or have been gathered through questionable
means
- Disguising the purpose of the research
- Soliciting unfair concessions from the researcher
- Not maintaining anonymity of respondents
- Disrespecting privacy of respondents
- Misleading respondents
- Disguising observation of respondents
- Embarrassing or putting stress on respondents
- Using measurement scales of questionable reliability & validity
- Designing overly long questionnaires, overly sensitive questions, piggybacking
- Using inappropriate sampling procedures and sample size
IV Field Work
- Increasing discomfort level of respondents
- Following unacceptable field work procedures
V Data Preparation and Analysis
- Identifying and discarding unsatisfactory respondents
- Using statistical techniques when the underlying assumptions are violated
- Interpreting the results and making incorrect conclusions and recommendations
V1 Report Preparation and Presentation
- Incomplete reporting

- Biased reporting
- Inaccurate reporting
Rights of the Respondent
The right to CHOOSE. Yes I will participate or no. they have the ability to do what they want.
The right to SAFETY. Physical or mental abuse. Food products. Boredom, embarrassment.
The right to BE INFORMED about what the study is about
The right to PRIVACY. In order to get their truthful opinions.
Where do we go from here?
Raise level of professionalism
Code of ethics
CMOR
Research Certification
Defining the Marketing Research Problem and Developing an Approach
Marketing research process: it is an accumulative process
Problem Definition most IMPORTANT one
Developing an approach to the problem
Research Design formulation
Field Work
Data Preparation and Analysis
Report Generation and Presentation
Problem definition
This stage involves making a general statement about the marketing research problem or
opportunity and identifying its specific components. Talking to the clients and managers. You
need to have a clear understanding of what you need to be doing.
Tasks involved in Problem Definition
Discussions with Decision Makers (DM): Problem Audit
History of the problem
Alternative course of action available to the DM
Criteria used to evaluate the alternatives
Potential actions that are likely to be suggested
Information needed to answer DMs questions
How will information be used in decision making
Corporate culture and decision making
The Seven Cs of Interaction
The interaction between the DM and the researcher should be characterized by the seven Cs:
1.Communication
5.Closeness
2.Cooperation
6.Continuity
3.Confidence
7.Creativity
4.Candor
Interviews with Industry Experts
Secondary Data Analysis
Qualitative Research
Environmental Context
Past information and forecasts of the industry and firm
Resources and constraints of the firm
Objectives (of firm and DM)
Buyer Behavior
Legal and economic environment
Marketing and technological skills

Management Decision Problem vs. Marketing Research Problem

Management Decision Problem (MDP) is the problem confronting the DM
What does the DM need to do?
Marketing Research Problem (MRP) entails determining what information is needed and
how it can be obtained
Management-Decision Problem
Asks what the decision makers needs to do
Action oriented
Focuses on symptoms

Marketing Research Problem

Asks what information is needed and how it
should be obtained
Information (research) oriented
Focuses on the underlying causes

Example
MDP: Should we open the good truck, Pita-to-Go, near (or on!) TCU?
Defining the MRP
Broad statement of the problem
What is Pita-to-Gos MRP?
To determine consumer preferences for PTG
To determine purchase potential for PTG
This is the broad part
Specific components? Identifying competition, student preferences (menu, hours, prices,
payment options), location, time of service, who is going to eat there?, order options.
Other examples of MDP and MRP
Management-Decision Problem:
Should a new product be introduced?
Should the advertising campaign change?
Should the price of the brand be increased?
Marketing Research Problem:
To determine consumer preferences and purchase intentions for the new product
To determine the effectiveness of the current campaign
To determine the price elasticity of demand and the impact of sales and profits at various
levels of price changes
Approach to the Problem
Objective/Theoretical Framework
Analytical Model
Research Questions/Objectives
Hypotheses
Relevant Characteristics
Models
An analytical model is a set of variables and their interrelationships designed to represent, in
whole
or in part, some real system or process.
In verbal models, the variables and their relationships are stated in prose form. Such
models may be mere restatements of the main tenets of a theory.
e.g., Theory of Reasoned Action: A -> I -> B
Research Questions/ Objectives and Hypotheses
Need to write them in an information oriented way. Needs to be very specific.

 Research questions (RQs) are refined statements of the specific components of the problem.
To determine how many students are willing to try PTG
A hypothesis (H) is an unproven statement or proposition about a factor or phenomenon
that is of interest to the researcher. It is testable. Often, a hypothesis is a possible answer to
the research question. Educated guess.
More female students than male students are willing to try PTG
Relevant characteristics
Characteristics that may affect the research design (how we go about getting the information
we need)
Product attributes
Competitor information
By focusing on each component of the problem, the analytical framework and models,
research questions and hypotheses, as well as the other relevant characteristics to the
problem the researcher can determine what information should be obtained.
Step 3: Developing the Research Design
A research design is a framework or blueprint for conducting the marketing research project. It
specifies the details of the procedures necessary for obtaining the information needed to
structure and/or solve marketing research problems.
Components of a research design
Define the information needed (ALREADY DONE!)
Design the exploratory, descriptive, and/or causal phases of the research
Specify the measurement and scaling procedures
Construct and pretest a questionnaire (interviewing form) or an appropriate form for data
collection
Specify the sampling process and sample size
Develop a plan of data analysis
A classification of market research designs
Research Design
Exploratory research design: Before the proposal. Primary objective of this research design
is to provide insights into and comprehension of the problem situation confronting the
researcher. Personal interviews, focus groups, etc.
Conclusive research design: After you know the problem. Descriptive part is done by
surveys. Used to assist the decision maker in determining, evaluating, and selecting the best
course of action to take in a given situation. This research is more formal and structured than
is exploratory research.
o Descriptive research
Cross-sectional design
Longitudinal design
o Casual research
Relationship between Exploratory & Conclusive
Exploratory research often precedes conclusive research. But, exploratory research can follow
conclusive research. Sometimes exploratory research not needed if problem well-defined.
Annual customer satisfaction tracking studies
Example: NASCAR
NASCAR tries to Shed Redneck Image
The National Association of Stock Car Auto Racing (NASCAR) in the past has appealed to
Southerners with lower incomes that work in laborer-type jobs. NASCAR, in an attempt to

increase its audience, chose to make-over its stereotyped image and used exploratory and
descriptive research to generate ideas for reaching a more affluent market.
NASCAR conducted exploratory research to identify ways to penetrate the non-race market,
reach younger fans, and build its brand image across the nation.
Extensive focus groups revealed that:
(1) NASCAR had a rural sports image, (2) that this image was not necessarily negative, and (3)
companies that supported sports were viewed positively.
Survey research showed that
29% of fans had income over $50,000
27% worked as professionals or managers.
73% had a positive rural sports image of NASCAR ,
71% of fans purchased products of companies that support the sport
NASCAR, of course, sought to increase these percentages and developed marketing plans that
would build on the image of NASCAR as a rural sport by emphasizing that most of America is
suburbs and small towns. NASCAR moved to reach all of America, not just the traditional
Southern market.
Exploratory Research details
Goal: problem facing the problem definition. Background to the problem.
Characteristics: flexible manner, informed setting.
Types/Methods
Survey of experts: management staff do interviews
Pilot surveys: informal only talking to 10 people. Structured questions.
Analysis of secondary data: data already exists. Ex. People that have gone over the past
year.
Qualitative research (e.g., focus groups)
How would we use exploratory research for PTG? Talk to other food trucks, pilot survey for
business students (close to the food truck location).
Conclusive: Descriptive Research
Goal: full blown data gathered. After you set the problem definition.
Characteristics: who, what, when, where questions. Preplanned, structure, talk to a lot of
people.
Types/Methods (e.g., market studies)
surveys
panels
observational data
Analysis of secondary data
Cross Sectional (once) vs. Longitudinal Designs (a lot of time)
Major Types of Descriptive Studies
Sales Studies: market potential, market share, sales analysis
Consumer perception and behavior studies: image, product usage, advertising, pricing
Market characteristic studies: distribution, competitive analysis
Conclusive: Causal Research (answers why questions)
Major objective is to obtain evidence regarding cause-and-effect relationships
Experiments
Factors for Causality: 3 conditions must be met in order for causality to be met.
temporal sequence: cause must proceed the effect in time

concomitant variation (correlation): the 2 variables vary together both move (cause and
effect).
nonspurious association: there is not other competing explanation as ty why the effect
happens. Ex. superbowl: the economy, unemployment rate, etc. because there is nonspurious
association.
Because two things are correlated, doesnt means that they have causality.
Potential sources of Error in Research Designs
Error is the difference between what a person meant to say in contrast with what they actually
said.
Random sampling error: you cannot get a big sufficient amount of people that will provide
you with the data. Do not have the average age for examples that you need. You do not have
the luxury to talk to everybody.
Non-sampling errors
-Non-response error: can occur when we do not get the total amount of people because we
do not have their information.

Response error
1. Research error:
a. Surrogate information error: researcher gets info that does not match question
b. Measurement error: asking the wrong question
c. Population definition error: defining target market incorrectly
d. Sampling frame error: list of population members
e. Data analysis error: ex. reporting that avg. client is 1.3 male
2. Interviewer error:
a. Respondent selection error:
b. Questioning error: not reading question properly, skipping questions
c. Recording error: ex. writing a 2 instead of 7
d. Cheating error: making up answers
3. Respondent error:
a. Inability error: ex. cant remember
b. Unwillingness error: can prevent by asking do you know someone who..
c. Demand bias: they answer the question depending on what they think the interviewer
want respondents to answers.
Exploratory Research Design: Secondary Data

Primary data are originated by a researcher for the specific purpose of addressing the
problem at hand.
The collection of primary data involves all six steps of the marketing research process.
Qualitative (e.g., focus groups)
Quantitative (e.g., surveys, experiments)
Secondary data are data which have already been collected for purposes other than the
problem at hand. These data can be located quickly and inexpensively.
Internal (e.g., customer databases)
External (e.g., published databases like ABI/Inform)
Always start with secondary data.
Collection
Collection
Collection
Collection

purpose
process
cost
time

Primary Data
For the problem at hand
Very involved
High
Long

Secondary Data
For other problems
Rapid and easy
Relatively low
Short

Advantages of secondary data

Used in the exploratory stage. May aid in designing the method for primary research.
Are cost-friendly, convenient and easily accessible.
May provide necessary background.
May signal potential problems.
May actually answer your research question!
Disadvantages
There may not be data available to address the research problem. Research problem too
unique.
Data may not be relevant. Outdated, inappropriate terms (e.g., monthly vs. annual). This is
a problem with sales, because you cannot take it and divided by twelve because in the
Christmas months sales spike.
Data may be inaccurate. International?
Data may not be sufficient.
Rule of thumb: Examination of available secondary data is a prerequisite to the collection of
primary data. Start with secondary data. Proceed to primary only when the secondary data
sources have been exhausted or yield marginal returns. Malhotra.
Uses of secondary data
Identify the problem
Bette define the problem
Develop an approach to the problem
Formulate an appropriate research design (for example, by identifying the key variables)
Answer certain research questions and test some hypotheses
Interpret primary data more insightfully
Evaluations criteria
We evaluate these data to assess their quality. Factors include: methodology (how many
people helped and where interviewed), accuracy, currency (when they were collected),
objective of data collection (if it is relevant for you), nature, and dependability (the source that
is collecting the data, are they credible).
Types of secondary date

1. Internal: sales, cost data. Companies have the technologies to understand their customers
what they want, are buying, etc. Database marketing: MIS/DSS, Data mining, customer
relationship management (CRM) systems.
a. Ready to use
b. Required further processing
2. External: Mintel
a. Published materials: Guides= An excellent source of standard or recurring information.
Helpful in identifying other important sources of directories, trade associations, and
trade publications. One of the first sources a researcher should consult. Examples:
Business Information Sources, Encyclopedia of Business Information Sources, Mintel
Directories: Helpful for identifying individuals or organizations that collect specific data.
Examples: Consultants and Consulting Organizations Directory, Encyclopedia of
Associations, FINDEX: The Directory of Market Research Reports, Studies and Surveys
b. Computerized databases: they can be online and offline. Online= bibliographic
databases, numeric databases. Offline= special purpose databases, directory
databases. Full-text databases.
c. Syndicated services: Companies that collect and sell common pools of data of known
commercial value designed to serve a number of clients CBS and NBC can buy the
same viewer ratings data from Nielsen Syndicated sources can be classified based on
the unit of measurement (households/consumers or institutions). Household/consumer
data may be obtained from surveys, panels, or electronic scanner services. Institutional
data may be obtained from retailers, wholesalers, or industrial firms.
Types of individual/household level data available from syndicated firms:
Demographic: identification (name, address, telephone), sex, age, income, etc.
Psychographic lifestyle data: interest in pets, golf, running, etc.
Combining internal and external
The merging of internally generated data with external sources. E.g., combining general
demographic or economic statistics with customer files.
Geo-demographic coding: you are the same as the people that live beside you.
Buxton: they merge outside information
Geo-Visual database: e.g., US Census Bureau, Zillow. Are there ethical issues in using these
data?
Buying Power Index
Single-source data
Single-source data provide integrated information on household variables, including media
consumption and purchases, and marketing variables, such as product sales, price,
advertising, promotion, and in-store marketing effort. Recruit a test panel of households and
meter each home's TV sets. Survey households periodically on what they read. Grocery
purchases are tracked by UPC scanners. Track retail data, such as sales, advertising, and
promotion. IRI's BehaviorScan Rx
*Look at the PPT from classification of syndicated services to the end of it.
Exploratory Research Design: Qualitative Research
What is it? Unstructured (you do not need to provide the same questions in a formal order),
exploratory research methodology based on small samples that provides insights and
understanding of the problem setting.
How different from quantitative research? Quantitative involves mathematical analysis to
search for statistically significant differences between various types or groups of consumers.
Who, what, when questions.

 Why use qualitative research? It is relatively cheap relative to quantitative, it can help you
get a deeper understanding of your problem at hand and consumer motivations, and it can
help shape a more efficient quantitative agent.
Why not use it? it not necessary detect differences very well, focus group may not translate
across context and other populations.
Objective
Sample
Data
Collection
Data Analysis
Outcome

Qualitative Research
To gain a qualitative
understanding of the underlying
reasons and motivations
Small number of
nonrepresentative
Cases
Unstructured

Quantitative Research
To quantify the data and generalize the
results from the sample to the population
of interest
Large number of representative cases

Non-statistical
Develop an initial understanding

Statistical
Recommend a final course of action

Structure

Direct techniques: they know exactly what they are there to do

Indirect techniques: Respondent or participant does not know why they are there to do
Focus groups
Overview - "The Taste Test
8 to 12 people sitting around a table. Moderator, which is in the tip of the table, asks the
questions and the people sitting on the table are the participants. One way mirror. People on
the focus groups are being observed by the clients, researchers, people taking notes. It last 1
to 1 hour. They ask open ended questions. This can lead to the creation of more information.
They know when to pursue a tangent when possible. They are given a script, but they modify it
as they think best.
Types/Application
Exploratory: done to get a better understanding of the problem. Trying to help get a better
thought on the new concept.
Clinical: exploring someones subconscious motivations, more about psychology.

Experiencing: products that already exist, and want to see how people use these projects.
Ex. baking soda
Advantages: you got a group of a people that are talking about an idea, group dynamic.
People can actually create and together formulate new ideas. Clients are being so together
and how the products affect the people (sexy). Quick to administer.
Disadvantages: you can have negative group dynamics, you can have a bully. The people
that are there may not be your real customers (target market). Moderator can screwed up.
Advantages of online focus groups
Geographical constraints are removed and time constraints are lessened.
Unique opportunity to re-contact group participants at a later date.
Can recruit people not interested in traditional focus groups: doctors, lawyers, etc.
Moderators can carry on side conversations with individual respondents.
There is no travel, videotaping, or facilities to arrange, so the cost is much lower.
Disadvantages of online focus groups
Only people that have access to the Internet can participate.
Verifying that a respondent is a member of a target group is difficult.
There is lack of general control over the respondent's environment.
Only audio and visual stimuli can be tested. Products cannot be touched (e.g., clothing) or
smelled (e.g. perfumes).
It is difficult to capture body language and emotions.
Online Versus Traditional Focus Groups (look at PPT)
Depth Interviews
One on one interview. Shorter than focus group.
Advantages: you do not have the problems of a focus group (loose the potential for a bully),
peer pressure, you can really pursue a topic more in depth, focus on just one person, highly
engage and involved in the topic.
Disadvantages: clients dont like them, you also loose the group dynamic and discussion,
moderator gets tired after a couple of them, more expensive, takes longer because they do
more than one interview.
Projective techniques
An unstructured and indirect form of questioning which encourages the respondents to project
their
underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern. Hidden
questions and hidden meanings behind them.
Advantages: May elicit responses people unwilling to give, and may uncover underlying
motivations etc. operating at subconscious level
Disadvantages: Highly trained interviewers and skilled interpreters, and $$$$
Types of techniques

 Association techniques
Word association: what is the first thing that comes to you mine when you hear the following.
Completion techniques
Sentence completion
Story completion
Construction techniques
Picture response
Cartoon tests: the bubbles in the cartoons. What are they saying?
Expressive techniques
Role playing
Third person techniques
Others
Photo sorts
Consumer drawings
Descriptive Research: Observation
Definition: is the systematic process of recording the behavioral pattern of people, objects, and
occurrences without questioning or communicating with them to obtain the information about the
phenomenon of interest.
It can be a person observing or a machine (scanner data in the grocery store).
Why use it? more accurate, people may not remember previous experiences, how they actually
use the products, unwilling to communicate how they do use a product, sometimes is the only
way to get the information (dogs and children).
Study design choices in observational research
Degree of structure: structure vs. unstructured
o Structured observation: the researcher specifies in detail what is to be observed and how the
measurements are to be recorded, e.g., an auditor performing inventory analysis in a store.
Easiest.
o Unstructured observation: gives you more information. The observer monitors all the aspects
of the phenomenon that seem relevant to the problem at hand, e.g., observing children
playing with new toys.
Degree of disguise: Disguised vs. Undisguised
o Disguised observation: the respondents are unaware that they are being observed. Disguise
may be accomplished by using one-way mirrors, hidden cameras, or inconspicuous mechanical
devices. Observers may be disguised as shoppers or sales clerks. Direct or indirect. Indirect:
the radio presets in the car that the cars had on when they were brought to the service in the
Lexus dealership.
o Undisguised observation: the respondents are aware that they are under observation.
Setting: natural vs. contrived
o Natural observation involves observing behavior as it takes places in the environment. For
example, one could observe the behavior of respondents eating fast food in Burger King.
o In contrived observation, respondents' behavior is observed in an artificial environment, such
as a test kitchen. Helps you observe just only truly environment of what you want to see. Ex.
Frito Lay has one in Plano
Method of administration: human vs. Mechanical
o Human: mystery shoppers (people that work on the company and act like customers and see
how the people in the company work for customer service), one-way mirror observations,
shopper patterns (they can change things up in the supermarket so the people dont have a
pattern), humanistic inquiry.
o Machine: psychogalvanometer (it is a machine hook into your skin that can measure your
arousal), eye cameras (monitors eye movement), response latencies (measures your certainty
or uncertainty to a decisions or a question), voice pitch analysis (your voice on how you like an

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Ad), brain wave research, scanner data (grocery store machines in the cashier). NeuroFocus/
Nielsen (neuromarketing)
Content analysis
Trace analysis
Audits