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Chapter Five: Exploratory Research Design: Qualitative Research
Chapter Five: Exploratory Research Design: Qualitative Research
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A Classification of Marketing
Research Data
Marketing Research Data
Descriptive Causal
1. I think that the purchase of the brand would lead to a risk for me.
Strongly Agree 7 6 5 4 3 2 1 Strongly Disagree
Projective
Depth Interviews Techniques
Focus Groups
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Application of Focus Group
• Understanding consumers' perceptions, preferences, and behavior
concerning a product category
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Characteristics of Focus Groups
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Procedure for Planning and Conducting
Focus Groups
Determine the Objectives and Define the Problem
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Before The Focus Group
■ Define the purpose, i.e. objectives of the
focus group
This has to be clear and specific. The more
defined the objective the easier the rest of the
process.
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Before The Focus Group
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Before The Focus Group
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Before The Focus Group
■ Select a facilitator
-The facilitator should be knowledgeable about the
project.
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Conduct The Focus Group
■ The facilitator should arrive before the participants, set
out the refreshments, and arrange the room so all
participants can view one another.
■ Make sure you record the session!
■ Carry out the focus group as per the plan.
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After The Focus Group
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Depth Interview Techniques
Depth interviews are conducted on a one-on-one
basis.
Laddering
In laddering, the line of questioning proceeds from
product characteristics to user characteristics. This
technique allows the researcher to tap into the
consumer's network of meanings.
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Definition of Projective Techniques
■ An unstructured, indirect form of questioning that
encourages respondents to project their underlying
motivations, beliefs, attitudes or feelings regarding
the issues of concern.
■ In interpreting the behavior of others, respondents
indirectly project their own motivations, beliefs,
attitudes, or feelings into the situation.
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Word Association
In word association, respondents are presented with a
list of words, one at a time, and asked to respond to
each with the first word that comes to mind. The
words of interest are called test words. For example,
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Completion Techniques
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Construction Techniques
With a picture response, the respondents are asked
to describe a series of pictures of ordinary as well
as unusual events. For example,
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Expressive Techniques
Third-person technique The respondent is presented
with a verbal or visual situation and the respondent is
asked to relate the beliefs and attitudes of a third
person rather than directly expressing personal beliefs
and attitudes. This third person may be a friend,
neighbor, colleague, or a “typical” person. For
example,
Instead of –
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Qualitative data Analysis
Focus group : university students
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Qualitative data Analysis
Res : Communications most Effective Why
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