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Topic Eight
Class Nine
MR
Ad hoc Quantitative Testing Observation Surveys Qualitative FG IDIs Comparative Monadic Conjoint Marketing Mix Product Advertising Video Mystery Shopping Traffic Count Business Measures Pack Price U &A Customer Satisfaction Brand Image B2B Continuous
Retail Panel
Consumer Panel
Omnibus
Most of what influences what we say and do occurs below the level of awareness. Thats why we need new techniques: to get at hidden knowledge to get at what people dont know they know. Jerry Zaltman
8-3
Data Collection
Data Analysis
Qualitative Research
Focus Groups Observation IDIs
Ethnography
Case Studies
Grounded Theory
Polls and focus groups do a good job on issues where people have made up their minds, but there are a number of gridlock issues laden with complex trade-offs that people havent thought out.
Daniel Yankelovich Creator of Yankelovich Monitor and ViewPoint Learning
8-6
Brand Image
Positioning Retail Design Process Understanding
Data Sources
People Organizations Texts
Environments Artifacts/ media products
Anthropology
Communication
Theory Building
Theory Testing
Focus of Research
Qualitative Understanding Interpretation Quantitative Description Explanation
8-11
Researcher Involvement
Qualitative
High
Participation-based Quantitative Limited
Controlled
8-12
Turnaround
Qualitative
Shorter turnaround possible Insight development ongoing Quantitative May be time-consuming Insight development follows data entry
8-14
Pre-tasking Activities
Use product in home Bring visual stimuli Create collage Keep diaries Draw pictures
Construct a story
8-15
Researcher characteristics
Schedule
Factors
Types of participants
Topics Budget
Non-Probability Sampling
Purposive Sampling
Snowball Sampling
Convenience Sampling
Qualitative Sampling
8-18
8-19
Interviewer Responsibilities
Recommends topics and questions Controls interview Plans location and facilities Proposes criteria for drawing sample Develops pretasking activities Prepares research tools Supervises transcription Helps analyze data Draws insights
Writes screener
8-20
Recruits
Writes report
Security questions
Demographic questions
8-21
Offer/ Termination
Distinctions
Interviewer creativity
Interviewer skill
Individual
Group
Group Interview
Orient the researcher to a field of inquiry and the language of the field Explore a range of attitudes, opinions, and behaviors Observe a process of consensus and disagreement Issues of public interest or common concern Issues where little is known or of a hypothetical nature Participants whose backgrounds are similar or not so dissimilar as to generate conflict or discomfort Participants who can articulate their ideas Participants who offer a range of positions on issues
Sequential interviewing
Life histories
Types
Cultural interviews
Ethnography Critical incident techniques
8-26
Group Interviews
Dyads Triads Mini-Groups
Small Groups
(Focus Group) Supergroups
Online
Videoconference
8-28
Memory decay
Natural setting
Research Design
Who?
Where?
Task Details
How? When?
Data Collection
Watching Listening
Touching Smelling Reading
Using Observation
9-33
Observation Classification
Behavioral Nonverbal Linguistic Extra-linguistic Spatial Nonbehavioral Physical condition analysis Process analysis Record analysis
9-34
Behavioral Observation
We noticed people scraping the toppings off our pizza crusts. We thought at first there was something wrong, but they said, We love it, we just dont eat the crust anymore. Tom Santor, Donatos Pizza
Systematic Observation
Standardized procedures Structured Trained observers
Systematic
Recording schedules
Observer-Participant Relationship
Direct or indirect observation Presence is known or unknown Observer involved or not involved in events
Extra-linguistic Observation
9-38
9-39
Halo Effect
Observer Drift
Reducing obtrusiveness