Lecture 41Lecture 4Qualitative Research MethodsDescriptive Research MethodsDepartment of MarketingDr. Junzhao MaMKF2121Marketing Research MethodsAgenda•Qualitative Research Methods•Descriptive Research Methods2Marketing Research ProcessStep 1: Defining the ProblemStep 2: Developing an Approach to the ProblemStep 3: Formulating a Research DesignStep 4: Doing Field Work or Collecting DataStep 5: Preparing and Analyzing DataStep 6: Preparing and Presenting the Report3
Lecture 424Type of Research DesignExploratory Research DesignConclusive Research DesignResearch Design Descriptive ResearchCausal ResearchSecondary DataQualitative Research- ambiguous problems- partially definedproblems- sharply defined problemsQualitative Research Methods56Qualitative ResearchProceduresIndirect(Disguised)ProjectiveTechniquesConstructionTechniquesExpressiveTechniquesFocusGroupsDirect(Nondisguised)DepthInterviewsCompletionTechniquesAssociationTechniquesClassification of Qualitative Research Procedures
Lecture 43What is “Qual”?“an unstructured, exploratoryresearch methodology based on small samples that provides insights and understanding of the problem setting.”7When to Use ‘Qual’?•When insight is more important than accurate description•Complexity of subject matter•As preliminary to ‘Quantitative study’8Example – Understanding customer satisfaction with Crown9•Staff friendliness and being remembered •A feeling that they could win was also important but ranked lower than customer service as related to overall satisfaction with their gaming experience•Positive staff encounters rather than the physical environment; •The speed of the change service•Cost of airfare to travel to Las Vegas and the availability of complimentary meals and rooms- Myer, Johnson and Chen (1998))
Lecture 44The authors actually gained these insights from a focus group10“A focus group was conducted to more clearly define model constructs and survey questions. Focus group participants were solicited by the slot department at the LVHotel. Focus group members were tourists who are frequent guests of the LVHotel and are primarily slot machine gamblers.” - Myer, Johnson and Chen (1998)) Qualitative vs. Quantitative Research11QualitativeResearchQuantitativeResearchObjectiveTo gain a qualitative understanding of the underlying reasons and motivationsTo quantify the data and generalize the results from thesample to the population ofinterestSampleSmall number of non-representative casesLarge number of representative casesData CollectionUnstructuredStructuredData AnalysisNon-statisticalStatisticalOutcomeDevelop an initialunderstanding Recommend a final course of actionFocus Groups12
Lecture 4513Focus Groups•Definition – a non-structured interview of a small group of respondents by a trained moderator •History - created in 1940s in the US by sociologists Paul
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